Our digital displays are built to deliver bright, engaging content for many years. However, repeatedly displaying the same image or screen elements for extended periods can cause a faint outline of that content to remain visible after the screen changes. This is known as image retention.
Image retention may be temporary. If the effect becomes permanent, it is commonly called burn-in. Both conditions can affect display performance, and prevention begins with properly designed and scheduled content. Image retention can and does occur with every display technology: CRTs, plasma, LCDs, OLEDs, DvLEDs, etc.
What Causes Image Retention?
Image retention occurs when the same pixels display identical or nearly identical content for too long. This commonly happens when a logo, navigation button, map, clock or other graphic remains in the same location throughout the day.
A screen can appear to have moving content and still be at risk. For example:
- Advertisements change, but the company logo remains fixed.
- A video plays behind a stationary “Touch Here” button.
- Transit information updates, but the map and headings remain unchanged.
Example of static icons or buttons
Resulting image retention
Example of persistent maps or backgrounds
Resulting image
retention
- Weather information changes, but the layout, icons and labels stay in the same positions.
- Multiple advertisements use different backgrounds but repeat the same logo or branding in one location.
- The key principle is simple: every part of the screen must change regularly.
How Often Should Content Change?
MRI recommends that every area of the screen change at least once every five minutes—and preferably more often. This means changing more than the main photograph, advertisement or video. Logos, text, menus, buttons, borders, tickers and informational panels must also change, disappear or move to substantially different locations.
Content That Requires Special Attention
The following screen elements can increase the risk of image retention when they remain in one location:
- Logos, trademarks and brand names
- Welcome screens
- Wayfinding maps and “You Are Here” markers
- Touchscreen buttons and navigation menus
- Transit schedules and informational bulletins
- Clocks, dates and temperature displays
- Weather icons and data
- News tickers and RSS feed bars
- Prices, headings and promotional messages
- Borders, frames and other fixed design elements
- Bright, high-contrast graphics—such as white text or logos against a dark background—require particular care
Example of ads with repeated logos
Resulting image
retention
Best Practices for Content Design
Change the Entire Screen
Use full-screen content changes instead of changing only one portion of the display. Every pixel should display different content at least once every five minutes.
Rotate Complete Layouts
Create multiple layouts that position logos, buttons, text and information panels in different areas of the screen. Periodically remove these elements completely.
Limit Repeated Branding
Several advertisements from the same campaign can still create image retention if they place the same logo, photograph or design element in the same location. Include sufficient variety throughout the playlist and avoid repeating one campaign too frequently.
Use Full-Screen Video Carefully
Video is helpful only when it changes the entire screen. A moving video background does not protect areas containing stationary logos, menus, buttons or overlays.
Pixel Shifting Does Not Alleviate the Problem
Pixel shifting distributes the problem over a larger area and small movements do not replace complete content changes. Static elements must still disappear, change, or move to significantly different locations.