As we have moved on from the Chicago Auto Show, we have looked at the generational landscape and how environments and engagement mechanisms have been tailored to accommodate, along with the integration of practices that engage the senses. While the most effective experiences capture at least three senses, visuals are the most common and can be very effective in articulating a message.
A picture says a thousand words, and it says those thousand words about 60,000 times faster than text. Perhaps that is why it was common to see large printed graphics throughout the Auto Show. From creating imagined retreats to exposing brand messages, here are two types of visuals that were dominant.
Massive graphic backdrops
While a little more common with the auto makers who focus on outdoor living, large scenic backdrops offered insight into the automotive tendencies. Whether or not this was a purposeful play on Biophilic design, the graphics offered an escape from the confinement of the indoor space, affording the freedom of perceived freshness and open air.
Video dominated throughout the Auto Show. The surfaces for video were massive and visible from every angle within the space. These huge displays offered branded content and automotive information. For the auto makers, this multi-sensory integration helps to enhance attendees’ recollection of the brand’s message. According to neuroscientist Aracela Camargo, a multi-sensory expert, “…The more ‘enriching’ an environment, the more the brain and central nervous system are engaged. The more engaged we are, the more likely it is we will recall an experience.”