One of the main frustrations that visitors experience at healthcare locations stems from directional issues. Large hospitals and healthcare facilities have elaborate interiors, endless hallways, identical wings and confusing labyrinths of waiting rooms and stairways, which most patients and visitors have difficulty finding their way around. Even directional signs are not always helpful, and staff members tend to be in a hurry, unable to provide dedicated assistance.

Luckily, there are mobile wayfinding apps that make it easier for patients and visitors to navigate through the "hospital maze." As the majority of patients and visitors today are on mobile, end the frustration by incorporating “geofencing and proximity beacons” into wayfinding apps, ensures that people will never get lost within the facility.

Getting Better with Beacons and Geofencing

As healthcare becomes more consumer-centric, the use of mobile wayfinding apps not only makes it easy for patients to find their way around but also reduces the administrative overhead of the facility. Beacons help patients feel connected as they worry about long hallways or waiting rooms.
How does it work?

Beacons employ energy-efficient, Bluetooth Low Energy (BLE) technology to pinpoint a user's location. By placing Bluetooth proximity beacons throughout the healthcare facility, visitors and staff with a wayfinding app installed can receive directions based on their present location. Notifications can also be provided sent when users wander off course.

Mobile wayfinding apps powered by geofencing and beacons offer the following features:

• Interactive map updates
• Receive information messages
• Follow turn-by-turn directions
• Locate emergency rooms, laboratories, and other hospital locations
• Search physician and service directories
• Engage patients with relevant location-based push messages, tips, and alerts
• Assist with indoor and outdoor navigation, check-ins, pharmacy, etc.
• Improve facility atmosphere
• Parking lot navigation

When it comes to assisting visitors when they arrive at the facility, mobile wayfinding can compliment the efforts of hospital administrators. It can free up staff and cut down on time. Hospitals which deploy mobile wayfinding run more efficiently.

Admissions Assistance
With the help of beacons, the admitting process can be expedited. Whether sitting in waiting rooms or before they reach the hospital, patients can fill out forms from their personal devices or prepare what they need for admission.

Visitors love fast assistance; they appreciate reduced wait times, and nothing compares to being able to check wait times. From the instant that a patient arrives for a check-up appointment, a personalized push notification can greet them and simultaneously notify the staff. The greeting can include wait times, directions, or steps to proceed.

Communication
Coordination and communication between hospital staff are very critical in a time-sensitive environment. With beacons, all hospital members taking care of a certain patient can communicate through the app - noting visits to patient's room, completed tests, medication dosing schedules, etc. to ensure that everyone is on the same page. During emergency situations, physicians and staff can be notified of faster response times.

Brighter Atmosphere
Beacons can make the facility brighter. For instance, as someone walks around near the cafeteria, the Beacon interacts with the app sending a push notification message, "Have you had your five food groups? Grab a bite. The cafeteria is just around the corner. Show this coupon for and receive an apple."

Post-discharge Management
Beacons also assist patients leaving the hospital or healthcare facility. If the patient needs to pick up medication, beacons can guide the patient to the pharmacy. For other appointments such as X-Rays and specialty clinics, beacons can guide visitors from building to building.

Supplementing existing signage with a mobile wayfinding app powered by geofencing and beacons gives satisfaction to your patients while engaging with them on a personal level.The hospital is a brand. Boost a hospital's brand, improve wayfinding, and brighten up the place as well.

Interactive technology is transforming the look of retail stores. This is not simply a battle between e-commerce and brick-and-mortar. This is the best of both worlds.

Top physical retailers are already using interactivity and data-rich content to attract modern customers and enhance their in-store experience. This includes the use of interactive mirrors, video, touchscreens, etc. to enhance the in-store experience for shoppers.

Just some examples:
• Apple embarks on the mobile wallet phenomenon
• Bloomingdale introduces smart fitting rooms with iPad devices.
• Ralph Lauren offers interactive shopping experiences with its window display
• Gucci sets an 'Infinity Flowers Wall' that lets shoppers interact with digital petals

A store is not just a place to make a purchase; interactive retail turns it into a place to have positive experiences. It creates a seamless customer journey so that customers will return even when they do not have a specific need in mind. Take a look at the future of interactive technology in the retail industry.

Interactive Wayfinding Directories

Customers do not want to waste time figuring out static maps; they want to quickly search a menu for what they need. They want a search engine which is simple and informative, giving them control over their experience. The reduction of shopping stress and anxiety increases the odds they will make purchases. Every business owner knows that a relaxed customer is a paying customer.

• On-Demand Touchscreens: Aside from being an indoor wayfinding map, retailers are using their digital screens to bring interactivity and engagement. Providing on-demand information to customers enhances their shopping experience.

The use of interactive self-service kiosks is already becoming popular in retail stores. They meet the customers demand interactive features and freedom when deciding to make a purchase.

As an example, Tesco tested touchscreen kiosks that allow customers to check stocks and order items. They also use interactive mirrors that enable customers to try clothes on 'virtually' using a gesture-based interface.

Mobile Functionality

Consumers are always on the go. No doubt, mobile smartphones are now the primary device for many, especially millennial and modern consumers. They are getting more sophisticated in using their gadgets - not just to research a product, check its price, or make comparisons. Consumers are using their devices for inspiration, idea-generation, and social interaction. An increasing percentage of customers base purchasing decisions on the reviews of other customers.

Mobile is not a channel, but an engaging relationship. Retailers need to understand what shoppers want and need from their gadgets.

• Mobile Searching: Consumers are using their devices to search for promotions, coupons, reviews, and the best deals. Retailers who are providing this information front and center are at the top of consumer's short attention span.

• Kiosks Integration: Major retailers have also invested in interactive directories that integrate with customers' mobile devices to deliver a seamless experience. Making information readily available every time a customer needs it.

• Beacons and georeferencing: Retailers are now using iBeacon and GPS technology to time personalized messages to shoppers.
For example, Walgreens Pharmacy stores have a detailed 3D view of their in-store maps. Shoppers who are using an app while navigating inside the store, or those near the store, receive notifications on discounts, offers, and other contextual information as they pass by.

• Personal Point of Sale (POS) Checkout: Mobile check-out apps significantly help reduce waiting time, providing convenience and enhancing customer service as well. It allows retailers to accept any form of payment with a mobile device anywhere. Checkout Kiosks are also commonplace.

As examples,

Some Wal-Mart stores have a Scan & Go app that allows users to scan merchandise and pay at a self-checkout counter.

Rebecca Minkoff store allows shoppers to check out through a mobile device. They can also scan clothing tags to receive complementary recommendations.

Nordstrom cut check-out queues down by using mobile POS devices in its stores to enable staff to check out customers anywhere.

Analytics

Obtaining records of online activities and other customer touch points allows business operators to understand the behaviors and desires of their customers. Analytics technology gives retailers the ability to identify and understand changes and drivers of customer behavior, among other things.

• Demographics: Customers information related to gender, age, income, etc. can easily be determined based on the retailer's scanning system.

• Daily customers: Retailers can also determine the number of clients entering the facility and the transactions made.

• Popular destinations: interactive technology makes it easy to track customer searches on interactive kiosks, mobile or website.

• Traffic flow: Marketers and staff can use information searches to determine the flow of traffic to an individual location by using the beacon tracking app or GPS tracking device.

• Conversion rates: Interactive POS and kiosk directories allow marketers to analyze the effectiveness of the promotion. It helps them identify the ads that generate the highest conversion rate. It is the easiest way to increase sales over time.

• Pooled Analytics: Analysis from multiple locations, segments and devices are now possible through interactive technology. Traffic reports, advertising results, consumer data and movement, marketing campaigns, etc. can be synchronized under one comprehensive report.

The demand for interactive technology in the retail industry cannot be stopped. This shift provides versatile, faster and efficient solutions that both customers and retailers benefit from.

For retailers to be successful in today's competitive environment, they should also embrace an omnichannel approach to catching up with the millennial. Modern day consumers want the best of the world in their terms and expect consistent and equally captivating experience across all channels. Businesses who can meet these needs, undoubtedly gain customers and more importantly, advocates.

We've all been in similar situations at some point or another. The feeling of not finding your way around can be daunting; it can be especially stressful in a new place. Even when we ask people for directions, sometimes they tend to be unclear.

Modern Digital Wayfinding Plays an Important Role

Digital wayfinding consists of tools and processes people use to find their way from a starting place to a destination. It combines art and science with the goal of guiding people through a man-made space.

For this reason, many organizations are integrating wayfinding into their digital signage to successfully guide people where to go, show them how to get there, and even provide additional information about the place. They are shifting to digital signage as a solution because traditional printed signage is usually out-of-date, time-consuming, and expensive.
For instance, campuses and hospitals can send messages and emergency information while leveraging the same system to include maps and directions to their building and campuses.

Digital wayfinding signage can come in different forms such as:

• Mobile integration: Mobile devices are now being utilized as a digital wayfinding solution. This is helpful for the next generation of users who depend on apps from their phones.
However, the technology can also benefit drivers, passengers, bicyclists, pilots, etc. who use an embedded wayfinding device.

• Digital Wayfinding Kiosks: Placing digital wayfinding kiosks can help visitors find their next location with ease. Kiosks are also dynamic, easy to change and easy to use.

Usages of Digital Wayfinding Signage

Digital Wayfinding signage is now being used in several venues and industries - in hotels and resorts, convention centers, colleges and universities, medical facilities, public spaces, event venues, communities and a lot more.

Hotels, resorts, and even cruise ships are using digital wayfinding signage as well. For example, wayfinding signage in Marriott's hotel chain allows them to show shops, restaurants and other amenities available to the property, improving their guests' experience.

Benefits of Digital Wayfinding Solutions

1. Time Saving
Digital Wayfinding Solutions reduce the time spent looking for a destination. Nothing is more important than being able to know where you are going and how to get there quick and easily. You will not spend time trying to find people who can help or being sent in the wrong direction.

2. Reduces Mood Dampeners
Stress, frustration, and worries are lessened as problem questions such as "where am I going? Alternatively, "I cannot find a place" are easily solved.

3. Cost Effective
Static signage is prone to wear and tear, thus they need to change every number of years. Digital wayfinding eliminates the cost of printing maps and signs every time an update is needed. Also, updating digital signage is inexpensive and can be done easily.

4. Ease of Use
Factors such as maintenance, elevator outages, construction, and event schedules can be changed in real time.

5. Branding Opportunity
Digital wayfinding can incorporate an organization's brand, logo, and colors. Additional information such as company products, services, and offerings can be tied directly to the wayfinding feature.

6. Display Relevant Information
Pertinent information such as weather changes, emergency alerts or location-specific news can be shown as well. Specific industries can include their restaurant menus; wait times for a particular service or event, venue seat layouts, or screening schedules.

The benefits of using a wayfinding digital signage solution cannot be denied. It proves to be an effective solution for organizations in enhancing customer service experience and increasing employees’ productivity. Having digital signage shows that your organization is also concerned about using current technology and practices that deliver a better experience overall.

A study conducted by the Institute for Color Research proves that most consumers make an assessment of the product, location, website, etc. based on color.

Thus, using the right colors and combinations can mean a difference between a one-time visitor and a repeat customer. Aside from attracting customer's eyes, color can significantly increase brand recognition. But not just any color will do. Understanding the psychology behind colors, how colors affect people, and how consumers react are vital aspects to be considered.

Role of Culture and Context

There is a certain psychology behind colors, but it is not an exact science. It depends on two factors - the consumer's culture and the context to which is it presented.

• Culture
Colors can symbolize contradicting things for different cultures. Take for example the color yellow. It signifies courage for the Japanese culture, but it is associated with cowardice in the Western culture. The color yellow is sacred for the Hindus, but it is attributed to jealousy in France and sadness in Greece.

Here's another example - people from northern countries respond favorably to cool colors while those from the tropics prefer warmer ones.

• Context
Context provides additional meaning to colors. For instance, yellow is used to indicate caution, thus, it is used in warning signs and traffic lights. In this context, yellow can be associated with danger and caution, rather than cowardice.

Warm and Cool Colors

Colors are classified as warm and cool, where each temperature range has a psychology of its own.

• Warm Colors: Red, Orange, and Yellow. These evoke feelings of excitement and energy.
• Cool Colors: Blue, Green, and Purple. These give feelings of calmness and possibly melancholy.

When it comes to digital signage, understanding how to use the psychology behind colors can work to your advantage. Given the right context and color combinations, an e-commerce message can convey an emotional response.

Colors and Their Attributes

Colors play a pivotal role on whether a customer will do business with you. It defines the personality of your company and directs the people's eye to areas in your store or website that need to be emphasized. Using certain colors can prompt visitors to browse your website, click on the call-to-action button, or make a purchase.

One critical aspect in figuring out how to use colors in your e-commerce strategy is to understand the various meanings of each color.

What do colors mean and what are the messages they bring across?

Red: Love, life, confidence, excitement, energy, passion, aggression, strength

Red taps into the deepest emotions of shoppers. This is one reason that red is used in the context of Valentine's Day and Christmas Day, as the color is associated with love and passion. This is the best color in promoting sales events, discounts, markdowns, and every time you need to create a sense of urgency.

Use this correctly to direct attention and to convert potential buyers into long-term customers.

Orange: Optimism, joy, ambition, energy, warmth, enthusiasm

Orange is friendlier than red and stronger than yellow. It also signifies originality, fresh beginnings, and positive excitement. Pair orange with blue to give off a positive and exciting vibe. These two colors combined are known as complimentary colors.

Orange is best used to add engagement to a site and in creating a "Buy it Now" call to action. Alternatively, to create excitement or adventure when combined with blue.

Yellow: Hope, cheerfulness, happiness, optimism, energy

Yellow is a playful and youthful color but is often associated with caution. This tends to grab customers attention which is best in areas where you want customers to explore. Use it to give life to your site and keep your offerings fresh.

Use this in moderation as some perceive it as a deceitful color and too much can turn customers off and strain the eye.

Blue: Trust, integrity, security, calmness, intelligence

Blue conveys feelings of peace, trust, and loyalty. Most financial institutions use this color in their website and marketing campaigns as this signifies a safe environment for conducting business.

The hues are to be considered as well. The lighter shade is friendlier while darker shades of blue denote more sense of security.

Though, the hospitality industry and restaurant businesses should not use this as a prominent color as it tends to decrease one's appetite when used in restaurant menus, logos, signage, etc.

Green: Nature, growth, life, wealth

Green has a natural aura and is closely tied to nature and the environment. It is the easiest color on the eyes as it denotes a relaxing feeling, safety, harmony and positivity. The shade of mint can also be associated with wealth.

This is popular with environmentally-focused businesses and organic products. Putting this color on your e-commerce site will lengthen the stay of your visitors.

Pink: Romance, femininity, gentleness

Pink has a soft and soothing effect that can be used to offset bolder colors such as black, red and orange. Since it is romantic and feminine, pink is the way to go for e-commerce stores targeting girls, young women, and mothers.

It can also appeal to men since it exudes kind-heartedness, calmness, romance, and love.

Purple: Royalty, luxury, mystery, wisdom, status, dignity

Purple is usually associated with power and affluence. Using this color intelligently can help customers make a definite purchase. It is best for online stores offering high-end products or services and those marketing to older consumers. Since it is also soothing and calming, it is prominent in retail and beauty shops, particularly those catering to anti-aging products.

White: Purity, cleanliness, clarity

White has a connection to purity and cleanliness. As it exudes a sense of wholesomeness and clarity, adding "white space” around your content and in your website is essential as it can make your space more open and inviting so that customers will not feel "boxed in."

Black: Power, strength, prestige, luxury, elegance

Black is often associated with dominance and luxury. Using black in e-commerce sends a strong, confident message to customers. However, be weary of using black or dark backgrounds.

This color works best in combination with other colors. For instance, luxury products can add gold and silver. Think of credit card companies who offer black cards as their most prestigious credit card.

However, excessive use can seem void of emotion, give off a gloomy ambiance or even symbolize death, so use it sparingly.

Grey: Authority, seriousness, and conservative mindset

Grey is commonly used as a background color since it is devoid of any warmth. Using the right shade of gray will be great to compliment vibrant colors such as royal blue and orange.

Though, some e-commerce stores use this color to reflect the high quality of their offerings.

Grey is a very neutral color and can often be used to make user-interfaces seem professional.

Gold: Wealth, prestige, energy

Gold is often used to emphasize luxuriousness of a product, and bring excitement.

Silver: Prestige, excitement

Silver has a lower luster than gold. It is often used to add highlight.

Influence of Colors for Best Viewer Impact

Each color and color combination has a subconscious meaning to the viewer. Consider their application in your website and your brand. Choose the best combinations for creating your website and marketing campaigns based on the color theories outlined above.

The right color selection depends on the interests of your business, your products, and your target customers. Also understand their behavior and lifestyle. For instance, use green for frugal shoppers and softer palettes for traditional buyers.

How you use colors speaks volumes about your business and your products. Consciously and consistently using color psychology will result in greater impressions, increased website readership, stronger brand identity and boosted sales.

The perfect color blend is out there for your brand, and you simply have to understand and discover it.

Today's consumers expect technology to enhance their lives. This is where digital signage plays a vital role, as it can be used by all companies and organizations - from retail to corporate and campuses to communities.

The use of digital signage has rapidly increased over the years. It is now becoming a communication standard for businesses and organizations, replacing static printed signs with visually dynamic and engaging displays. Many are taking advantage of the opportunity to capture attention and communicate effectively with customers, clients, guests, staff, passers-by, patients, and students.

Aside from the flexibility of deploying new information within seconds, digital signage improves engagement level; increases brand awareness, and influences purchasing decisions.

Some of the many uses of digital signage include:

Brand marketing

Digital signage cuts through the noise of typical marketing. It is often used to raise awareness, deliver a targeted message, and display valuable information. It offers an efficient way of attracting the eyes of passers-by, viewers, and customers, thus influencing their purchasing decisions.

Most retail stores often display their catalog in digital signage to deliver inspiration and assist in buyer's decision-making.

Product assisted selling

Digital signage provides a way to persuade customers. Business owners and marketing departments can display messages associated with a product or service. This creates an impulse purchase and leverages upsells.

Product assisted selling can also be used to promote third-party advertisements and products. For example, a large retail store can give options to other smaller businesses who want to bid for advertising space. Therein, the brand can be promoted in-store and drive sales using digital signage.

Wayfinding

Static directory signs and printed maps are common. However, these systems can be confusing and overwhelming for most people. By adding a kiosk or directory, people can find directions much more easily. Also, interactive maps can be added so that digital wayfinding offers a more engaging experience, and additional information such as event schedules and company profiles can be displayed.

Digital menu boards

The major benefit for restaurants is the ability to change content in real time. Digital menu boards allow businesses to display offerings, daily specials, and new products in addition to their menu. Information on the screen influences customer engagement and increases purchases at the point of sale.

Entertainment

Most people do not like waiting in line to purchase tickets. Placement of digital signage in lobbies, waiting rooms and event venues can liven up and transform an environment. Interactive digital signage can be used as in-store entertainment to attract the attention of viewers. Humor and light-hearted entertainment can add value to event venues, hospital and hotel lobbies, amusement parks, movie theaters and other public places. Promotional videos, short clips, and interesting information can all be displayed.

Internal communication

Communication is vital for every businesses and organization, but traditional posters and billboards are usually neglected and seldom read. Digital signage is the best way to deliver information in real time. Whether it is about a new policy, schedules, community, reminders, company, or meetings. Digital signage is the most efficient way to deliver important internal communications to staff, students, and the general public.

Public safety and security

Safety is a top priority especially in airports, malls, and most public places. With the help of digital signage news, weather alerts, and emergency situations can be displayed to help provide a safe environment. Emergency protocols and evacuation plans can be displayed throughout the premises, especially where people need them most, along exit routes. Digital signage is a powerful security tool that helps save time and potentially, lives.

Enterprise management

For organizations and offices with several branches and store locations, digital signage provides efficiency and consistent communication across all networks. Digital signage can be managed in a central location and messages can be delivered at the right time on multiple screens.

Across all industries, digital signage is continuously empowering with the sharing of information and applications. Deploying a digital screen can bring many benefits to your day-to-day operations and fulfill the communication needs of your business. From saving time and money to delivering messages in real time, digital signage creates engagement that stands out from the crowd - when you capture some one's attention with digital signage, the benefits are limitless.

Today's travelers are looking for authentic experiences and easily accessible information. This is where a Virtual Concierge plays a pivotal role in the Hotel and Resort industry.

Providing the best experience to guests means meeting their every need. Their visit can be a huge success before, during, and after their stay. It goes beyond their experience within the property. Virtual Concierges cover this often over-looked or too readily simplified area of the guest's experience.

What is a Virtual Concierge?

A virtual concierge serves guests the same way a traditional concierge does. Except hotels which integrate virtual systems experience increased guest satisfaction, loyalty, and ROI. Solutions can consist of mobile applications, website features, within your hotel lobby, or a screen inside hotel rooms. Implementing these systems improves the guest's experience and the hotel benefits from improved loyalty and increased ROI.

A virtual concierge serves as the present and future of guest's communication.

The Misconception: The common misconception is that having a virtual concierge makes your existing concierge irrelevant. No, it does not have to be that way.

The Fact: A virtual concierge works to complement what you already have - it can have a positive impact even before guests arrive at your property. With a virtual concierge, guests will no longer wait until they arrive at reception to make requests, changes or reservations. Let the technology do the heavy lifting.

What a Virtual Concierge Can Offer?

As a hotel owner, you are familiar with the usual information that guests need, such as restaurants, attractions and hotel amenities. By placing this information at the fingertips of your guests, a virtual concierge brings more efficiency to your daily operations and even provides an opportunity to earn ROI from outside vendors. It gives guests access to your hotel before they arrive. With the option to make requests and reservations within your facilities, they can create their itinerary while staying in your facility or before they arrive which allows them to forget about their worries.

• Guests can find what they are looking for by using the devices they are already comfortable with.
• Provide guests with a feel of the city and its offerings
• Access photos and videos of your property
• Locate directions and view property layout
• Showcase events and meeting room schedules
• Make restaurant reservations and book other hotel services
• Message the front desk or housekeeping for requests
• Check recommended places to visit
• Get information on all hotel amenities
• Change hotel rooms or add additional nights to their stay
• Make pre-arrival, on-stay and departure arrangements
• Discover local area attractions and events
• Games to entertain children
• Advertising space and ROI potential
• Plus, a whole lot more!

A virtual concierge is also a big help for event planners, removing stress associated with planning, booking, coordinating, room blockings and requests.

Major Features and Functions of a Virtual Concierge

1. Pre-Arrival Requests
Guests can send requests through the virtual concierge. This reduces time spent waiting at the front desk.

2. Local Info
First-hand knowledge of the local scene benefits guests. In fact, this is one most sought after services that a traditional concierge provides. Through the virtual concierge, you can provide information for recommended or affiliate: restaurants, nightlife, activities, a list of attractions, financial services, etc. - which they can access quickly instead of sorting through traditional search engines.

3. Hotel Amenities
Virtual concierge is a good way to promote all the amenities that your property provides. Support it with stunning images, cuisine overviews, salon offerings, etc., which guests will surely love. Have them check all these and make reservations 24/7.

4. Housekeeping and Room Services
Guests can easily place an order with the click of a button. Customers love confirmation of orders received and estimated wait times for requests such as pillows, linens, and sundries among other things.

5. Trip Planning
Your recommendations will be valuable to your guests. With the help of a virtual concierge, guests can create their itineraries by checking out activities based on your recommendations and affiliate offerings. This can include - "Local City Nightlife Activities,"Places where the Locals Shop,"Sight-Seeing for the Family,"Kid-Friendly Museums," and anything that will ensure that their trip will be a memorable one.

Virtual Concierge Platforms

For example, Hyatt Hotels have a twitter-based virtual concierge service, while Marriott hotels have a virtual concierge through website and apps.

Mobile
Mobile apps offer the most convenient way for guests and visitors to engage and interact with your property. Apps can be custom-designed and integrated for iPad, iPhone, and Android to suit whichever device your guests are comfortable with.

Room TV displays
For guests who choose to unplug from their mobile devices, they can access the virtual concierge through their rooms' TV displays using the remote control. You can turn each room into a fully connected, interactive information and entertainment center.

Touch screen interactive kiosks
Bring interactivity and engagement into your lobby displays. Provide guests with access to all the information they need including interactive entertainment, hotel services, local information, and other features.

Website
Adding elements of a virtual concierge to your website and showing them as guests' log-in from the hotel Wi-Fi will help them feel at ease.

Major Benefits

Industry leaders believe that a virtual concierge is also the best way to reach the new millennial and global travellers. Benefits include:

• Showcase your property in style
• Enhance guest's and visitor's experience
• Improve business image

With a virtual concierge, not only will your property receive 5-star ratings but will stand out as a leader in the hospitality industry.

Every business must make time to plan projects, marketing campaigns or any other events; same goes for your digital signage communications strategy.

This communication plan reflects your organization's vision and overall goals while capturing the interest of your viewers at the same time.

Creating and delivering content for focused and relevant digital signage communication should not be underestimated. In fact, your viewers demand quality content - which means that your business needs it, and your brand image depends on it too.

• Having a carefully planned digital strategy sets your business up for greater success. A good communication strategy does not require lengthy documentation.
• Focus on how the plan will work efficiently and create an impact.
• The key is to consider your viewers and decide which information benefits them most. We can begin with four essential factors: What media and text copy will the communication consist of?
• What is the purpose of this communication?
• When and how will the message will be delivered?
• How will success be measured?

By giving time and attention to developing your digital signage communication strategy, you are creating a solid foundation that ensures delivery of active and engaging content.

The most important thing to remember is to realize that your viewers will only care about your message when you give them reasons to care. Your digital signage is not just a screen on the wall. In fact, you cannot just mount it and expect to reap the benefits. To achieve customer engagement, increased sales, and higher customer satisfaction rates with your digital signage, you need to have an effective communication strategy.

Understanding Communication Strategy Framework
In general, the framework consists of a structure of goals, objectives, plans, strategies and tactics. Consider the following as a baseline:

• Goals: Define what your organization needs to achieve.
• Objectives: Set specific benchmarks that you are striving for.
• Plans: Outline time, scope, and budget based on available information.
• Strategies: Establish programs, plans, and campaigns to help achieve objectives.
• Tactics: Assign tasks to carry out in support of the plans.

Communication Plan Display Structures

1. Chronological Timeline: This is the most popular organizational communication plan method. Strategies can be outlined for weekly, monthly or quarterly objectives. This makes it easier for you to execute, review and measure your short and long-term communication plans.

2. Event: Communication programs can be organized based on events that define your market and industry such as pre-promotion, advertising and follow-up for specific events.
3. Departmental: Organizations can allow each department to create a plan and combine them for overall effectiveness. This structure enables you to develop themes or use campaigns which benefit an individual or cross functional groups.

The structure of your communication plan depends on how you achieve your goals and make successful use of your resources. In each structure, there should be a defined purpose, with resources such as personnel, administration, messaging, and software capabilities equally considered.

Jumpstarting Your Digital Signage Content Strategy

It is vital to consider information gathering that will help improve your communication strategies. The effectiveness of your plan depends on how much information you have and how you will be able to use and organize it. Let's consider the following jump start questions:

1. Who will be in charge of creating and managing the content?
Early in your content plan, assign a team member to be responsible for managing the content. This group can include a copywriter, designer, document controller, and/or programmer.

2. Where will the content come from?
Identify and map out sources of information and content in advance. Also, determine how much material you will need. This will allow you to organize your content and ensure content readiness. Often a simple spreadsheet or file repository can sufficiently serve the purpose of tracking content.

3. How often will the content change?
You do not want your viewers to get bored seeing the same message on your digital signage. Ensure that your digital screen remains fresh and relevant. Consider the right timing for message delivery to ensure its effectiveness.

4. Who is your audience?
Whether your audience consists of shoppers, diners, employees, visitors, students, or other groups, understanding their needs and wants are paramount to developing meaningful and relevant content. It is vital to gather information to ensure that the content appeals to each audience segment.

5. What do you want your viewers to do?
The goal of having digital signage is to serve the audience and your business as well. Figure out what action you want your audience to take - visit your store, follow your social media page, etc. 'Call to actions' are imperative as they drive viewers toward your communication plan's objectives.

6. How many communication channels will you use at a time?
Determine the number of messages, real-time data feeds, interactive elements, graphics, videos; you need to ensure a consistent flow of communication. Decide what portions of the screen these will inherit, with more prominence given to the essentials first.

Keep your plan handy and make adjustments when needed to achieve your goals. Remember that your digital signage is a powerful tool that increases audience engagement and drives customers to make decisions. So use a strategic approach to communications and see the incredible impact it brings!

Whether you are hiring a designer to work on your signage, website, marketing materials, or doing the design yourself, the key to creating an engaging result is understanding how content drives design. Content refers to text copy, imagery, and other media such as audio and video. Design refers to the arrangement of these components in a way which is pleasant or simple to use.

Common Design and Content Assumptions

We see thousands of examples of content being created and consumed in the digital space. There are two main assumptions being addressed when it comes to content and design.

1. All sites and materials should be similar.
This is not necessarily the case. Remember that there is no one-size fits all solution. This is especially true in digital signage. Some designers use standard style elements for all their clients without considering the content. This might not be the most effective way to attract viewers since the content format and needs of the customer change from project to project. It is important to understand the nature of the content so that it fits the design. No square blocks in round holes.

2. Having content first is not essential to good design.
Sometimes a project must begin before the content is fully developed. By first recognizing essential content elements, such as the objective or scope of the content, designers can create templates and framework for delivering said content before it fully exists. There are well-designed sites which began without any content. Sometimes dummy content can be substituted until the content is ready.

Content Before Design

The simple truth is that viewers come to your website or read your digital signage because of the content, not the layout.

Putting content before the design is the best way to direct the message. Content is the reason that a design should exist in the first place. However, that does not mean the design is not equally important. The point is to understand the best way to use content and design together.

What happens if the content does not fit the design? One option is to start the design from scratch with content and design congruency in mind. Another option is to alter the content to fit the existing design. Otherwise, the content and design may be put at odds with each other, and the result can suffer. Such outcomes can be frustrating and time-consuming to fix. Therefore, it is important to plan for the most intuitive presentation.

Context Matters

There should be cohesion between the content and the design. This is where context plays a significant role. It is the essential step in designing around content. Context refers to the intent of the content, a statement or idea. It allows a more responsive design to be developed. Consider how the audience will view the content and how it should be presented to maximize influence. Ask yourself: What is the message I need to deliver in my content? The answer to this question gives context, and context helps a designer understand how content can be displayed.

Content-Centric Design Strategy

"Content First" is about making content the priority over every other aspect of the design process. By developing content first, you are laying out information, optimizing the space and ensuring that the message reaches the viewers effectively across all devices.

If the design does not match the content's tone, then it will be ineffective, and may even be confusing A design without substance does not get a second look.

Content is important as it communicates a brand's benefit and value to the viewer. The design must be efficient to fit the content properly. It is vital that the design complement the content, surround the message and reinforces the brand.

Here are two best practices:

1. Create user-focused content. Think about your audience or target market. What are their needs? Will the information provide answer their problems? What is the main message you want to communicate? These questions help to organize your message in a way that is easy to understand and gives viewers a positive experience.

2. Understand the content structure. Design a workflow for creating, editing, publishing and managing content. Will this support your brand's message and image? What kind of design elements will you include - text copy, images, video clips, animations, etc.? Are there future content changes that could disrupt this plan?

When a content strategy is formed correctly, you are on the way to producing the best results. A content-centric mindset creates interest more quickly. It converts website visitors into leads and digital signage viewers into customers. It avoids miscommunication that leads to costly design revisions.

The Bottom Line: Make Design and Content Work

Keep in mind that your goal is to deliver information efficiently. Always consider your message, your audience and the best way to communicate your content. Don't allow your content to suffer, nor waste time and money on excessive revisions. Do yourself and/or your designer a favor - create great content and complement it by planning a design to fit said content. Both design and content play a significant role in developing a website, creating signage, and physical materials. One cannot function effectively without the other.

Remember this: Message determines content. Content determines design.

Thus, the elements should work together and complement each other to create an experience which is centered on guiding the reader, client or consumer, through the information you will provide.

Touchscreen interfaces are becoming increasingly popular in people's lives.

As users depend on the interactivity of their mobile devices, they come to expect the same experience wherever they go.

This is one major reason interactive touch screen solutions are becoming popular in many places such as malls, retail stores, hotels, universities, hospitals, and airports. The users instantly recognize these systems and intuitively know how they work.
Interactive touchscreen solutions serve as the signature technology of modern digital communications. Part of this has to do with people's familiarity with their smartphones, but also because of the versatility and commercial value offered only by digital signage.

Wide Range of Touch Display Solutions

In the signage industry, real-time content updates can now be managed locally or virtually from anywhere. Through the power of touch, self-service can be enhanced for customers, guests, and viewers. Activities such as making reservations, retrieving information, concierge services, and even wayfinding can now be fulfilled with the press of a button.

An interactive screen can be surface mounted or incorporated into kiosks, and deployed in a broad range of screen sizes, from tablet-sized screens to large-scale display walls which are accessible to multiple, simultaneous users. These systems, simple or complex, improve operations and can deliver high returns for many industries:

Retail Stores

Owners of interactive kiosks in retail stores benefit from the ability to reach customers with targeted information, increase revenue, and sales opportunities, and improve loyalty through enjoyable customer experience. Customers use touch screens to check product pricing, availability, and feature comparison, as well as discover special offers relevant to search queries. Store owners can analyze user data to track consumer behaviors and shopping information. The most common use of touch screens today is at the point of sale, which is a lost opportunity for those above. Therein, retailers are beginning to deploy more advanced touch screen systems earlier in the customer's shopping process for a greater array of advantages.

Corporate Settings

Display solutions are ideal for collaboration and strengthening corporate communications. They help to enhance efficiency, productivity, and safety within the premises. Deployments commonly take place in the lobby, boardrooms, conference rooms and showrooms, and are used to impress clients, visitors, and shareholders. Product portfolios, sales performance, project and program status, team building, branding efforts, event scheduling, wayfinding, employee directory and recognition, websites, videos, safety and policy guidelines, and message boards are common among successful communication initiatives. Some corporations even use their message boards as a lost and found the directory, solving subtle nuances in the workplace and creating an overall improvement to corporate ecology.

Food Service

Touch displays allow customers to sort through menus, place orders, take advantage of offers, and even transact. Consumers prove to be highly responsive to media-rich experiences, such as images, video, and scrollable text descriptions; desiring to sample a greater portion of the menu which enables the potential for increased sales and repeat visits. Restaurant owners find the ease of offering new promotions, breakfast and lunch specials to be an additional benefit of a digital system. Themes, branding, special events, and even menu content can also be easily adjusted without additional costs for those restaurants which host private parties or frequently change the menu.

Educational Settings

Digital whiteboards and interactive displays are attractive in campuses and universities. They help to improve the learning process and encourage students to participate, improving collaboration between teachers and students. School-wide communication and safety are increased as well. Event schedules, policies, staff and class directories, wayfinding-campus and local area, resources, message boards, lost and found, branding efforts, visitor welcome, and quick information kiosks are highly common in universities across the world. Touch screens and special software prove to be an invaluable resource for programs which are dedicated to the continued learning of students with disabilities.

Health Care

Hospitals utilize touch screens to allow visitors to locate quickly appointments, find departments, and stay up to date on the latest health care programs. A wayfinding system can tie directly into an existing database to provide up to date information regarding schedules for clinics, physicians, and other meetings. Typical uses include multi-building wayfinding, service directories, health and nutrition guidance, support groups, branding initiatives, history, bus schedules, and other user experiences which are designed to help alleviate the stress of a hospital visit. Hospital operations require tremendous commitment from the staff; therefore internally directed touch screen tools are also popular such as staff and patient scheduling, task lists, and other internal communications.

Public Information Services

Interactive touch screens provide invaluable information to the general public. Libraries, transit centers, and government offices such as court houses and post offices now deploy touch screens to help visitors find information. A broad variety of applications are supported, including wayfinding, service directories, event schedules, news and reminders, policies and forms with printing capabilities, registry and sign-in. Entertainment venues and museum exhibits also deploy touch screens to guide, inform, advertise, and entertain visitors. These media-rich touch screens are unparalleled in effectiveness for conveying the spirit and intent of the venue through digital means.

Hotels and Hospitality

Interactive touch screens allow guests to access information and check themselves in from the lobby, lounge areas and even their hotel rooms. They can display guest loyalty programs, flight information, check-in/check-out protocols, stock tickers and other web widgets, onsite wayfinding, and local area amenity maps to enhance a visitor's experience. Additional common uses include meeting room schedules as well as tie-ins to local convention centers or other nearby event systems. The hospitality industry requires the utmost adherence to branding standards, and these requirements are often met with specialized fonts, designs, photography, and videos to create the most aesthetically pleasing balance.

Casino and Gaming

Gaming venues are recognizing the value of replacing the traditional table games with touchscreens as downtime reduction, and cheating have proven to be minimized. These screens can be used for poker terminals, loyalty redemption kiosk, and entertainment displays.

Payment and Ticketing

Touch screens serve a purpose in payment centers, movie theaters, airlines, entertainment venues, payment kiosks, etc. It also reduces the chaotic environment of a full payment and ticket venue.

All-Inclusive Touchscreen Solutions

We offer a broad range of interactive touch screen solutions. All of our displays are tailored to match customer's standards and the demands of their environments. Whether for entertainment, informational messaging, advertising, or wayfinding, our solutions can transform and enhance the experiences of visitors.

Being a full-service provider, we’ll work with you to find the best solution that meets your needs. Contact us and schedule an interactive demo to explore how touch screens enhance your communications, engage your audience, boost productivity, and conserve money at the same time.

A successful wayfinding approach is to fulfill a user's wayfinding needs by using accessible information in the environment. It is concentrated on making location and space information effectively navigable. That is, providing users with a way to find a path from their starting point to a destination.

Traditional wayfinding solutions allow the user to create an invisible path in their mind, a sense of direction derived from static signage and arrows placed throughout the facility. The new approach to wayfinding is to use a more practical, digital solution, that of an illustrated path which quickly and subconsciously eliminates doubt for the user.

The digital approach enables the inclusion of additional information such as text copy, media, and schedule information which enhance a user's experience. Furthermore, when these digital features are coupled with a legacy wayfinding system or even a mobile wayfinding system, the most comprehensive wayfinding experience can be offered.

Common Sense Approach and Principles for Effective Wayfinding

1. Getting started

Planning a wayfinding strategy can be challenging especially if you are new to the concepts. Several factors and some stakeholders need to be considered and catered to. It is recommended to bring together all people involved in the wayfinding design, including focus groups when possible.

This is to prevent any conflicts of interest within the organization. For example, in a hotel wayfinding plan, the needs of the receptionists are to be considered, but also those of the housekeepers, security officers, and car service companies, etc.

2. Keep a fresh perspective

In beginning your research, consider involving a location visit, creating a detailed floor plan to include special nuances or landmarks, and hold a meeting with facility officers to gather a better sense of project scope. Primary and secondary destinations such as elevators, stairs, restrooms, etc. should be identified. It is also vital to analyze the flow of visitors, how they navigate through the facility and how they use existing directional signs.

3. Understand user's needs

Gather as much information and feedback as possible. Every organization has users with different views on a potential wayfinding system, and most tend to know the problems and challenges within the areas you are creating a solution for. It is a good idea to talk to them and invite them to the planning meeting. Those users tend to have valuable ideas that can be considered and explored.

4. Make the message fit the users

Short messages and visual systems make it easy for users to find their way. A consistent message should also be established. For instance, in the example of a hospital, visitors may need to locate the "X-Ray Department," but physicians refer to it as "Imaging." To prevent confusion amongst visitors, a single nomenclature or naming convention system can be appropriated after careful consideration.

Factors to be Considered in Wayfinding Design

Visibility.
Plan to install the wayfinding signage so that it is visible from all approachable directions. Facilitate a simple and clear creation. Avoid elements that can compromise the use of the sign. Consider the signage background, color, font size as well as where it should be mounted.

Lighting.
Consider where the signage needs to be placed. Will it be placed under direct sunlight, indoors with top-down or ambient lighting, or in dark environments? How will these lighting choices affect the materials chosen, specifically the glass of the screen?

Clarity.
It is important that the wayfinding signage is easy to understand and intuitive to use. Use simple words and menus that users can read and follow. A best case scenario is a system which requires no instruction to use, and when basic instructions are provided, they are clear and concise, often displaying iconography or short video loops.

Consistency.
Users expect to see signage in particular locations such as when they enter a building or step out from the elevator. Using a logical sequence, such as a numbering or coloring convention, is important as well.

Usability.
Ensure that signage is placed at decision locations such as T-Interactions or foyer entrances. An effective wayfinding system can assist the decision-making process as users approach an intersection.

Seamless.
Wayfinding planning can help users navigate through entry and exit points. For example, signage placed in car parks can guide users to building entrances, or bridge multiple buildings across a campus map.

Accessibility.
A wayfinding strategy should also consider users with disabilities, English as a second language, or the elderly. Some provisions within the interface can be made, such as adjustable button height, conservative wayfinding paths, or Multilanguage toggle ability.

Digital Wayfinding Solutions

Interactive Wayfinding Digital Signage makes it easy for you to update department location or direction changes. This helps to keep visitors apprised of up to date information.

We offer our assistance in developing custom interactive directories and wayfinding solutions to enhance the visitor experience.

We work with your location planners, marketing experts, and project managers to create a wayfinding solution that meets your needs for guiding visitors through a powerful, intuitive, and responsive experience. We understand that a wayfinding strategy can be overwhelming to plan and undertake. Therefore we offer our expertise to help you get started and see through to completion.