The digital signage industry is only getting bigger with every passing day. According to a number of reports, digital signage is capable of adding significantly to your sales volume – some estimates state that it can help it by almost 30%. Digital media can access 70% more people than traditional media can. 42% of the people who watch retail videos state that they like shopping at establishments that have digital signage facilities. However, all this has also contributed to a sense of digital fatigue among people. So, the question is how one deals with this scenario. The key lies in the way the digital screens are being used.
Usage of digital screens
In most cases, digital screens are used to market space to be used for advertising. They can also be used to provide information or assist people in finding way. Ones that are really good try to create signage that is dynamic and keeps changing on a regular basis. It changes in response to factors such as day of the week, the weather, etc. Basically it can be any factor that they can use in order to give their content a more personal touch. Of late, there has been a noticeable trend with people looking to use these screens in order to help people lead healthier lives – both mentally and physically.
Academia is one institution that has been doing some sterling work in this regard. It uses digital signage and video art in order to make sure patients’ welfare becomes better in healthcare entities such as hospitals. It is presently operational at Chelsea and Westminster Hospital, London. They normally use installations in order to help patients remain calm and also distract them from the pain that they may be suffering from. The video art form used by them is called Living Photography.
The company is led by James Hope-Falkner, who acts as its CEO and it is a partner of CW+, which is the charitable body of the said hospital. It is supposed to create content with respect to various departments by using the art form of Living Photography. Their next installation has been named The Zoo and it is supposed to be used in the pediatric A&E department, a new wing of Chelsea and Westminster Hospital. The Zoo is supposed to comprise 14 screens that will display slideshows featuring moving portraits of various animals. It is expected that these slides will be an entertaining prospect for the children, as well as their parents.
The main reason behind the immense focus of these companies is the sheer amount of capabilities that video media offers. The same effect cannot be achieved through other pictorial media such as painting, sculpture, or photos. As Hope-Falkner says it is really the aspect of movement that renders video art to be such an effective medium for institutions such as hospitals.
With the help of movement one can actually draw attention and make sure that it stays like that for a considerable period of time so as to make a positive impact. It has also been seen that video art can have a really-healing effect on individuals’ brains. For example if we look at images such as oceans, mountains, forests, etc. it can lead to a situation whereby time starts to move faster than normal. In such situations we stop stressing, overthinking, and overanalysing about things.
In a sense, such a state can be equated to being in a trance or daydreaming. This is the effect that Academia is attempting to create at waiting rooms and hospitals wards as well. They are trying to shift their attention from their present state to one where they don’t feel pain, etc. It is a form of trickery but one done with beneficial intentions.
CW+ is a charity that works for improvement of the general experience that patients have at their hospitals. They also like to better the environment for the gratification of their patients and they look to achieve this by using elements such as research, art, innovation, and design. One beneficial programme that CW+ has done in this regard is RELAX Anaesthetics. It is basically an app that works in tablets.
It incorporates elements such as art, games, and music in order to calm down children when they are being given anaesthesia prior to a surgery. This app has proven to be successful in reducing the time taken to induce anaesthesia and increasing the chances of being successful with the first attempt to cannulate children. It also reduces the stress levels among professionals in charge of inducing anaesthesia to children. This is applicable for children as well.
The programme has already been conferred with NHS England Innovation Acorn Challenge Award. CW+ is hopeful that The Zoo programme will be similarly successful as well.
Benefits of such video art
It has been seen that in clinical environments such distraction has proved to be beneficial for patients. It lowers the amount of pain being felt by people, reduce the anxiety that they may be experiencing, and also lower their stress levels thus helping them in a big way. This also helps the clinicians in a major way since the environment is quite calmer and they are able to get on with their jobs in a much better way. This also means that treatment takes lesser time to complete. This also helps in attending to more people at once.
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