Simplicity and Digital Signage – How?
“Simplicity is the ultimate sophistication.” – Da Vinci –
Simplicity is defined as “the state of being simple, uncomplicated, directness of expression, freedom from complexity, intricacy or division into parts.”
The above definition should be the experience people have regarding digital signage and its corresponding content. Less complexity. This means less complexity in buying, installing, and using digital signage as well as, less complexity in digital signage content. Complex selection of digital signage hardware and components, complex installations, complex usage and complex content can be disastrous and leave users confused and disoriented. The result is for the viewer to ignore what they cannot make sense of.
Why? When content is complicated, it requires time for the viewer to digest. And when this is the user experience with a sign, the feeling is often “This isn’t something I need to pay attention to. It’s too complicated.”
The solution…directness of expression. For example: How many static signs do you see that relay several unrelated messages at the same time? None. A sign is and should be dedicated to the intended message. Likewise, digital signage should follow the same rules and functions for directness of expression.
Many we talk with believe busy screens, multiple zones, etc. is best practice for digital signage. It brings to mind a statement by Confucius, “Life (or digital signage) is really simple, but we insist on making it complicated.”
Joshua Brewer from 52 Weeks of UX posted his thoughts on simplicity and went further to define Da Vinci’s quote by saying, “Simplicity…is freedom from complexity,” while sophistication “implies a sense of style, cultivated beauty and refinement.” He clarifies that this is not a contradiction.
“I believe the ultimate level of sophistication happens when the refining process is so complete that there is truly nothing else to add and nothing else to take away; when the nature of a thing is perfectly represented and understood by its state and appearance. To behold it is to know and understand it.”
Brewer then sums up his post with these final words, “There is a delicate balance between the simplicity of use and the complexity of usefulness. But it is true the product that is clear in its purpose, elegant in its execution and simple in its use will set itself apart from the competition and endear itself to the user.”
Noventri has spent years listening to customers and are continuing to reduce and refine the features and benefits of the digital signage experience in order to find that “delicate balance between…simplicity of use and the complexity of usefulness.”
