1: The power of visual appeal
Well-designed POS materials have visual elements that are well thought out:
Color Psychology: Colors evoke specific emotions and associations. For example, red can signify excitement, while green conveys freshness and health.
Imagery: Well chosen images create a connection with your brand. Pictures of happy people using a product, for instance, can trigger a consumer’s desire to experience similar happiness. Together with colors, imagery helps to attract customers towards your point of sale materials from a distance in the store.
Layout and Composition: The arrangement of elements within a POS display can subtly guide the consumer’s eye and attention.
Tip: A good point of sale display is attractive but doesn’t interfere with the attention your products deserve. It’s for example a good idea to place your most beloved products at eye-level (in-store eye-level is defined as being between 1.2 and 1.5m).
2: Building trust and credibility
Trust is an important factor of any buying decision. Effective POS materials help solidify the trust-relationship you have with your consumers:
Typography: The choice of fonts can convey professionalism and trustworthiness. Legible, clean fonts can instill confidence in the product or brand. For instance: Arial, Helvetica or new Roman.
Consistency: Consistent branding across all POS materials reinforces reliability and recognition. Shoppers are more likely to trust a brand they recognize. Example: The consistent use of fonts, colours and imagery for your POS campaign.
Testimonials and Reviews: Positive customer testimonials can provide social proof and encourage purchase. Tip: Encourage your customers to actively share their opinion about your product at the start of a new campaign. And provide a way to easily do this (e.g. your products’ website or social media).
3: A feeling of exclusivity
Limited-Time Offers: Time-sensitive promotions, when communicated effectively through POS materials, create a sense of urgency. Shoppers fear missing out on a good deal. For example: When you have only one week to buy your favourite product with 30 percent discount, you might buy a big amount!
Limited edition: Informing customers of a limited stock of a unique product can prompt quicker decision-making. It taps into the excitement of something special and the fear of losing out on a product altogether. Such as a limited edition of your favourite video game or drink.
4: Emotional connection
Effective storytelling through POS materials evokes feelings:
Narrative Elements: Storytelling about the brand’s history, values, or the journey of a product can connect with customers on a personal level. How is the product made and for which purpose? Your POS design could contain a QR code that leads to your products’ story.
Emotional Imagery: Pictures that resonate with consumers’ emotions, such as family gatherings or personal achievements, can form positive associations with your brand.
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