Ask the Board – May 26, 2020 | JIM NISTA

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“How has psychology and understanding the human brain helped to inform your content approaches?”


Understanding human behavior is key to creating both advertising and informational content.

With advertising content, there’s often a need to create an emotional connection between a brand and the consumer. Great ads over the years have tugged at heartstrings or created desire to buy something you never knew you needed. Deep down, you feel that if you don’t do or buy what the ad tells you, something will be missing from your life. Not to date myself, but ads that really hit all the right buttons were the 80’s and 90’s long-distance phone company ads that urged you to stay in touch with family and friends, which reminds me, it’s been a while since I called my Mom.

Our team generally deals with informational content, which needs to perform a bit differently. A corporate communication digital sign doesn’t need to create emotional connections. Instead, it needs to be relevant to the viewer. Relevancy matters because our brains are bombarded with information and alerts like never before. We’re getting great at ignoring content that doesn’t matter to us at that moment. With informational screens, it is best to focus on what’s relevant to the greatest number of viewers and drop everything else.

Regardless of the type of content, one great trick to get your screens noticed is use of animation. We are visual creatures, and our attention can be easily grabbed with motion. Our brains are well tuned to spot motion and even the subtlest movement on a screen can capture attention over static content.

About Author

Senior Director of Content Creation Services
Almo Pro AV

MEMBER OF THE DSE ADVISORY BOARD
Content Council

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