Projection View, Personal View – GlobalShop 2014

Projection at Globalshop | Chute Gerdeman - award-winning retail design and branding.

Projection View, Personal View – GlobalShop 2014

Projection View, Personal View – GlobalShop 2014 800 587 Chute Gerdeman

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This year’s GlobalShop began to show a shift in how we use interactive media and displays. Bigger displays are not always the best solution for engaging with shoppers when they are ready to dig deeper into content. As retail designers and communicators we have traditionally considered how shoppers approach and then interact with products and messaging by modifying content as users move deeper in the experience.

This year’s GlobalShop started to express digital content using the same hierarchy. We saw content changing from a projection or engage state using a larger image to a more personal message using a smaller scale. Personal screens can be a powerful tool to deliver specific features, pricing or comparative information.  The example from Logitech was a combination of both – using a large image made up of smaller images artfully expressed in both full color and black and white images to attract our attention and then including touch screen capabilities with pop up images to dig deeper into specific content.

Photo by Chute Gerdeman

Photo by Chute Gerdeman

As digital and physical spaces continue to merge, we are seeing core retail communication principles being applied to digital content, using scale in a meaningful way.  Larger screens can be used to attract or engage, while smaller screens deliver more personal content or targeted messages.  At GlobalShop we saw this in small, personal screens being used for price points or side-by-side product feature comparisons that could be controlled via a centralized administrative function. This isn’t to say that the large screen is losing its appeal or functionality in the store (especially as prices points continue to come down), but as designers, we shouldn’t be shy about using a small voice to speak clearly and powerfully to shoppers in a personal way at the appropriate moment along their journey to conversion. Sometimes personal-sized screens deliver big for shoppers.v

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