“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?”
Examples of poor use of animation or audio likely exist. In particular, networks that feature audio should be mindful that their sound does not compete with other sources of audio throughout the store. However, when utilized properly, animation and audio can be very effective in creating engagement with the audience.
The network that I manage, GameStop TV, utilizes animation and audio to stand out within a cluttered environment. The majority of the visual merchandising elements in the store are printed, which allows GameStop TV’s dynamic content to stand out in a setting that is visually static. The network acts as the primary audio heard throughout the store and has little competition from any other audio sources. For GameStop, the combination of audio and dynamic visuals in this setting has proven to be highly successful. Our research shows that the network is able to engage virtually everyone that walks into the store.