Point of purchase displays are a great addition to your product marketing and if done well, can move products better than shelf sales. Knowing how to effectively design and produce a display is essential to your POP success. Here are some Tips that can help you build better displays
1 Understand Your Audience
This is your number one tip! Knowing who your display is talking to will make your design and message easier to create. Is your audience a harried shopper that needs a better snack?, a mother with children looking for convenience and time savings?, a man with outdoor activities in mind? Knowing who you are talking to makes it easier to create the graphics and message to match their needs.
2 Tell Your Story
I'm sure you have one. That real reason that customers like your product. Know the USP or Unique Selling Proposition of your product. (A USP is the number one factor or reason that your product is better than the competition) What is it that attracts a customer to your product? Here's your chance to emphasize it through images, message, color, and size. Your USP should talk to the consumer's needs and desired result.
3. Make The Graphics Bold!
Why create something that will blend in? Your investment in P.O.P. demands you create the best design. The composition is so important. If you've got everything scaled equally the customer doesn't know were to look. If you have too much content, the customer doesn't know where to look. There is a hierarchy to your message. A progression to your messaging - 1st, 2nd and 3rd. You've got 3 seconds to (1) - stop them, (2) - color, product should attract their interest, (3) - convince them to buy.
4. Keep Your Message Clear, Short and Succinct
Limited space calls for a quick and to the point messaging. Don’t try to say too much. Many clients want to add the entire book about their product, mention all sizes and flavors and all the reasons you should buy. Pick 1 or 2 of the main points at most and make it clear. Confusion equals less sales. A picture is worth a thousand words. Use a visual to say the extra words.
5. Follow Your Brand Design
Don't create designs that just fit the message. Make it fit your brand as well. It must compliment your packaging and brand, not go off in a new direction.
Every piece of visual you put out there is building your brand recognition an adding to your brand equity. So there has to be a consistency in your visual and copy treatment.
6. Keep Your Most Important Message at Eye Level
It seems like common design sense but if you're not a designer, you might think your main message looks good at the bottom of the display.
A good rule of thumb is to keep your main message right of front of the customer's eyeballs.
Where that is will depend on what type of display you are creating but generally the header area of the display is best used for this purpose. Other less important messages can be placed lower or on the sides if needed.