Digital Signage

Once, Twice, Three Times for Variety


In the 1970s, a man named Dr. Herbert Krugman was studying the effects of attention and learning via GE’s advertising campaigns.  He was able to break down what he saw into a three-exposure rule that can be explained very simply:

  • The first time a message is seen the viewer thinks, “What is it?” The first response is to try and understand the nature of the content stimulus.
  • The second time makes the viewer think, “What of it?” and “Ah ha! I’ve seen this before!” This completes the basic reaction to the message with understanding taking place.
  • The third exposure becomes the real reminder as the message sinks in. By then the “sale” has taken place and your message has been understood and “bought” by the viewer.

What can we learn from this, right now, in the 21st century? Well, let’s apply this to the Retriever Digital Signage.  We’ve designed our software so that you, as the consumer who might not have much experience with graphic design can come with your ideas and goals and hit the ground running.  So you do, with big plans and a great excitement!

The first time you show your slides to people, you’ve caught their attention.  This is your first chance to influence them toward your product or service. The second time, they are hungry to learn more.  This is when your influence is at it’s highest.  After this exposure, they think they already know what you are trying to tell them.

Once you are past the third exposure, it’s time for you to change up those slides.  Add something new, change the backgrounds, update how you word your sales or highlight a different product. There’s something to be said for consistency, in how your coffee maker brews your favorite cup of joe or the news starting at 6 every night, but if your Retriever Digital Signage becomes too consistent, you’ll lose it’s impact.

You’ve got plenty of opportunity to keep those slides varied and exciting since the Retriever Digital Signage is designed to be run by YOU.  Fresh, clean and interesting… so easy, gosh.  Even a caveman can do this!