Essential reading for retailers and suppliers in the home improvement market
By their nature, products in DIY stores are functional and have a specific job to do. Ambiguous usage isn't the name of the game here. Thanks, in part, to the sheer size of some stores, it can be challenging for many of these products to catch a shopper's eye, let alone convey their purpose. With high shelves, vast collections of different lines and extremely busy weekend trading hours, the normal rules of POS design must be multiplied and exaggerated accordingly, in order to work in this environment.

Any featured product needs its branding and display to convey its function very clearly - if possible, within three words and a picture, as this tells the consumer that the product is right for their DIY need.

Equally, the most effective designs of both displays and packaging will showcase how easy the product is to use, as shoppers may well be happy to spend more money on something that either does the job faster or requires less effort. For example, a grouting product could feature three basic numbered images on its POS display or packaging, showing as simplistically as possible what its method of use is.

This is one of the most effective things about Ronseal. The whole brand is built around simplicity, to the point where the product is now a synonym for ease of use and simple communication.

In terms of the specifics, again, keep it simple. Don't be tempted to use too many fonts. Likewise, keep the colours to a restricted palette and match them to the packaging, perhaps with the occasional highlight colour. DIY stores usually have basic fluorescent lighting, so blocks of colour help to combat the issue.

Other challenges in this sector are the large sizes of some of the products. With big lawnmowers for example, the product can be given a little retail staging and be accompanied by banners or posters on the shop floor.

Sometimes the opportunity of so much blank canvas can be too tempting to fill with words and pictures. However, it would be far better to make a basic design very large, to be seen from halfway across the store, than it would to confront buyers with content they won't digest.

Even with small budgets, it's possible to be creative and effective. Floor graphics can work particularly well to lead shoppers to a product. If you're showcasing a transformational product, such as wood stain, it can be good to have a before-andafter display, instantly proving how effective the item is and providing an in-store focal point.

It's worth remembering that, whatever you want from the design of additional POS promotional materials, it all has to tie in with the existing brand - the core of which lies in the packaging. Building consumer familiarity with a brand takes time, and is achieved with consistency.

It's this building of familiarity that brings loyalty to a product and, ultimately, a retailer.
View User Profile for Jeff Michon Jeff Michon is the founder and managing director of Michon design agency.

Posted by Jeff Michon | 9 September 2014 | 12:05 | More from: Founder of Michon design agency


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