Why the floor provides the ideal communication surface

In our increasingly digital world, where many people's eyes are often fixed on their smartphones, the ground is becoming an increasingly important communication space. Whether at large city festivals, in busy city centres or at busy transport hubs, the ground offers a unique opportunity to connect with people and guide them in a targeted manner. In this article, I will show you why ground communication is so effective right now and what strategic advantages it offers for urban planners, architects, tourism managers and local authorities.

Why flooring is becoming increasingly important as a communication surface

It is both simple and curious: many people are increasingly looking down – whether using their smartphones, finding their way around or moving around. It is precisely this development that makes the floor more than just a surface we walk on – it is a potential channel of communication. A study by the Society for Consumer Research (GfK) shows that 70% of all purchasing decisions are made subconsciously. This means that visual stimuli, which often affect us unnoticed, can have an enormous impact. Floor advertising that addresses precisely these subconscious processes therefore not only achieves a high recognition value, but also above-average acceptance among the target group.

Another significant advantage of floor communication is its ability to effectively direct people's attention. Tests have shown that floor graphics can attract up to 280% more attention than traditional posters. This increased visibility often leads to significant sales increases in the areas where they are used. This effect can be seen in retail, but also in visitor guidance at large events and cultural events.

Possible uses and advantages of floor stickers

Introduction phase for new route concepts: Floor stickers can help people find their way around new or changed environments during restructuring, events or festivals.

Interactive formats: The integration of QR codes allows playful experiences to be created that encourage visitors to participate more actively. Examples include sightseeing rallies or visitor feedback via digital platforms.

Design flexibility: The ability to customise the stickers with pictograms, colours or icons ensures that they blend seamlessly into the existing cityscape or can be used to create specific accents.

Creative ideas for effective floor communication

Here are some more specific suggestions from projects that have already been implemented on how you can make the best use of floor communication:

Interactive QR codes – connecting offline to online

As mentioned above, floor stickers are an excellent way to guide people to digital content in a playful way. Integrated QR codes create a direct bridge between physical space and the online world. The advantage: interaction is low-threshold, modern and increases dwell time – at the same time, companies can measure engagement and success.

Humorous sayings – attention through emotion

Humour is a powerful communication tool. A surprising or funny saying on the floor generates sympathy, sticks in the memory and increases engagement. Humour lightens the atmosphere and ensures that the message is not only seen but also perceived positively.

Game elements and gamification – particularly effective with children

Interactive or playful floor stickers work particularly well in schools, nurseries, waiting rooms and shopping centres. Children and young people follow them intuitively. But even adults can be drawn into a theme world even more strongly through playful elements.

Three-dimensional designs – optical illusions for maximum attention

3D effects or shading create an astonishing depth effect and magnetically attract the eye. These illusions work particularly well in large passageways. The surprise effect ensures that the message is perceived more intensely and photographed – ideal for viral marketing.

KROKGO: Designed for rough and heavy-duty surfaces, this sticker can withstand high loads and is perfect for train stations or logistics areas.

FLAMINGO: Designed for smooth indoor surfaces such as tiles or PVC, this sticker is non-slip and easy to remove, making it ideal for trade fairs or museums.

Safety and environmental awareness

These floor stickers meet the highest safety standards, are non-slip and comply with fire protection class B1. They are PVC-free and recyclable, making them an environmentally friendly choice for sustainable urban development.

Strategic implementation and rapid realisation

The strength of good floor communication lies not only in the material, but also in our comprehensive range of services. We offer consulting, design, printing and installation from a single source. Many projects can be realised within a few days, and the stickers can be easily installed by yourself. If required, we can also take care of the implementation with nationwide installation by our own teams.

Working with partners such as TourComm enables us to develop tailor-made communication solutions that are both functional and aesthetically appealing. We coordinate directly with your local authority or planning agency to develop a strategy that meets your specific needs.