Synchronicity in Signage Promotes a Sense of Belonging

Abstract

<jats:p>The role of synchronicity in signage is investigated in two studies. Synchronicity has been theoretically linked to solidarity or a feeling of unity. In this research, we empirically investigate the effects of depicting synchronicity in signage using the visual principle of rhythm. Rhythm in images to create synchronicity in signage increases entitativity and a sense of belonging. We demonstrate key effects that can be leveraged in shaping consumer inferences in community and commercial contexts. Finally, we demonstrate the effectiveness of this strategy, but only when prior perceptions of belonging are absent. Implications for theory and future research are discussed.</jats:p>

Introduction

“…They do not vary the amount of information on a sign, but instead alter the ease or difficulty that information can be perceived by changing the lettering and contrast of the message and the background. In the context of research on the effects of perceptual information, this article shows that the impact of this perceptual fluency depends on the amount of time consumers have to process information (see Sundar et al 2018). Taken together, the results of these papers provide interesting perspectives on the constitutive elements of signs: amount of information, lettering, background contrast.…”

“…Researchers have long advocated for effective signage graphics as a way to influence consumer perception (Fontaine and Bradbury 2017). The visual experience of signage includes outcomes on consumer inferences that could be apparently straightforward such as the influence of visual depiction of movement on a sense of belonging in the community (Sundar et al 2018), to more unintuitive findings such as the role and effect of visual disfluency as it increases sensitivity to missing information (Sundar et. al.…”

Effects of Time for Deliberation and Disfluency on Omission Neglect

“…The background in which a product description appears should be designed carefully when marketers design visual marketing signs. Prior literature has demonstrated the importance of research on fonts and other visual presentations in marketing communications as they have been shown to significantly impact consumers' information processing, judgments, and decisions (Pieters, Warlop, and Wedel 2002;Dennis et al 2010;Sundar, Wu, Kardes 2019;Yoon et al 2014;Dynel 2011;Huddleston et al 2018;Kim and Lennon 2008;Sundar, Gonsales, and Schafer 2018).…”