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Interactive stands. Holistic thinking. How to attract the viewer?

There are many modern audiovisual solutions available on the market. However, hardware is not enough. An interactive stand consists primarily of content and software that must take advantage of the hardware’s capabilities in order to present the aforementioned content in an attractive manner. The right balance between these components is very important.

Interactive stands – budget

Contrary to appearances, the budget is very important for the viewer’s interest. We do not mean that the bigger the budget, the bigger the interest, but the right balance in the budget is important. Funds must be properly distributed between hardware, software and content.

Very often we encounter a situation where the budget for hardware is 90%, and for content and software there is 10% left. In this case, despite spending a lot of money, it is difficult to create something original and interesting for the recipient. Unambiguously determining the appropriate proportions is virtually impossible, because it depends largely on the idea for a given position, but it definitely has to be more than 10% of the value of the equipment. In our best projects (World Fair Expo), which won awards, the value of software and content was 100, up to even 200% of the value of the hardware on a given stand.

Interactive stands – interface

There is no single best interface. The type of interaction the viewer has with the interactive stand, depending on the content, should be different. Both passive stands, where there is no interaction at all, and interactive stands, where the recipient can explore the content or even perform tasks, can have a very high level of viewer interest.

In passive stands, equipment plays a large role in attracting the viewer. Viewers are particularly interested in forms that they do not encounter every day, which may be a large-area projection, so-called projection mapping, which integrates the content into the scenery, or it may be a giant screen built as a seamless displays wall or a wall composed of LED modules.

Interactive stands can take various forms, they can be touch-controlled interactive applications, gesture-controlled interactive applications, or interactive applications integrated with mechatronics, in which the audience, using real interface elements such as buttons, levers, and controllers, interact with the content that is displayed at the stand.

Gesture control, despite many attempts to implement it, is not very popular because, contrary to appearances, it is a non-intuitive way of control. Touch screens are well known and used by everyone every day, so they are perfect for simple stands. However, what enjoys particular interest among customers are electromechanical stands, because these are unusual solutions, with which we rarely have contact.

Interactive stands – interaction time

Modern society receives a lot of information every day. The form of the message is constantly evolving and currently the most popular is multimedia content supplemented by short texts. Hence the huge popularity of Twitter.

We can’t fool ourselves that our long texts are interesting enough for the recipients to be interested in them. Unfortunately, they won’t. The result will only be that the hard work will be done, the budget will be burned through, and the audience will only be a small percentage of the audience that is very interested in the topic at hand.

In modern interactive applications available in public space, interaction time should not be longer than 5 minutes, because anyway it is an extremely long time for which we can interest the recipient. Most often the recipients use the given position for 2 to 3 minutes and in this time we should provide the most important information that will interest the recipient.

Summary

Getting the recipient interested is difficult and in order to achieve it, it is not enough to have a good idea, it is also necessary to implement it properly. As we have presented, it is very important to maintain appropriate relations in the budget because an interactive post consists of various elements which must be realized in appropriate quality. In this case, it becomes apparent very quickly that the quality of the whole post determines its weakest element, which is why a holistic approach is so important. In the following articles we will describe interactive applications and content in more detail.

RADEK ZDUNEK

CEO