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How does digital signage tap into people’s emotions?

Humans are visual creatures. Biologically, we’re hardwired to pay attention to eye-catching and interesting visuals. That’s why we remember 80% of everything we see and only 20% of what we read. This pattern translates to nearly everything in life and it rings especially true when it comes to marketing. 

When it comes to effective advertisements, digital signage takes the top spot for numerous reasons. They’re more visually appealing, interesting and they’re more eye-catching than flat motionless text on a billboard. Digital displays are far more likely to persuade potential customers to interact with your brand than traditional signage because they make the viewer pay attention and think. 

At Scanlite, we’ve been providing our clients with digital signage for over 40 years, so we know how valuable the insights and analytics provided by digital signs are to businesses. So, here are a few reasons why they’re so effective and a few examples of how they can be used to tap into people’s emotions. 

Tap into your customers’ emotions using colour theory

In the world of today’s marketing backdrop, everything is designed to grab the attention of the viewer or customer. A big way many successful businesses choose to do this is with colour theory. Colours have a dramatic impact on our brains. They have the ability to evoke specific emotions and influence the way that we feel. For example, we associate red with attention, love and passion because it’s very vibrant and stimulating. We associate yellow with happiness, hope and enthusiasm because it’s uplifting and warm. Green is often used to represent peace and tranquillity. 

Depending on the message you wish to convey, you can immediately establish an emotional connection with your audience by using the corresponding colours. For example, if you’re hosting an event for families, hues of yellow and green would be great colour choices for advertisements because of the psychological connections. The same goes for other events. If you’re hosting a rock concert, you’d opt for an attention-catching red. We have an entire blog on colour theory if you wish to read a little deeper into the topic!

Use video to connect with your audience on an emotional level

Emotional marketing is one of the most powerful tools in a marketer’s arsenal when it comes to getting conversions, and one of the best ways to do it is via the use of video. Video as a medium is simply far more relatable than any other. This coupled with the fact that humans process visual impressions 60,000 times faster than text makes it a recipe for success. Inspiring emotions like happiness, nostalgia, or even tugging on a few heartstrings is far more likely to make your viewers feel compelled to interact, share and engage with your advert and brand. Also, it’ll capture people’s imaginations and attention and make brand recall that much easier for them – customers love advertisements that make them think and feel. Through the use of digital signage, you can achieve this for your business and start reaping the benefits. 

The beauty of digital signage is you can try a host of different colour arrangements because you can switch them out with the click of a button. This will allow you to see which colour combinations have the highest customer conversion rates for your brand – which is valuable information for future reference. 

Make use of interactivity to promote engagement 

If there’s one thing everyone likes, it’s to feel involved. There are few advertising methods that’ll make your customers feel involved with your brand like digital signage does. Being able to interact with signs in either quizzes or by giving feedback or simply by scanning a QR code is a far more memorable experience than walking past a traditional poster in a shop window. It’s personal and exclusive to the customer and it makes them feel as if they’re more than just an observer, and in many cases, like they have a direct connection to the business. This interaction creates an experience that’s automatically far more engaging on an emotional level. Even if the customer wasn’t originally interested in the product or service, just that interaction can pique their interests and it’s fundamentally more stimulating on an emotional level. Using interactive signs is an easy gateway to getting people interested in your products, or at the very least remembering your business after they walk away. 

There’s a variety of ways that digital signage can tap into customers’ emotions. It’s this ability to connect with your audience on a deeper level that makes digital displays so invaluable when it comes to advertising. Whatever your business, digital signage is always a great tool to invest in. 

With more than 40 years of experience to our name here at Scanlite, we know our digital displays inside out, including the many ways in which they can be used to achieve your goals as a business. Find out more about how we can help your business by giving us a call today on 01253 302723, or email us at We’re always happy to help!