It’s not surprising to hear the human population’s attention span has become shorter over time. In 2003, a study found that our attention spans averaged about two-and-a-half minutes on any screen before people switched (CBS News, 2023). In the last five to six years, our attention spans have shrunk to 47 seconds on a screen! Marketers have been looking for ways to catch one’s attention right away and keep it.
In this modern world, digital advertising or ads are all around us on social media – on Facebook, TikTok, Instagram, website pop-ups, emails, and more. This got us wondering how traditional retail signs fit into the mix.
It’s all connected. Especially in this over-communicated society.
The Relevance of Retail Signage in a Digital Landscape
While technology holds significant power, it also comes with limitations and drawbacks that can impact the overall consumer experience. We increasingly allocate our time to computers, phones, and tablets, rather than engaging in genuine human interactions. When was the last time you went to dinner and had your phone away the entire time? Take a moment to observe your surroundings when you’re out, whether at your business or restaurants – you’ll likely notice that a majority of individuals are on their phones rather than actively communicating with those around them.
Ironically, some of us are hungry for human interaction in our daily lives and have started craving for more personal experiences. We want more face-to-face time with our family and friends, and also when dealing with personal businesses.
This desire for connection involves coming together with family and friends in places such as restaurants or coffee shops. Consequently, traditional brick-and-mortar establishments such as restaurants, taverns, and social places must enhance and elevate their business signage. Similarly, retail stores and shops must strategize and determine how effectively their signs can attract consumers.
What happened to our attention span?
Businesses and brands only have ten seconds to grab a customer’s attention. Consider the immense pressure placed on commercial and business signage to stand out in that short window!
Choose Sign Effectz for your Retail Solutions
Well-crafted designs propel innovative signage. At #SignEffectz, we will help you design and install the perfect solution to captivate the consumer’s attention. We can create signage on the exterior and interior of your business.
However, business signage isn’t intended to replace other forms of digital advertising. Nevertheless, there exists a direct correlation between the online digital marketing efforts of different brands and their business signage. All of these elements work together to form a cohesive marketing strategy. So, where do the signages fall in this strategy? It seals the deal!
