You know the feeling - you’re trying to decide between two products in a store, or where to stop for lunch and suddenly a notification pops up on your screen, or a sound distracts you and then … wait, what was it you were trying to decide in the first place?
That experience of bouncing around between tasks, processing many different bits of information almost simultaneously, while trying to drag your attention back to a primary task is called “context switching”.
In today's digital age, we are constantly bombarded with information from different sources, whether it’s social media notifications, news alerts or (of course!) digital screens. Our brains often struggle to keep up with the information overload. It takes time for us to switch back to the task at hand, causing a temporary decrease in productivity and concentration. A recent report has found that, during major sporting events, it can take almost 10 minutes for employees to get back to a productive workflow at their jobs after sneaking a look at scores while at work.
With 43% of people saying switching between multiple contexts causes them fatigue (Source: Atlassian), how can brands attract customers and help them make choices without simply adding to the noise and causing people to switch off and go home?
Why Engaging Content is Key
The goal of digital signage is, of course, to draw customers into a store or to help and inspire them during their shopping journey. Getting and keeping their attention is key. By
producing engaging content, you’ll help to keep your audience focused and avoid losing them in the fray of context switching.
Motion graphics, animations and 3D visualisations mixed with live data can provide valuable, current information and attract attention, keeping customers engaged, helping them stay in the moment and avoid the many other distractions they might be faced with. This ultimately increases sales, enhances engagement and helps you stay relevant.
At Pixel, we produce quality, bespoke content for clients, either as a standalone service or as part of a package of other support services. Our content production offer includes:
Film and video production and post-production, including green-screen and on-site
Motion graphics and UX/UI design
Character design, development and animation
Live data integration
Context switching is an inevitable part of our lives, but there are steps that brands can take to reduce it and keep audiences focused. By creating engaging content that caters to your audience's needs and preferences, you can help keep them in the moment. To find out more about how we can help you do this, get in touch!