What makes an effective POS design? (Packaging News)

In simple terms the role of POS is to disrupt shopper behaviour at the fixture – to prevent an auto-pilot shop of the aisle.

Impact is therefore key and the same rules that apply to creating impactful packaging can be used to create impactful POS. There are no hard and fast rules about what makes something impactful – each category is different and so the solution for each category will be different. If the packaging in your category is primarily paler, pastel colours, then a bright bold coloured POS should have impact, but if packs are typically use bright and bold colours, then perhaps a different solution is better.

Assuming your POS is seen then the next hurdle is to get your message across. Key to effectively conveying your message is simplicity. Experience shows that shoppers spend only seconds looking at POS so the window to communicate your message is small. Shoppers warm to packaging that is uncluttered, and the same proves true for POS, so avoid lots of words – less is more – providing that the information that is used is compelling to them. Understanding the claim or promotion that best motivates your target is useful.

Design-wise POS should mirror elements of any other ATL/BTL communications – similar colours, images etc to those used in advertising outside the store will provide familiarity and reinforce the messages conveyed when seen in-store.

Too much POS in a category can be counter-productive. The aisle/fixture become cluttered and difficult to shop and if used by too many brands, or too liberally, POS can become wallpaper and offer a poor ROI for a brand.

For more discussion on the role of Point of Sale material, read my further contributions in Packaging News here.

Sign up to our latest blogs and newsletters

Chris Peach
01962 842211
Article date - 11/09/2013
View all articles by this author

Let us know your thoughts


twitter in facebook google youtube

Welcome to Walnut Unlimited: The human understanding agency.

Marketing Sciences Unlimited has evolved into Walnut Unlimited: The human understanding agency. At the heart of our proposition is a single concept – human understanding –underpinned with no-nonsense science to generate purposeful insights.

We want to help you better connect with your customers and believe these human insights deliver brand growth.

Created by bringing together all four of the Unlimited Group’s insight agencies: ICM Unlimited, ICM Direct, Marketing Sciences Unlimited and Walnut Unlimited we will deliver a new offer which is greater than the sum of its individual parts.

To read more about Walnut Unlimited click the button below, but to continue to read this page please close this pop-up.