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by Josh Calixto
In an era where every consumer touchpoint matters, it’s all too easy to underestimate the ATM as a marketing channel. But with the right design strategy, financial institutions can turn ATM screens into powerful tools for brand awareness, consumer education, and even revenue generation.
Here are the top principles to keep in mind as you kick off any ATM marketing campaign.
For more design examples and ATM branding tips, download the full ATM Marketing Design Best Practices Lookbook.
1. Define Clear Campaign Goals
Every great campaign starts with a purpose. Whether you’re promoting a new checking account, looking to increase financial literacy, or reinforcing your brand presence, set measurable objectives before designing a single screen.
For example, you might set a goal to increase app downloads by 15% over three months by driving users from the ATM to your mobile app via QR code. Knowing the “why” helps shape the “how”.
2. Keep It Simple and Focused
ATM users want quick, seamless interactions. Wherever possible, avoid clutter and stick to concise messaging.
Instead of saying “Learn more about our competitive personal loan rates and see if you qualify today,” edit copy to cut filler words and try shortening to a line like “See if you qualify for a low-rate loan today.”
Simplicity reduces cognitive load and builds trust in the ATM experience.
3. Use Strong Calls-to-Action (CTAs)
CTAs should be clear and visible, but concise enough that they don’t overwhelm the rest of the design.
Tell consumers exactly what you want them to do, whether you want them to download your app, explore a loan offer, or scan a code. The clearer the action, the more likely users are to take it.
4. Maintain Branding Consistency
Your ATMs should feel like an extension of your branches and digital channels. To give consumers the familiarity of a cohesive ecosystem, make sure to use the same colors, fonts, and logo treatments across ATM screens, mobile apps, and branch signage.
Prioritize Accessibility and Readability
To ensure a delightful experience for as many consumers as possible, design with accessibility in mind. Make your contrast ratios, font sizes, and instruction text clear and approachable for consumers with visual or cognitive impairments.
When in doubt, refer to the WCAG compliance guidelines and use tools like the accessible colors contrast checker.
6. Incorporate Interactive Elements
QR codes and mobile links bridge the ATM experience with digital banking. By making it easy for consumers to connect to promotions, mobile apps, or educational resources, they effectively turn dwell time into engagement time.
A well-placed QR code could link directly to a loan prequalification form, while another could drive users to your mobile banking app download page. Be creative, and look for new opportunities to help consumers take instant action.
7. Optimize Dwell Time Screens
When consumers are waiting for a transaction, their attention is locked on the screen, presenting the perfect opportunity for promotions, cross-sells, or brand messages.
Instead of a generic “Please wait” message, consider presenting consumers with calls-to-action or new offers. Not only does it give the consumer something interesting to focus on, it provides value when their attention level is at its highest.
8. Provide Clear Instructions
Users trust a machine more when they know what it’s doing. Clear instructions help you ease a consumer’s anxiety and reduce errors.
Instead of presenting a user with a vague error message like “Transaction Failed,” use specific, instructive language like “Deposit could not be processed. Please remove your check and try again.”
9. Leverage Trust Signals
Trust is a fundamental element of any financial transaction, so it’s important to include official logos in your ATM screens that consumers recognize. By inserting marks from FDIC, Visa, MasterCard, and other trusted financial entities, you can instantly boost credibility.
Bonus tip: Position these logos alongside your institution’s promotions to maximize your marketing impact.
10. Test, Measure, and Refine
Great design is never one-and-done. To create a data-driven approach to your ATM screens, track engagement, analyze behavior, and adjust your campaigns to align with consumer needs.
If you notice that a QR code for loan applications gets low scans but an app download link performs well, reallocate more campaigns to promote your mobile app. Data helps you ensure that your design is evolving with consumer behavior.
For more design examples and ATM branding tips, download the full ATM Marketing Design Best Practices Lookbook.