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What are the best practices for designing point-of-purchase displays for commercial clients?

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Point-of-purchase displays are visual marketing tools that aim to attract customers' attention and influence their purchase decisions at the retail location. They can range from simple shelf signs and banners to elaborate interactive kiosks and displays. Designing effective point-of-purchase displays for commercial clients requires a combination of creativity, strategy, and technical skills. Here are some of the best practices to follow.

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1 Understand the client's goals

Before you start designing, you need to have a clear understanding of what your client wants to achieve with their point-of-purchase display. Are they launching a new product, promoting a special offer, or building brand awareness? What are their target audience, budget, and timeline? How do they measure success? These questions will help you define the scope, objectives, and constraints of your project.

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Ezgi Gursoy
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Client Consultation: Initiate a comprehensive consultation with the client to gather insights into their brand, target audience, and specific marketing objectives. Understand the products or services they aim to promote through the point-of-purchase displays. Define Objectives: Clearly define the goals of the point-of-purchase display. Whether it's increasing product visibility, promoting a new launch, or encouraging impulse purchases, understanding these objectives will guide your design decisions. Audience Analysis: Consider the demographics and preferences of the client's target audience. Brand Identity Integration: Ensure that the point-of-purchase display aligns seamlessly with the client's brand identity.

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2 Research the market and competitors

To design a point-of-purchase display that stands out from the crowd, you need to know what the market trends and customer preferences are. You also need to analyze what your client's competitors are doing and how you can differentiate your design from theirs. You can conduct online research, visit retail stores, and collect feedback from potential customers. This will help you identify the opportunities and challenges for your design.

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Ezgi Gursoy
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Market Analysis: Conduct a comprehensive analysis of the market where the point-of-purchase display will be featured. Understand current trends, consumer behaviors, and retail dynamics. Competitor Benchmarking: Study the point-of-purchase displays of competitors in the same market. Identify both successful and less effective elements in their designs. This analysis helps you differentiate your client's display and ensures it stands out in a crowded retail space. Unique Selling Proposition (USP): Clarify the unique selling proposition of the client's products. Highlighting what sets them apart from competitors allows you to create a point-of-purchase display that effectively communicates these distinctive features to potential customers.

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3 Choose the right format and location

The format and location of your point-of-purchase display will depend on several factors, such as the product type, the store layout, the customer behavior, and the available space. You need to choose a format that suits the product features, benefits, and personality, and a location that maximizes the visibility, accessibility, and impact of your display. For example, if your product is small and impulse-driven, you might opt for a countertop display near the checkout. If your product is large and requires demonstration, you might go for a floor display near the entrance.

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4 Use eye-catching graphics and copy

The graphics and copy of your point-of-purchase display are the main elements that capture customers' attention and communicate your message. You need to use colors, shapes, images, fonts, and words that are consistent with your client's brand identity, product attributes, and marketing goals. You also need to make sure that your graphics and copy are clear, simple, and appealing. You want to avoid clutter, confusion, and distraction. You want to create a hierarchy of information that guides customers' eyes and emotions.

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5 Incorporate interactivity and engagement

One way to make your point-of-purchase display more effective is to add interactivity and engagement. This means inviting customers to touch, try, or experience your product in some way. This can increase their interest, curiosity, and satisfaction. You can use various techniques to create interactivity and engagement, such as buttons, lights, sounds, screens, QR codes, or games. However, you need to make sure that your interactivity and engagement are relevant, easy, and fun. You don't want to frustrate or bore customers.

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Ezgi Gursoy
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Touchpoints and Interaction: Identify touchpoints within the display where customers can interact physically or digitally. Incorporate elements such as touchscreens, buttons, or interactive features that encourage hands-on engagement with the products. Personalization: Design displays that allow for personalization. QR Codes and Mobile Integration: Include QR codes that customers can scan with their smartphones to access additional information, exclusive discounts, or interactive content. Social Media Integration: Connect the point-of-purchase display with social media platforms. Encourage customers to share their experiences through social media by incorporating shareable elements or hashtag campaigns, creating a buzz around the brand.

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6 Test and optimize your design

Before you finalize and deliver your point-of-purchase display design, you need to test and optimize it. You need to check if your design meets the client's requirements, follows the industry standards, and complies with the store policies. You also need to evaluate if your design achieves the desired results, such as attracting customers, conveying the message, and increasing sales. You can use various methods to test and optimize your design, such as mockups, prototypes, feedback, or analytics. You should always be ready to make improvements and adjustments based on your findings.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best practices for designing point-of-purchase displays for commercial clients?

1

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3

4

5

6

7

1 Understand the client's goals

2 Research the market and competitors

3 Choose the right format and location

4 Use eye-catching graphics and copy

5 Incorporate interactivity and engagement

6 Test and optimize your design

7 Here’s what else to consider

Design

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What are the best practices for designing point-of-purchase displays for commercial clients?

1

2

3

4

5

6

7

1 Understand the client's goals

2 Research the market and competitors

3 Choose the right format and location

4 Use eye-catching graphics and copy

5 Incorporate interactivity and engagement

6 Test and optimize your design

7 Here’s what else to consider

Design

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