“What differentiates an exemplary digital signage installation from environmental noise?”
Environmental noise assails us from all directions every day. It doesn’t matter where you live. There are always advertisements, etc. I was recently in Japan and found environmental noise to be even more heightened there, where not only is there distracting signage everywhere, but people are also yelling to get your attention so you might frequent their stores. Sometimes, that signage felt like a person shouting at me as well!
I discovered that I would pay more attention to some signs than others. Sometimes, it was just due to repetition. I’d seen one sign many times over, plastered everywhere, so I’d ignore it. Other times, I found myself stopping just to admire the signage and look to see how they did it. I thought about this question and why I stopped each time, and it had to do with how organic it felt in the area. Was it just an afterthought or something that felt like it was designed to be part of my environment? The ones that truly stood out, caught my attention, and made me wonder how they did it were ones that seamlessly integrated with the environment, informed me without being ‘in-my-face’ about it, and enhanced the area I was in, helping with the ambiance while not being overbearing.