Effective Store Displays: Top 5 Ways To Engage the Ad-weary Consumer

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With the astounding number of advertisements vying for consumer attention today, effective store displays are a crucial tool for any business that wants their product or service to stand out from the rest. And what business doesn’t?

When you’re creating point-of-purchase-displays, you no doubt hope to engage passersby and create curiosity about your product. You can succeed by incorporating these proven elements for effective display merchandising.

Top 5 Elements of Effective Store Displays

1. Proper Positioning

Place the largest item in your store displays first and then place the other items around it in an eye-pleasing fashion. Resist the urge to balance objects symmetrically. Asymmetrical placement is less boring and will attract more attention. Take time to experiment with position and ask others to stand back and offer opinions.

2. Colour

“In most cases, store display colours are dictated by a company’s branding,” notes Middleton Group designer Thomas Bonnick. “Like all company communications, merchandising displays are best produced in corporate colours. If a company hasn’t yet selected specific colours, I’ll look to previous communication materials and the business website.”

In general, displays are created using one or two colours, with variations in shades. Middleton Group’s Thomas the Tank Engine retail display is an example of this. The entire display is mainly red and blue. The colour scheme, combined with Thomas’s friendly face as a focal point, makes for eye-catching retail merchandising.

While adults tend to be comfortable with familiar colours, children haven’t developed as many colour associations. They respond to bright primary colours. That’s why these colours are so often used by successful children’s retailers.

3. Focal Point

While you want consumers to see every part of your carefully designed store displays, make sure you have a strong focal point. The focal point will grab people’s attention, so they are motivated to look at the rest of the display. You could choose an item that is currently popular with shoppers or a product with an attractive discount. Depending on the type of product you are highlighting, you can create a focal point using riser pads or varying heights. As a general rule, an item closest to the viewer or in the centre position will be the focal point.

4. Lighting

Accentuate your focal point with lighting. Create a glowing effect by lighting a product from below or try a spotlight effect by directing a light from above.

5. Simplicity

While you want to stand out from the crowd, remember that less is more. Don’t overwhelm the eye by placing too many different items in your store displays.

While these general rules are a good place to start, we all know that rules are made to be broken. There’s an art to retail merchandising that can’t always be explained. Find out how Middleton Group’s artists can help you with your retail merchandising by contacting us.

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