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Creative Display Design Process Since 1974, Phillips Enterprises has become a nationally recognized leader in the design and manufacture of custom point of purchase displays. Our creative design team has decades of experience in creating attractive, functional and economical POP fixtures for countless satisfied customers. We understand that developing custom products can be challenging as well as time consuming and our goal is to simplify that process for our customers and to minimize the time that it takes to go from concept to reality.
The Product
At Phillips Enterprises, we focus on the product. The first step is to gather as much pertinent information about what is to be merchandised on each custom display; after all, our goal is not simply to create a display for the goods, but to also help drive sales of these items. We want to know what products and forms will be merchandised, how many of each variety, identify specific planograms to be used, how much do they weigh, what are their dimensions, and the best or preferred method of displaying each type of product. We examine product packaging, colors, shapes, or themes that could be carried into the design of the display fixture. We develop options for materials to be used in display construction based on the merchandise; often times products themselves will determine display material choices due to the price point, weight, capacity, size, merchandising requirements, image, etc. Most times we ask that customers send sample products, literature, catalogs, or even digital photos for review at this stage of the process.
The Project
Custom display projects are almost as unique as the displays themselves. Early in the process, we will also gather information about the scope of the project. For instance, will the custom display fixture be used as a one time roll-out to a chain store or will it be part of a display program for multiple retail customers. Project timelines and budgets are very important as well, and will determine material choices, finishes, design elements, etc. What shipping methods will be used; for example, will the display need to be KD for small parcel shipping, assembled for speed of installation, will it ship internationally, or bulk shipped to distribution centers? What type of stores are the products sold in and what are the targeted demographics? Where area of the store will the display be located; will it live on a counter or table, on the floor, at an end cap, next to an aisle, and are there overall footprint requirements? Any information regarding the overall scope of each project is essential.
The Display
Once we have gathered information about the products to be merchandised and a complete overview of the project, we then turn our attention to the fixture itself based on of that information. We will consider such items as fixture size, materials to be used, colors and finishes, how the product will be presented, will it need to rotate, how many display faces will it have, and what shape will it be? We will incorporate customer themes, logos and graphics whenever possible for brand recognition . At this stage, either sketches or line drawings can be presented quickly for immediate feedback to ensure that design ideas are on target or if slight modifications need to be made. From here we have the ability to present full color formal display concept renderings and/or full scale prototypes that can be reviewed, loaded with merchandise, and tested thoroughly for approval.
Click to see the POP Display Prototype Design Process > |
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