Digital Signage: How Digital Signage Can Make Brands Memorable
Since the Consumer Electronics Show in January, 3-D displays have captured the popular imagination — and can grab customers' attention just as powerfully. 3-D image displays appear to leap into the viewer's world, and with autostereoscopic 3-D, there's no need for special glasses. Autostereoscopic 3-D displays can be implemented using a variety of technologies, and they're becoming a practical commercial reality. Other forms of 3-D also exist, including hologram printing, a technique that produces three-dimensional images on a flat sheet.
Augmented reality (AR) technology blurs the line between the virtual world and the real world by integrating real-time, interactive 3-D graphics into a live video stream. AR effectively turns viewers from passive spectators to engaged participants, enabling individuals to manipulate a world that only appears "real."
Interactivity, likewise, gets physical via gesture recognition technology, using a camera, computer and display such as an LCD or projection screen. If a visitor wears a Radio Frequency Identification (RFID) tag — say, an RFID-enabled trade show badge — a display or exhibit can automatically reconfigure itself to present personalized content that appeals to that visitor's interests.
The Rules of Attraction
Cool and compelling as these technologies are, they're collectively just a means to an end – tools to create unique storytelling opportunities. Indeed, if the technology isn't immediately accessible or is deemed too confusing, consumers will be put off by it. Cutting edge is good; bleeding edge can be intimidating.
What matters is the retention rate, the nature and level of engagement, and how advertisers can hold consumers longer, communicate messages more effectively, and fully immerse them in their brands. The rules are simple: Attract. Engage. Remember. Digital signage must attract customers' attention, engage them in an experience and have them remember that experience long after it's occurred. Tell me something and I forget it. Show me something and I understand it. Involve me with something and I remember it. Interactivity simply works better.