Imagine scrolling through your Facebook and seeing an ad for your favorite fast food restaurant: a juicy hamburger with melting cheese or that pepperoni pizza you have been craving all day… ¡Ummm! Suddenly, you feel the urge to visit that restaurant.
So you get in your car and look for the address on the GPS. However, as soon as you arrive you do not see the restaurant’s logo, or anything that links the place you see with the food you are craving.
“Is this a joke?” You ask. Is this a serious place or is it just a trick? Would you enter the establishment? Or, Would you immediately assume that you were in the wrong place? (Sorry, no hamburger…)
No matter how important digital advertising has become, people still expect to see a tangible representation of what they know exists. When it comes to those rare moments when we disconnect from technology, signage makes an enormous difference in the customer’s decision processes.
According to scientists from the Max Planck Institute for Human Cognitive and Brain Sciences, this relates to the fact that our brain makes decisions unconsciously. You may have been craving that meal, but as soon as you stepped into that establishment that look nothing like you were expecting, your brain decided it was not what you wanted.
The truth is, digital media has risen the aesthetic standards by which we live. No matter to which generation you belong, you are constantly being bombarded by advertisement; so much so that most times we chose to ignore it because we feel overwhelmed.
The difference lies in the fact that printed advertisement seems more reliable and engage more attention from the viewer. We expect products and services to have a particular appearance in which printed media makes a world of difference.
Without signage, we feel incomplete and disoriented. Printed signage is not only an important part of a company’s differentiation strategy but also an indispensable part of branding.
Advertising agencies are always debating whether they should pay more attention to digital or printed media. It is necessary to consider that unless we are talking about a very basic service, the customer’s experience always ends in the acquisition of a physical product, and overall impression of the establishment if visited. Two of which are directly affected by printed media.