Key Takeaways

• Passive communication enhances cognition by engaging the subconscious.
• Digital signage influences understanding without requiring active attention.
• Repeated exposure to messages allows the brain to relax and improve comprehension.

Topics

• Cognition
• Communication
• Digital Signage

Transcript

boil down to the fact that passive communication improved cognition or understanding of even quite complex topics. And passive, we talk a lot about mental space, passive communication. And what do we mean by that? We mean our subconscious being aware of what's on digital signage without us necessarily stopping to have a look at it. It's that passive communication that we're not even really thinking about. Our subconscious accounts for a very large percentage of our cognition of how we work things out. The final thought I just would raise around the passive nature of this communication is something I think we all experience as well. We all know what it's like to not really be listening to someone because we're sitting waiting about waiting, figuring out what we're going to say next. And actually, that's actually the power of passive communication is that the screen is not requiring you to act. You'll see it maybe seven times a day. You'll maybe over the course of a week, see that message maybe eight, nine, 10, 12 times. And it's not requiring you to act. So actually your brain relaxes into listen mode, not respond mode. And actually that's where the cognition is improved.