Art moves us, inspires us, and motivates us to think, act, and maybe even change our perspective. That’s why Keywest Technology is delighted to be situated in the vicinity of Kansas City’s Country Club Plaza district, where art and artists are so plentiful, that with a bit of imagination, one could sense what Paris’ Montmartre may have been like in its heyday.
To say the least, we appreciate the arts, from wherever they originate. Even though artistic expression may seem unlikely for a tech company, Keywest Technology has been involved in an emerging art form generically called digital signage for over 14 years, but as we will learn, digital signage is so much more than what this simple label suggests.
I would like you to consider what it looks like to put this emerging digital art form to work for your brand. If you are not inspired just yet, please read on as I share architectural design ideas that could make your company more attractive to anyone, and I mean everybody—from stakeholders to employees, to customers and the public-at-large.
In the world of marketing, everything you do, say, print, publish, build, create and sell is your brand. When you walk into an Apple store, are you in doubt as to where you are? Does not the modern minimalist design of the interior focus all of your attention on the products—contrasting the uber-slim gadgets against starkness—leaving nothing else to consider but the obvious? I would suggest that the interior design—as absent as it may intentionally be—is helping to lead people to a focused experience that may not even be part of one’s conscious mind.
With this thought in mind, let’s consider the concept of techorating. No, I didn’t just make that word up.
According to DigitalSignageToday.com’s editor Christopher Hall, “Back in 2008, LG Electronics coined the term "techorating", a fusion of technology and decorating, using tech to create or be an element of interior design and decor.”
Techorating done well will lead to a quality experience, even aesthetic, that could convey something positive about your brand. It can engage people to experience your brand. It can move people to want your brand. It can inspire people to talk about your brand. And yes, it could spark the buying process at some point, but that’s not the underlying intent of techorating; otherwise, it would be called advertising.
Techorating, broken down to its essence, is considered an art form that just happens to use a digital canvas to creatively exhibit content that stimulates the senses, which can arouse and influence behavior. Although this art form typically adorns commercial buildings instead of museums, it is prominently displayed in the most public places, such as a lobby, visitor center, gallery, cafeteria or on main floors.
Techorating can influence the ambiance of your building by the way it is integrated into the environment. It may be woven into the very fabric of your building’s design, or it may be integrated as a complement to your building’s design—all of which reinforces and extends your core brand image.
So, how does techorating create brand inspiration? It attracts audiences who may for the first time experience your brand on an emotional level, inspiring them to engage with the experience.
The use of digital art becomes the expression of the brand while accelerating the levels of awareness and engagement. Engagement through the digital display element of a techorating project can add significantly to the achievement of communication goals while also adding to the overall return on goodwill.
If you would like to read more how techorating and its cousin (digital signage) could make a positive contribution to your business, visit Keywest Technology’s digital signage website.