Knowing Your Retail Display Customer – Display Height & Eye Level

Note: This is part of the Knowing Your Retail Display Customer blog series by Creative Displays Now. Click here to see the introduction and links to the other blog entries in this series.

Considering a consumer’s height and line of vision would seem to be an important (and obvious) step in the retail display design process. However, it is often overlooked because of product size or store requirements.

So let’s consider: Who is the target market for your retail display?

That question, of course, is asked for many other aspects of consumer marketing. In this case, though, we want to optimize the display for the ideal consumer’s physical line of sight. A person’s height determines the angle at which they see the products on display, and so your product displays and store signs should target those optimal angles. According to WikiPedia, the average heights in the US are as follows:

  • Adult Females: 5’ 4”
  • Adult Males: 5’ 9”
  • 10-Year-Old Boy: 4’ 7”

So, knowing this, let’s also consider: How tall is the target market for your display?

Adults usually make the final buying decisions, but as we all know, there are a lot of influencers around that 4-5 foot mark. Companies that want to catch the eye of both children and adults may opt for retail display design solutions that work for a range of consumer heights, such as this floor display:


The folks at Disney know whose line of vision they are targeting:


Retail store restrictions on floor displays often create a line-of-sight challenge, but counter displays or signage are one way to elevate the marketing message closer to eye level:

store_signage_05-0002-a brochure_holder_0606-317-a

Think about your everyday experiences. What retail displays or signage have you seen in stores that address height / line-of-sight issues? Show us some photos if you’ve got them.

Please comment on this article or contact us to discuss how Creative Displays Now can help with your next retail display or packaging project.

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