Applications to Match Your ROXDigital Signage is like an umbrella covering many aspects of content creation, design and utilization. Examples include procedural animation, retail kiosks, digital menu boards, financial and sports tickers, triggers, way-finding, widgets, audio and visual customization, and others. What is the use case? What is the purpose of acquiring this new technology (hardware, software, services and support)? What are the goals of the project? Are you going for the “WOW” factor? Will it provide critical information? Is it focused on a sales and marketing function? Do you want to educate associates, clients and/or vendors? Do you have to provide a new environment that complies with the Americans with Disabilities Act?
Understanding Your AudienceThink about your audience and their point of view. Who is using this space? Is the space enclosed or an open area? Are the users stationary for a period of time or passing by your digital signage? How far away are they from the digital signage? What senses (see definitions link below) do you want to stimulate? What will they focus on? What emotions will they feel? Will the content be impactful? For example, should the media loop be designed for two minutes or twenty minutes? Should you add theatrical lighting to increase the attention to your digital signage display? By the way, the distance from the viewer to the digital signage device will dictate the configuration/specifications needed for that device (i.e display, kiosk, video wall, projector, etc.) including appropriate aspect ratio, pixel pitch and resolution (see definitions link below). The answers to these questions will help you and your team build the structure for your content strategy and planning. By the way (not to put a damper on your enthusiasm, but to be aware), I had conversations with associates about catching the eyeballs of the audience because many people (regardless of age) may be focused on their phones rather than looking up when they walk. I did some research and found this Healthline piece on phone addiction. In it, Rebecca Joy Stanborough writes,
“There is a similarity between behavioral addiction and cell phone overuse: the triggering of a chemical in the brain that reinforces the compulsive behavior. Your brain contains several pathways that transmit a feel-good chemical called dopamine when you are in rewarding situations. For many people, social interaction stimulates the release of dopamine. Because so many people use their phones as tools of social interaction, they become accustomed to constantly checking them for that hit of dopamine that is released when they connect with others on social media or some other app.”