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Point-of-Purchase Displays: Promotional Tools for Retailers Essay Sample

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Introduction of TOPIC

Point-of-purchase (POP) displays are promotional tools for retailers. These 3D displays are used in items such as video games, and frozen food. Milwaukee has been an important location for POP design and manufacturing for more than 50 years.[1] The exhibit From Corner Bars to Exotic Cars will be showing at the Milwaukee Institute of Art and design from July 23 till March 14, 2005. Two promotional designs I feel that contrast in terms of successful consumer appeal both came from the DCI marketing company. One of the best is a design for AT&T wireless 2003, and the least successful in my opinion is the Hormel 2001 design for Pork Roast Au Jus.

Hormel (2001,DCI marketing) shows a display for Pork roast Au jus. The product is in a black rectangular plastic box, with a paper label wrapped around it. The display is simple. The self-facing shelving system is made out of clear plastic allowing the Hormel graphics to be the main visual focus. The paper label’s main colors are green, red, gold on a black background. The word’s Hormel and Pot Roast, Au Jus are placed above a picture of the product when cooked. This picture of the food takes up almost half of the box’s space. Located on the boxes lower left hand corner is the text “ Fully Heats in four minutes” with a circular border around it. The location of this product would be in a super market refrigerator section. The lighting for this wouldn’t be as bright as other products, because it would be sitting behind refrigerator doors or on a lower store shelf.

I think in some ways Hormel succeeds at creating an attention grabbing product, but fails at making a desirable product. The self shelving system is very innovative because its label is its own billboard. The way the boxes label faces the viewer, rather than the viewer looking down at the label helps draw a persons gaze to the product quicker. Hormels POP display lack of success may come from its dull graphics, and its overt simpleness. There is too much emphasis on easy cooking which outshines the quality of the product. The text “Fully heats in four minutes” on the paper and plastic material, sug

gests a bad quality T.V. dinner too much. The style of the text is also boring and takes up too much

space. I think more space should be devoted to the photo of the final product. The final product is what is most important to the consumer, not the dull Hormel trade label. It’s obvious the designers of the display were going for simple and easy feel, but this item needs more details. Perhaps the shelves would be more interesting if it had free coupons or recipes on the display. This would help get the consumers attention, and also their interaction.

One of the best displays of the exhibit was the AT&T wireless (2003), by DCI marketing, INC. “DCI leveraged its wireless industry research to help AT&T wireless create an inviting, easy to shop retail environment that delivers an intuitive shopping experience for costumers. The modular elements are easy to install, and fit a variety of store floor plans.”[2] The display consists of three main parts. One is a self standing brochure stand, a highly graphic billboard like wall, and a wall display with a floor display case. The brochure stand is located on the left side of the whole AT&T display. It’s made from cardboard, light-colored wood, silver metal work, and clear plastic. The cardboard shapes are geometric. The design of the metal work on the wood is minimal and modern. To the right of this is the center display, which is also the largest. It is a huge graphic wall almost as large as a billboard.

On the right side there is the image of the animated video game character Lara Croft. She is holding up the company’s cell phone, showing how we can now play the game on our phone. Under her we see the familiar “ Lara Croft, Tomb Raider” Title. The background of the whole wall consists of blue squares with black spaces in between. Also, on this wall to the left of Lara, we see two game screen shots showing us detail of the cell phone game. The wall to the right is the last part of this display. The wall has a display of belt clips that are neatly organized on metal hooks. Also on this wall to the right are brightly lit photos of cell phone users, in cheerful colors. Below this is a floor stand holding cell phones under clear plastic. This counter is also made out of light-colored wood and modern metal work detail. The whole display has a lot of lighting from above.

The bright colors are on reason this is such a successful display. The brightness gives an inviting feeling that doesn’t intimate the consumer. The cartoon colors of the Tomb Raider wall especially give a feeling of carefreeness. Light colors on the wood displays also compliment the rest of the items.

The modern design gives a feeling of being in a progressive world without intimidation. The wooden displays are modern, and almost art deco because of its silver linear metal work. The geometric shapes of the cardboard display is futuristic, yet the graphics create a bold and friendly mood.

The concept of using a huge wall with a well known animated character on it, also creates an inviting display. This gives a feeling of going to another world. The Lara Croft image is larger than life, but it also suggests a break from the mundane normal life we live. This bright big colorful wall brings peoples fantasies to life, while promoting a useful product we use every day.

[1]. From Brooks Stevens Gallery of Industrial Design label.

[2]. From Brooks Stevens Gallery of Industrial Design label.

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