Maximising the Impact of Digital Screens in Communication
I argue that screens currently rank below email, video conferencing, and instant messaging in corporate communications because they're not being used properly. As luminous boxes that tap into subconscious cognition, strategically-deployed screens should be fundamental communication tools.
Key Takeaways
- Screens are underutilised, ranking below email and messaging platforms in importance
- Poor strategy relegates them to "awkward cousin" status in communication mix
- Properly executed, screens leverage visual attention and subconscious cognition powerfully
Topics
- Communications
- Business Strategy
- Neuroscience
Transcript
Are screens as important as email to most companies? The answer is no. Email is probably at the top, video conferencing number two, maybe number three would be instant messaging on Slack or Teams, etc. Screens are probably the slightly awkward cousin you have to invite to Christmas of the communication mix, and that's because they're not being used properly. However, they are big, bright, luminous boxes which attract our attention and tap into our subconscious cognition. So done right, screens should be a fundamental part of the communication mix, but it does mean you need to do them correctly and really think about your strategy and what you're trying to communicate to your audience when and where. And that's what we're trying to achieve with these videos so that one day screens are as important as email.