We recently finished a retail display project for New Normal, a brand of cannabis products, and we thought this would be a great opportunity to show you the thinking process that goes into creating this type of visual solutions.
Without further ado, here you have the basic guidelines to design retail displays that are engaging, eye-catching, and effective when it comes to driving sales.
It’s Visually Interesting
You can consider this the first rule of marketing, and it applies to retail displays as well: Whatever you do, make it interesting.
Asymmetry is one of the most effective ways to create visual interest. In the case of our display for New Normal, the structure of the display itself is pretty symmetric: two compartments of equal size placed one above the other. The asymmetry comes from the design—while the upper compartment is basically bidimensional, the lower compartment has depth, an attribute that is emphasized by the lighting.
It Reflects the Values of Your Brand
While visual interest is a key quality, a successful retail display must also reflect the values of your brand. A flashy display that doesn’t communicate what your company stands for is not very useful.
The strategies to use will vary depending on the character of each company. In our case, the challenge was communicating the values of a slick, cool, and innovative brand.
We achieved this goal by using black, a color that conveys a sense of mystery and coolness, and a minimalistic, uncluttered design that lets buyers know that this is a smart company focused on quality.
It Stimulates the Senses
A retail display must give products a physical presence that stimulates the senses and invites interaction with potential customers, a principle that’s particularly important for lifestyle brands.
Stimulating the senses is embedded in the visual identity of New Normal. Their logo is an out-of-focus “N” that grabs the attention of potential customers. We took advantage of this effect and turned the upper compartment into the focal point of the display.
The lower compartment, on the other hand, piques the senses with a combination of materials and lighting that evokes a state of relaxation and comfort.
Whether it’s a relatively small retail display like this one or a larger project, the basic principles are the same. Make it visually interesting, ensure that it reflects the values of your brand, and design it in a way that stimulates the senses.
At CR&A Custom we specialize in creating visual solutions that take your business to new heights.
No challenge is too daunting for our experienced team of designers, technicians, and installers. We look forward to working with you to meet all your needs in large format printing, digital printing, and visual communication.
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