The successful promotion of a company’s product line depends on effective marketing and presentation. It is vital for a product to be advertised in such a way that grabs the audience’s attention and also creates brand recall among customers. Most companies are looking for an approach that will give them the best return on their investment. While there are many methods of advertising, Point of Purchase (or POP) displays are an effective and low cost method that can be used as one component of an overall marketing strategy. Effective point of sale signage is a critical element of any POP display program.
Point-of-purchase displays come in variety of forms, including backlit signboards, stand-a-lone showcases, or counter top displays right at the cash register. An effective display will have the brand name prominently featured. POP fixtures and retail store displays should be colorful and attractive to consumers. The goal is to draw the customer’s attention to the display to entice them to buy your product. They should always be targeted to the demographic you are trying to reach. Furthermore, they should also make a statement about your company and be consistent with your brand image, as it may be the only impression the customer gets of your company.
In today’s retail environment, branding and POS advertising graphics are seemingly everywhere. Because they have become such a prevalent part of the retail landscape, most graphics go unnoticed and are ineffective. So rule #1 is you’ve got to stand out. According to POPAI’s Consumer Buying Habits, impulse purchases account for as much as 85% of in-store sales. So, how can you get the most from your POP Display’s graphics? Here are a few tips:
Other Practical Considerations
If your quantities are not high enough to use traditional four-color processed graphics (usually in the thousands of pieces), there are so many high-tech image output options available today to create practical and stunning display graphics. These include digitally printed graphics, either on flexible, pressure-sensitive substrates that can be die-cut or graphics printed directly on almost any rigid panel which can then be CNC routed to become the structure of a POP display. These options create so many possibilities for designers. And still viable too is the screen print method for a crisp graphical look. Screen printing is a very affordable option if you have the right quantities (usually at least 100-200 units) for the number of colors needed.
Finally, if you have your own graphic design department or use an agency, here are some helpful things to keep in mind when providing the graphic artwork file in a digital format to your display company or printer to output as finished graphic product. Always try to provide:
Depending on the color management system, PMS colors may fall outside of the capabilities of a digital printer’s color gamut. So now, crank up that imagination and knock your customers’ socks off!
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