Point of Purchase (POP) Displays remain one of the most reliable methods to promote and sell products at retail. However, between compliance to retailer design spec’s, and the skyrocketing cost to produce short runs for regional placement, well…it’s just not as much fun as it used to be!
I know you see them. They know you see ’em!! WE ALL SEE ‘EM! Yet somehow, we still manage to run our carts straight into them. Some plow into them when their eyes are acutely affixed to their phones. Then, we have the “Other Shoppers”. You know, the folks who dawdle down the aisles just staring blankly into the retail abyss. You want to yell HEY! CAN’YA Move It Along?? But you don’t, because you are a “professional”!! You’ve got your list; you know what you want, and where you’re go ‘in!! When they finally snap out of it, you give them “that look” and “that fake smile”. Without saying a word, you told them, move along rookie, that’s right, I said there’s nothing to see here.
But, despite all these hazards, the POP Display remains one of the best methods to capture potential buyer’s attention.
Manufacturers and importers alike have two options. Either squish your product alongside 20 other similar products on some dark secluded shelf, and hope that a shopper might find your product, pick it up and buy it. Or, you use a POP Display and place your product under its own personal spotlight.
POP Displays seem to provide a natural opportunity for the customer to impulsively grab your product long before they find your competitors product on the shelf! So… what happens if a shopper runs their cart into your display?? I say, bonus! How much more attention could any company possibly ask for??!!!
So, just how do you make a cost effective POP… that doesn’t look like a POS?
From what I’ve read, when shopping, the brain follows a chain of factors that process packaging information. In other words, the brain creates an impression of your product and its packaging based on the Color, Shape, Graphic, Images, and the Words printed on the display and package itself!
Since P.O.P displays are extensions of your product packaging, the same design rules apply to your Display. In the end, it’s these rules that will ultimately increase the value, and effectiveness of your P.O.P Display!
Start With Design
First ask your retail partner for a copy of their display specifications or guidelines. Get a copy of them and share them with everyone within your production and design team. Start by verifying the look and style of the display. Then above all else, verify how many different SKU’s will be placed in this display, and where. Develop an approximate weight estimate for all the products to be packed into the display. Make your design using only approved materials and make sure the designer fully understand how to build a display that will support the total weight but also help to make it easy to visually see your products. When possible, try to avoid using deep trays that place your products in the back of a dark cave! Use lighting and structure to your advantage.
In your preliminary discussions, make sure to discuss topics such as display assembly and finial shipping. Even the best looking display’s can quickly erode profits if it’s too cumbersome to assemble or ship. Research the displays overall ship-ability as damage in transit will also quickly triple your cost. Make samples and refine if necessary…Do not even think about anything else until you have a solid working design and then, confirm final cost for the display, the assembly and gather several shipping cost examples!
Keep It Simple…
Keep your message clean, easy to read, and you know, SIMPLE! Consumer studies show that you only have 2-3 seconds to grab the customer’s attention. You need them to stop in their tracks, and physically pick your product up. To simplify your message, use color carefully and watch the balance between the images and text on your display. Use fonts that are easy to read, and make the messages large enough for anyone to read, and especially for older Dudes and Dudette’s with glasses. You know, cater a little to help the one’s that actually have a few discretionary bucks to buy your products!! These few simple steps will help to deliver a lasting impression on your consumers.
Why Is Color So Important?
Ok, so how funny is it that, you’ve ever bought a car, there’s a 99.9% chance the color played a role. Color is perhaps the most important element of your design. Color directly impacts on the consumer’s actions. When designing your P.O.P. Display, use vibrant colors, but be careful to not go overboard.
If your company has PMS, keep your display consistent with your brand guidelines and product’s primary packaging. If you’re forced to use digital print as most people are today, make sure that your production department and your prepress department fully understands what color you are seeking to hit and work with your artist to prep the files properly to begin with, then ask your printer to have their pre-press department double check the files before outputting proofs!!
While the digital age is great, but it still has some learning curves. So plan ahead and be a little patient. You’ve probably taken well over a year to launch your product, don’t plan to swoop in and design a package or display in a matter of 2-3- weeks. Good planning up front will help insure that you don’t wind up a little short of your goal.
The Pen Is Mightier Than The Sword
Just like everything in life, it’s all about how you look, and how you communicate…
Your customer’s time is precious, and the last thing you want is to waste their time as they stand in front of your display, trying to figure out what your product is.
The best way to successfully (and tastefully) incorporate both imagery and wording into your design is to ask yourself these important questions:
- Do both the images and wording make sense or do they offer a conflicting message?
- How are your messaging and visuals connecting on an emotional level with your consumer?
- Have you successfully limited the amount of text as to not saturate your message and delivery?
Function and Placement Make All The Difference
No one will waste their time looking at something that is just not visually appealing. Obviously, there are a variety of factors to consider when it comes to creating a display that will capture, and hold the consumers attention.
When it’s becomes time to design a display for your company, start with these tips to help create a plan that includes: store placement, display shape and size. Also go on line and try to Google images your competitor’s prior designs. A little homework up front will help you to minimize the risk of developing something similar, but also help you to not make the same errors that they may have. Either way, good homework will always pay dividends.
When you are ready to harness the immense power of the corrugated display…
Call Eden Outsource! We’ll not only assist with the design, but we can also assemble, pack and ship them for you, too. All services are performed by one integrated team, and under one roof. Call us today at 949.455.0005!