|Note: Our “Success Stories” are a series of postings about retail displays and packaging that we produced with exceptional results for our customers. We share these to inspire new ideas for your point of purchase display and packaging projects.Objective
What we did
Blog Archive : Month: June 2012
Note: This is part of the “Knowing Your Retail Display Customer” blog series by Creative Displays Now.
Retailers and consumer product manufacturers often take life stages and life events into account when promoting their products or services. There is a reason most store displays for adult diapers are not hot pink. In fact, major life events such as birthdays, graduations, weddings, anniversaries, etc., are often the most prominent visual merchandising in the store environment. By targeting life stages, marketers effectively connect products to emotional memories.
Life stages are very meaningful and emotional, and the associated in-store promotion should match these feelings appropriately. Successful brand marketers can interlace the power of these emotions and memories of important life events with their brand. For example, when thinking of Johnson & Johnson, many consumers envision beautiful newborn babies. Nothing is more emotional and gripping than babies. Just look at YouTube.
We all remember the emotions of starting the school year: excitement, anxiety, new clothes and new friends. We also remember being in the store, shopping with our parents for new supplies and, if we were lucky, a new backpack. It seems like back-to-school retail displays make it into stores earlier and earlier each year. Here are some that Creative Displays Now has produced over the years – note the bright colors and fun designs in the floor display and pallet display below.
At the other end of the aging theme, another huge industry is healthcare for seniors. The display stands for products for seniors are typically more mature, with softer color schemes and smart photos designed for comfort and trust:
Although it is more of an ongoing phenomenon than a single stage or event, the process of aging, itself, has created a market worth hundreds of millions of dollars. This Curel retail store display we designed and manufactured has the term “Life’s Stages” printed right on the display, and references pregnancy, motherhood, and menopause:
We all have strong emotional ties to significant life events. When planning, designing, and manufacturing retail displays for products or services associated with these events, it is important to evoke these feelings from the consumer and associate the product with those powerful feelings.
Contact Creative Displays Now to discuss how we can help you with your next retail display or packaging project.
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:
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.
In this upcoming series of blog entries, Creative Displays Now will be focusing on how an end-consumer views and interacts with displays they encounter in a retail environment. More specifically, how we consider multiple factors when designing and manufacturing retail displays for our customers.
The topics in this series will include:
- Height and Eye-Level
- Life Stages (Marriage, Graduation, Children, Retirement, New Career, etc.)
- Colors (Gender, Age, etc.)
- Setting Awareness (Boutique, Big Box, Doc’s Office, Trade Show, etc.)
We hope these topics help manufacturers, agencies, and retailers when planning their next retail display project. Please contact us with questions or provide feedback on the blog entries.