When we talk about digital signage, our thoughts usually turn to two uses: advertising and digital menu boards. This is because these are the uses we see most often and there’s nothing wrong with these uses, but by constraining ourselves to these limited uses of digital signage we’re wasting so much of the power behind this technology. So, today’s blog will be covering all the other uses of this incredible tech!
Antonio Damasio, professor of neuroscience at the University of Southern California and head of the Brain and Creativity Institute, detailed in his book Descartes Error that human emotion is critical for decision making. His research has shown that we will rely on previous experiences to the current decision we are facing and utilize the emotions for those past choices to create preferences.
This process is so hard-wired into our brains that individuals who had damaged links between “emotional” and “thinking” sides of the brain (often from surgery) were unable to make decisions!
So how does digital signage come into play in this world of neuroscience? Well, customers face an incredible array of decisions at every location where digital signage can be deployed and the vibrancy of their screens and use of movement can evoke a vast variety of emotions.
Here’s a video from Arden Fair Mall in Sacramento, California of an incredible digital display in the heart of their location.
[vimeo 128646538 w=640 h=360]
Their use of vivid colors, movement, and brightness creates an engrossing display that sets customers in the right emotional state to be open to trying new products.
We’ve all seen various way-finding solutions on digital signage, but that’s not what we’re talking about. Customer’s can benefit from more information than just what is on sale or how much something costs. Branding activities can be taken during all parts of a customer’s trip covering everything from: the sourcing of products, a company’s history, employee profiles.
In certain cases, like optical retail, you can provide important health or safety related information that still aligns with your products. An example of this can be seen with the demo from our Optical Library below.
It’s a tough market out there; customers want premium goods at low prices and now want to also have a great experience.
That’s a lot to tackle.
Sometimes I find it’s good to step back a bit and remember the power in digital signage. We see it so often we can forget that it can literally display anything! Everything can be played, from art work to wildlife and even games!
So, think of all the things that have broken you out of your autopilot and made you stop and pay attention. That can be put on a digital display.
You can make your customer do whatever you want to feel engaged. Make them laugh with a funny video, challenge them with fun quizzes, and enthrall them with dazzling art.