Retail Display Research

How does the display of products in a supermarket vary?

Supermarkets display products in very similar ways regardless of how different their product is. The main goal when displaying a product is always the same. The product needs to stand out in a unique and appealing way for the consumers. Representation of the product needs to be clear and straight to the point. As well as the display being visually appealing and attractive to customers the foundation and design of the display is vital. The display needs to be durable and requires structural integrity while also being suitable for the product in terms of colours.

What does the display say about the products (ie. how are the vegetables displayed and how does this convey an idea about "freshness")?

The display of a product says everything about it, somewhat like a book cover for a book. The store needs to be evidently customized to the product so that the product sits adequately and profoundly in place. The products need to be organized in some sort of pattern which can range from colour, size or design. Seeing products organized like this gives the consumer a sense of value and meaning to the product.

What visual clues are given in a supermarket display to make you feel something about a product (ie. excitement because the product is "new" or to give you an idea about the "quality" or "freshness" of a product)?

Supermarket displays usually advertise something completely new that has not been seen before. Tricking customers into wanting to try this "new" product for the first time. A good example of this would be when Cadbury released their "Vegemite Chocolate". It was new, intriguing and easily assessed through stalls set up around the shop. However, the release of a new product requires some other aspect of advertisement for customers to purchase it. Woolworths did just this with their Vegemite Chocolate, when it was released they brought out a two for one deal which then persuaded customers to buy two blocks of chocolate because "they were already going to try the Vegemite Chocolate".

Athlete's Foot VS Payless Shoes

What colours, typefaces, graphics does the company use on the packaging? What does this say about the value of the product?

Athlete's Foot package their shoes in a way that reflects on the store. All of their boxes are branded and have the company's signature colours, yellow, red and blue. Demonstrated through their packaging, their commitment to make Athlete's Foot stand out from other shoe companies is clear. Going to such lengths to make a product appeal more valuable to consumers visually. Both companies use simple serif fonts which are both appealing although at first glance the Athlete's Foot logo stands out more due to its colour scheme. The dominating red colour draws more attention to the contrary yellow and gray from the Payless Shows logo. However, Payless Shoes are boxed up in cardboard boxes with a plain gray or white surface.

What materials are used in the packaging (ie. card stock, foils, specialty papers, print treatments)? What do the materials tell you about the product value?

Athlete's Foot tend to put more effort into the packaging that regular shoe shops. Due to Athlete's Foot being a high quality product this needs to be displayed throughout all aspects of the shop from display, quality of products and packaging. Rather than going for a plain cardboard box packaging for their shoes Athlete's foot has gone for more of a premium feel. Their packaging in a simple design with their trademark colours red, yellow and blue while also adding a simple illustration. 

The shape and functionality of the box is too unique from standard shoe packaging. Their box is differentiated by its wider shape than usual as well as custom edges on the box to possibly hide any imperfections of the cardboard because if displayed incorrectly cardboard can look quite cheap and low quality.

Smiggle

What is the company's "brand story" and how is this communicated in the design of the products and packaging?

Smiggle as a stationary brand is a success in 2003 due to the lack of fun and innovative stationary products on the market. The founders of the Australian brand Smiggle, Stephan Meurs and Peter Pausewang sought to create unique, interactive and fun stationary which ranged from erasers scented with various aromas to flexible pencils capable of knotting itself. 

The brands story communicates a sense of colourful, creative and interactive stationary items. 

Who is the target market of the company? How do you think they address this target market (ie. use of colour, graphics, type of products)

Smiggle mainly targets 15 - 25 year old women although, this does not mean they are restricted by those boundaries in terms of product development and packaging design. Smiggle is built on the principle of colourful products with the aim to draw in their target audience. 

What type of packaging does the company use (branded carry bags, tissue paper, branded boxes etc.)? What does the packaging say/make you feel about the brand?

Smiggle packages their products with the means to make the customer feel valued. They ensure their products are safely wrapped if required, then they are placed into one of Smiggle's paper bags. The design on the bags are very simple yet crisp and pleasing to look at. Smiggle's package bags are deliberately presented with bright colours; the aim of this is to really stand out from other shopping bags when it is seen around the shopping center.  

The shelves of Smiggle are presented in a particular and aesthetically pleasing order. Products are ordered from bright to dark and the different colour categories are separated to give a presentable look. Through this method of display consumers are able to select what colour product they want while also having the flexibility of numerous products from pencil cases to storage boxes.