1. Know your retailers
Many retailers have certain requirements for where or when you can display advertisements, and some even have requirements on height or size; before you design a project make sure to keep in mind what the requirements are that you’re working with.
2. Know your shoppers
When putting together your point of purchase display, keep in mind what it is that shoppers are looking for when they come to your store and be sure to cater to those wants and needs. Focus on what consumers will find important. Is the product on sale? Is it new? Do the proceeds go to a special cause? Whatever it is that’s important to your shoppers, be sure to show that off.
When brainstorming what it is that your customers want, put yourself in their shoes, and be sure to consider the seven categories of shopper needs.
3. Keep important info at eye level
Always consider where shoppers will be looking.
- The normal human visual field extends to approximately 50 degrees in each each eye vertically and 60 degrees horizontally. (fig. G) The typical shopper gaze hovers between 3 1/ 2 and 4 1/ 2
With that in mind, try to keep the most important info at eye level so you’ll be sure to catch your shoppers’ interests!
4. Make your display POP
Nearly everywhere that people go there are advertisements surrounding them; this seems like a good way to get your shoppers attention, but all too often people will grow accustomed to advertisements and displays surrounding them that they’ll stop paying attention all together. The key is grabbing your customers’ attention with bright colors and creative designs.
5. Be creative
Whether you use unique shapes or brilliant colors or thinking outside the box with how or where you set up your point of purchase display, be sure to incorporate details that set your display apart and make it different from the area around it.
6. Stick with the theme
If the product that you’re advertising for has a clear color theme or design, be sure to design a display that will go well with its packaging. Colors that clash will be a turn off for customers, while a well put together, harmonious display will be more likely appeal to them.
7. Choose a good location
Your goal should always be to place your display where it is going to have the most impact; you want to grab your customers’ attention without making it difficult for them to move through isles or reach other areas in the store. If you decide to place your display at busy check out lines, make sure it’s large enough to grab shopper’s but small enough to stay out of the way.
8. Make it easy
Design your displays so that they are approachable and give your customers easy access to the product. Products that are visible and easily accessible are much more likely to attract your customers and encourage them to go slightly out of their way to handle it.
9. Be clear
There’s no need to write out every detail about your product. Keep it clear and concise with key words and short phrases that will showcase your product and keep your customers interested.