“In a busy setting, do animation and sound in particular distract viewers from absorbing your messages, or do they help to draw attention? How much is too much?”
Let’s face it: The more you can grab the attention of your audience, the greater chance you have at retaining them as a customer, advocate or whatever action you want your target demographic to take.
Animation (motion graphics) might be your best approach at obtaining that attention. In this sensory overloaded society, the more noise you make, the greater the likelihood is that you will get noticed. For example (specifically in a retail Shopping Mall setting), there’s digital signage with animation at every turn, all of them competing with neighboring storefronts.
When done right, sound can be a great addition to your digital signage solution. I believe the most useful way to use sound in the retail sector is to incorporate proximity sensors that react when a potential customer is within range. Couple this sensor with a facial recognition (AI) component, and now you have the ability to customize the messaging based on the gender, age and possibly ethnicity.
Whichever approach you take, the right balance of animation and sound can prove to be a valuable addition to your advertising or promotional mix.