Grabbing the attention of consumers is one thing. Sustaining that attention and converting it into action is where the real challenge for all marketers lies. Here, Steven Baxter, founder and CEO of digital signage company Mandoe Media, shares his insights into the power of combining colour with movement to capture, sustain and convert.
Digital signage has quickly become an essential tool in brand marketing, offering a cost-effective, efficient and dynamic alternative to traditional printed signage. With studies showing that digital displays can increase average sales by up to 47 percent, it’s no surprise businesses are embracing this technology.
The key to maximising sales potential lies in understanding the psychology behind what captures attention, sustains interest and drives action. Here’s a breakdown of the psychological tactics every marketer should harness to create high-impact digital signage that converts attention into sales.
The power of colour
Colour isn’t just about aesthetics. In The Psychology of How Marketing Captures Our Attention, writer, speaker and professor at Hult International Business School and Harvard University School for Continuing Education, Dr Matt Johnson suggests colour is a psychological trigger that influences perception and decision-making: “The brain is naturally biased to focus on high-contrast objects. Whether it’s white against black or a static object amidst motion, contrast ensures a visual element stands out.” This insight is critical for crafting digital signage that grabs attention, especially in cluttered or busy environments.
Different colours evoke distinct emotions. Blue, for instance, is associated with trust and stability, making it a go-to for financial institutions and healthcare brands. Red, on the other hand, signals urgency and passion, which is why it’s often used for sales and clearance promotions. By strategically incorporating colour, marketers can align their signage with their brand identity while subtly steering customer emotions.
Practical tips:
- Use high-contrast colours for text and backgrounds to improve readability and visibility.
- Match colours to the emotions or actions you want to evoke – blue for trust, red for urgency, green for eco-consciousness.
Crafting a strong call to action
A visually appealing sign is important, but beauty won’t drive sales on its own. All great digital signage must also be optimised to drive action through a great call-to-action (CTA). A vague message like “Great deal on coffee today!” may attract some attention but won’t convert as effectively as a direct, actionable statement.
A strong CTA should be clear, compelling and urgent. One effective approach is to tap into the scarcity principle. In 4 Ways to Use Scarcity to Persuade and Influence: How to make a choice more desirable or appealing by making it scarce, Dr Jeremy Nicholson explains that scarcity tactics, such as perceived short supply, high demand and unique or limited-time opportunities, are some of the most effective ways to drive customer action.
By creating a sense of urgency, popularity or exclusivity, customers are more likely to act quickly, fearing they might miss out. For example, a CTA like “Only five left at this price – act now!” is far more compelling than a generic phrase like “Get yours now.”
As important as a powerful CTA may be, it’s essential not to overplay scarcity tactics. Regularly overusing phrases like “One day only!” can lead to scepticism and diminish trust in your brand. The beauty of digital signage is its flexibility – you can easily update CTAs to reflect real-time changes and maintain authenticity.
Capturing attention through movement
From a behavioural science perspective, movement often indicates potential danger or opportunity, so it naturally grabs attention. Given that our brains are hardwired this way, dynamic content that integrates video, animation and other effects is an incredibly powerful tool for digital signage. It also explains why digital signage outperforms traditional signage at every turn.
Behavioural psychology supports this, highlighting how moving visuals not only capture attention but also improve retention by engaging viewers’ preference for narrative and action. Incorporating animated elements such as scrolling text, video clips, or subtle transitions can effectively guide a customer’s gaze to key messages.
This might sound complicated, but the truth is that digital signage excels in making this easy to do. Digital signage AI tools allow businesses to incorporate a range of different effects that make their displays impossible to ignore without needing to pay expensive graphic designers. This ability to create and change digital displays within minutes also makes it much easier to see what works and what doesn’t, allowing brands to refine their messaging over time and figure out exactly what grabs customers’ attention.
How to use movement effectively:
- Focus on smooth, purposeful motion rather than overwhelming animations. Too much movement can distract or frustrate viewers.
- Use dynamic transitions to emphasise CTAs or highlight special offers.
- Tell a story with your visuals – people remember narratives far better than isolated facts.
Crafting impactful digital signage is both a science and an art. By harnessing psychological tactics, you can elevate your marketing to captivate customers, shape decisions and drive sales like never before. Once you master these strategies, you’ll see why traditional printed signage is quickly becoming a thing of the past.
Post time: Dec-12-2024
