| Why We Do It |
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The Motion Dilemma
Are you trying to purchase tools.. or toys?
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KEY POINTS
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If you have ten meeting rooms in your hotel, and you have a small monitor at every room to direct guests, it would not make sense to clutter them with motion content. But this is what we often see - an expensive installation to run video and advertisements in hopes of profiting. Nobody will stop to watch a video or look at an ad when they're frantically searching for their meeting! Such content will only confuse the attendees, and make the hotel appear unorganized. This applies to other locations large and small - not just hotels. More and more digital signage operators are moving to simple stills. Most are doing so, even though they have purchased the hardware and software that supports all of the bells and whistles. Many realized that they don't have the budget or the staff to produce the content they wished. Well-done stills are proving to be even more effective. We are not talking about digital signage that looks like a poor PowerPoint™ presentation - we are talking about digital signage created for the consumer. Once the consumer sees the benefit, then the operator starts seeing a benefit. If the people are moving (which is the case for the majority of deployments) or are in a rush, the message should always be STILL - otherwise, the message gets completely lost or ignored. Motion graphics can actually "paralyze" the viewers instead of driving them to the action you want. In the case where the viewer is overwhelmed with a lot of motion and multiple messages, the brain tends to ignore everything except simple STILL messages that stand out, or something specific the viewer is looking for. Even if the customer is still - for instance, standing in a food line - we need to remember that they are ordering food and not watching TV. READ MORE: 3 Reasons Why Your Signage Doesn’t Need Motion / Should Digital Signage Become a New Dog With Old Tricks? |
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THIS ISN'T TELEVISION
If we’re taking the place of still signs, we need to inform just as they did. People aren’t looking for entertainment!
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MESSAGE LOST
How can users order food or find what they are looking for with distractions and ads in the way?
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