POP Displays: How to Write an Effective Design Brief- Part II

Posted by Jim Hollen on Dec 8, 2016 2:30:00 PM

In our last blog, we shared the first 3 of 13 key aspects of an effective POP design brief from the point of view of what is most helpful to us as POP designers. We covered Overview and Objectives, POP Display Description, and Materials/Colors/Inspirational References. If you missed our first blog, you can check it out here. In today’s post, we’ll focus on the next 3 elements which are highlighted in red below in our list of the 13 key design brief components for POP displays:


● Overview and Objectives
● POP Display Description
● Materials/Colors/Inspirational References
● Product Description/Specifications
● Merchandising Ideas
● Retail Placement
● Brand Identity
● Target Consumer Profile
● Competitor References
● Art Work
● Budget and Timeline
● Shipping and Delivery Requirements
● Assembly/Installation Considerations

1.  Product Description/Specifications- Helping your POP display firm understand as much as possible about your product is really important. It helps to communicate what your product does, what’s unique about it relative to competitive products, what’s your key selling proposition, what is your target retail price point, etc. In addition, it is critical for the designer to understand which SKUs you wish to include on the display, how many colors or flavors or variations of products you have, how many facings you want to show on the display, and how many units of each you want to fit on the display.

 Wrigleys POP displays

Including package dimensions and weight is extremely helpful to the design team. If your product ships in case packs of 12, for example, that is also good to know since it could have an impact on the design, size or capacity of the display. Sharing pictures of your packaging is a good idea, and sending your POP display company product samples is an even better idea once you have sent them the design brief.


2.  Merchandising Ideas- Sharing your merchandising ideas with your POP display firm can help ensure the design you get is what you want. You know your product better than your POP design firm so don’t be shy about sharing your ideas. If you think your product shows better hanging than sitting on a shelf, say so. Do your bottles look better standing up or on their side? Is it important to you that each flavor of your product gets its own shelf? Do you think it makes sense to incorporate pushers to automatically push your product forward or can you depend on store personnel to keep your product well merchandised?
 
Product POP displays

In formulating your merchandising ideas, don’t forget to consider what your display will look like when it is half full or how it might look after a shopper doesn’t bother to put your product back on the display with the same care that you might.

Chances are you have had the opportunity to talk to more potential retailers about their ideas for merchandising your product than your design firm has so summarizing that feedback for your POP design firm and communicating it in the design brief is very worthwhile.

3. Retail Placement- Where your display gets place in a store is often one of the most important determinants of the success of your POP display program. Many times at the stage during which you are pulling together your design brief, you may not know exactly where you will be placed in the stores you are targeting. If you do know, be sure to communicate it in this section of the design brief.

Vix POP displays

If you don’t know, it’s helpful to outline some of the options such as indicating that it will either be an end cap or a freestanding display that might be placed adjacent to an end cap. If there is a risk of getting jammed in a corner of a small specialty store, then you might want to be safe and ask your POP design firm to create a spinning floor unit for you. If the display you envision has LED lighting, it is important to confirm access to power and communicate that in your design brief.

 If you’ve been told by a retailer that your product will be merchandised inline and incorporated into the plan-o-gram then share the plan-o-gram details with your display designers and try to find out who will be placed to either side of your product, above, and below you. Sharing things like shelf depth, vertical clearance, and retailer rules for how far you can stick out in the aisle is also helpful.

Similarly, before you decide to invest in side signs for your floor display, it’s good to find out if the signs will be visible or if your display will be placed up against another display that will obstruct the view of the beautifully branded signs in which you just invested.


Start Your Next POP Program Today


*********

In our next blog, we’ll review the next 3 key elements of an effective POP display design brief.

Topics: POP Display

  • Custom Retail Displays, Sunglass Displays, Dewalt, Polaris, 9 Five eyewear, Goal Zero
  • Wodd display racks, water display, pet display, coffee display, candle display
  • Custom Retail DIsplays, Hat Racks, Shoe Racks and Clothing Displays
  • Garment displays, nesting tables, jean rack, womens clothing display, jwelry display
  • 2-Way, 4-Way, clothing rack, shoe display

Perspectives that Pop

Inspiration for Achieving Retail Display Excellence

  • Looking for fresh point of purchase display ideas?
  • Interested in understanding how to maximize the impact of your retail display or store fixture program?
  • Subscribe today for free and we'll share what we've learned from over 25 years of industry experience.

Subscribe to Our Blog

Recent Posts

Most Popular Posts

Posts by Topic

Follow Us