Using Audio in Digital Signage: Pros, Cons, And Other Considerations By Frank Lucer At Isnare.com Ezine Articles

Your digital signage content plays a major role in triggering a response from your audience. That's why we spend a significant amount of time talking about it in this column. From video, animation, and contrast to segment sizes, fonts, and calls to action, the things you leave out are just as important as those you include. Audio is an entirely separate category. It's worth splitting it from the discussion surrounding content in order to understand its potency. If you know how to harness it properly, you can grab the attention of passersby and practically mesmerize them. On the other hand, one small mistake can sideline your entire segment.

Below, I'll make the cases both for and against using sound in your digital signage content. I'll also provide a few tips you can use in the event you absolutely must inject audio into your segments.

The Case Against Using Sound

Recently, I was shopping at my local grocery and witnessed something that is relevant to this discussion. In the produce section, there are a number of flat panels suspended from the ceiling. During my visit, each screen was inexplicably playing a different content segment. In other words, there was no uniformity. Making matters worse (by a factor of ten) was the fact that each segment was using sound. It's difficult for me to describe the resulting cacophony and do it justice. Suffice to say, I grabbed a few items and sped away from the area.

This example illustrates why using audio within your signage clips is dangerous. First, it can decimate the effectiveness of your segment. If the sound annoys a viewer, it won't merely reduce their likelihood of responding; it destroys it. Second, poorly-thought audio reduces a shopper's browsing time, even if that person is not watching the screens. The experience becomes unpleasant which sends the shopper (in this case, me) scurrying away from the area.

The Case For Using Sound

Hopefully, at this point, I haven't frightened you from experimenting with sound in your digital signage content. If you do it properly, you can trigger some surprising responses. For example, a study conducted in 2005 revealed that more than a third of shoppers made a purchase decision based upon an ad spot they heard within a retail environment. That's significant. It suggests that using a voice in a promotional context can sway a person to purchase something. Even more astonishing is that the study disclosed that over 40% bought something even though they weren't planning to do so.

By now, you should be thinking about how you can integrate sound within your digital signage content. To be sure, it can be a powerful mechanism through which to generate a specific response.

If You're Going To Use It...

Let's suppose you have no fear about using audio within your signage content. How do you do it properly? We'll discuss this topic in far greater detail in the future. However, there are a few good rules of thumb that you should follow.

First, isolate your main message. It must be able to stand on its own two feet without needing audio support. That is, if the screen's volume is turned off (by the way, this happens often), can you still get your message across to viewers? Your answer should be yes. If not, your visuals are too weak or they're incomprehensible.

Second, use audio to highlight key points in your segment, rather than overwhelming it. Think of it in the same manner as table salt. A little goes a long way; too much can kill the flavor.

Third, forget closed captions. If you find that you need them in order to make your segment clear, take another look at your visuals.

Remember, using audio in your digital signage content can be powerful. But, it's not a blunt tool. It should be used to subtly refine an already potent visual message.

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