Think about your most successful product displays for a moment. List each of its most prominent features that you recognize. Why did the designer choose those features and do you believe they helped make the display successful?
Please take a moment to tell us what you believe are the top 5 display packaging characteristics that draw shopper’s attention and entice them to buy a product.
Take the Ravenshoe Packaging POP Display Survey now and share your thoughts below in the comments area.
What Makes Great Display Packaging?
Walk into a Walmart, Shoppers Drug Mart, or Costco and pick out the product display you like best. Can you specify what it is you like about it? Most people would point out a few features that seem to explain why that display appeals to them.
Shoppers can like, dislike, or be indifferent to a POP display. When a display creates a strong attraction – it generates a strong desire and interest that establishes preference – they won’t want the competition’s product. That desire helps to create a decision and close the sale. Desire is more powerful than any price discount, bundled offer, or tagline.
There are a good number of identifiable display characteristics and our best POP display features survey above listed many of them.
What is Attraction?
We’re in the promotional advertising field so we have to be sensitive to the art/science of attraction. If shoppers aren’t attracted to our displays, sales will suffer. Therefore, let’s start analyzing the components of a display unit and identifying those elements and combinations that we can orchestrate into one display to make shoppers want to move toward it. And we want to avoid using elements that repulse shoppers. There are ugly displays out there that shoppers just don’t find compelling.
The Whole is More than the Sum of the Parts
A good designer has to know about these things and how to stack the cards in favour of his/her POP display. Stacking the cards means strategically combining great design features to create an even more powerfully effective display.
Just as between people, a shopper’s attraction to a display might be too complex to describe. It could be colours and visuals, or it might be subtle cues such as the spacing of product displayed, the orderliness of products lined up, or the amount of product visible in the display. Chaotic, overstuffed, and visually complicated displays might turn off shoppers. A clean product area with some visual variety with space to let the viewer’s mind relax could be preferred.
This Sudafed sidewing display (shown at right) has only 3 product packages displayed and that might make the product special to some shoppers. Does the rareness make it more valuable and desirable? The solid dark colors and the squarish design with just a logo in the middle might be preferred by those with swollen sinuses.
Colour can have a profound effect on perception and preference. A rainbow of fruity colors as in this display on left, gives expectations of a sugary citrus treat. The Nicorette gum shelf display almost appears to be resting on its hands so to speak, with the product pushing up towards the shopper. This excellent display really exposes the product. The rounded header on top is a soft, safe and pleasant shape. It exudes the taste and shape of a candy, and the bounty of packages almost falls out of the display. It’s tempting you.
This floorstand display at left, is very colourful and seductive. The header/riser card shows an attactive woman immersed in water. The shampoo bottles are in full view – a smart engineering feature in the display.
Design for Your Target
Psychology plays a big role in design. Your designer must identify your target shopper’s preferences and put together imagery and symbolism that appeals to them.
It’s impossible to say which display characteristics are most important or influential. However, bold contrasting colours with large fonts is a combination that gets attention. A large logo and enough exposed product is a simple strategy. A header or riser card should catch attention as should the “billboard” area of any display. Lifestyle pictures are often used and may be effective. Standees often use pictures of celebrities. They catch attention with an element that shoppers can relate to.
Many major brands don’t often utilize attention-getting copy in their displays nor a call to action. Many will make the displays look exactly like the product. That’s one strategy. Wouldn’t it be wiser to use the display to catch shopper’s attention? You really can’t take that for granted. A “Try Me” sticker has been a stalwart in POP for a long time. In the shampoo display, the tagline reads “relax… That’s better” builds desire and is a type of call to action.
However, as online marketers well know, converting a visitor to a sale within a competitive marketplace requires some extra effort. As advertisers become more creative in design and value propositions, we’ll begin to see more aggressive POP strategies.
What design features do you believe are the key to creating the best POP displays? What’s the latest news in retail shopping and marketing and instore promotion design? Is it time to give your POP packaging a makeover? Consider giving the pros at Ravenshoe Packaging a call. Well designed packaging offers a nice ROI.