The psychology of digital signage
There are four key reasons that digital signage works so effectively:
- Human beings are hard-wired to pay attention to movement, so we are much more likely to notice moving images than static messages.
- We process visual images easily, so our brains will always opt to watch information rather than to read it.
- Our brains prefer stories. We are much more likely to remember something that appears as part of a narrative, rather than as random pieces of information.
- If the narrative makes us experience an emotion as a result of watching it, then this super-charges our ability to remember it.
Because digital signage is constantly showing images, movement and information as a narrative, it perfectly placed to exploit how human psychology works, making messages more likely to be noticed and remembered.
Return on investment
Digital signage is proven to deliver effective results when used in conjunction with an effective content strategy. Because it is a communication channel that’s constantly working, it can be used for communicating a multitude of different messages at once. Higher priority messages can be made more prominent (and memorable) very easily.
Although the cost of installing it can seem significant, the total cost of ownership and resources involved in running an estate can be surprisingly low. The larger your estate, the greater the economies of scale. However, that doesn’t mean that it isn’t viable for smaller sites/businesses.
The key to getting a good return on investment is simply to get the right solution to meet your needs and make the best use of your budget. This is why we think it’s crucial for businesses to get advice tailored for their individual needs.
Because digital signage is constantly in use, it has a large capacity for content. As such, it is possible to sell advertising space to third parties, with their content to be shown alongside your own, generating new revenue streams.