Recently we wrote about how beneficial it is to include retail displays in your retail marketing strategy. We thought it would be a good idea to expand on the topic and talk about benefits for specific types of displays. In this post we will discuss three main benefits of having counter displays in your retail display mix. Keep in mind that we always recommend having more than one type of display in your strategy to compliment each other.
Counter Displays and Convenience
Counter displays are a great way to spark impulse buying behaviour. By placing them strategically, you are introducing your product to the consumer at the point of purchase. These displays are great for products that do not require much research or thought when purchasing. Placing a counter display conveniently next to a complimentary product will help the chances of it being purchased. Not only do these display create convenience for your product at the store, but it is also convenient to package and transport.
Brand Awareness Benefits
A properly designed counter display will draw attention to your product and most importantly, to your brand. We recommend to have your display professionally designed to ensure it has positive impact on your consumer. A great design will always attract the attention of the buyer, it peaks peoples’ interest. Remember to always add value to your consumer. Enhance the benefits or main features of the product to ensure they know exactly what they are purchasing. Even if the customer does not pick up the product, they will always be reminded of your brand when they are checking out at a store. The product will be waiting for them conveniently for when they are ready to purchase it.
Versatility Is A Benefit
Customization is a huge benefit of these displays. You can design your displays to be cut so that they fit specific dimensions or shapes. The amount of design choices are extensive allowing which makes them, again, convenient.These are also easy to fold, store and assemble. Depending on your requirements they can be manufactured out recycled and recyclable material, or new materials. Having recycled and recyclable materials are a good way to maintain your effort in environmental responsibility.
How to Prepare Your Design Files for Production in Packaging
As we receive and prepare hundreds of design files from graphic designers, we thought we would point out a few places where we can save designers time on fixing their files for production. Preparing your files for print manufacturers can be a little different. Here are a few key tips for getting it ready for print manufacturers.
Adobe Illustrator is our Number 1 Choice for Files
Why? There are two main components of a packaging file, the artwork and the die line. Adobe Illustrator gives the designer the ability to easily separate important components into separate layers (example: Layer 1: the die line; Layer 2: artwork; Layer 3: Varnishes/Spot UV’s). Yes, you can do this in Photoshop and InDesign, but illustrator makes it a lot easier on the manufacturer side to pre-flight your file.
Pantones vs. CMYK vs. RGB
We can’t stress this enough: Don’t send files in RGB if you want the colours to reflect anything close to what you were planning. RGB is purely used for digital. Unfortunately, it is extremely easy to confuse this. As a designer, you may be working on a website and then switch over to your retail packaging project. We get it!
Before sending you files over, check to see that you have used either CMYK or Pantones. Most printers and packaging manufacturers will automatically convert RGB to CMYK which can result in colour shifts.
Another thing to note about colour… If you are working in anything other than CMYK (such as Pantones), it is important that you select the proper pantones or spot colours and delete all other colours from your pallets in the file. This will eliminate any confusion between the designer and the manufacturer.
Type Size below 6pts
Working within a die line can be tricky. Sometimes your clients will provide you with a ton of content and you only have a small space to fit it all in. Remember to always aim to have your type 6pts or larger. It is possible to print below 6pt when you aren’t reversing your type out of a background, but that doesn’t account for readability. We suggest either having the client comb over the content to ‘trim-the-fat’ or consider increasing the size of the packaging if possible.