4 Essential Factors For Maximum Shelf Impact

  • Posted on: 10 May 2016
  • By: admin
Today's in-store shoppers have more choices than ever. The variety of point of purchase displays that jump out at them on a single shopping trip can be overwhelming, and make it difficult for a single brand to stand out from the rest. Though many marketers would insist that the words on a package matter more than anything, studies have shown that the following four factors also play into the success of in-store displays.

1. Colors
According to studies, the average shopper takes just five seconds to locate and choose a product at a distance of three to six feet. Unique, attractive colors make it more likely for a customer to select it. Since the brain interprets everything within view simultaneously, color can be used to place emphasis on certain objects within view. When used correctly, color can also significantly. increase brand recognition.

2. Shapes
While color operates on one level of our sight, memorable shapes also contribute to product selection. Think about the way egg and baby chick-shaped candies stand out from the other candy at Easter time. Memorable shapes trigger our mental process of recognition and preference. When used together in retail displays, shapes and colors can signal quality and enhance a shopper's perception of a brand, as well as communicate brand personality.

3. Symbols
Symbols almost instantaneously communicate a brand message or meaning. Think about the McDonald's arches, the Nike swoosh, or the Apple symbol. Consumers associate meaning with symbols through repeatedly being exposed to them. Shoppers almost always gravitate to familiar symbols.

4. Words
Words can be powerful when used in in-store displays, but they can also be counterproductive. Studies have shown that packages and displays that are cluttered with text create conflict in the shopper. Instead of trying to fit too much into one space, concentrate instead on a single unique selling point that sets your brand apart from the competition.

When you use words effectively, you also have a chance to use colors, shapes, and symbols effectively without drawing attention away from them with your text.

Although it's critical to win a buyer's attention at shelf, and despite the evolving realities of retail, the principals of brand identity still remain largely the same. The importance of brand identity and package design should be taken seriously if a brand wishes to make their point of purchase displays really sell for them.