Digital Signage: Investigation Of The Usage Patterns

(excepts from the original article by Florian Resatsch and me: D. Michelis, F. Resatsch. Unlocking the Interactive Capabilities of Large Outdoor Displays, Information Display Journal, March 2007, Vol. 23, No. 3, Society for Information Display, San Jose, CA, 2007)

If digital signage is to achieve maximum effect, it must first grab the attention of the viewer. It can be fun too, but not just fun. Advertisers are in the business for one purpose only; to sell more product. Here we describe an experiment in attention grabbing. It works. It’s fun. But how will it translate into business advantage?

Embodied Interaction

Die Abwesenheit des menschlichen Körpers galt bislang als wesentlicher Unterschied zwischen der Interaktion mit der realweltlichen Umgebung und der Interaktion mit dem Computer [1]. Im aktuellen wissenschaftlichen Diskurs wird jedoch zunehmend der gesamte Körper als Kommunikationskanal [2] verstanden, über den Mensch und Computer mit einander interagieren können [3].

Als Embodiment [4] wird die allmähliche Verkörperung der Mensch- Computer- Interaktion bezeichnet, die auf physischen Aktivitäten in der Realumgebung des Nutzers und basiert und sich in Echtzeit vollzieht:

„Embodiment means possessing and acting through a physical manifestation in the world. [...] Embodied phenomena are those that by their very nature occur in real time and real space.“[5]

Es wird davon ausgegangen, dass die physische Komponente an Bedeutung gewinnen und die klassische Interaktion über den Computerbildschirm ergänzen wird. Menschen werden in Zukunft zusätzlich über Berührungen und Bewegungen mit Computern interagieren, wobei sich die menschliche Kommunikation mit digitalen Technologien immer mehr verkörpern wird.

„We expect interaction with digital media to become much more physical and less screen based. People will interact with digital technologies through touch, manipulation, and gesture; interaction will increasingly be embodied.” [6]

Interactive Displays – Design Elements

Research and my personal project experience thus far has shown a number of central design elements that can influence the usage behaviour:

1. Screen size
2. Screen direction
3. Number of screens
4. Screen content
5. Position of the user
6. Distance from screen
7. Interactive zone
8. Interactive mode

At present I am applying these elements in the conceptual development of interactive displays at a German football stadium.

Figure 1: Desing Elements of Interactive Displays
(Source: Daniel Michelis, 2009)

In addition to the elements shown in the figure above, the technology to be used must be adapted to suit the location and the purpose of the display. This list of design elements is by no means exhaustive, but should serve as a basis for analysis and concept development.

References

 

• Mandryk, R. L., S. D. Scott, K. M. Inkpen (2002), Display factors influencing co-located collaboration, in: Conference Supplement to ACM CSCW‘02 Computer Supported Cooperative, New Orleans, USA
• Michelis, D. (2009), Interaktive Großbildschirme im öffentlichen Raum: Nutzungsmotive und Gestaltungsregeln, Gabler,  forthcoming

Interactive Displays: Perception, Awareness, and Interaction

Analysis of interactive displays by  Brignull & Rogers (2003) has already yielded information about perception, awareness and interaction, allowing for differentiation between three general phases: for example, from perception to direct interaction with the featured content, as shown in figure 1: a) peripheral awareness activities, b) focal awareness activities and c) direct interaction.

Figure 1: Perception and Usage of Interactive Displays
(Source: Daniel Michelis (2009), according to: Brignull & Rogers, 2003)

Media Facades Festival 2008

As part of the Media Facades Festival 2008 I will share my research experiences with the SAP Media Façade with selected artists.

One goal of the festival is an “Urban Screenings on Four Media Facades in Berlin: Media facades are a new kind of exhibition format. International media researchers, artists, architects will gain temporary use of 4 facades in Berlin and explore their cultural, political and social roles. These screenings serve as a demonstrative test platform for the public. They invite a wider audience to gain hands-on experience in this special connection of content, format, and site-specificity, and to take part in a new interactive infrastructure.”

Image-URL: Media Facades Festival 2008

The objective of the Expert and Artist Workshop “is for each participant to produce a piece for one of the 4 selected media facades. The first day consists of public introductory lectures and discussions. The second day is scheduled for exchange within the group together with the screen operators and concerned key figures at the location of each screen. The third day will be reserved for further discussion among the participants and organisers.”

Workshop Cognitive Design 2008

On September, 8th I will give a presentation on “Motivating Human-Computer-Interactions in Urban Space”. For more information visit the conference`s website: Workshop Cognitive Design 2008