Design and Layout elements for a better Brand Experience

05 Jan 2022

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Are you trying to improve consumer behaviour towards your brand?

The creation of greater appeal inevitably passes through the brand experience offered in those opportunities for contact with the company.

The moment a customer walks down the road, a square, a department store, an airport or any other physical location, the point of contact, the medium that draws his or her attention and presents the brand and product is the display.

If we’re talking about a brand in the Food&Beverage sector, the display is even more able to make it instantly clear that we are offering a fresh product, one that satisfies an immediate need - hunger or thirst, or the fleeting desire for a treat, an indulgence.

How do you stimulate the brand experience and increase sales at the same time?

With a latest generation custom display or display case that can draw in the greatest number of consumers, and make sure they instantly recognise the brand and product.

Create a brand experience with displays

We’re a long way past thinking of displays as mere containers. Now, in every respect, they are effective sales tools, that fulfil multiple needs:

highlight the products and their strengths
create a connection and immediate brand recognition by the user
promote the exposure of the products in such a way as to foster a dynamic display
and much more…

The flexibility of customization and the ability to convey clear messages are key elements to create a shopping experience where the awareness of the brand we purchase is at its highest.

Let’s see how the main aesthetic elements of displays influence consumers and boost brand communication.

Shape and size

Depending on the location where the product is presented, the shape of the display acquires varying importance.

In a department store with a grid layout, where standardisation is high and shopping is fast-tracked, a display with a shape and size that differ greatly from the norm acquires strategic importance.

In a store with a circuit layout, where consumers are forced to see all products and displays before exiting, the choice of a display with a custom shape, that can convey a single, specific message, very clearly, will be rewarding. The choice of a single element makes it easier to understand the message, making the most from the few seconds of attention that consumers devote to each area of the store.

In a store with a free-flow layout or in outdoor areas, where people do not have a specific route, but wide room for movement, we have a larger range, with installations of greater impact.

Customizing the shape is always rewarding due to the high visual impact in the consumer’s eyes, and the ability to detach the product from everything surrounding it, creating an independent, fresh, completely branded island.

Colours

Colour affects between 62- 90% of the assessment of a product and brand, according to the study “Impact of color on marketing” by Dr. Singh.

It’s a ubiquitous factor in consumer behaviour: it draws in, speaks about the brand, the identity, helps memory, suggests emotions, creates desire, fulfils needs, and leads to action by working on the subconscious.

Its power is greatest for products that stimulate impulse purchases, meeting basic needs and desires, as in the case of Food&Beverage.

In the case of displays, colour has the twofold function of setting them apart so they stand out from their context, calling forth emotions in line with the customers’ needs, while staying close to the brand communication.

It’s not a good idea to be confused with competitors, the consumer could make the wrong association and purchase other products. In this sense, a visual analysis of the location where the displays will go is required, in order to ensure the greatest relevance possible.

Lights

In areas with artificial lighting, using displays with lighting that can enhance the display of the products and make it easier to choose them, has an extremely high impact.

According to research by Wanninayake and Randiwela, presented at the Global Conference on Business & Economics, 66% of supermarket goers believe that properly positioned lights strongly and positively influence their shopping behaviour.

The ability to draw consumers and make products and brand logo visible, will make it significantly easier to associate them, leading to an instant understanding that, at that moment, they’re in a very specific space. The shine and translucency generated around products in a display case of this kind will only boost the image of the packaging, making it stand out clearly over its surroundings.

Display

A variant in the latest generation of display cabinets - to draw attention with messages, images and videos. Today, the glass on plug-ins can have the same communication ability as a display, drawing strength from the lighting, colours and motion of text and graphics.

The potential customer is more drawn in by a moving message than by poorly lit, cardboard static signs. Videos and images of the brand can project the consumer into a highly emotional, engaging experience. Their innovative strength, today, is a guarantee for any brand that wishes to draw attention and get a superior interaction.

The possibilities for shifting from an standardized display to an alluring brand and product experience, is now possible thanks to a latest generation vertical display or display cabinet.

To assess the impact of these new display tools on sales and their benefits in terms of visual contact and brand recall, the next step is to study the right KPIs.