If you want your product to stand out in the sea of competitive products that is called retail, at some point you will find yourself tempted to design a POP display – or have someone design it for you. But while POP displays, or Point of Purchase displays, are indeed known to increase sales and brand awareness, not all POP displays are equally effective. This article lines up three facts you should definitely take into account when designing your next POP display.
1. Endcap displays are the most effective POP displays
Studies monitoring consumers’ eye movements have shown that 13 percent of all in-store eye-fixations are on POP displays. Endcap displays draw the most attention (44 percent of all eye-fixations on POP displays), followed by in-aisle floor stands (34 percent). Power wings, usually hanging on shelves or endcap displays, get 10 percent of the shopper’s attention to POP displays.
2. The best POP displays aim for a specific target audience
Psychology plays a huge part in POP display design (and we’re not just talking about colour psychology). Ask yourself – or your client – who the target audience is and which design elements will surely draw their attention. If the product caters to children, for instance, make sure your display is at their eye level. Standees of celebrities make for excellent POP displays as well, but be sure to use a celebrity your target audience relates to.
3. Strong POP displays always call to action
POP displays lacking calls to action are not giving the consumer that final push needed for them to grab the product and place it in their shopping cart. A strong call to action goes beyond ‘Try me’ and makes the consumer identify with the product. When determining a call to action, ask yourself what your target audience wants and which unique selling point of your product best meets that need.
Read more tips for designing your next POP display
Inspired by Ravenshoe Packaging