Designing and Building Displays with a Purpose
Preparing for a big product launch and promotional drive? You’ll certainly want to make a big splash in instore retail with some powerful POP display packaging. Recent research is revealing just how effective it is.
Of all the promotional types, point of purchase display may offer the best return on investment. The reason is simple – it rarely misses the target prospect since they’re physically in the store aisle or at the cash register — at the point of purchase. Research shows brand impressions are being made as shoppers are actively scanning the store layout for products of interest. Contrast that with other forms of promotion such as TV, radio, or billboards which have very fragmented consumer exposure, and you realize that proximity to the point of purchase is a powerful position. The truth is – modern, overmarketed-to consumers have limited memories and are enticed to make decisions within the retail store.
POP or Point of Purchase, is primarily about positioning and timing. Just being present when shoppers are shopping is half the battle. However, the graphical style and colour used on displays is a powerful force in improving exposure and in beating the competition.
Packaging design is one part engineering and one part graphic design. The designers ensure the creative graphics and messaging works with the particular pop display chosen. Packaging engineering is the shaping of the physical package itself so it fulfills its functional purpose and keeps its sturdy shape. The shape and surface area of the cardboard displays is the canvas for graphic package designers.
This pallet display pictured at right gives a packaging graphic designer lots of space to present an eye catching visual with a tagline and a hook. The colours are deep and rich with strong contrasts to catch shopper’s attention. The placement of words, logos and picture draws the person’s eyes towards the word Win! From there, they will likely even read the small print at bottom – a formidable challenge for any strategic graphic designer. The collage of images and fonts is disruptive too. It’s not neat and tidy and therefore catches more attention in a way that makes the viewer look at it more deeply.
In the world of POP display packaging, there is a plague of over-design and under-design. It’s when an agency hits the bullseye that you get excellent sales results.
For your next product launch or promotional campaign, consider the power of POP display and hire a creative POP design agency to build your eye catching, interest building and sales closing display.
Learn more about the 2012 POPAI POP study. The study found nearly one in six purchases were made when a brand display was present and 56% said they could recall at least one display during their time in the store. The Free standing floor display was recalled most frequently. See more of the POPAI study’s findings.
Integrate your TV, Web, print and instore advertising and generate the best sales results and brand awareness by working with an experienced design agency with full service capabilities in POP displays.