Don’t give up on great display design

SRGM_ph006Throughout history there are examples of people, places, and things that are known by their distinctive design.  Search Wikipedia for ‘famous architect’ and Frank Loyd Wright pops up.  Think ‘Paris’ and the Eiffel Tower comes to mind.  Think of ‘fashion’ and Tommy Hilfiger and Ralph Lauren immediately are front and center.  These iconic symbols are innovative and memorable examples of how design impacts our lives.  There are thousands more.

After four years of testing consumer reactions to POP displays we have proven that design matters to shoppers A LOT.  Contrary to some thought, consumers understand the nuances of good design.  They may not understand or care that a display is made of “B” flute corrugated or MDF, but they will appreciate how it holds the product and captivates them in their brief liaise – known as the ‘first moment of truth’.

Does shape matter?  Does color matter? Does product placement and visibility matter?  All of these matter.  We’ve measured form and structure and its ability to impact and captivate a Shopper.  We’ve seen firsthand how color synergy with brand identity makes a large difference in display acceptance.  And we’ve seen how product accessibility and initial perceptions of Shopability really do make displays more approachable.

Consumer Product Companies know design is important, but few go the extra mile to get the design correct.  We know they care, so why?  First it’s really hard.  It’s time consuming and timelines are very compressed in this space.   Displays need to be engineered to not only support the product they carry, but to survive both delivery and re-construction in the store – with as little set-up time as possible.  The list of challenges go on.

But what really drives lack of attention to display design is lack of data.  Companies haven’t had a tool to test design quality and impact – to test whether or not what they are executing is connecting with Shoppers; to know with any level of certainty what impact design is having on actually converting Shoppers to Buyers.  POPtimizer does this, and does it in a way that ensures the best design (not necessarily the most expensive) is optimized to drive interest, and ultimately sales, from your display investment.

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