1. By Harry Spong

2. Design Brief Design Situation
• I am going to design and make a point of sale display unit • Research has shown that many people buy products through
that will make my chosen brand, Old Spice, promote their impulse and they are attracted to the product because of the
products. Statistics show that more people are likely to buy a eye-catching product display unit
product if it has an attractive display. • I have done some research on my chosen brand, Old
• The device will be a temporary fixture so that it can be Spice, and I have noticed that they do not have any point of
moved around, easy to set up and control and also cheap to sale displays in shops. Old Spice have very strong T.V
make. It must be powered by mains voltage and in this way it advertising campaigns. Old Spice have limited their target
will be completely safe to be left on for a long time. market because they only advertise their brand through T.V
ads and social media. I aim to try and incorporate these
advertising methods within a point of sale display unit.

3. I will make my
Potential materials that
I may use in my I will try to keep costs to a
INITIAL SPECIFICATION
point of sale design are: minimum and only use the
display at least wood, metal, acrylic, al least amount of materials as
50cm wide, 50 cm possible. By doing this will
deep and 150cm
uminium, carbon fibre AESTHETICS: I will make my design my point of sale which
and cardboard. I am decrease waste materials
high. I will do this considering these and make my design more bright colours and eye-catching. I need to make my display
because this materials because environmentally friendly bright to attract attention of potential customers but not to
tends to be the
norm with all point
they are hard-wearing bright that it puts them off.
and sustainable
of sale displays
COST: I will aim to make my point of sale for as cheap as
possible to keep costs to a minimum. I will use as little
MATERIALS COST
materials as possible to reduce waste products and make
my display more environmentally friendly.
SIZE
CUSTOMER: I think my target market is young, aged 16-30
and is male. But a potential customers could be female
Task Analysis AESTHETICS because they are buying the product as a gift
FUNCTION
ENVIRONMENT: I think my point of sale display will be in a
supermarket next to similar products in the correct
CUSTOMER department
SAFETY
SIZE: My size will need to be big enough to hold a at least 3
I will make products by Old Spice to be able to promote their latest
I think my customer my display
I will not leave exposed or would be male but products and I would like to keep it to a minimalist look
eye-catching
trailing wires and have no sharp could be female and bright
edges. By doing this I will buying a gift for a SAFETY: No sharp edges, no loose wires, water-
but not
increase the safety of potential male person. I think
customers. By having no wires my customer will be
include too proof, energy efficient
much visual
exposed no one can be electric between the age of noise. By FUNCTION: My point of sale display must be able to hold
shocked and no injuries can 16-30 doing this my
happen because of sharp
customer will and display Old Spice products and promote their brand. I
edges.
not be put off will make my display interactive to hold my customer’s
because the attention longer
My point of sale display must be able to hold and display Old colour
Spice products and promote their brand. I cannot decide scheme is MATERIALS: I will use materials that are environmentally
whether or not to power my display via batteries or mains too bright
power. If I was to use mains I would have a constant supply friendly, easily recyclable and make it sustainable. Potential
of power but you are limited to where you can place the materials that I make use are:
display. If I was to use batteries to power my display I have
more ability to move it around but the batteries would have
cardboard, plastic, wood, metal
every so often. I will make my display interactive to hold my
customer’s attention longer

4. Point of Sale

5. Aero Key features of display unit
Colour Bright green & eye-catching to stand out
Location in shop Front door so it one of the first things you see as you walk in
Where is brand displayed? On the top at eye level so easy for consumer to read
Price location on display Small yellow tickets on the display unit but hard to read
Materials used for display Cardboard because the display is a temporary structure
How easy to access product Fairly easy because it is open
Other attributes Big enough to stand out and hold lots of products
Overall opinion/verdict In my opinion, this display unit fulfils its purpose quite well because it is eye-catching and fulfils all the requirements
Rug Doctor
Colour Bright red which stands out
Location in shop Next to the tills in a supermarket
Where is brand displayed? On the top, slightly above eye level so fairly easy for consumer to read
Price location on display Small yellow tickets on the display unit but hard to read
Materials used for display Metal for strength & durability
How easy to access product Fairly easy, products simply on shelf
Other attributes Large, strong and can hold lots of products
Overall opinion/verdict In my opinion, this display unit stands out because of its size and colour

6. Casio Key features of display unit
Colour Blue/black, plain, not very eye-catching
Location in shop End of an aisle at the back of the shop
Where is brand displayed? At the top at eye level
Price location on display Big, bright red label but at bottom of display unit
Materials used for display Cardboard because the display is a temporary structure
How easy to access product Fairly easy because it is open
Other attributes Plain, simple, display unit
Overall opinion/verdict In my opinion, this display unit is not very eye-catching with dull colours
Lottery
Colour Bright blue, white and red
Location in shop At front door next to cigarette/ sweet kiosk
Where is brand displayed? On the top at eye level so easy for consumer to notice
Price location on display No price displayed on unit
Materials used for display Plastic and metal for strength – consumers lean on it to write tickets
How easy to access product Fairly easy because all ticket are display in slots
Other attributes Unusual shape and design which catches the eye of the consumer
Overall opinion/verdict In my opinion, this display unit is unique and is easily recognisable

7. Xbox Key features of display unit
Colour Bright green and white
Location in shop Front door so it one of the first things you see as you walk in
Where is brand displayed? On top but not very clearly displayed
Price location on display Medium sized red labels on top and boxes
Materials used for display Cardboard because the display is a temporary structure
How easy to access product Fairly easy but boxes are enclosed on three sides
Other attributes Size of display unit and product limits the storage capacity to only a few boxes
Overall opinion/verdict In my opinion, this display unit is not very eye-catching and boring
Krispy Kreme
Colour Green, white and red – backlit logo to stand out
Location in shop Next to cigarette/ sweet kiosk at front of shop
Where is brand displayed? On the top above eye level but is backlit which attracts attention
Price location on display No prices displayed at all
Materials used for display Metal, plastic, glass for permanent display use
How easy to access product Easy but doughnuts are behind plastic doors
Other attributes Lighted and refrigerated to display products more clearly
Overall opinion/verdict In my opinion, this display unit is very effective because it is eye-catching and distinct

8. Nikon Key features of display unit
Colour Yellow and white
Location in shop On end of an aisle in the technology section
Where is brand displayed? On the top right hand corner but not very clear
Price location on display Big yellow sticker displayed very clearly
Materials used for display Cardboard because the display is a temporary structure
How easy to access product Fairly easy because it is open
Other attributes Plain and simple
Overall opinion/verdict In my opinion, this display unit is quite effective and simple in design
Snow White
Colour Dark red and white
Location in shop On end of an aisle in make-up section
Where is brand displayed? On the top at eye level so easy for consumer to read
Price location on display Small white tickets on the display unit but hard to read
Materials used for display Cardboard and plastic because the display is a temporary structure
How easy to access product Product enclosed in a plastic case so consumer cannot touch
Other attributes Unusual because product cannot be accessed
Overall opinion/verdict In my opinion, this display unit is different and interesting

9. Lego Key features of display unit
Colour Bright green & eye-catching to stand out
Location in shop Upstairs in middle of aisle
Where is brand displayed? On the top at eye level so easy for consumer to read
Price location on display Small white tickets on the display unit but hard to read
Materials used for display Cardboard because the display is a temporary structure
How easy to access product Fairly easy because it is open
Other attributes Big enough to stand out and looks neat and tidy
Overall opinion/verdict In my opinion, this display unit attracts attention and looks neat and tidy
Energiser
Colour Black, red and blue
Location in shop Next to fish counter at back of the shop
Where is brand displayed? At the bottom of display unit
Price location on display Big red sign on the display unit at to which is easy to read
Materials used for display Cardboard because the display is a temporary structure
How easy to access product Fairly easy because it is open
Other attributes Has a big buy one get one free sign at top which attracts attention
Overall opinion/verdict In my opinion, this display unit is effective for storage but in wrong location in shop

10. Cadburys Key features of display unit
Colour Bright orange & purple which is eye-catching to stand out
Location in shop Next to fish counter at back of the shop
Where is brand displayed? On the top at eye level so easy for consumer to read
Price location on display Small yellow tickets on the display unit but hard to read
Materials used for display Cardboard because the display is a temporary structure
How easy to access product Fairly easy because it is open but display crammed full of products
Other attributes Big and bright which attracts attention and also holds lots of products
Overall opinion/verdict In my opinion, this display unit is very good and fulfils its purpose
Hovis
Colour Yellow
Location in shop At the back near the bakery
Where is brand displayed? On the top at eye level so easy for consumer to read
Price location on display Big red £1 sign at top
Materials used for display Cardboard because the display is a temporary structure
How easy to access product Fairly easy because it is open
Other attributes Yellow is very distinct for the Hovis brand
Overall opinion/verdict In my opinion, this display unit is effective in attracting attention with a cheap price

11. Book Key features of display unit
Colour Blue/black/grey
Location in shop Upstairs in middle of aisle
Where is brand displayed? On the top at eye level so easy for consumer to read
Price location on display Big red label which is very clear
Materials used for display Cardboard because the display is a temporary structure
How easy to access product Fairly easy because it is open and easy to pick one up
Other attributes Effective on the eye because of the rows of the same book
Overall opinion/verdict In my opinion, this display unit is effective in attracting the customer’s eye and shows a cheap price
IPAD
Colour White
Location in shop Front of technology section in prominent place
Where is brand displayed? On the top at eye level so easy for consumer to read
Price location on display Small white ticket on the display unit
Materials used for display Wood because it is a solid, permanent structure
How easy to access product Fairly easy to used products on display but at demonstration models
Other attributes Stands out – makes you want to have a play on the demos
Overall opinion/verdict In my opinion, this display unit for attracting attention to a high end product.

12. Perfume Key features of display unit
Colour Blue, grey and glass
Location in shop Front of shop on end of an aisle
Where is brand displayed? On the top slightly higher than eye level
Price location on display No prices – various item displayed
Materials used for display Glass and metal
How easy to access product Locked in a glass case
Other attributes Stands out and products can be seen from all angles
Overall opinion/verdict In my opinion, this display unit allows products to be viewed but no prices on display

13. Market analysis

14. Old Spice
The Shulton Company were the original producer of Old Spice
and was founded in 1934 by William Lightfoot Schultz. The first
Old Spice product was intended for females, introduced in 1937.
Old Spice for men followed in 1938. Fish
I think the target market of this company is teenagers and young
men because it is a low end and cheap product. Fish started in 1987. In 2002, Fish launched their
boots range. I think the target market for this brand
is teenagers and men. I think this is more of an up
market brand because
LYNX
Lynx is also known as axe and was introduced by the
company, Unilever in 1983. The target market for this brand is young
males because the adverts show a young man being swamped by
women and all young men want to be like that. Lynx use a range of Hackett
advertising techniques such as TV adverts to attract attention to their Hackett was founded in 1979 and is a high end
products brand and its target market is middle-aged men
who wear suits to work. I think this is a high end
product because it is sold in Harrods and other
expensive stores in London
Mr Natty
Mr Natty products are made in England. I think the target
market for this brand is older men because it is an old
fashioned product and is mainly about moustache products. L'Oreal Men
Expert
L'Oreal was founded in 1909 and use a range of
advertising techniques such as TV ads and posters which
attract customers to buy their products. I think the target
market for this brand is a middle class older man because
it mostly sells skin care products.

15. Brand Analysis of Old Spice

16. HISTORY MARKETING THE BRAND TODAY
• The Old Spice brand was • Over the years, the marketing • The brand has a newly updated
founded in 1934 by William team behind the Old Spice and very interactive
Lightfoot Schultz. brand have used many different website, which highlights the full
• The Shulton Company were the people to appear in their range of products by Old Spice.
original producer of Old Spice. advertising campaigns. • The potential customers
• In 1938, Old Spice released a • The most famous person who accessing the website have the
product range for men. featured in many of the Old ability to view all products
• This range was mainly Spice commercials is Terry available to buy as well as the
dominated by shaving soaps Crews, who appeared in the ‘16 ability to download wallpapers
and aftershave lotions. hour odour blocker’ and ringtones. This clearly
commercials. demonstrates that the product is
• A total of 14 sailing ships have
• The Old Spice brand is also aimed at young men.
been used on the packaging of
Old Spice so far. well known for its association • In July 2010, Old Spice
with a catchy whistle jingle. launched the fastest growing
• Over the last ten years Old
• In the last few years the whole online viral video campaign
Spice has introduced many
Old Spice brand has been ever. The commercial attracted
variations of body washes, body
rebranded in terms of their logo, 6.7 million view within 24 hours
sprays and deodorants.
products etc. which then rocketed to 23
• Procter & Gamble (P&G) million in 36 hours.
bought Old Spice in 1990.
• In 1992, they replaced the
sailing ship logo with a modern
looking yacht design.

17. Logical
•
LINKS FX
Allows the customer to test and interact with the product
Keep
• Sustainable
• Give the customer access to the product • Allow customer access to products
• Stands out to potential customers • Catch the customers eye
– Shape, Colour, Size, Sounds, Lighting, Positioning • Hold the customer’s attention
• Foot fall – place the display in an area frequently used by customers • Recyclable
• Not to overload the display with too much text and products • Durable
• To only display key and relevant information • Safe
• Logical Materials
– Applicable to the product type
– Sustainable Scrap
– Safe • Unnecessary lumps of text
• Brand name clearly displayed at eye level • Create too much visual noise
• Make the display too big that it dominates the whole shop
• Make the display too small that it is overlooked
Illogical • Remove bright clashing colours
• To put too much little information on the display
• Place the display in the wrong place in the shop
• Create too much visual noise so the customer is put off Form vs Function
• To prevent the customer from gaining direct access to the product • Make the display modern and imaginative without compromising
• Show confusing messages to the customer safety
• To over-advertise the price when the price is quite high • Make the display stand out using bring colours but without putting the
• To place similar products next to each other e.g perfumes customer off because of too much visual noise
• Make the display big enough so the customer can see it but not too
big that is no stable and unsafe
• Don’t fill the display with products to put off the customer but on the
Need other don’t leave the display empty
• Attract the customers attention • Make the display for fill its purpose without spending too much on
• To display the product being sold materials
• Make the display interactive to hold the customers attention
• To display relevant information
• To make the products secure so they cannot be stolen
• To make sure the display is safe X Factor
• To restrict the amount of content the customer can access • Attract the customers attention
– E.g in a Video game, only allow the customer to play bit of • Make your USP really clear to the customer
the game • Hold the customers attention
• Place interesting but small pieces around the display
• Make the brand name easy to be noticed and recognise
• Position in the shop

18. Research Plan
This slide is a table containing information about my research. It shows how I
intend to carry out my research and why I will do it.
Research Method Why will I do this How will I do this
Questionnaire To find out the views of a range of people. I will write a series of questions and ask 30
people aged 16 and above
Product Assembly To find out how a point of sale display is put I will take 3 photos of 3 existing point of
together sale displays and highlight so of the key
features they have
Customer Profiling To find out what my target market is I will collect a range of images that I think
interested in etc. reflects my target market
ACCESS FM of secondary products To perform in depth analysis of existing I will analyse secondary products by
secondary products highlighting Aesthetics, Customer, Cost,
Environment, Size, Safety, Function and
Materials
Mood Board To find out what images convey the theme I will collect a range of images that convey
of the product. the theme of the product and what sort of
images are used in the product’s
advertising (e.g. who the product is aimed
at)
Market Research To find out about the current male grooming I will research Old Spice, Mr Natty, L’Oreal
product market and some of the brands Men Expert, Fish, Hackett and Lynx. I will
within it. place some background information on
each brand on a slide along with a few
products of the brand as well.
First Hand Existing Design Analysis To find out about already existing point of I will collect 15 images and then identify the
sale display designs. key features of each.
Brand Analysis To find some background information on my I will use the internet to find out about the
chosen brand, Old Spice history of Old Spice
10 Minute Observation To see what features attract the customers I will observe two point of sale displays for
attention 10 minutes
Interviews To find out peoples opinions of point of Conduct a short interview with people while
sales they are completing my questionnaire

19. Gantt Chart
Below is a plan of action for my research. I will use to structure and manage my time while I am carrying
out my research. I will start my research on the 29th September 2012 and will complete it by the 11th
October.
29- 30-
Se Se 01- 02- 03- 04- 05- 06- 07- 08- 09- 10- 11-
Day p p Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct Oct
Primary Research Questionnaire
First hand existing design
analysis
Product assembly
Market research
10 Minute Observation
Interviews
Brand Analysis
Review Primary Research
Secondary
Research ACCESS FM
Mood board
Customer Profiling
Review Secondary Research
Summarize All Research
Deadline For Submitting
Research

20. Opposite are three questions that will help me determine
what features to include in my point of sale display, together
with how long people will be prepared to spend with the
point of sale and the position they would like to see it in the
Questionnaire shop.
1. What attracts you to a point of sale? (please From this questionnaire I have learnt that people in different
tick up to three of the list below)
age groups prefer different things:
1. The Brand
• I have learnt from my questionnaire that overall
2. Promotional Offers
3. Colours and Visual Effects people prefer presentations, colours and visual
4. Free Handouts effects. Whereas my target market, 16-30 year
5. Interactivity e.g. Buttons to press olds prefer sounds and interactivity.
6. Sounds • I have learnt that overall people only interact for
7. Presentations e.g. Video Playing around a minute. But my target market often
8. Unusual Shape/Design tends to spend 1-5 minutes interacting with the
9. Other (Please Specify) display
…………………………………………… • I have learnt that overall people prefer to see
point of sale by the door as you go in or next to
• If the point of sale display attracted your
similar products. Whereas my target market
attention, how long would you normally be
prefer to see point of sales next to similar
prepared to watch/ interact with it? ( please
tick one response) products
• Up to one minute
• 1-5 Minutes On the next few slides is the data I collected from my
• 5-10 Minutes questionnaire and some analysis on it.
• 10+ Minutes
I will use the information above and on the next few slides
• Where do you prefer to see a point of sale to determine what requirements I should use when
display in a shop? (please tick one response) designing my point of sale display.
• Inside the shop alongside similar
products
• By the door as you go in
• By the door as you leave
• By the till
• Other (please specify)
……………………………………………

21. What attracts you to a point of sale display?
All Age Groups 16-30 Age Group
Other Other
Unusual Shape/design Unusual Shape/design
Presentations Presentations
Sounds Sounds
Option
Option
Interactivity Interactivity
Free Handouts Free Handouts
Colours andVisual Colours andVisual
Promotional Offers Promotional Offers
The Brand The Brand
0 5 10 15 20 0 2 4 6 8 10 12
Number Of Responses Number Of Responses
This graphs shows that my overall sample group had a top When we look at the 16-30 age group, which is my target
three responses of: presentations (15 out of 30, or 50% market for the Old Spice product, it shows that they prefer
people put this as one of their top three answers); sounds sounds and interactivity. Both these options were selected by
and visual effects (15 out of 30, or 50%); promotional offers 11 out of 20 people, or 55%. The next preference down was
(14 out of 30, or 47%) colour and visual effects, which was selected by 9 out of 20
people, or 45%.

22. If a point of sale attracted your attention, how long would
you normally be prepared to watch/ interact with it?
All Age Groups 16-30 Age Group
10+ Minutes 10+ Minutes
5-10 Minutes 5-10 Minutes
Option
Option
1-5 Minutes 1-5 Minutes
Up to a Minute Up to a Minute
0 5 10 15 0 2 4 6 8 10 12
Number Of Responses Number Of Responses
This graphs shows that my overall sample group had a joint Whereas in the 16-30 age group, the clear favourite was the
top two responses, up to a minute and 1-5 minutes, which 1-5 minute category. 55% of this age group selected this
were both selected by 14 people out of 30, or 47%. option. This is how long I have got my target market's
attention for.

23. Where do you prefer to see a point of sale display in a shop?
All Age Groups 16-30 Age Group
Other Other
By the till By the till
Option
Option
By the door as you leave By the door as you leave
By the door as you go in By the door as you go in
Inside shop alongside similar Inside shop alongside similar
products products
0 2 4 6 8 10 12 0 2 4 6 8 10
Number Of Responses Number Of Responses
This graphs shows that my overall sample group had a joint Whereas the 16-30 age group had an out right
top two responses, by the door as you go in and inside the favourite, inside the shop alongside similar products. This
shop alongside similar products. Both of these were selected option was selected by 9 out of 20 people, or 45%.
by 11 out of 30, or 37%.

24. Product Assembly
Energiser Rug Doctor IPAD
This point of sale display is a This point of sale display is a semi- This point of sale display is a
temporary structure and will on be used permanent structure and will on be permanent structure and will on be
for a couple of weeks because: used for a couple of months to a year used for a year or more because:
because:
• It is made of cardboard • It is made of wood and metal, it also has
• It is made of metal a backlit display behind it
• It has a special offer printed on the top
which cannot be removed and • Has interchangeable cardboard fixtures • It has no special offers display only a
eventually the offer will end on top little card next to the IPAD. The picture
on the backlit screen can be changed
• This display will not require specialist • This doesn’t require specialist tools or
tools and skills to assemble so it will be knowledge because it will arrive already • This display requires specialist tools and
sent to a shop as a flat pack. assembled but the cardboard knowledge and will be assembled by a
advertising will come flat packed specialist, who delivers the display.

25. Customer Profiling
Below is a customer profile for the point of sale display that I am designing. This profile will help me develop my
ideas, designs and which method of advertising I will use to help me appeal more to my target market.
1. I think the type of person my typical customer would be a sports enthusiast
2. I think my age range of potential customers would be between 16 and 30 because
3. I think my potential customers would be male because it is used by people who play sport. On the other hand, a potential customer could be female
because she is buying it as a gift for a male.
4. I don’t think my target market lives in a certain geographical area because it is not aimed at a specific class of people
5. I don’t think my target market has a certain occupation because it is aimed at everyone
6. I think my customer will generally be interested in sports because old spice have recently used an American football player to endorse their
products
7. I think my typical customer will want to see a regular design . I know this is want my customer wants because I found in my questionnaire that no
one is attracted to an unusual shape/design.
8. The marketing that Old Spice use is clever and will make young men aspire to be like the people in the adverts and buy the products
9. The factors that my potential customers are likely to consider is the aesthetic look of the product and the display it is in, the branding and the
colours used to attract attention. Also the main factor, cost.
10. My potential customers will find out about my product through social media, TV adverts and seeing it in shops
11. The cost of the product does influence the customer’s decision whether or not to buy the product. This is because it is one of the main factors.
12. Ways I which contact can be made with my potential customers
1. Email
2. Social Media
3. Telephone

26. Mood Board
On this slide is a collect of images that I fell
represents the old spice brand. I will use
this images as inspiration when design my
product. I have included pictures of
potential materials that I might use. E.g.
acrylic, wood and cardboard. I have also
include pictures of exotic landscapes and
colours. I have also included images
related to social media and recycling.

27. Access FM of Existing Products
Energiser Krispy Kreme Rug Doctor
Aesthetics: Black with yellow/gold lines Aesthetics: White with green hoops and Aesthetics: Red and grey
and red sign on top backlit logo on top. Has a plastic screen to
Customer: Home Owners
maintain hygiene
Customer: Everyone
Cost: >£500
Customer: Everyone
Cost: <£50
Environment: Supermarket
Cost: >£500
Environment: Supermarket
Size: 100cm x 150cm x 250cm (l x w x h)
Environment: Supermarket
Size: 30cm x 40cm x 100cm (l x w x h)
Safety: No sharp edges
Size: 100cm x 150cm x 250cm (l x w x h)
Safety: No sharp edges
Function: To hold and display carpet
Safety: No Exposed wires
Function: To hold and display batteries cleaning equipment
Function: To hold, display doughnuts and
Materials: Cardboard Materials: Metal and cardboard
keep them fresh and clean
Materials: Metal and Plastic

28. Casio
Access FM of Existing Products
Lottery Snow White
Aesthetics: Black with a red sign on Aesthetics: Blue, grey and is in the shape of Aesthetics: Red and Black
bottom. Also has a chalkboard effect writing bubbles
Customer: Women
on top
Customer: Over 16’s
Cost:<£500
Customer: Parents of school children
Cost: >£500
Environment: Supermarket
Cost: <£50
Environment: Supermarket
Size: 100cm x 50cm x 150cm (l x w x h)
Environment: Supermarket
Size: 100cm x 150cm x 250cm (l x w x h)
Safety: No sharp edges
Size: 50cm x 40cm x 150cm (l x w x h)
Safety: No sharp edges
Function: To hold and display make-up
Safety: No sharp edges
Function: To hold, display lottery tickets and
Materials: Plastic and cardboard
Function: To hold and display calculators allow users to fill out their ticket as well
Materials: Cardboard Materials: Metal and Plastic

29. Access FM Book Existing Products
Perfume
of IPAD
Aesthetics: Grey with blue sign on top. Aesthetics: Grey with white writing on Aesthetics: White and has wires behind
Has glass doors for security bottom the IPADs to keep them secure
Customer: Everyone Customer: Over 18’s Customer: Everyone
Cost: >£500 Cost: <£500 Cost: >£500
Environment: Supermarket Environment: Supermarket Environment: Supermarket
Size: 30cm x 40cm x 200cm (l x w x h) Size: 150cm x 150cm x 200cm (l x w x h) Size: 50cm x 150cm x 250cm (l x w x h)
Safety: No sharp edges Safety: No nails in wood. Has wooden pallet Safety: No exposed wires
underneath so can be moved easily with a
Function: To hold and display perfumes Function: To hold and display IPAD and
forklift truck
and to keep them secure accessories
Function: To hold and display books
Materials: Metal and glass Materials: Metal and wood
Materials: Cardboard and wood

30. 10 Minute Observation
• On Friday 28th September I performed two ten minute observations on two different point of sale displays in
the Bromley Shopping Centre. The two displays were: an Iphone 5 display in the Apple Store and Diesel
aftershave lotion in Boots.
• The objective of the observations was to gain first hand knowledge of the three aspects of the point of sale
that I used for my questionnaire namely:
1. What features seem to attract people to a point of sale
2. How long did people tend to spend with the point of sale
3. How important was the location of the point of sale in the shop
• The results of the observations were as follows:
Apple Iphone 5 Diesel Only the Brave Aftershave
1. The shop was very popular because of the status of the Apple brand. The 1. The shop was quite popular because it is a well known store and
display unit allowed people to touch and feel the product and this seemed an the men's fragrance section was quite busy as well. The display
effective way of attracting attention. allowed people to touch and test the aftershave which is very
effective way of attracting attention.
2. I did a tally chart based on my time intervals in my questionnaire and the one to
five minute time category was the most popular (65%) 2. I did a tally chart based on my time intervals in my questionnaire
and the under a minute time category was the most popular (75%)
3. The display was at the very front of the shop as customers walk in. This seemed
very effective because it seemed to pull potential customers into the shop to 3. The display was at the very front of the shop as customers walk in.
have a look at the stand who would then spend further time in the shop with This seemed very effective because it was the first thing customers
other Apple products. saw as they walked into the shop.
In conclusion, this observation shows that this point of sale display is very effective in In conclusion, this observation shows that this point of sale display is
attracting attention through its interactivity. I will try and incorporate some of very effective in attracting attention and I will try and incorporate
these features in my design. some of these features

31. Interviews
• Whilst I conducted my questionnaire sample of 30 people, I also conducted short
interviews with people as they were completing the questionnaire.
• Key results from the interviews
– People between 16-30 seemed a lot more enthusiastic about features such as interactivity
and bright colours whereas the 30+ age group seemed to think the shape/ design of the
display was more important. I will try to include the features selected by the 16-30 category
because they are my target market.
– The branding of the item was an important feature for everyone that I interviewed. Because
of this I will make sure that I will make the brand of my point of sale is displayed in a
prominent and easily identified position. For example, on top of the point of sale.
– The 16-30 age group seemed to prefer to see point of sale displays inside the shop along
side similar products. Whereas the 30+ age group seemed to prefer to see a point of sale
display by the door as they walk into the shop.
– The above results aligned with the outputs from the questionnaire

32. Research Summary
Research Method What did I find out What do I need to do next I think the most useful piece of
Questionnaire I found out that people within my target Use the requirements named to the left to research was the questionnaire. I
market prefer sounds, interactivity, are
wiling to spend between 1 and 5 minutes
design my point of sale display think this because it allowed me to
interacting with the display and they prefer find out what people find most
to see the display next to similar products.
attractive and eye-catching in a
Product Assembly I found out that temporary displays are I will use this information I found to decide
made of cardboard, whereas permanent what type of display I will create point of sale display.
displays are made out of wood and metal
Customer Profiling I found out that my target market will be Design my product/ ideas around the I think the least useful piece of
interested in sports and is between 16 and interests and lifestyle of my target market
30 and is male. research was the mood board
ACCESS FM of secondary products I found out that all the point of sales that I I will incorporate these requirements into because it does not provide any
analysed contained no sharp edges and my designs/ ideas because this seems to
exposed wires. All the point of sale displays be the norm in all point of sale displays
information or trends that the
were around 150cm tall, 50cm wide and target market have.
50cm deep.
Mood Board I collected a range of images that I will use I will use these images to inspire me and to
as I inspiration for my designs/ ideas. I help me create my designs/ ideas
collected images to do with the sea, exotic
landscapes, ships, social media and
recycling
Market Research I found out some general information about I will use the information I found on Old
the six brands named to the left. Spice to help me think of my designs/ ideas
First Hand Existing Design Analysis I found out that the majority of the 15 Use this information to refine the
images contained the same characteristics. requirements I should use when designing
For example bright colours my point of sale display.
Brand Analysis I found out that Old Spice was founded in I will use this information I have found to
1934 by William Lightfoot Schultz. create my design
10 Minute Observation I found out that the main feature used to I will use this information in the creation of
attract attention is interactivity my design
Interviews I found out that my target market seemed to I will use this information I have collected to
be more enthusiastic about interactivity create my designs
whereas the people outside of my target
market were not.

33. Further Specification
Target Market: The target market of my product will be the customer of the brand Old Spice. I think this will be male people between the
age of 16 and 30. I know this because of my customer profiling and my questionnaire.
Functions: The point of sale display will be modern looking and be able to hold Old Spice products. The point of sale will be flat packed
and easy to assemble. I will do this because my design will not be a permanent structure and will not require a specialist to assemble it.
Materials: I will make my design easily recycling by using renewable materials such as cardboard. By doing this it makes my design easily
disposable.
Ergonomics/ Overall Sizes: I will make my point of sale big enough to hold at least 3 products. I will also make my design tall enough to
reach eye-level.
Manufacturing Processes and Quantity: I will use one off production because I will only be create one.
Product Lifespan and Recycling: I think the lifespan of my point of sale will be a few months to a year. I think this because I will use
materials that are not used in permanent displays such as metal. Also I will make my design recyclable and easy to dispose of.
Aesthetic Appearance: I will include the colour of red in my design because this is the colour that is used in the Old Spice branding. I will
also use the Old Spice logo so that my target market have a clear idea of the brand.
Quality Control: I will carry out a quality control at every key stage in the manufacture of my point of sale display.
Cost: I will try to keep costs as low as possible in order to save money.
Time Scale and Planning: I will plan and manage my time productively and efficiently.
Health And Safety: I will make sure that there are no health hazards in my design. For example, sharp edges and loose wires. I will do
this to ensure the safety of my customer when interacting with my point of sale display

34. Design

35. Initial Designs

36. Further Designs

37. Further Designs

38. Final Design 1

39. Final Design 2

40. Final Design 3

41. Development

42. Start 1 2 3 4 5 6 7 8 9 10
20 19 18 17 16 15 14 13 12 11
SC
21 22 23 24 25 26 27 28 29 30
40 39 38 37 36 35 34 33 32 31
SC SC
41 42 43 44 45 46 47 48 49 50
Finish
Development 1
Development 2
Development 3
Specification Check

43. Development 1 The arms
I noticed that the arms, which move in an out of the main body, could be a potential health hazard. I.E.
people could be hit by them as they move out. On this slide I will look at multiple development aspects
that will help me improve my design.
Materials Aesthetics
At first I thought about using I was originally going to make
wood or metal. But by using the arms a dark brown to match
these materials it could cause a the face of Terry Crews (the
potential health hazard and spokesman for Old Spice). But I
cause injury to passing changed the material from wood
customers. I then consider or metal to nylon for safety
using nylon or another type of reasons. I decided to change the
cloth. By using these materials, colour to red to match the main
it decreases the health risks body, which is also the colour
because they are softer associated with Old Spice.
materials.
Manufacture
I will manufacture this part of my
design by attaching a two foot
long nylon tube to a fan. I will
create two of these, one for each
arm.
Construction
I will construct this part of my
Components design by attaching the fans to
either side of the main body
To begin with, I was going to use with the nylon tube facing
cogs and a motor to make the outwards. When a customer
arms move. I then changed it to activates the point of sale
using a fan to blow air out of display the fans turn on and
each side of the main body and the nylon tubes start flailing
make the arms flap about, in the about.
same style of a wacky wavy arm
flailing tube men. By doing this it
will not cause major injury or
health and safety issues

44. Development 1 Frame for the Main Body
I noticed that the frame of the main body, which is the main structure/ support for the hold point of sale,
can be improved and developed to enhance its design. On this slide I will look at multiple development
aspects that will help me improve my design.
Materials
At first I thought about
using wood because it is Components
strong, durable and easily
cut and shaped. Through Now that I have changed
my development I have the material from wood to
changed this material to metal. I will have to use a
metal because it is MIG welding tool to weld
stronger, lighter and more the pieces of metal
durable. By doing this it together.
will make the overall
weight of the point of sale
lighter.
Manufacture Construction
Originally I was going to I will construct this part of
use nails to attach the my design by welding
wooden frame together. multiple pieces of metal
But now I have changed together to create the
the material to metal, I shape of a cylinder. On
will weld the pieces of one side it will have a cut
metal together instead. out section where the
By doing this it will make products will be placed.
the frame stronger Also two holes on
because the welded opposite sides towards
joints would be stronger the top of the point of
than nails. sale. These holes will be
for the arms to move in
and out.

45. Development 1 Storage space in main body
I noticed that the storage space inside the main body, which is where all the products will be placed in
point of sale, can be improved and developed to enhance its design. On this slide I will look at multiple
development aspects that will help me improve my design.
Materials
At first I thought about
using plastic because it Aesthetics
comes in a wide range of
Originally, I thought about
colours and finishes. But
painting the inside of the
now I am going to
compartment red, to match the
change this material to
rest of the display and the colour
cardboard because it is
of the Old Spice brand. But now I
easily shaped and cut.
have decided that I will use the
Cardboard would be
colour black because it will make
easier to use because I
the red bottles of Old Spice. By
will be able to bend it into
doing this, it will make them stand
a circle, which is the
out more against a black
shape of my design.
background.
Manufacture Construction
Originally I was going to I will construct this piece of my
the cardboard out with a design by cutting a circle out of
scalpel but I have cardboard with a scalpel.
decided to laser cut it
instead. By doing this it
will provide a higher level
of accuracy and
precision. Also it will take
less time to cut.

46. Development 1 The frame of top of the display
I noticed that the frame of the top of the display can be improved and developed to enhance its design.
On this slide I will look at multiple development aspects that will help me improve my design.
Construction
Materials
I will construct this part of my
Originally, I thought about using
design by welding multiple
wood because it is strong,
pieces of metal together to
durable and easily cut and
create the shape of a dome. A
shaped. Through my
smaller circle will be welded to
development I have changed
the inside of the base of the
this material to metal because it
dome, which will attach to the
is stronger, lighter and more
metal dome by using metal rods.
durable. By doing this it will
This part is where the head for
make the point of sale more hard
the man popping out of my
wearing.
design will attach to the dome.
Manufacture
Originally I was going to use a
dowel joint to attach the pieces
of wood together but because I
have changed the material for
this part of my design to metal. I
will now weld the pieces of metal
together. By doing this is will
create a much stronger joint.

47. Development 1 The top of the display
I noticed that the top of the display can be improved and developed to enhance its design. On this slide I
will look at multiple development aspects that will help me improve my design.
Materials
At first I thought about using Construction
cardboard because it is cheap,
easy to cut and lightweight. But I will construct this part of my
now I have decided to change design, I will make an MDF
this to plastic because I will be mould of the dome and vacuum
able to vacuum form it. by doing form it then attach it to the metal
this it will make it easier to frame and then to the main
shape. body.
Manufacture
Originally, I was going to use a
scalpel to cut it out of cardboard
but now I have changed it to
plastic, I will use the vacuum
former to create this part of my
design.