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?
This week’s question is answered by members of the DSE Advisory Board
END USER COUNCIL
END USER COUNCIL
“There is an art to applying the right amount of motion and sound to draw people in, especially in a busy environment.”
JOEL ALLARD
Senior Business Partner, In-Store Digital – Target
Senior Business Partner, In-Store Digital – Target
“I think, if done correctly, sound and animation always draw attention. Does that mean that animation and sound should always be used or that their use always enhances the message – absolutely NOT.”
DOUG ANDERSON
Senior Director – Information Technology
LA Metro Transit
Senior Director – Information Technology
LA Metro Transit
“I am a fan of the use of animation and sound with content to gain and retain attention of the intended audiences.”
SANDRA BREADING
Senior Director, IT – Marriott International
Senior Director, IT – Marriott International
“Like most things in digital signage, there is a subtle balance to hit when using animation and sound. In a busy setting, it’s important to hit that balance or it can be overwhelming to the viewer, distract from the message and turn the viewer’s attention away.”
MEGAN CARDAMAN
Marketing Content Specialist
Nationwide Children’s Hospital
Marketing Content Specialist
Nationwide Children’s Hospital
“Is animation and sound a distraction from viewers absorbing your digital signage message? I believe the answer could be both yes and no, depending on the environment where the signage is located and the type of signage being displayed.”
PENNY CARTER
Digital Signage Lead – Lockheed Martin
Digital Signage Lead – Lockheed Martin
“Animation and sound can definitely distract viewers from absorbing your message. Sound, in particular, can prevent people from even hearing themselves speak…”
LAWRENCE CHANG
Director, IT – Calgary TELUS Convention Centre
Director, IT – Calgary TELUS Convention Centre
“It’s believed that sound effects can significantly affect the viewers’ ability to perceive motion.”
FRANK COCCARO
Executive Director of Multimedia
MGM Resorts International
Executive Director of Multimedia
MGM Resorts International
“There does not appear to be a hard rule as to when digital signage should utilize supporting audio.”
ANGEL CORDERO
Signage & Kiosk Solutions – Walt Disney Parks & Resorts
Signage & Kiosk Solutions – Walt Disney Parks & Resorts
“Getting viewers to absorb your message is the whole point of doing digital signage.”
DOMINIC DeSIENO
Digital Signage Technical Lead, Corporate Video Services Team
Wells Fargo
Digital Signage Technical Lead, Corporate Video Services Team
Wells Fargo
“We use animation and transitions liberally to help draw attention to our displays, but there is certainly a point where it can become a distraction or have a negative impact on the target.”
LEN DUDIS
CIO – Grupo Vidanta
CIO – Grupo Vidanta
“In a busy environment, there will be a lot of noise, visually and with sound, to distract and attract the customer.”
MICHAEL DWYER
Senior Marketing Manager, Digital – Subway
Senior Marketing Manager, Digital – Subway
“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.”
JOSHUA EFTEKHARI-ASL
Manager of Technology Delivery – Taco Bell
Manager of Technology Delivery – Taco Bell
“In creating content for our On The Go Travel Station network of kiosks and other digital signage, we don’t us sound because of the environment.”
PAUL FLEURANGES
Director of Corporate Initiatives – Metropolitan Transportation Authority
Director of Corporate Initiatives – Metropolitan Transportation Authority
“The answers are yes and yes. One of the distinct advantages of animation (movement) and sound is that they do attract attention.”
CHERYL FLOHR
Director of Communications – Parker Aerospace
Director of Communications – Parker Aerospace
“A digital signage system should never be as simple as plug-and-play. Spend time picking out players, software and locations for your screen.”
LENA FORREST
Vice President, Senior Manager of Marketing – TD Bank
Vice President, Senior Manager of Marketing – TD Bank
“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.”
JORDAN FRASER
Director of Business Development – GameStop
Director of Business Development – GameStop
“In my opinion, and in a convention center environment, animation added to the digital signage creates energy and breaks up what is sometimes dry and static content.”
MARK GEIGER
Advertising Sales Manager of Products and Services
Georgia World Congress Center
Advertising Sales Manager of Products and Services
Georgia World Congress Center
“With both sound and animation, tactfulness and artistic taste is key. My colleague Peter puts it really well when he says…”
STEVE GLANCEY
Vice President Business Development – ScreenFeed
Vice President Business Development – ScreenFeed
“Audio and animation affect the way we receive information, and music and sound effects evoke certain moods.”
JOSHUA GOODWIN
Digital Media Specialist – Eileen Fisher, Inc.
Digital Media Specialist – Eileen Fisher, Inc.
“A “busy” setting for a university campus is probably very different than a busy setting in a shopping mall…”
GARY HARRIS
Digital Video Engineer – Notre Dame
Digital Video Engineer – Notre Dame
“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.”
JERRY HARRIS
Senior Director, Creative Services – Georgia Aquarium
Senior Director, Creative Services – Georgia Aquarium
“When it comes to using animation in busy environments, I believe that animation and sound may become ineffective rather than distracting.”
THOMAS KUNKA
Senior Application Specialist – University of Illinois at Urbana Champaign
Senior Application Specialist – University of Illinois at Urbana Champaign
“The right amount of animation can draw attention to your message. Subtleness, even in a “loud environment,” can capture attention as well.”
JOSEPH McQUEEN
Senior Manager of Network Services
American Eagle Outfitters
Senior Manager of Network Services
American Eagle Outfitters
“Depending on the type of ‘busy” environment, whether it’s visual clutter, high-traffic activity, or a multitude of other distractions, animation can break through it as the eye is attracted more to motion than to static images.”
PATRICIA MITRANO
Director of Visual Communications – Newark Beth Israel Medical Center
Director of Visual Communications – Newark Beth Israel Medical Center
“For our restaurants, sound would be distracting as it is not a large area. It is more impactful to position the images strategically on the board where you want the guest to look first.”
DARLA MORSE
Chief Information Officer
Arby’s Restaurant Group, Inc.
Chief Information Officer
Arby’s Restaurant Group, Inc.
“This month’s question is very timely as I continue to watch the evolving digital installations at the Yonge and Dundas Square area in Toronto.”
ANGIE NALEPKA
Senior Manager, Digital Experience & Creative
Rogers Communications
Senior Manager, Digital Experience & Creative
Rogers Communications
“I believe that, in most cases, full-motion video with sound helps increase the chance that your message is effectively communicated to the target audience.”
MICHAEL ORAM
Airport Contract Specialist/MA II – McCarran International Airport
Airport Contract Specialist/MA II – McCarran International Airport
“It depends on the setting and audience. It’s proven that audio with moving content contributes to the ability to retain the brand and experience.”
DANIEL ORME-DOUTRE
Media Solution Architect – Microsoft
Media Solution Architect – Microsoft
“There is always the risk of “over-stimulation” when using all of the bells and whistles that a digital menu board can offer, which can result in total annoyance and avoidance by customers.”
RANDY POINDEXTER
Senior Vice President of Marketing
Bojangles’ Restaurants, Inc.
Senior Vice President of Marketing
Bojangles’ Restaurants, Inc.
“We are in the business of sports and entertainment, and one of the highlights of this industry is being able to entertain fans over a three-hour period each night.”
JIM RILEY
Director of Marketing – Columbus Blue Jackets
Director of Marketing – Columbus Blue Jackets
“For our applications, sound in a busy place just adds to the noise, and rarely is it beneficial to the message. Animation can greatly improve the message if it is done in a simple and direct-to- the-message format.”
WAYNE ROREX
Management Analyst – City of Los Angeles
Management Analyst – City of Los Angeles
“Grabbing the attention of content viewers to produce actionable results is a goal in most digital signage networks.”
DAVID SALEME
Senior Manager, Business Development
John Glenn Columbus International Airport
Senior Manager, Business Development
John Glenn Columbus International Airport
“I feel animation is a better tool than sound. With most digital signage deployments, there is some sort of content loop.”
STEVE “CHEWIE” STAVAR
Digital Signage Specialist – West Virginia University
Digital Signage Specialist – West Virginia University
“It totally depends. Where is the audience and venue? If they are in a large or busy area, it may be difficult for them to hear specifically.”
JESSICA STEVENS
Senior IT Deployment Manager – Best Buy
Senior IT Deployment Manager – Best Buy
“Animation and sound can be a great way to grab your audience’s attention as they stroll by a digital sign.”
TRACI QUILLEN STEWART
Digital Signage Solutions
Eastman Chemical
Digital Signage Solutions
Eastman Chemical
“When animation and sound in digital signage is being deployed, it is always wise to make sure the setting is appropriate and useful.”
RODNEY WARD
Senior Director, Venue Technology
International Speedway Corporation
Senior Director, Venue Technology
International Speedway Corporation
“Sound and animation can be effective in attracting viewers, but there is a fine line before it becomes annoying to the viewers. “
RYAN WEST
Director, Global Equipment Engineering
The Coca-Cola Company
Director, Global Equipment Engineering
The Coca-Cola Company
