There's not a lot of readily available research being done in corporate communications so I take what I learn from the retail world and apply it.
At last week's Digital Signage Contest Strategies Summit in Las Vegas, I had the chance to hear Michael Twitty, Director of Shopper Insights for Unilever Americas, discuss the pros and cons of signage placement in retail stores. His focus, given that he works for Unilever, is primarily on consumer packaged goods (he called them CPGs - I had to look it up) but the advice he had is sound no matter what the installation is.
He said that in somewhat tight environments, you shouldn't put anything below somebody's waist or above their eyes if you want them to notice your message. This includes digital signage.
Now clearly there are times in the corporate communications world where you will want to put screens up high for "the world" to notice, but I do screens in break areas, elevator banks, lobbies, etc. that are put way up high and in the corner. I did it. It seems like a good place.
I fall victim to this at home. Whenever I hang a picture, I always put it up too high (I'm 6'4"). It's eye level for me. . . but not for many others.
So when you look at what the retail world is doing and they have revenue and profits tied to proper placement, don't you think corporate communicators should take heed? Placement may not be as important as content but it's still very important to get it right.
Michael Twitty knows what he's talking about.
At last week's Digital Signage Contest Strategies Summit in Las Vegas, I had the chance to hear Michael Twitty, Director of Shopper Insights for Unilever Americas, discuss the pros and cons of signage placement in retail stores. His focus, given that he works for Unilever, is primarily on consumer packaged goods (he called them CPGs - I had to look it up) but the advice he had is sound no matter what the installation is.
He said that in somewhat tight environments, you shouldn't put anything below somebody's waist or above their eyes if you want them to notice your message. This includes digital signage.
Now clearly there are times in the corporate communications world where you will want to put screens up high for "the world" to notice, but I do screens in break areas, elevator banks, lobbies, etc. that are put way up high and in the corner. I did it. It seems like a good place.
I fall victim to this at home. Whenever I hang a picture, I always put it up too high (I'm 6'4"). It's eye level for me. . . but not for many others.
So when you look at what the retail world is doing and they have revenue and profits tied to proper placement, don't you think corporate communicators should take heed? Placement may not be as important as content but it's still very important to get it right.
Michael Twitty knows what he's talking about.
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