With five distinct senses that we use every minute of each day, humans are talented species. These senses help us identify what is real and what is not. Our brains glean information about the world around us from these senses. They are also responsible for our emotions. These five senses, namely—sight, smell, touch, taste and hearing, send messages to our brain that it uses to understand the environment.
The brain communicates with these senses at the same time effortlessly.
Around 80% of the information we get is through our eyes. That leaves around 20% for the other four senses. What marketers are now trying to understand is how to use the other 20% to give the viewer an exceptional experience so the brand can stand out from the crowd.
This is the easiest and most used of all our senses. Visuals are appealing and people will stop in their tracks to look at something that they like. Our eyes are automatically drawn towards motion which is one of the reasons why animations and videos are so effective and so ubiquitous on digital signs. Whether it’s the date, time, weather situation, or a news feed, we pay more attention to it if it’s visual.
That is one of the reasons why marketers lean towards visual display in digital signage. As technology advances, more and more options are there for marketers to display their brand in a different and unique way. They use larger displays, 4K high-def and video walls. These are quite amazing and breathtaking, to say the least, and they work very well in engaging the crowd.
Risks With Visual Information
Too much of anything can be dangerous and same is the case with visual displays. If the visuals are turned into the priority instead of the message that they convey, or if too much visual information is given in too little time, the message can become very confusing. It might drive the viewer away instead of pulling them in.
If long pieces of text are used with visuals, it will take a long time to scroll through the screen. This might bore some people. Remember that digital signage is there to attract people. It is there to make the people forget about their smartphones and look at the digital message instead.
Whether you want to display short animation clips or logo designs, just make sure you are in the risk-free zone.
Let’s face it. There are too many digital displays for anyone to take them seriously. All you have to do is to walk out of your office or house and you will be bombarded with a barrage of visual displays ranging from small screens to humungous sized video walls that are vying for your attention.
That is why marketers are now turning towards auditory information to grab the customers. From the 20% information that we get from our four senses, 10% input comes from audio. Just think about the impact you can have if you have a killer presentation or a video and add the sound element to it. It will easily stand out from the cacophony of visual-only noise on the street and attract the viewer’s attention. It can greatly enhance your digital signage’s effects. But, using audio is a risky business itself.
It depends on a number of factors which include:
- The nature of sound
- The environment where it’s being played
- The people that are listening to it
If the place where you want to play your audio is a noisy one, or if it is crowded, it will never have the impact you want. Instead, it might just irritate people and drive them away. You definitely do not want to add to the chaos that is already present there.
If the place is too quiet, like a library or a meeting room, again the audio will have the opposite effect of what you had intended it to be. But don’t let that bother you.
There’s a number of ways you can include audio and enhance your communication.
Suppose your digital sign shows a newscast, it will only have a deep impact if it’s accompanied by the audio. Otherwise, people will not be able to follow the story and get frustrated. Music can also help you create emotions in people and draw them towards your message. Some kinds of music make the time fly by, and some kinds of music make people comfortable. Restaurants always have some type of music playing in the background.
Even if it’s a short moment of sound, it can help you spread your message.
Assistive Listening Technology For Digital Signage
Technology is advancing at a rapid pace. The latest technology to hit the market is the assistive listening technology. Ever since its inception, it is making waves with the marketing community because of its ability to help your message stand out.
By integrating your digital signage with this technology, you can easily provide isolated and localized audio to your customers and viewers without using any additional gadgets. They can just listen to the audio on their mobile phones, tablets, or any other handheld devices. No need for you to use speakers or provide additional headsets. Even though there are some cool gaming headsets in the market.
Ask your customers to download the app and they can really enjoy the video as well as the audio of your digital signage and have a truly remarkable experience.
Through this assistive listening technology, you can cut through the noise and connect with your customers no matter what kind of environment they are in. You can use this technology anywhere you want including restaurants, educational institutes, theatres, churches, stadiums, festivals or any other type of venue.
Benefits Of Assistive Listening Technology
One way you can use this technology to your benefit is to play the sounds in multiple languages to appease customers from different backgrounds. Just think about it, if a visitor from Spain is walking in front of your digital sign and hears the word “Hola”, wouldn’t he be attracted to your sign? He most definitely will.
There are a wide variety of sounds and noises that you can now incorporate in your display to bring the customers closer and connect with them. According to a study, these are the sounds that are most pleasing to the human ear:
- A baby laughing
- Water flowing
- A champagne cork popping
- Food cooking, and more
You can now integrate these sounds in your displays to grab the viewers’ attention and ensure that your message is being conveyed. With assistive listening technology, there’s no more need for you to get stuck in the crowd. Now you can enhance your customers’ experience and ensure that you get through to them.