Travelers Insurance is using redundancy and impressionistic digital imagery to get customers’ attention.  

 

At the Minneapolis - St. Paul Airport, the insurance company has installed four screens. Each screen bears an identical image – the company’s trademark red umbrella. When the airport hallway is empty, the screens look like carbon copies. But, as soon as people walk by the images morph and interact with them in a fun way.  

 

The big digital umbrellas scatter into hundreds of small leaves and slowly reform, until somebody else passes by.

 

If there was only one screen, it would easily be ignored. People would walk by and not notice. By having four screens, Travelers has an enveloping presence. In addition, the umbrellas send the message that Travelers’ coverage is flexible and responds directly to customers’ needs.

 

The signage is more about leaving an impression than explicitly stating facts. You don’t always have to tell customers that you’re there. Sometimes you can subtly show them. 

 

(Thanks, Scott.)