Posted by: Richard Williams | Posted on: | 0 Comments
One of the most obvious advantages of digital signage over static media is the ability to show moving images. Using LCD screens hooked up to a media player means that all sorts of video content can be played outside the home, helping to attract attention to whatever promotional or informative message the digital signage screen is trying to portray; however, is using moving imagery really a good idea, and if so, how much should you use?
People don’t view digital signage the same was as television. Few people stand opposite an advertising screen absorb all its contents before moving on. Digital Signage normally receives fleeting views, with dwell-time limited to just a few seconds, and even less for outdoor digital signage.
Because of this short amount of time in which messages need to be gotten across, playing TV commercial-like content is not going to work, unless the content is of such quality that it literally stops people in their track. Sadly, shy of a few leading TV commercial producers, this sort of content is unlikely to be available for somebody wanting to provide digital signage adverts, so is it worth using moving images at all?
The advantage of moving imagery on a digital signage screen is that it does help catch the eye, however, because of the brief dwell-time, any moving content needs to be brief.
Transitions are the use of screen changes. Colour, pattern, background or images changes are just as effective at drawing the eye as moving images. It is, however, essential that whatever messages the digital sign is trying to convey, such as a promotional offers or brand awareness, that this information is never off the screen for very long, especially for outdoor digital signage. If somebody only glances at a digital signage display, perhaps after their eye is drawn by the transition, then whatever message the screen is designed to get across should be immediately and obvious to the viewer.