If you’ve been anywhere near a mall, you are likely to have encountered WIFI signage at the mall entrance. It’s usually promoting different sorts of advertisements at certain intervals and once you try to touch the screen, it turns out that it can become a map and directory as well.
Digital signage with WIFI connection is a common sight nowadays. Before they acted more like fixed TVs that display a static map but now, they can connect to the internet when you need to search for something in the mall. As for the future, they may just evolve into the next new art form.
Catching Your Eye
The primary advantage of digital signage is that they get your attention. While most mall-goers are used to scanning and skimming advertisements, life-sized digital signage has enough interactivity and animation to draw you to check it out. This makes it a great help for brands who want to send their message across, and all they need is to provide an interactive ad that engages their potential customers.
Your New Canvas
In this case, imagine a large, blank, white digital display and when you place your finger on the screen, you realize that you can draw lines and pick their color. What you’re seeing is basically the moment when a canvas meets its artist. This sort of interactivity is what attracts not just children, but also adults who wish to express their hidden creativity.
Another way digital signages and art could work well together is by displaying different art pieces of several talented artists on their screens. In Toronto, Shikatani Lacroix Design put up these signages around Yonge and Dundas Square, each showing art created by local makers and students. The scene sets up a mini outdoor museum, showing that digital signage is not just for marketing purposes.
The signage can also be equipped with a camera, and you can take selfies with it depending on where it’s stationed. What’s more, the signage can connect to your phone via WIFI and send your pictures directly to your smartphone. This allows the signs to become a new hub for friends and family to gather around and make memories.
As for a marketing viewpoint, brands can use their unique brand elements to design a quirky frame or even launch a marketing campaign using the signage. Like in The Painted City, they made their signages simulate the drawing process where users can choose patterns and make use of layers in their artwork and pictures. This helps open the user’s receptivity to the advertiser’s message since they are actively engaging with a said advertiser.
The technology is still growing, and more and more companies are considering the possibilities of using them in promotional activities or in creating more spaces for art. As an end-user, this means that you can enjoy and relax in these free spaces where you can somehow return to your childhood, just drawing and having fun with your loved ones. Art and interactivity are producing a fresh and stimulating experience for the public, befitting the ideals of the modern-day community.