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Sounds Like…
January 6, 2011
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When it comes to digital signage and the dimension of audio in the environment, you are bound to see that sound has the ear of many, and important boundaries for others. It would be nice if we could provide a hard and fast rule when it comes to audio enhancements of your dynamic messaging. But we can’t. We can, however, give you the retail environment “rules of thumb” and bend your ear a bit on ways to implement this worthy tool.

First, it helps to think of audio as sugar in your content recipe. You may not need it, and if you add too much, it is just too much. And like sugar, it can add a great deal of appeal, and assist in delivery – the way a spoonful of sugar helps the medicine go down… In the most delightful way!

Second, you can simply destroy your employees as though using some wicked form of torture, if you play the same audio track over and over and have no way to limit the sound to a particular environment. This is a fact. And it leads to manual disengagement, as in, the volume is turned off.

Third, however, is the new research showing that comprehension, attention, and retention are improved with a good music and voiceover track. In fact, a music bed helps to deepen the experience, and depending on your system objectives, it can enhance a brand’s style.

And Fourth, audio will often reach a client before they are aware of a screen. What you have then is the power to draw eyes to your digital display that much earlier.  

So, how do you compromise between engaging the ears, and saving your employees’ sanity? You can and should give serious consideration to a sound cone which hangs over your display, and presents sound waves in a tight dimension around your system. Only when someone is within a few feet of the display can they hear the music. In addition, motion detectors can assure the sound plays only when someone is present.

We like the Cone of Silence offered by Interface Group. The patented design delivers a column of sound directly below the sphere providing crisp clear stereo sound. Outside the column, sound level drops 80% so that adjacent patrons are not bothered by the audio content.  In fact, the Library Journal supplement publication Library By Design featured this product for the library system. So if it works for a librarian, it will work great for your clients as well!

The audio component of your presentation gives you a distinct advantage when it comes to edutainment content. Without music, most material falls a bit flat. Test this yourself: play a movie trailer with and without audio. The impact of a good music score can’t be taken lightly. But if you have no way to control the audio either by motion or a “cone of silence” then you run the risk of creating a negative where there was a positive impression. In your needs analysis, look at your environment and the factors above.

That’s very sound advice 😉

About author

Amazing LobbyPOP

Teresa M. Young has served the sign industry since 1985. Today she guides hundreds of entrepreneurs in the business, while discovering new ways to bring dynamic signage to the sign industry. Visit her on LinkedIn.

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