Point of Sale Displays


Point-of-sale displays are a special form of promotion that is set up near a checkout counter to attract customers’ attention so that they may purchase products they would normally not make a special effort to buy.  Point-of-sale displays include shelf edging, hangings, posters, special counters or kiosks near the counter, or banners.

Point-of-sale displays are typically created for impulse products, which customers usually only decide to buy when they are reminded of them. Such products include soft drinks, ice-cream, batteries, cigarettes, candy, gum, chocolates, magazines, comics, and writable CDs and DVDs.

Because the purpose is to attract attention, point-of-sale displays are made as eye-catching and attention-grabbing as possible. Point-of-sale displays are usually made out of cardboard or plastic, so that they can be easily replaced or disposed of. Despite the simplicity of the materials used in the design, bold, bright colors are used to make displays stand out from the background, so that they can be seen from afar. Some displays even make use of lighting and special effects to enhance visibility, for instance in the case of popcorn, hotdog stands or ice-cream.

Since people a find it harder to read text from a long distance, text is either totally absent or used sparingly. If text is used, it only consists of one line announcing, for instance a special offer or promotion. Large fonts are used so that potential customers can see them from a distance. Bright colors are used, taking care to provide high contrast with the bright background colors within the display to enhance readability and to make the text stand out.

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