A display box can boost sales or simply cost you money, and the trick is in avoiding just a few mistakes. There are many brands that spend money on displays that never work, for reasons that they can’t find. These are common errors you will see when ordering; knowing them will save you money. These are the top five mistakes that brands make, and how to steer clear of each one.
Too much cramming in can lead to an overload of information.
The most common error is the starting point. Brands like to fill a display with too much color, text, and imagery, which makes it less noticeable.
If the display is full of products vying for attention, there is no place for the shopper’s eye to rest, and they just pass. A clear message and ample space are better than a design that is overstuffed and jostling for a place. Custom-printed retail display boxes should be simple and eye-catching, and when custom-printed, they should not be filled with too much at once.
This error is displayed as:
- Excessive use of colors and fonts.
- Crowded, cluttered artwork.
- No evident focal point.
If you keep cutting away the fluff and focus your design on one major message, it’s easy to see the display.
Weak, Flimsy Construction
Think about building; it’s vital and often overlooked. Many brands opt for a cheaper, flimsier box to save money, only to fall short on the shelf.
If the display is weak, it will droop, tip over, or fall when products are removed, killing sales and damaging your brand. A retail display is subject to daily use and should be supported by a robust board that maintains its shape, whether the display is full or empty.
Lack of stability results in:
- Units that droop or tip over.
- A cluttered appearance on the shelf.
- A display that no longer sells.
Invest in a display that will remain upright and clear all day.
Ignoring Where It Will Sit
Consider placement: many brands overlook it. A display is set up in its isolated environment, but it is unsuccessful because it is not placed in the right location in the store.
A counter display and a floor display are quite different, and if a box is placed in the wrong location, it will look out of place and will not sell. The size, height, and style should be consistent with the actual location, such as in a busy aisle or a small counter alongside the till.
This error occurs when brands:
- Skip the actual place to store.
- Make the incorrect size for the room.
- Ignore the counter/floor issue.
Create the display as it will exist in reality, not a vacuum!
Hiding the Product
Think about what customers wish to see. Some displays obscure or withhold the product, when the product itself is very often the best thing to display.
Consumers are captivated by the authentic product they can purchase, not by a photo of the product. A product that is hidden behind graphics or in a box will not attract the audience. The best exhibits open up the product, allowing its color and appeal to attract attention.
The product that is hidden looks like this:
- Overlaying it with graphics.
- Conveying away from sight.
- Displaying just a photo.
Give the real product a chance to perform, and it will sell itself.
Making It Hard to Grab
This is a slip that stealthily costs you sales. It may be a beautiful display, but it can make the product difficult to grab, which is a cost to the buyer.
If the customer has to work hard to take a product off the shelf, they will normally stop, move on, and try another. Products should be easily visible and accessible, with a product display at an easy-to-reach height for easy product grabbing. That’s the final nudge toward a sale, and if a display doesn’t pay attention to it, money is left on the table.
The following error is displayed:
- Products that are not readily available.
- Difficult to pull out of.
- Purchase friction.
If taking the product is easy, more shoppers go to the till.
Forgetting the Header
Think of what’s greatest about a display. The header, the raised panel at the top, is the billboard of a display, but many brands don’t use it to their advantage or do not fill it with content.
The header should be elevated and visible throughout the store, and it should feature a strong message or brand that entices visitors from afar. When printing a retail display box, a blank header or a weak header wastes that precious, visible space. Using the header well is one of the simplest ways to work a display, and it should never be left to the end.
The waste of the header is:
- Not filling it in or putting in dull subjects.
- No long-distance draw.
- Losing valuable, visible space.
The header is like a billboard in the middle of the store, attracting shoppers from all over.
Skipping the Sample
Lastly, the error that leads to the most remorse. There are a great many brands that approve a screen display without ever testing a physical sample, only to be disappointed.
What looks great on a screen is often quite different when it’s printed and constructed. Colors change, size appears different, and sturdiness is only felt in the hands. A physical sample lets you prevent problems before you run a full run, saving you money and disappointment.
If one does not take a sample, the risks are:
- Colors that will not print the same.
- An inappropriate size.
- A poor build compared to expectations.
When placing an order, you should always check a real sample before placing it.
Final Thoughts
Most display box blunders stem from the following simple pitfalls. The ones that slowly destroy otherwise good, well-branded displays are cramming too much, choosing flimsy construction, and not knowing where the display will be placed.
The following are the costs of sales and the resulting loss of the product. Once you’re aware of how to avoid them, each one is simple to avoid.
Plan a tidy and robust display for its actual location; present the product; make it easy to get; use the header well; always test a sample. Don’t fall into these traps, and your custom printed retail display boxes will do what they’re supposed to do – sell your product on the shelf.
