Point of Purchase Displays, also known as POP Displays are a quick and powerful way to grab attention, especially in today’s world when there are so many other distractions vying for a customer’s focus.
POP displays have a variety of appearances, from ground stands, to tabletop stands, counter displays, wall mounted racks, hanging displays, and more. The type of display you choose should be carefully investigated to see what solution best meets the need of your product and your target market.
A POP display’s purpose is to convince a customer to buy a product. In order to do that, the display must explain why a customer needs the product, and how your product is different from competitors. The most common reasons people make purchases are…
- Conveneince and Comfort – Does the product make life easier and save time?
- Cost Affordability – Will the product work long term, saving money not just now, but in the future?
- Confidence – Will the product boost the buyer’s self esteem?
- Green – Is the product environmentally friendly?
- Fun – Does the product make the person happy?
When designing a point of purchase display, keep these design principles in mind…
Shoppers are busy. With only a moment to grab attention, there’s no time to waste on tiny text. Notice how the majority of the samples below focus mostly on the company name and branding colors. In a POP display, the product almost must speak for itself.
Remember to keep the most important information about your product at eye level. Images and text close to the floor will go unheeded. Note how most of the examples use that key advertising space for brand identity.
Whether through bold colors, a unique shape, or a flash of foiling, a POP display needs to stand out, not only from the shelves lining the isles, but also from other competing POP displays.
Stay on Brand
The product must be recognizable. When designing a point of purchase display, use similar brand colors, images, and designs so that the product is instantly recognizable. Additionally, don’t cover too much of your product’s packaging in the display.
Once attention has been captured, and the customer reaches for the product, don’t dismay them at the last moment by making the product difficult to remove from the display. In the example below, the product is easily accessible, while also beautifully displayed.
When designing your display, keep in mind not only the weight of the product it will be holding, but the weight it might be forced to face. In the shelf display below, consider the damage that could occur form heaving heavy product onto the top shelf, or using the bottom shelf as a stepping stool. All displays should be able and willing to stand up to the everyday threats of rouge shopping carts, cleaning equipment, and enthusiastic children. Design the display to make sure it’s sturdy and won’t knock over on a whim.
Walt Disney Displays states, “People spend money when they are having fun.” So, last but not least, make sure the point of purchase display looks like fun.
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