Kern project3

PROJECT 3: Point of Purchase Display Design
AMANDA KERN | 3D GRAPHICS STUDIO: GRDS-730-OL
PROFESSOR TRUDY ABADIE | MAY 16, 2010

TABLE OF CONTENTS
PROJECT OBJECTIVES ...................................................3
RESEARCH.................................................................. 4-9
ROUGH DRAFTS ..................................................... 10-14
DISPLAY MOCKUPS ............................................... 15-18
DISPLAY DESIGN IN PROGRESS ............................ 19-22
BASEBALL CARD DESIGN ............................................20
P.O.P. DISPLAY DIE ........................................................23
FINAL P.O.P. DISPLAY DESIGN ............................... 24-28
FINAL THOUGHTS ........................................................29

PROJECT 3 OBJECTIVES
Objective Process: Part B: Revised Prototype
Design and assemble a display for the package you designed for Project 2. This Based on the feedback received, continue working on your prototype. Document
display should be used as either a special-promotion display for your product or any changes, and post them to the discussion board to continue to receive
as a permanent display for your product. Determine this prior to designing, as it feedback. Post feedback to at least three other postings.
will help you decide on the materials.
Process: Part C: Prototype with final materials
Process: Part A: Research, Sketches & Mockup Continue working on refining your mockup, and develop a prototype using the
1. Spend some time studying the package design you created for Project 2. final materials. Document this piece, and post it to the discussion board to
Think about the possibilities to promote this product in a retail environment. receive more feedback. At this point, you don’t need to have all of the products
Decide if you would like to create a permanent store fixture for this display or on it. One or two will do. Post feedback to at least three other postings.
if you would like to create a promotional display.
2. Research. Go shopping! Take a trip to local retailers of the type that would Process: Part D: Final Design
sell your product. Study the retail space as well as existing P-O-P displays. Submit final mockups and your process book via the Submissions link in the
Write a short synopsis of your observations. course menu. Post a PDF of the final design, showing multiple angles, to the
3. Brainstorm ideas for the display. Select the ones with the most potential, discussion board. Post feedback to at least three other postings.
and move on to the thumbnail stage of your design. You should have at least
5-10 different concepts.
4. Select the design with the most potential, and build a preliminary mockup.
Build the mockup at a 1/4-scale size or smaller. You don’t need to use the
actual materials for this mockup.
5. Photo-document this piece.
6. Post a multiple-page PDF, containing your design brief (include ideas for
materials), your research synopsis, your sketches, and the mockup.
7. Provide feedback on three other postings. Be very specific. Discuss the
concepts as well as the execution, and provide suggestions for materials.

AMANDA KERN | PROJECT 3 | 3D GRAPHICS STUDIO: GRDS-730-OL | PROFESSOR TRUDY ABADIE | MAY 16, 2010

Point of Purchase Examples
Attention grabbing displays
I took iPhone photos while I was at target of some of the
sporting card section at target. I learned that most of the
point of purchase displays seem to be generic in style in that
regardless of the type of card series design they all have
the same look when it comes to structure. There were a few
different types but for the most part looking down it wasn’t the
point of purchase that stood out so much as the package design.
Most card packaging came in opened boxes. There’s a lot of
potential to stand out as an original point of purchase.


I visited a local walmart and found this display the most
memorable. It contained a variety of snacks like capri sun,
chips ahoy cookies and more that were branded to the new
Dreamworks kids movie “How to Train a Dragon”. The display
was very fitting in the shape of a viking styled dragon boat. The
boat served as shelving for the products.

The Twilight series also had an impactful display. It was
relatively basic but the graphics were instantly recognizable to
fans and stood out in the store to grab my attention. It contained
books and movies.

I found the toy section to be very inspiring and filled with lots
of displays that grabbed my attention. The first I found was
Strawberry shortcake. The design was relatively basic and
served as temporary storage that was connected to the original
shelving metal elements to hang some of the toys.


Walmart’s toy section had many point of purchase displays that
commanded attention and leaded customers to the specific toys.
I found the toys to be either popular items or of new upcoming
toys. I located littlest pet shop, hot wheels, nerf and a display
for the new Iron man 2 display. Though all weren’t identical
they did share similarities and offered a variety of options for
displaying merchandise.


I found smaller point of purchase displays throughout the toy
section too. These appeared to be connected to existing store
metal hanging/feeding display mechanisms. The graphical
elements were designed to be displayed on plastic surface that
could be attached to the store display mechanisms. It seems
to be an easy, quick, and longer lasting display. Some toys had
cardboard point of purchase displays for smaller items to ensure
multiple items could be displayed.


Taylor swift has a new line of greeting cards out and her display
caught my attention. It is merely the existing card display with
the color of her display integrated behind the cards and above it
is a nifty design to catch our attention.

Schick Hydro razors won for having the best technology in their
display. As I passed it the video caught my attention. The display
held the razors. If it weren’t for the technology I wouldn’t have
remembered this one at all for the graphics in the display.

I found Zyrtec and Claritin to have large displays. Though the
displays are likely temporary they seem to be the type that
would be used for quite some time due to the necessity of the
products for many people.


From a distance the Mach3 razors display wasn’t too eye
catching but as I got closer I was able to see the detail put into
the packaging that held the razors.

The nicorette display had a unique way to hold the product. It
seemed very easy to set up and for the customers to remove the
product from.

The Ironman 2 AC DC display caught my attention with the bold
colors and large set up. It’s clearly another temporary display
that will likely be removed once the newness of the movie
wears off.


Brainstorming ideas
Initial Rough Drafts
I spent a bit of time considering the structure of the point of
purchase display for baseball cards. After seeing examples
I instinctively began thinking of practical uses of the point
of purchase. Due to the fact that they will change every
baseball season the display would be more appropriate to be
promotional than permanent. Initially I did consider an open
box idea but with a more unique opening and the backside
would stand higher. The second idea would need to be either
hung on a wall/shelf or be some how attached to a stand to
find a way to sit upright but there would be a shelf designed
into a background where the shelving would standout
somewhat from the background.


Brainstorming ideas
My third idea I considered a more unique shape for the
packaging. It would be shaped into a triangle, possibly with a
flattened top. In the center the point of purchase display would
lower to leave room for the card packages to be stacked side by
side. With each concept I thought of ease of use for customers.


Brainstorming ideas
I began to think more about how I could use the point of
purchase differently then what was already seen during my
initial research. Unique shapes and different angles and
sizes could help the product get noticed.

The fourth concept doesn’t seem as customer friendly after
sketching it but the shape could draw customers in.

The fifth sketch would enable customers to view cards from
more than one perspective to reach and grab the product.
Due to the cramped space where I found cards in the
store this may be beneficial when multiple customers are
shopping for cards.

The sixth idea would be more of a floor display that could
possibly have two sides to it to display cards. Not sure this
large of a display is necessary for such a small product.

The seventh display idea was a self feeding card system
but due to the thickness of the packaging a longer one
in comparison to others seen would be used. Perhaps
something uniquely designed, possibly die cut to stand out
the sides or top, into the front of this display may help it
command attention.


Brainstorming ideas
My eighth idea would be a display that had a space with
open slits for every package cut into the display. There
would be a background behind it to match the style of the
packaging display.


Brainstorming ideas
My ninth idea was a staggered display. Rather than the
boxes being placed flat in a box they’d display on their
sides on two shelves. The final idea I considered a curved
front. At first it sounded like a good idea and then giving
it more thought the “curve” likely wouldn’t be a great idea
because the boxes would lay flat against the front of it.


Display Mockups
Initial Mockups
I decided to mock up two different ideas. The first idea is an ideal solution to
display and promote the product. It self feeds the package. The front and side
of the packaging could work well with the typographic design on the packaging.
The lengthy display reminds me of the possibilities of typography in letterpress
style design.

I have a lot of people ask about my set up for photos. I have a background stand
and seamless paper. The paper is unrolled and a-clamps keep it in place. I use all
natural light and in this set up the window/door is to the left. I do have shadows
appear at times and a reflector usually works well. In this case I did not use a
reflector with these photos because I had no one to assist in holding it.


Display Mockups
Initial Mockups
I went with another display idea to try. This was inspired by my fifth concept
sketched out. This is one side which would hold card boxes. The display is
self standing and there would be another side that would be a second side
identical in design.


Display Mockups
Initial Mockups
This display was tedious to assemble and for the sake of ensuring it was a
suitable idea I went ahead and went forward with constructing just one side to
see if it would self stand and to see how the display would appear from various
angles. I used equal sides for both sides and the back. If I were to use this display
I’d likely increase the size of the back side of the display. I also took boxes out to
see the inset of the display. I attempted to go two deep with the packaging but
I don’t think it’d be functional given the width of the boxes. My biggest concern
with this display is that it does seem larger than the typical card displays.

Both displays were created at actual size and the products are the mockups to
display for size purposes.


Display Mockup Revision
Making a revisions
The feedback received on my first two ideas pushed me towards continuing with the
first p.o.p. display idea I mocked up. The second idea posted problems with both size
and easy of removing the product. This p.o.p. self feeds the card package. I did make
changes from the first mockup. Due to the material constraints I assembled this display
using two separate paper boards. I was able to modify where the gluing occurred
in comparison to the first concept. I also adjusted the top tuck/flap. Originally as I
was building my idea I had how the box would be assembled a bit backwards so this
version seems more functional. I also added a bit of extra space at the bottom to house
the cards if they were pulled outward. I felt this would be more supportive in case
they began to slide forward from customers pulling the product out. I jotted down the
measurements in the sketch I made as I made the final revisions.


Display Design in progress
Applying the design
This is a screenshot in the midst of working on the typographic design
on the p.o.p. display. I began by adding the copy from the packaging to
the front and increasing the size of the type. My thoughts were to add
other inspiring baseball quotes and perhaps “fan” types of thoughts
to the package. Before doing so I continued to work with the original
type from the package design. I felt it would be wise to stay somewhat
similar, but to change it to fit the display. From a distance I think the
typographic design could be found to be unique enough in comparison
to grab attention. After working on the side of the package I elected to
take a step back for feedback. I will likely rework the front sizes and
positioning so that it’s larger and the flow of the type works with the
size changes. Near the opening on the sides I may include a call out
that shouts at the customer to grab some cool collector cards.


Baseball card design
I thought out a few baseball card ideas. In sketches I thought more
in terms of layout and placement of type and imagery. As I began to
design on the computer I found imagery was limited. I began to think
more typographically but realized the actual focus of the cards needed
to be the imagery of baseball players so I tied in the existing branding
and typography/elements in a minimalist style to create the cards. With
more time the back to the cards would be designed and though the
front has some typographic similarities I think seeing both sides would
help tie in the design consistency with the packaging seeing how the
back is where most typography is featured.


Display design revisions
Here are the display design revisions. The back of the package is a
separate part of the die due to the size considerations. It will be against
a wall so no design is necessary on the back.

REINSERTION FOR CARD DIE CUT FOR REINSERTION FOR CARD
BOX DIE ACETATE SEE THRU BOX DIE


Baseball card design
During the design process I took screenshots of the direction I was
taking as a comparison. I considered making the illusion of packages
showing through the acetate window area to potentially save cost
but also to be in place if too many packages were removed from the
display. I don’t quite think it’s as successful as just the display to remain
open or the acetate because I’m not so sure everyone would get the
concept of the design.


P.O.P. Display Die
Creating the die

4.3125”
After creating the final mockup I digitally created the die that would act as the
template for me to work with for the p.o.p. display. .75” .75”

1.5”

1.5”
8.125”

1.5”

1.5”
1.5”

1.5”
4”
.75” .75”
1.5” 1.5”

2”

4.375”

5.75”
1.875” 1.875”
Front
Back

8.125”
1” 1”
8.9375”

8.75”
4.375”

2.375”
3.875” 3.875”

2.75”

2.75”
5”


Final Display Design
Baseball card point of purchase display
Here’s the initial point of purchase display constructed. I used acetate
to act as a window so that the customer could see the products within
the display container. Besides it being a cost issue, I did find that
working with acetate was problematic to ensure it had no finger prints
and that the glue didn’t cross into the viewable area. This project was
printed on the same french paper as my product, however, due to the
time constraints it was printed on an larger format ink jet printer.


Baseball card point of purchase display
On both sides I created a reinsertion point for packaging. It’s likely that
customers may remove a box, look at it, and if they decide against
purchasing the customer has the ability to reinsert the box back into
the display.


Modifying the point of purchase display
As I designed the baseball cards to incorporate into the point of
purchase display I must admit it felt rushed conceptually and without
spending a lot more time to brand the card series I recognized that it
might not be wise to force including them into the point of purchase
display. I though back to the packaging for companies like Chipotle
where a product is rarely incorporated into any advertising and decided
to modify the point of purchase display slightly with that in mind.

I constructed a few additional packages to include in the display. Each
package takes on average 30-45 minutes to fully assemble by hand.


Both sides of the display have reinsertion points and have the same
typographic messaging so that if it is viewed from either angle the
design could be seen.


As in the first display presented, this also has the reinsertion point and
the acetate window.


Final thoughts
Reflecting on my point of purchase display
I think the biggest challenge I faced in this project was how to maintain
the consistency of the package design. I realized midway through the
project that I had wished the actual product had been designed. In
comparison to others in class, I choose a product that would be best
designed before the packaging. So I found myself reflecting on the last
project and realizing that I wished more focus was placed on branding
the product and creating actual baseball card designs before focusing
on the structure of the package.

After spending time researching the baseball card designs of past and
present I do think the current card design could potentially work but
without tying in the typographic design of the back of the card it may
not be as clear. The back of baseball cards typically contain statistical
and biographical information, however, the front of cards are filled with My point of purchase display (above)
large imagery and minimal type.
Common baseball card point of purchase display at store (below)

Given the space limitations I think this display concept was the most
appropriate of those I conceptualized. I think it varies enough to help
it stand out in comparison. As you can see from the competitors - they
merely slap on a new sticker onto a generic box/container that holds
the cards.

Because the project was printed on an ink jet printer I do notice slight
color variations, however, due to the time constraints it wasn’t realistic
to screenprint. However, with more time, screenprinting is certainly a
possibility for this project.


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