“Big Screen Is Watching Me?”: A Study on the Attractiveness and Reading Efficiency of a Rotating Screen

Interactive public displays are often deemed to be more effective and engaging in delivering information to people. This paper presents three studies on directive displays − a type of display that rotates in response to a passerby’s movement direction and their effectiveness in drawing the attention of a single nearby passerby. The studies build progressively on each other, using three iterations of rotating directive displays, with evaluations of their performance compared with a static screen. Our results demonstrate a rotating screen that adapts to a passerby’s movement in real-time is more effective in both attracting passerby attention and improving screen reading efficiency. These results may provide a reference for future designs of public displays.