Interactive signage is becoming much more ubiquitous now in companies, including retail stores. Even if these signs still bring a sense of technical awe in those who use them to learn about or find information, it's the content that truly matters. With marketing becoming all the more important on digital signage and conveying a strong message, should you use powerful emotion to capture consumers about a product in your retail store?
You might be surprised at the reactions you get if you decide to play up stronger emotions through your interactive signage content. Through proven scientific studies, that content might get the strongest reaction by employing more fearful ideas about what might happen if someone doesn't buy one of your products. However, this doesn't necessarily mean you should shun using positivity.
The Effects of Positive and Negative Content
Based on studies mentioned on Digital Signage Today, consumers who don't have any prior knowledge about an idea or product will most likely be swayed by positive content first. Conversely, those who already know about a product or idea were more likely persuaded to take action after seeing negative content.
The above is an interesting examination of psychology and how we're motivated to take action, whether it be voting in an election or buying something. It can work exactly the same way in the retail market where the introduction of a new product in a positive way will most likely garner feelings of wanting to buy. Similarly, showing slightly negative content that shows the circumstances of not buying a product can trigger more adamant actions.
You'll have to study the personalities of your regular customers in order to pick the right emotion conveyed on your digital signs. Through a marketing department, those consumer personalities can be scoped out based on the information you already have about them in your database.
Using Images, Sounds and Colors to Tap Emotion
People are always affected by compelling images, sounds and even colors used in media formats. Digital Signage Today above notes how specific colors are frequently used in companies to trigger certain emotions or feelings. But the images and sounds you use are going to play even more of a major part. Seeing specific images and sounds of positive or negative situations cut deeper when the content is interactive with a touch screen.
It's here where you can take advantage of the concept where a consumer already has awareness of your store products. A negative video showing the circumstances of someone using a product from your competitor might give the consumer stronger incentive to buy your product. That's because the consumer may already know your products are superior to the competition based on buying history.
The same applies to positive content where images and sounds of cheerful things will show how the world might be if a consumer started using a brand new item you sell.
It's worth trying all of these emotional concepts on your interactive signage to see what works the best. Here at Forsefield, Inc., we can help plan out that content for you so it brings the most persuasive reactions.
Contact us about any marketing ideas you need employed in your interactive digital signage. We cover all marketing corners to help keep your existing and prospective customers engaged and interested in everything you do.
Either thanks or no thanks to the increasing use of different media formats, web development has become a little more challenging in creating designs for specific screen widths. Now you have to consider how your retail website will look not only on a 16x9 screen, but also a vertical-shaped smartphone screen, a tablet and dozens of different browsers.
It can all get complicated, even though you have some resources online that let you see how your web design fits in every possible format. Nevertheless, you may want to plan ahead before you get started on how your website might look in those formats. This may trigger early ideas on how to market your site by removing certain things and reshaping others for the specific device it'll be viewed on.
Planning Your Design for Desktops
While the sky's the limit in desktop web design thanks to widescreen monitors, consider how some of that content will conform in small formats later. If you have overly busy information on the far left and right of your screen, some of that may have to be removed later when designing for mobile or other devices. And that can be a problem if those graphics, images or text are vital in conveying the essence of your retail brand.
It's slightly easier with text since the shape of text is usually conformable into different shapes. Regardless, large images and certain graphics depicting distinct colors or shapes could be a problem if they bring personal meaning to a retail store.
A desktop design has to consider graphics and images that can be cut or reshaped in ways that still convey the same message.
Designing for Mobile
You may have to remove more things than you intended when designing for mobile screens. While it can be a pain trying to fit a design into a vertical screen width, it's still possible to bring the same essence of your desktop design to smartphone screens. Images might actually be improved by cropping to zone in on a product image or someone using your product. On a mobile screen, a consumer wants a good, quality image of the product you're selling. This might mean replacing the picture with a new one.
Bodies of text, as mentioned above, are the easiest to shape for mobile. Text can simply be scrunched into a vertical, rectangular shape if it was originally stretched across a wider screen.
Eliminations may have to be animation or other complicated graphics that take longer to load. You don't want slow load times on your mobile site, so seriously consider whether it's vital to your site or easily removable without ruining impact.
Designing for Tablets
With tablet screens being a little wider, you don't have to adjust quite as much. This doesn't mean that it still fits the same dimensions as a desktop screen, and even a slight adjustment could throw things off. When designing, consider how things would look if the borders are reduced by a mere inch or two. It's why thinking about centering your most important information should be considered for tablet screens, including images of your retail inventory.
Designing for Multiple Browsers
It's here where it can get extremely complicated considering the numerous browsers available and viewable in different media formats. This can create a combination of design problems that you'll need to test. Browsershots.org is a site that lets you view your site in all of the major browsers at once. It helps, though, to think ahead, read on various browsers and plan in your mind how your site would look in those formats.
Here at Forsefield, Inc., we can help create a marketable site that looks good in any format. The option of adaptive design is also available to help make this process a little easier.
If you need this done, contact us for all your marketing needs. With recent attention on retail, we can help your retail store create a website that conveys your brand compellingly, no matter where it's viewed.
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