Our emotions play a critical role in everything we do, especially in what we buy or how we determine how important something may be. If you have invested in dynamic digital signage (DDS), you need to consider the emotional impact that every single piece of content will have on your audience. Let’s briefly explore the key elements you need to consider with your DDS system.

Your Intended Audience Must Be Able to Physically See Your Content

Determine the Proper Size for Your Display

Viewing DimensionsIf your audience cannot read your message, you have no chance to influence or connect with their emotions. While hardware choices today are very simple compared to years past, an organization must still adhere to some very basic rules of physics to make that emotional and cognitive connection. The display surface, which can be anything from a small touch panel to a large outdoor LED sign, must be big enough for a person to engage without strain. Your surface must also be of sufficient quality for a person you want to influence to see and have an emotional response. You must understand and respect the 4-6-8 rule for viewing distance as it applies to the height of the DDS surface.

Determine the Proper Dwell Time for Your Content

You must understand dwell time (the average amount of time available to view content) because if the audience can see it, but doesn’t have the opportunity to consume and digest the information, there is no chance for an emotional connection. Signage in a waiting area could have an audience to engage for 20 minutes or more, while signage in an elevator lobby will typically have less than a minute to catch the viewer’s attention. Content in these two very different scenarios will need to move at a much different pace.

Digital Signage Layout Design is Important

Content must be relevant, timely and of such quality that a person will engage. Digital Signage Content Management Software offers a plethora of content options, but that does not mean they should all be onscreen at once. If a layout design is considered too “busy” viewers may quickly turn away and make a mental note not to waste their time looking at that sign the next time. There is no chance for an emotional connection if the sign seems inconsequential to the viewer.

Timeliness of Digital Signage Content is Crucial

If the content a signage system is announcing pertains to an event that has already passed, all the messaging may then be considered irrelevant. Millenials are accustomed to using their handheld device to get information quickly. If a millennial views a sign and it does not immediately provide him or her with important and timely information, it just becomes noise to that person and the opportunity for an emotional influence or connection is lost.
I strongly recommend the book ‘Don’t Make Me Think’ by Steve Krug.  Read it, highlight it and use it to provide strong navigation to your creative team providing content for your DDS system. ~ Mike White

Make your DDS Sign ‘Sticky’ to Have a Maximum Emotional Connection.

Smart-Device-CaptureThe term sticky refers to the careful preparation of content to encourage a second look or even better take an immediate action to connect with the content on the sign. For example, if you have a product that you are promoting on your DDS screen, and you want to make the maximum impact, so you can drive an emotional connection or decision, place a QR code on the screen and encourage the viewer to use their phone to download more info.   You can have that QR code directed to a specially prepared web page, where they can get important and timely information after they leave the DDS area of impact. You gain the additional benefit of being able to analytically measure how well your content is working from the number of hits to this unique landing page for that screen.

Take the same concept to the corporate DDS project when it is time for everyone to enroll in benefits. Using the sign, you engage with a timely and important message to your viewer, they will deem it emotionally important to them to engage, they will scan the QR code, or go to a web link, and you have made an emotional and timely connection with that person

Digital Signage and the Human Emotion Component

Humans are emotional beings, and we need to respect that fact when we are investing in Dynamic Digital Signage.   Make it big enough for people to see, focus on the relevancy and quality of the content and make your DDS sign sticky.   If you follow these insights, your DDS sign will have an emotional connection with your employee or your potential customer.

Mike White, CTS . DSCE

Author Mike White, CTS . DSCE

Mike served 4 years on the Infocomm International Board of Directors. He has been a speaker and Adjunct Instructor for Infocomm from 2007 through 2016. Mike has been a recognized speaker and educator at over 50 national digital signage symposiums and expositions including DSE 2010-2016. Mike served 5 years on the Dealer Advisory Board for USAV and 2 years as Chairman of the Board. He is currently serving on the DSE Advisory Board. Mike has published over 100 articles with industry trades. He has overseen the successful implementation of over 200 dynamic digital signage projects.

More posts by Mike White, CTS . DSCE

Leave a Reply