Reinforcing a brand supported by the installation of digital screen is a means of communication. It enables establishments to reach people on a psychological level, particularly on the decision-making process. Messages conveyed in a visually inviting format create a sensory connection with the customers. Digital signage catches the senses and results in recognition and recall of the message and the brand.
It is the presumption that when information is presented on a display, the psychological factors come at the level of perception. It is by watching and hearing the information that create chances to influence behavior. Only the most relevant aspects are filtered due to the limitations of psychological perception. Two of the most immediate visuals are colors and shapes where certain bits of information are highlighted, among others. Understanding the psychology of digital signage is maximizing the benefit of communicating to customers digitally.
It was only until the middle of 20th century that color perception made great advances. The retina, at the back of the eye, has a vast array of color receptors and each is sensitive to a particular range of wavelengths of light. Majority of people have three primary sensitivity ranges. These are red, green, and blue. In the absence of further scientific literature about the psychological impact of colors, broad generalities have been claimed. Generally, men prefer yellow and blue while women prefer red and green.
It is relevant to consider the psychological effects and connotation of different colors in a digital content. As a general rule, bright colors are associated with positive emotions and dark colors connote a negative emotional association. As a guide to digital content, different colors have different psychological impact.
Blue connotes trust, loyalty, relaxation, dignity, calmness, and serenity.
Green has impact in terms of money, jealousy, nature, fertility, freshness, life, growth, and youth.
Red is associated with heat, passion, danger, and power.
Yellow connotes energy, joy, light, hope, cheerfulness, warmth, and novelty.
One of the basic colors used is white which portrays purity, cleanliness, and innocence.
Color is important in targeting specific demographics in the display content. When the target market consists of men, it is recommended to use deep shades of color, contrary to women who prefer lighter tints. Bright shades are preferable for targeting children, while older people tend to see colors more dimly.
Aside from color shades and brightness, the readability of colors also has an impact on how the message is displayed onscreen. To improve readability, pure blues must be avoided on black backgrounds, as well as pure colors on top of other colors having the same brightness. For an optimally readable sign, have bright backgrounds with dark letters.
Some relevant findings with regard to font imply some psychological impact. Digital signage consists of shapes, texts, and other forms to present information. Font issue is one of the considerable factors in the content.
Psychologically, large fonts have impact on friendliness and fun while rounded fonts affect sensuality and playfulness.
There are informal recommendations like using thin fonts to signify spirituality, simplicity, and honor, while thick fonts generate materialism, self-confidence, and dominance. Even spacing has impact on reliability and toughness.
In terms of shape, a broad guidance can be followed. Circles have impact on community connections, movement, and safety. Rectangles can be perceived as solid, secure, and whole. Triangles have exciting, powerful, and even aggressive impact on the viewers.
The basic components of digital content such as color and forms have a lot to do with the effect on its target audience. Display screens would have desirable impact if it affects customers psychologically. Always keep in mind that the digital signage is intended to influence customers in a positive way.