The Sci­ence Of Signs

VM&RD - - Contents -

Suren­der Gnanao­livu, se­nior re­tail ex­pe­ri­ence con­sul­tant, ex­plained the role of in-Store graph­ics in a re­tail en­vi­ron­ment. In­ter­est­ingly, he picked the most high-tech, re­cently launched Ama­zon re­tail store to stress on the fact that in the era of dig­i­tal trans­for­ma­tion, graphic sig­nage has its own rel­e­vance and im­pact as there is no dig­i­tal or any other form of sig­nage dis­play but only graph­ics. He pointed out that graphic plays a ma­jor role right from at­tract­ing buy­ers in­side the store up to make buy­ing de­ci­sion.

Suren­der shared that 90% of in­for­ma­tion trans­mit­ted to the brain is vis­ual. He fur­ther went on to ar­tic­u­late 5 sci­ence ap­pli­ca­tions in a smart vis­ual pre­sen­ta­tion:

Shop­pers are in­spired with aes­thet­ics- 93% of shop­pers are in­flu­enced by in-store vis­ual ap­pear­ance wherein 48% of shop­pers re­turn to a shop due to good aes­thet­ics.

Shop­pers re­call brands by sight - they re­call 10% of what they hear, 20% of what the read and 80% of what they see. In-store drama is cre­ated with vis­ual scenes. 1/10 of a sec­ond is the time re­quired to get the sense of a vis­ual scene. Shop­pers are best en­gaged vis­ually - 92.6% shop­pers agree that vis­ual en­gage­ment is num­ber 1 in­flu­encers of pur­chase ac­tions. Shop­pers are best ad­vised vis­ually - 65% of peo­ple are vis­ual learn­ers.

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