“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?”
I think this depends on the distance you are from the screens. If you are in Times Square, with millions of people crossing that area, the digital animations can be very effective. If we try to do something similar inside our restaurants with the signage five feet from the customer, it won’t be a good experience. In addition, the intent of the signage is key. Our customers expect to read our menu and be able to decide on what to order. If we are introducing a lot of animations or sounds that don’t help inform their decision, it will cause frustration or order anxiety.