Quick Answer: Digital vs printed shelf signage comes down to what stops and what starts…
Ultra-Wide Shelf Screen Content: How to Design It
Quick Answer: Ultra-wide shelf screen content should be designed to the exact pixel size of the screen. eShelf® stretch screens run from 1920 × 480 pixels (4:1) on the 8.8″ ESP10 to 3840 × 200 pixels (19.2:1) on the 35″ ESP50. Group screens by aspect ratio, build one master layout for each group, and confirm the current resolution on the product page before you build a template.
An eShelf® stretch screen is an ultra-wide LCD screen that mounts at the shelf edge. Ultra-wide shelf screen content is a different job from content for a phone, a TV or a poster: video built for standard 16:9 gets cropped or squeezed. This guide covers the real screen shapes, how screen height limits your layout, and how to test before rollout. For what to show and who owns it, see the content strategy guide.
What shapes are eShelf stretch screens?
The table lists resolutions as published on eShelf product pages at the time of writing. Aspect ratios are calculated from them, and the rows run from least to most wide.
| Model | Screen size | Resolution (pixels) | Aspect ratio |
|---|---|---|---|
| DPB25 display box (for comparison) | 18.5″ | 1920 × 1080 | 16:9 (1.8:1) |
| ESP45 | 29″ | 1920 × 540 | 32:9 (3.6:1) |
| ESP10 | 8.8″ | 1920 × 480 | 4:1 |
| ESP30 | 23.1″ | 1920 × 158 | about 12.2:1 |
| ESP50 | 35″ | 3840 × 200 | 19.2:1 |
The 24″ ESP35 has an active area of 597.9 × 112.1 mm, about 5.3:1. Check its resolution on the ESP35 product page before you build for it.
How does screen height limit your layout?
Height, not width, decides how much you can say. The widest screens leave very few pixels of height for text.
| Screen height | Suggested layout (a working guide, not a specification) |
|---|---|
| 158 pixels (ESP30) | One line of text. Two lines would leave about 79 pixels each before margins |
| 200 pixels (ESP50, 3840 wide) | One large line, plus a product image and price side by side across the width |
| 480 to 540 pixels (ESP10, ESP45) | A headline plus one supporting line |
As a working rule, put one message on the screen, read left to right, with the headline first and the price or offer last. Use high contrast: store lighting and glare flatten thin fonts.
How do you build templates for several screen sizes?
Group your screens by aspect ratio, not by inch size. A 23.1″ screen at about 12.2:1 and a 35″ screen at 19.2:1 are both stretch screens, but they need different layouts. Build one master layout for each ratio and export at the exact pixel size listed for each model. Keep the logo, colors and price style the same across masters so the campaign looks like one idea.
How do you test content before rollout?
- Play it on the actual screen model, mounted where it will hang. A design monitor does not show what a shopper sees.
- View it from shopper distance, at different times of day and under the store’s lighting.
- Check for glare. eShelf® stretch screens are ultra-bright, at 700 nits on the ESP30, ESP35 and ESP45, but placement still matters.
- Standalone playback works without a network on models such as the ESP35 and ESP45. Built-in WiFi allows remote content management.
Frequently asked questions
What resolution are eShelf stretch screens?
It depends on the model. Examples: 1920 × 480 (ESP10, 8.8″), 1920 × 540 (ESP45, 29″), 1920 × 158 (ESP30, 23.1″) and 3840 × 200 (ESP50, 35″). Confirm the figure on the product page or in the catalog before you build a template.
What is the aspect ratio of the eShelf ESP50?
The 35″ ESP50 lists 3840 × 200 pixels, which is 19.2:1.
Do eShelf stretch screens need a network to play content?
Not on models with standalone playback, such as the ESP35 and ESP45, where you upload content and play it. Built-in WiFi allows remote content management.
Browse the eShelf display range, download the catalog, or talk to the eShelf team about your screen positions. Related: digital shelf display buying guide · ESP45 29″ stretch screen.
About the author
Andreas Weyer is Managing Partner at LUXX Light + Retail Technology, the company behind eShelf®. He works directly with retailers and brands on shelf-level display programs, from format selection, powering and mounting through multi-store rollouts, across retail, grocery and hospitality environments.
Resolutions and features in this article are taken from eShelf product pages and the eShelf catalog as of September 2026. Check the linked pages for the latest.
