POP (Point-of-Purchase) Displays play a pivotal role in marketing a product, bringing a different opportunity to attract consumer’s attention to a product ‘in store’. In order to grab the consumer’s attention, the POP display and packaging that is being showcased must work well together in design and give the consumer a need to purchase such product even if the need isn’t immediately evident. The better the display and product packaging work together with a coherent design, a need can be created and the consumer will be more inclined to make a purchase.
When beginning a design for a POP display, first consider who it is you’re trying to sell the product to. Your target audience – men, women, blue collar, white collar, children, etc. – will determine the look of the display, how the product is displayed and the functionality of the display. Knowing the consumer you are targeting, designing the display will come more easily and make selling the product half the effort. Next you want to consider what is already designed, like the product’s packaging itself. Make sure that you are using consistent colors, images, fonts, etc. Like I said before, if the design of the display and product work well together, the more impactful it will be. So draw the consumer to your display with attractive, eye-catching colors, images and graphics, and two to three useful and compelling feature points about the product that are all prominently arranged so that it can be seen even from a distance. But always keep it simple, you only have a few seconds to catch the consumer’s eye and convey your message – don’t confuse them, make them feel the need to investigate and get a feel for the product. Once you have the design complete, mock it up and step back. Take a good look at what you designed. What you see on the computer may look different once you have it full size. If you actually have a sample of the display to mock up your artwork, place the display how it would be appear in the store. This will give you the best visual to what needs changed, enlarged, shrunk, turned, etc. And it is always beneficial to have another set of eyes take a look at it.
A Case Study
Recently, a design for a POP display for Remarkable, a clear dry-erase coating, was completed. The packaging for the display had already been designed specific to its target audience, so I already had design elements and a starting look to work with for the display. Being that the packaging was mainly designed with illustrations, I knew I wanted to bring those illustrations to life in-order to attract the consumer with real examples of the product in action. I found room settings that were similar to the room settings on the packaging and used similar art that was displayed on the walls. This keeps the design idea consistent between the display and packaging. It also engages the consumer to think, “wow this would be something I could do in my room.” Working in the bold red colors, simple feature points and a way to test out the product, the POP display showed a very clear message in a simple and compelling way that not only encourages the consumer to try the product, calls them to action in making a purchase.
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