Touchscreens are becoming a popular medium for brands to communicate with their audience, and as expected, some of your clients are considering them for their next big project. If your client is asking you to hunt down some information or if you are proactively pitching an interactive digital experience, these are the three most important questions to be answered:
What Is the Intended User Experience?
Be thinking about the kind of reaction your audience should have when engaging with this technology. Are you going for sensory overload, something quiet and intimate, or somewhere in between?
84 inches and above: Powerful attention grabbers capable of immersing an audience in a larger-than-life-experience, extra-large screens are solid choices for brand- and image-focused campaigns. Consider this size range for large group interaction or multiple user sessions on a single screen.
65 to 70 inches: These sizes still have the potential to be great attention grabbers, but they are small enough to encourage small group collaboration and even single-user interaction. Consider this range for group interaction, striking visual elements, or to share large amounts of information at once.
42 to 55 inches: The sweet spot for interactive, this range is large enough to provide a great visual experience but small enough that the user doesn’t worry about someone behind them watching every move they make. Medium screens can be attention grabbers in smaller environments or if multiple screens are grouped together.
32 inches and smaller: Small screens are best when the information presented isn’t the focal point. For instance, they are perfect to share details or specs of a product that is physically present. They are also conducive for performing specific functions, such as filling out a form digitally.
What Is the Information and How Will It Be Presented?
Essentially, you need to understand the display's objective, determine the content necessary to achieve it, and know how your audience will engage with it. In many cases, it’s simply optimizing information on your client’s website and printed collateral for a touchscreen interface. Sometimes, it’s creating a completely new and unique presentation. Take inventory on the resources you and your client bring to the table vs. what you’ll need to outsource.
How Crucial Is It for the Success of the Vision?
Quantify, or put value to, the overall importance of an interactive digital experience for the success of your campaign. If being progressive with a strong digital presence are key traits for your client, touchscreens are going to be powerful tools in communicating that message. The resource investment in implementing a powerful digital experience will be well worth it. But if it’s an afterthought, and in many cases it is, the odds of getting the green light on a 120-inch video wall are slim to none.