Adam Lowton AS DT

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Adam Lowton AS DT

  1. 1. ADAM LOWTONDT AS CourseworkLYNXCheck outmy work!Check outLynx!
  2. 2. CREME EGG STANDThis creme egg stand shows the product in clear view, this makes it obvious to the customer what isbeing advertised. The point of sale display also has clear writing which makes it easy for the customer tounderstand the purpose of the display and the product. The pictures of the chocolate is at eye level thiswill attract children, who are likely to want their parents to buy the product. The display is also near thecheckout section of the shop, meaning that when people are queuing to pay, they see the product andbuy it. Even though they did not have the intention to buy the product when they entered the shop. Thepoint of sale display is also made of durable yet easy to construct materials. This means that it is easy forshop employees to build the display on behalf of the company advertising their product, and therefore theadvertising company does not have to pay for someone to construct each display. As well as this, thedisplay is safe to have in the shop as it doesnt have any shard edges or loose parts.Skin care & nail varnishThe skin car point of sale display would have paid to put a point of sale display in Debenhams. The display shows pictures ofthe product and people using the product to attract customers. The display shows a wide range of products which are set onstands and in baskets to make them look attractive and natural. However, buy displaying a wide range of products, thedisplay can look cluttered. This may confuse customers and not attract their attention, which would mean that they wouldntpurchase the products. On the other hand, customers attention would most likely be attracted to the products in the basketlower down the display as it is at hand level where they can pick up and look at the products, by displaying the items in awooden basket, you attract the attention of passing customers as it stands out from the rest of the display.Like with the skin care products, the nail varnish display share similar qualities with the skin care display. The nail varnishstand advertises even more products than the skin care display. When a customer walks past the display it will not attracttheir attention unless they are looking for nail varnish as the display it looks very cluttered and unordered. However, if thecustomer looks closer, each row is ordered into shades of different colours and different types of varnish. Again, baskets arealso used to advertise certain products in a better way than the others on sale.Sainsburys Fruit & Vegetable standHere, Sainsburys are advertising their offer very well as it is at eye level and vibrant which will catch customersattention as they walk past. As well as this, the display is positioned at the entrance, this will make the productsnoticeable to all customers who enter the store, and also gives the company a good image as the first thing thatcustomers see is fruit and vegetables. The individual prices for the products are advertised clearly next to the product,this means that there is no confusion when customers go to purchase products. Also by advertising individual pricesalong side the half price banner emphasises the discount which would attract the attention of more customers.
  3. 3. In waitrose, the flowers are displayed well as they are separated by variety and bouquet.There is information and prices displayed at eye level. Each bunch is separated inseparate buckets, making it easy for customers to choose a bouquet. Like in Sainsburysthe fruit is displayed at the entrance of the shop giving Waitrose a healthy image. Theprices are displayed at eye level so that customers are attracted by the offers available.Each fruit variety is separated into separate baskets. This makes it easy to find a specificfruit. As well as this, as customers have to weigh and bag the fruit themselves, it createsthe impression that all the fruit and vegetables are fresh as they are not in packets.Waitrose - OffersThese point of sale displays in Waitrose advertise the offers available. Offers insupermarkets are always very well advertised as it attracts customers to the products.There is normally a separate shelf for items on offer to make the items easy to find, suchas the pringles are on a separate shelf and have a bold sign above them to attractcustomers in store. These sale displays could be improved by having more products onoffer. Or by combining the two shelves to create more floor space for more point of saledisplays.OpticianThe point of sale display in Boots Opticians shows many pairs of glasses along one wall. Thismakes the products look cluttered and unordered. Each row of glasses has a brand nameabove, this is good as it makes it clear to the customers what brand the glasses are. Thebrand title also incorporates the brand logo and colours, this will make the brands eyecatching for customers and draw them to a brand that they like or recognise. This displaycould be improved by the glasses being sorted into smaller groups instead of large rows.Then the glasses would look less cluttered and it would be easier to find certain styles andbrands. As well as this, the prices arent clear to the customers, instead, the prices are listedat the end of each pair out of view. If the prices were displayed clearly then the customerswould be able to find the product they wanted more easily.Waitrose Fruit & Flowers
  4. 4. Card factoryThe point of sale stands in card factory are very clear. There are banners hanging fromthe ceiling of the shop with prices on them. This will attract customers attention as soonas they enter the store. There are also price signs at eye level throughout the shop, thishelps customers when they are looking through the shelves. As well as this, the shelvesare separated into different sections, cards for different occasions, this also helps thecustomer when purchasing products.Lotto standThe lotto point of sale stands are in most newsagents and supermarkets and are very recognisable. Thedisplays all look the same and have the same features. The stand has a selection of lottery tickets and twowriting pads, at two different levels. This allows people who are in a wheelchair to access the lottery standfeatures as well as able bodied people. As well as this, the stand has a sign at the top, notifying customersthat the next prize draw is a rollover. There is also a small advert poster in the center of the stand, it ispositioned here as it is at eye level, where most customers will notice the advert. This stand could beimproved by having a separate area on the display advertising the prize money for the next draw and thenumbers that were drawn previously. The display could also show a list of the most popular numbers socustomers can base there decision on common numbers.MaplinThis point of sale display was in front of the entrance in Maplin. The stand clearly advertises thebatteries and has the prices listed above each product. As well as this, there are pictures positionedup the side of the display showing images of the different devices that the batteries can be used with.As the stand is positioned at the entrance of the shop, it makes it eye catching for customers whenthey walk past. As well as this, the stand is very large, meaning that all customers will notice thedisplay and the products that it is advertising.
  5. 5. Old SpiceOld Spice was originally created by „The Shulton Company‟, which wasfounded by William Schultz in 1934. Old Spice initially only produced productsfor women in 1937, male products weren‟t released unit 1938. The main maleproducts were shaving soaps and aftershave lotion; to sell this, Old Spiceused a nautical them (sailing ships) which became a trademark logo. Shultonsold Old Spice to „Procter and Gamble‟ in 1990 where the logo wasremodelled from a sailing ship to a yacht in 1992.Other products were them produced throughout the 2000s; such asdeodorants, body washed and body sprays with several scents available. OldSpice‟s image was then redesigned in 2008 where they released a scentcalled „classic scent‟. The original white bottle containers were changed to redand grey. This attracted new customers to the company as it had beenchanged from designing products for older men, to selling products for a widerage range.Old spice would appeal more to mid 20s/early 30s; as their brand does notinclude teenagers like the lynx commercials. Also the celebrities that they usein their advert have been chosen to appeal to their target market.Hackett LondonHackett was founded in 1983 by Jeremy Hackett and Ashley Lloyd-Jennings, who had previously created a market stall on PortobelloRoad in London. Their first shop began with selling second handclothes; until the business expanded to begin selling their ownbranded clothing.Gradually, Hackett expanded and began opening more and morebranches. It wasn‟t until 1989 when stores were opened on aninternational level starting with Madrid, Spain. Now, Hackett sell awide range of products including: clothing, deodorants/body sprays,aftershaves and body washes. This has attracted new customers inlarge quantities which has made the company very successful.Hackett would appeal to people who are in their 30s or 40s as thecompany has a more formal style. The brand is associated withpeople who are wealthy; therefore some people will use Hackett inorder to appear wealthy.
  6. 6. Axe (Lynx) was first launched in France in 1983 by acompany called Unilever; who produce a wide range ofproducts including cleaning agents and personal careproducts. In 1985 Unilever wanted to take their productto the UK. Due to trademark problems the name Axewas changed to Lynx. This has led to major success forthe Lynx brand in countries across the world. Including:AmericaCanadaEnglandIrelandLynx made a wide range of products including, hairproducts, deodorant, shower gels etc.People who buy Lynx are mostly between the agesof 12 and 16.This is because most of the Lynxdeodorants are body sprays rather thanantiperspirants and customers at the age of 17 / 18,need the antiperspirant more than the body sprays.Lynx have recently released hair care products andshower gels, e.g. waxes and gels. These productswould most likely be used by customers up to theages of 16 / 17.Lynx use a very recognisable method of advertising. Lynx arewell known for using adverts with bikini models who arechasing a young man. Even though Lynx is more targeted atteenagers, they use people who are in their 20s for theiradvertisements as using 16 year old bikini models would beinappropriate.
  7. 7. TASKANALYSISEnvironment:As my Lynx point ofsale display is advertising and selling a deodorant/body spray, itshould be located in chemist/cosmetic shops. The positioningof the point of sale display is crucial as it has to be where mostcustomers will notice it; it should be positioned at the end of, orin male grooming products isles. This will make sure that itattracts as much attention as it can from potential customers.Social media:My point of saledisplay should have aspects that link the product to socialnetworks. For example, the display would have images andwebsite links so that customers can look at their socialmedia profile. This will enable customers to learn moreinformation about the product and the company. As well asthis, it will also generate greater popularity for the productand brand, which would lead to an increase in sales.Purpose:Essentially, the purpose of my point ofsale display is to sell, advertise and generate popularity for aproduct. To achieve this, the display must be eye-catching,use vibrant colours and have interactive features that draw inand hold customers‟ attention. The display must also haveenough stock available for customers to choose from and itmust provide the option for customers to test out the productbefore they purchase it.Usability:One of the most important things that Ihave to consider when designing my point of sale display, iswhether the customer will be bored on confused when interactingwith my unit. I have to make sure that my point of sale display iseasy to interact with as if a customer cannot use the display, thenthey will not be interested in buying or learning about the product.Recyclability:To ensure that mypoint of sale display is environmentally friendly, I need todesign and make my point of sale display using recyclablematerials. As well as this, by making my point of sale displayenvironmentally friendly, it will give Lynx a good image aspeople will see the brand as a company that cares for theenvironment, If I am unable to make my product out ofenvironmentally friendly materials, then I will make it out ofdurable materials so that the display can be reused in differentshops.Interactivity:My point of sale displaywill have to be very interactive to ensure that it attracts new andexisting customers. The display should advertise informationabout the product as well as this brand. A method of doing this isby including television screens into the body of the display as thebright screens will be vibrant and eye-catching to people whowalk past the unit.QR readers:I will aim to include aQR barcode on my point of sale display. I will do this becausethese barcodes have become very popular in the last year. Byincluding the QR feature into my display, when the customertakes a photograph of the code on their smart phone, they willthen be taken to the brand‟s website which will give themmore information about the product.
  8. 8. INITIALSPECIFICATIONAesthetics:I will design my point of sale display using information on the culture and fashion of my targetage group. This would attract my target market more as they would relate to the design of theproduct and they would find it appealing. My point of sale stand will need to use bright andvibrant colours to make it eye catching to customers that walk past or see it through a shopwindow. However it cannot be too bright as it may be over powering to customers with too muchvisual noise. Furthermore, my display will have to be large enough for customers toacknowledge it but small enough that it doesn‟t intrude their space. I will also design it so that itcan sit on a shelf so that the products are being advertised at eye level. My point of sale displaymust also display the brand name, logo and colours clearly as this will be how customers willrecognise the brand of the product. This will also help with sales as customers who like thebrand will already be attracted to the products that are being advertised.Cost:I will design my point of sale display to be low cost but using high quality materials. The displaywill be made from as many sustainable materials as possible in order to sell in anenvironmentally friendly market. The display will need to cost between £5 and £8 tomanufacture and will need to sell for between £10 and £15 to ensure a profit. I have chosenthese price ranges, because the most likely buyer of a Lynx point of sale display is a chemist orperfume shop where Lynx would be sold. Therefore, price would not be an issue for the largestores that stock Lynx products. Whereas, if I were to be designing a point of sale display for anewsagents, then my price ranges would have to be a lot lower as the business I am selling towould most likely have a smaller budget than a chemist/perfume shop such as Boots.Customer:My Point of Sale Display will be aimed at teenagers / 10-15 year olds. This is because the productsthat Lynx sell are most likely to be appealing to those ages. I have chose 15 as my top boundary asfrom the age of 16, teenagers would most likely need antiperspirant more than they would need abody spray. This age boundary also applies to the other products that Lynx sell such as the hairgels / waxes. I will therefore have to design my Point of Sale Display so that it appeals to my targetage group. In order to determine what features I need to include to attract these customers, I willuse a questionnaire and ask key questions that will give me the data to decide on the features theunit needs to succeed.Environment:My Point of Sale Display will be positioned in a chemist or perfume shop at the end of isles orbeside checkout stations as I think that these places will be the ideal locations to attract mytarget age group. I have decided this because a 10-15 year old is unlikely to walk through allisles of a shop, they are more likely to walk down main isle and queue at the checkouts.Therefore, by positioning my unit at these locations, customers will pay a lot of attention to mydisplay as it is in their line of path.Size:I will need to design my point of sale display so that it is large enough for all customersto notice it, but at the same time, not too large that it becomes intrusive. By getting thisbalance perfect, customers will be able to take in all the information that the display isoffering whilst being able to focus on the product without being distracted by anynegative aspects of the unit.Safety:I will design my point of sale display, paying close attention to safety. The display cannothave any sharp edges, loose parts or trailing/loose wires when using electricity. By havingthese factors under control, my display can avoid causing injury to customer or retailer. Aswell as this, I have to make sure that my display is safe for the retailer to install in theirshop/store. I will do this by making sure that they do not have to use any tools that couldcause injury, and by using materials that can‟t be misused and become dangerous; suchas wiring, sharp metallic components etc.Function:My display has to look aesthetically pleasing, be safe and provide a function. The functionof the unit is to attract customers, hold their attention and essentially sell the productavailable. In order to accomplish this, the display has to display all information and theproduct clearly with vibrant colours. It has to be interactive and accessible to all customersand finally it has to have a selection of products available so customers can purchase theproducts. The function of a point of sale display is crucial as it is the aspect of the unit thatsells the products to the customers. Without this aspect completed properly, sales cannotbe achieved to their highest ability.Materials:The materials that I use when building my point of sale display will have to: be durable,sustainable, eye-catching and complement the Lynx theme. The materials that I thinkwould be suitable are aluminium and recyclable polymers as these materials areincorporated by Lynx in their products, are very durable and are sustainable materials.These materials will also be eye-catching to customers as they are aestheticallypleasing and make the display look expensive and well made. Alternatively, if I were touse wood based materials, then the unit would not have the same feel and wouldn‟tappear as expensive or well made.
  9. 9. LINKSFXI : illogical•Lack of information and product•Positioned in the wrong place•Too much visual noise (too much text, fluorescent colours)•Lack of direct access to the product•Show confusing messages, complex functions•Displaying a product that you can complete before you buy it e.g. puzzle•Fragrance noise (having too many smells, perfume shop)S: scrap•Any non-durable materials (cardboard / paper)•Materials that do not complement the Lynx theme e.g. wood basedmaterials.•Florescent colours that could deter customers away from the unit.•And „noise‟ that is given off by the unit e.g. sound, colours, lights.N : Need•To attract customers attention•To be interactive and hold the customers attention•Brand name, colours, slogan•Security for expensive items (cabinet for watches etc.)•To be safe, durable, sustainable•USP - unique selling point, something that stands out and is different•Cant be too interactive (completing a game before you buy it)L : Logical•To give customers access to the product•Allow customers to test and interact with the product•It stands out to potential customers and draws their attention (shape, size, colour)•Footfall is where a product is placed where most people walk/stand•Simplistic, not overloaded with products (not a lot of text)•Have key information shown•Use applicable materials to the product type (safe and durable, sustainable)•Have the brand name & slogan visible (brand colour, large name)•Have the point of sale stand at eye-level.K : keep•Brand name, slogan and colours obvious to customers.•The materials the same throughout the display to make it eye-catching andrecognisable•Key information in clear text on the front of the display where it is visible for allcustomers.•Materials that are suited to the product and that are durable, safe and sustainable.•Position the display so that all customers acknowledge the product.F : form vs. function•The display should be aesthetically pleasing.•It should be easy to use and interactive.•The unit should be well made and use durable, sustainablematerials.•It need to be able to attract customers and hold their attention.X: x-factor•Full interaction with the product where customers are able to test anitem before they purchase it e.g. samples of the body spray.•Using materials and colours that are unique to any other point ofsale display.•The unit will be very noticeable to customers yet not intrusive.
  10. 10. SITUATIONSituationFrom my research, I have noticed that Lynx do not advertise theirtarget age group using their product. I think that they shouldadvertise this age group more as it will give people, between theages of 12 & 16, something to relate to rather than something toaspire to. For example, Lynx could use an advert that is set in aplayground rather than on a beach.BriefDesign a new point of sale display unit for a male groomingcompany. The unit display at least one product from their rangeand must clearly identify the brand. The point of sale displaymust be able to attract customers and hold their attention. Thedisplay unit must have products available for the customers tobuy as they walk past. The unit has to be positioned correctly inthe shop. For example it should be near a walk-way so that allcustomers walk past the product and notice the brand wheninside the shop.&BRIEF
  11. 11. Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16Investigation and clarification ofproblems.Development of design proposalMaking/modellingEvaluation and testingCommunication of presentationGANTT CHARTThe Gannt Chart is essentially a timeline; it shows what tasks Ihave accomplished over a certain period of time. This then informsme of my progress throughout the project.
  12. 12. RESEARCHPLANQuestionnaireI will hold my questionnaire where younger people socialise, in locations such asshopping centres or in town centres. This means that I will be able to ask my targetmarket questions directly and get sufficient data by asking as many people aspossible. I will also select the questions I ask very carefully as the ideal questions willgive me the clearest idea of what customers like and dislike about point of saledisplays. From the results of my questionnaire, I will analyse the data collected inorder to create my ideal point of sale display for the Lynx brand.InterviewI will hold an interview with a member of the public of my target age group (12-16)asking them a series of questions regarding their opinions of a point of sale display. Ican then review the conversation and get an idea of what I need to include whendesigning my display. By asking someone aged between 12-16, I am asking a memberof my target market what they find most appealing about a point of sale display. This willbe useful as ultimately I am designing a display unit that will attract their attention andencourage them to buy a Lynx product. I will show the information that I collect by listingthe question topic with their response underneath summarised into bullet points. I canthen review the data easily for future reference.Person and product interactionI will research how people interact with point of sale displays by looking at all thedifferent types of stand in a shopping area. As different products require differentshapes and sizes of display, I will be looking more closely at medium sized displaysthat could be suited to display Lynx deodorant can. I will try to find out what type ofdisplay people prefer and what features of that display that they think work well. I willresearch what it is about a point of sale display that makes people more interested ina certain product. A suitable place for me to research this information is likely to be ina perfume shop, supermarket or chemist as this is where Lynx is most commonlysold. When I have collected data from this research, I will be able to design the mostsuitable point of sale display for the lynx brand that will offer an appropriate amountof interaction with customers without being intrusive.Product assemblyIn order to design and create the ideal point of sale display for both customer andsupplier, I will need to design a unit that is durable and attractive, but also simple andeasy for a shop owner to construct. This means that when a shop owner constructsmy point of sale display, there can be no sharp edges that could cause injury, but alsothe unit has to be very simple to build so that it doesnt‟t require much time or effort.Competitive productsTo research competitive products, I will look at what point of sale displays alreadyexist, both for Lynx and for other similar brands. The factors that I will looks at are:size, shape, colour schemes, positioning and what they display in terms of thequantity of products available and the information that is given about them and thebrand. I can then think about and design how my unit can be better and how I canimprove on the current stands in use. As well as this, if can review the features ofother point of sale displays that work well and incorporate those features into my owndesigns.Mood-boardBy using a mood-board, I can create something that will inspire my designs. I willcollect a range of images of Lynx advertisements, products and other brands inorder to create a theme of what I want my point of sale display to have. Forexample, I will include images of Lynx, and other products that use a similartheme to Lynx in order to get a feel of what I am aiming to achieve.Customer profilingSimilarly to the mood-board, I will collect a range of images of products that Ithink my customer would purchase in order to inspire my designs. I will belooking at what products they buy as I need them to be attracted to my point ofsale display. Therefore, I can design my display with their favorite products inmind, so that I can make sure that my target age group will be attracted to myunit.Cultural understandingIn order to design a point of sale display that my customers will be interestedin, I will need to research and understand their other interests. I will researchwhat my target markets‟ hobbies and interests are and incorporate some ofthose factors into my designs. I will show this data by listing some of theactivities that my target market are apart of and explain how this can helpand be incorporated into my designs.
  13. 13. To conduct my questionnaire, I went to OrpingtonHigh Street as this is where I was most likely to beable to ask my target market the questions I hadprepared. This was important as they are the agegroup that my unit is aimed at and if I hadn‟t usedthe teen-age group in my research, then my resultswould not be able to influence my final designappropriately.I went through my questionnaire with 25 peopleeach giving one answer for each question I used myquestionnaire to find out key information aboutpeople opinions on point of sale displays. I chosethese five specific questions in order to collectrelevant data. I then displayed the information Icollected as graphs and charts showing the publics‟favourite aspects of a point of sale display. This hassimplified the data and influenced the designingprocess of my point of sale display.QUESTIONNAIRE
  14. 14. RESULTSWhen I asked the public what they found most intrusive about a point of sale display, I didnot receive a unanimous answer.However I can interpret from the results of the first question, that a significant amount ofpeople found the size (purple) of a point of sale display more intrusive than the otheroptions. This tells me that when I design my point of sale display, I will need to take intoaccount that the size of my product may be found intrusive by a large number ofcustomers.As well as this, from my questionnaire, I have noticed that the shape of a point of saledisplay is not considered an intrusion by the majority of the people that took part in myquestionnaire. This shows that when I design my point of sale display, I will not need to betoo concerned on the shape of my unit as it wouldnt‟t affect a large number of people whenit is used in a shop.When I asked the public what they found most attractive about a point of sale display, Ireceived a majority vote that the most important feature is „Interactive features‟. This tells methat customers like to look at and use point of sale displays that let them interact with theproduct.I have noticed that the most popular point of sale displays are in the Apple store. Here,customers can use all apple products even if they have no interest in buying them. Itherefore need to design a point of sale display that informs the customer about the productbut also has features where the customer can preview or test the product before theypurchase it. For example, I could have tester deodorants where customers can smell thefragrance before they purchase it.What do you find most intrusive abouta point of sale display?What do you find most attractive ina display?
  15. 15. RESULTSThe results of this part of my questionnaire show what height the public prefer apoint of sale display to be. As you can see from the chart, the majority of the 25people that I asked prefer a point of sale display that is waist height (orange) ratherthan chest height or overhead.This data has influenced my designing of a point of sale display as I will designmine to be waist height in order to attract the majority of people that notice the unit.As well as this, I asked people who prefer overhead displays (light green), whythey do as it was the clear minority decision. Their response was that they look atthe ceiling as this is where most discount offers are displayed. I can thereforemake the decision that I would only advertise a product over head if it were to beon offer and would use the other two methods when advertising a standard pricedproduct.For this part of my questionnaire, I asked 25 members of the public what productswork best on a point of sale display. The results were that a large number of thepeople who took part thought that aftershaves and deodorants work best (purple)rather than watches / jewellery (white) or food / drink (yellow). This was the idealresult as I am designing a point of sale display for a deodorant company. I cantherefore base my designs even more heavily for my unit on the results from thisquestionnaire, as the other answers that I have collected can apply to thefavourite display of aftershaves and deodorants. On the other hand, this also tellsme that if the customer already thinks that deodorant cans work best on display,then I will need to design a display that stands out from others that already exist.For example I will need to include features that make my point of sale displaydifferent from the competition.My final question was asking if it is crucial for a deodorant point of sale display tobe interactive. The majority of the people that I asked said yes (green). This tellsme that when I design my point of sale display, I need to make sure that there areinteractive features that will attract and hold customers attention. Examples ofways to do this are, having interactive screens where customers can learn moreabout the product; having sample for customers to take and test the productbefore they commit to buying it. By having features such as these, I can make apoint of sale display that will efficiently attract customers attention, hold it andthen encourage them to make a purchase.How tall do you think a point of sale standshould be?What products work best on a point ofsale display?Is it crucial for a deodorant point ofsale display to be interactive?
  16. 16. INTERVIEWQUESTION: RESPONSE: WHAT THIS TELLS ME:What is it that attracts you to a point of sale display? The product being soldColours, lightsT.V screens and videoI will need to display the Lynx product clearly so that allcustomers can see what product is being advertised.Include vibrant colours that fit with the Lynx colour schemesuch as purple and silver.I will look into incorporating television screens into the display.However this will increase the cost of the display.Do you need to see the price on a point of sale display? If sowhat offer attracts you the most?Price isn‟t needed for small product such as chewing gum butis needed for deodorant products.I look for offers on the displays as I would normally buy aproduct if it is on offer.I will need to display the price of the products being advertisedvery clearly as some of the Lynx products can be expensivefor someone aged between 12&16. If there is an offeravailable, I will need to add mounting points for offer labels andsigns in order for the retailer to be able to advertise offers veryclearly.Do you look out for isle notices showing where products are?Or do you look for the point of sale display itself?I look for the display itself as I do not normally know whatcategory a product falls under.When I design my display, I will need to make sure that it isvery eye-catching and is large enough for people to see at ashort distance. Because if my target market does not lookthrough all isles to buy a product they are more likely to seethe display if it is a the end of an isle or near a main walkway.Do you think that lynx currently have the best quality ofdisplays? What could be improved?NoLynx display need to have more thing to do, like being able tosmell the body sprays before we buy it.Lynx need to have more displays as there aren‟t many around.Again, I will need to design a display that provides for featuresfor customers to interact with. As well as this, I will have todesign a display that is very different from the others as itneeds to stand out and be obvious to customers that enter theshop.This table tells me what a member of my target age group thinks aboutLynx point of sale displays. I have split the table into three columns tomake the information that I have collected very clear. When I start todesign my display, I can look back on this table and read the keyinformation that I collected from the interview, without having to readthrough a transcript of what was said.
  17. 17. COMPETITIVEThis point of sale display is for „Adidas Deodorant‟. It isn‟t very good as it isn‟t eye-catching and it doesn‟t have any interactive features. It does have good lighting whichallows the customer to look at all of the products available. But it does not have anycolour schemes or themes that can be associated with the brand. This can detercustomers and not draw in the attention of people who walk past the products. Theprice of the deodorants is displayed clearly, however as the shop is „pound-land‟ theprice wasn‟t crucial and obvious to most.This display could be improved by having the brand advertised more clearly and byhaving information about the product visible to potential customers. This could beachieved by having television screens with videos about the product, or even testercans so that the customer can preview the product before they purchase it. Not onlywould this inform customers about the product and give them a clearer idea of whatthey are purchasing; it would also draw in and hold their attention.This point of sale display is for Chanel No.5; there are aspects of this point of saledisplay that are very good. For example, the design of the display, such as the blackand gold colour scheme, suits the product that is being advertised. This makes theunit eye-catching along with the glossy polymer that is used as a base and backboard. As well as this, there is no visual noise that would deter a customer fromlooking at the products and there isn‟t too many products being advertised. Thisallows the customers to view the products individually without being distracted by thenumber of products available.However, there aren‟t any prices listed on the display, this could lose the attention of apotential customer as there isn‟t a lot of information advertised about the product. Onthe other hand, some customers may already anticipate a certain price because of thebrand‟s reputation. Furthermore, this display could also be improved by having moreinteractive features; such as a sample available to customers so that they can test theproduct before they purchase it.PRODUCTS
  18. 18. PERSON AND PRODUCT INTERACTIONI went to the Perfume Shop to conduct my research as they sell products similar to Lynx. Ilooked at the main displays in the shop and observed how people interacted with them. I noticedthat the majority of the people that walked into the shop noticed the displays with the screensand waited to see what was being advertised. Only a small amount of people walked past themonitors without looking at what they said. Most of those people either didn‟t want to go into theshop, or knew what they wanted and went straight to the till.This shows that the interactive features of the shop and it‟s displays, draw and hold the attentionof the majority of the people that walk past the shop. This then encourages people who didn‟toriginally want to go into the store, to go in and make a purchase. My research here has shownme that when I design my point of sale display, I need to focus on the interactive features thatthe display can offer as this is what attracts the majority of the attention. As well as this, byobserving the perfume shop for a period of time, I have learnt that positioning is a key factorwhen designing a point of sale display. For example, the perfume shop was successful indrawing customers into the store as the monitors were on the displays in the windows. This notonly encourages people to make a purchase of that particular item, but also influences them tolook around the shop where they pay attention to other products on offer around the store.I also went to the Fragrance Shop to repeat my research. Again, this was another ideal place to conduct myresearch as, like the perfume shop, they sell similar products to Lynx. When I observed this shop, I noticed thatthe fragrance shop are using a different advertisement method to the perfume shop. Instead of using televisionmonitors to advertise product information, the fragrance shop are using card posters to advertise sale offers.This had an effect on how people interacted with the shop; as I noticed that people who walked past the shopand noticed the poster walk into the store without reading the sign in great detail. This was because the postersdid not have a lot of text on them, they just had the key facts printed. Furthermore, I noticed that the morepeople that read the signs, the more people that walked in compared to the perfume shop. I think this isbecause people who walked the perfume shop had to watch the screen for a significant amount of time beforethey walked in. Whereas, with the fragrance shop, customers only had to look at the advertisement for a shortperiod of time.Therefore, I have learnt from this part of my research, that having interactive features is key but to keep themas simple as possible. For example, the longer the amount of time someone has to wait to find out informationabout the product, the less likely they are going to purchase it. When I design my point of sale display, I amgoing to include interactive features which combine these two methods that I have researched, incorporatingboth simple and modern advertising methods to ensure that I attract the largest number of customers to theproducts that I am advertising.
  19. 19. MoodboardLYNX
  20. 20. CUSTOMER PROFILINGHere, I have arranged a collection of images that I think, represent mytarget market in order to create a customer profile. As my target agegroup is 12-16 year olds, I have included all activities that youngpeople are involved in; I have also included some products thatteenagers buy and use. I can use these images to influence my futuredesigning of my point of sale display. For example, I have noticed thata lot of the products pictured above include aluminium, glass andglossy polymers. I will therefore incorporate these materials into mypoint of sale display which will attract my target market and influencethem to buy the product that I am advertising.
  21. 21. CULTURAL UNDERSTANDINGIn order to design a point of sale display that will attract the attention of 12-16 year olds, I need to understandcertain aspects of my target age group‟s culture. I have noticed through research that the teenagers who buy Lynxhave a wide range of styles; such as skateboarding, pokemon, scootering etc. In order to make my displayappealing to all of these styles I will aim to involve them in my design. I have also looked at how popular Lynx isabroad and have found that Lynx (Axe) is not only very popular in the UK but is also one of the leading body spraysin North America; I also researched what age group Lynx appeals to in America in order to be able to produce andsell my point of sale display on an international level. I have found that the target age market in America is the sameas it is in the UK and in other countries such as France.+ =I have looked at the different styles andhobbies that my target market have, suchas skateboarding or playing on gamesconsoles.I can then merge the older and youngerstyles within my target market to design adisplay that will attract my entire targetmarket.My final product will then be ideal foradvertising Lynx as it will appeal to allof my customers in my age bracket.
  22. 22. RESEARCH SUMMARYQuestionnaireFrom my questionnaire, I have learnt several things. Firstly, I have learnt that I will need to take into account that the size of my product may be found intrusive by a large number of customers. I willnot need to be too concerned on the shape of my unit, as it wouldnt affect a large number of people when it is used in a shop. I need to design a point of sale display that informs the customer aboutthe product but also has features where the customer can preview or test the product before they purchase it. For example, I could have tester deodorants where customers can smell the fragrancebefore they purchase it. The data that I collected has influenced my designing of a point of sale display as I will design mine to be waist height in order to attract the majority of people that notice theunit. I will need to include features that make my point of sale display different from the competition. By including interactive features, I will be able to attract and hold customers attention, this willmaximise the chances of a customer making a purchase.Competitive productsFrom my research, looking at other point of sale displays that mine would be competing with, I found that the other point of sale displays had both positive and negative aspects that I will use toenhance the design of my display. For example, I have learnt that if I have crowded products on my display, then customers will be deterred away from the product I am selling like the deodorantpoint of sale display that I analysed. Furthermore, in the same way as this, I can use the Chanel point of sale display layout to attract customers. The Chanel display used a small number of productson the display. This made the display look modern and high quality rather than the cheap and basic feel of the deodorant unit.InterviewI used the interview to interpret what is most important to a person who is within my target age group. This has given me a clear image of what it is that I need tot do , in order to attract the maximumamount of attention. I displayed the data I collected in a table so that when I refer back to it when I am designing my point of sale display, I can read the key information easily. The three main piecesof information that I have collected from this section of my research are: that I need to make the colour scheme very vibrant and eye-catching, that I need to include interactive features to attract andhold customers attention; and that I need to position my point of sale display so that all customers that enter the shop notice and can read the information available on my point of sale display.Person and product interactionMy research here has shown me that when I design my point of sale display, I need to focus on the interactive features that the display can offer as this is what attracts the majority of the attention. Aswell as this, by observing the perfume shop for a period of time, I have learnt that positioning is a key factor when designing a point of sale display. For example, the perfume shop was successful indrawing customers into the store as the monitors were on the displays in the windows. This not only encourages people to make a purchase of that particular item, but also influences them to lookaround the shop where they pay attention to other products on offer around the store.Customer profilingI can use the images that I have collected to influence my future designing of my point of sale display. For example, I have noticed that a lot of the products pictured in my customer profile, includealuminium, glass and glossy polymers. I will therefore aim to incorporate these materials into my point of sale display which will attract my target market and influence them to buy the product that Iam advertising.Cultural understandingI have noticed through research that the teenagers who buy Lynx have a wide range of styles; such as skateboarding, pokemon, scootering etc. In order to make my display appealing to all of thesestyles I will aim to involve them in my design.
  23. 23. Initial ideas
  24. 24. The first thing that I have to decide when designingmy point of sale display‟s table leg is whatmaterials to use. The two obvious choices for theLynx brand is either wood or metal. Both of thesematerials come with their positive and negativeaspects. I will look into detail at this two materialsand how they could be used in my design.Wood MetalPrice ££ £££Durability XXX XXXXFurther Development – Display legI think that aluminium will most likely be the best material touse as although it will probably cost more, it is going to bemore durable and is going to last much longer than a woodbased material would.
  25. 25. Development – Materials, woodOakPinePine is a softwood that is easy to work with. It is a naturally light wood but can beeasily stained/varnished and painted. Pine, like oak, can come with someaesthetically pleasing knots and is also widely available at a reasonable price. It hasa good strength to weight ratio, but isn‟t as durable or resistant to moisture as someof the man made boards or oak.All types of Oak (such as red oak or white oak) is usually heavy, dense, and has aporous grain pattern that accepts stains/varnishes well. Oak has a moderateresistance to shock, which is why it isnt used as tool handles or baseball bats. Oakis normally used to make furniture and flooring. It can be difficult to work withbecause it is heavy and is prone to causing splinters. It is also moderately resistantto moisture damage. However an aged timber is much better than a timber from amodern day forest. As it is a heavy wood, constructing the display could be difficultsingle handedly.
  26. 26. Development – Materials, woodStirling boardStirling board is made from wood based waste and resin/glue.This means that stirling board has an environmentally friendlyedge. However it also has poor aesthetics and no uniformthickness or finish. It is light weight and cheap and easy tomanufacture. It is normally used to make skateboards becauseit is lightweight and durable.Plywood is made up of multiple sheets of natural wood, pressestogether with glue. The wood layers are laid up at 90 degrees so thatthe grain is flowing in cross directions. This means that plywood hasa uniform thickness and finish. The outer faces of this composite areusually veneered with hardwood to improve it‟s aesthetics. Plywoodis easy to work with and it can take complex shapes and curves. Italso can resist moisture and has a good strength to weight ratio.PlywoodMDF – medium density fibre boardMDF is made from very fine wood strands mixed with a resin underheat. The resin in the fibre board is toxic and although MDF is veryeasy to work with, it has to be cut in well ventilated areas. It has nograin which means that it has consistent aesthetic and finish,although the finish isnt very attractive. MDF is very affordable,widely available and is usually covered in a plastic laminate toincrease the aesthetics and to prevent the fibres from coming loose.
  27. 27. Material Price (/5) Weight (/5) Workability (/5) Availability (/5) Strength (/5)Oak 4 4.5 3.5 3.5 4.5Pine 2.5 2.5 2 5 4Stirlingboard2.5 2 3 5 3.5Plywood 2.5 2 2 5 3.5MDF 2 2 2 5 3Development – Materials, wood(5 being expensive, heavy, difficult, rareness, strong.)From this data, I now know that the best woods to use are either oak or MDF asoak is the strongest and the most durable, but heavy and expensive. On theother hand, MDF is a light weight, cheap, efficient wood that is widely availableto build my display. This decision has been made easier because of the waythat I have presented it.0123456Price (/5) Weight (/5) Workability(/5)Availability(/5)Strength (/5)OakPineStirling boardPlywoodMDFI gave each wood material a rating out of five in severalcategories to decide which one would be the best. Thissummarises a lot of information, simply into a table andchart. Therefore, when I need to review this information, Ican easily read the data that I collected during thedevelopment stages of my coursework.
  28. 28. Development – Butt JointThe butt joint is the most basic andsimple joint to construct because it ismade with only two pieces of wood thatare butted together. This means that thejoint isnt very strong, it is a very weakjoint to use. Therefore, it wouldn‟t besuitable to use as a join for my point ofsale display.The butt joint can be held together withglue, nails, screws or dowel. It could be improved byincreasing the surface area where the two piecesmeet, you could then use more adhesive in this spaceto create a more secure fit. Or you could even usemultiple methods of securing the two, such as usingglue and dowel.How I would use it in my design?Rebate JointThe rebate joint is a very similar to the buttjoint however it has a groove cut into on ofthe pieces of wood so that a tighter fit ismade. You can use the same fixings for therebate joint as you can in the butt joint. Themain advantage of the rebate joint is that itprovides a stronger fixing.051015Like it Dislike itDo you like the butt joint?No. ofpeopleI have conducted tests throughout my development to makedecisions on what materials to use in my final product. I willcontinue to do this, however I think it would also be good toget an understanding of the aesthetics of the differentaspects and see what members of the public think aboutthem.I asked 15 independent people whether the liked or dislikedthe aesthetics of the butt joint. 13 of them said that theydisliked it and 2 said that they did like it. I then asked the 2people who liked it, why? They said that they admired thesimplicity of the joint. I do agree with them; however there isa greater need for a strong and durable joint more than a„good-looking‟ one.
  29. 29. Product development - table legMy first attempt to join the display leg to the table was on a model scale. I usedthe butt joint with a hot adhesive to secure the two together. I immediatelynoticed that although this method was easy to do, the results arent aestheticallypleasing and the joint isnt very strong. As this joint was easy to break, I havedecided not to it use this in my final product. If I were to use hot glue, then itwould create a number of safety issues and would compromise the displaysdurability.Excess glue isn‟taesthetically pleasingJoint isnt verystrong, doesn‟t providesufficient support
  30. 30. Development – Mortise and Tenon jointThe mortise and tenon joint is another one of the strongestand most appealing woodwork joints able to be madebecause of its flush and fitting design.Like the dovetail joint, this joint can be difficult to make but itis very strong and aesthetically pleasing if made correctly.The mortise and tenon joint is made up of two components;the tongue and the slot. To ensure the strongest results, thefit between the two has to be very tight, meaning that thereisn‟t any freedom for the joint to move. However, if a lot ofpressure if put on the sides of this joint, it could cause a splitacross the bottom of the tongue, compromising the jointsfunction and safety.Force toside ofjointCracks acrosstongueIf I were to use this joint in mydisplay, it would be like this:051015202530Oak Pine MDF PlywoodResistance (Kg)Resistance (Kg)I conducted a test using 4 different woodmaterials to see which would withstand themost weight when used in the mortise andtenon joint. The results from my test areshown in the chart (). I have used thisdata to decide which wood would be bestto use. The obvious choice at this pointwould be to use oak as it can withstand themost force; however I have to take costand availability into consideration.
  31. 31. Development – Materials, SteelDifferent types of steel have different properties.Type ofsteelIronalloyedwithProperties Typical useLowcarbonsteel25%carbonEasilyshapedCar bodypanelsHighcarbonsteelUp to 2.5%carbonStrong/hardCuttingtoolsStainlesssteelChromiumand nickelResistanttocorrosionCutleryand sinksIf I were to use steel as a material to construct my tableleg, I would use either high carbon steel or stainlesssteel. Because I would not need to shape the steel a lotto construct the leg, and both high carbon steel andstainless steel have a good finish.Like aluminium, steel can be joined bywelding, which would be the easiest andmost efficient way of joining the legstogether.
  32. 32. Development – Materials, aluminiumAluminium has a unique combination of properties that make it into a versatile, highly usable and attractiveconstruction material. It is light weight with a low density; it‟s strength depends on the alloy and the manufacturingprocess. However most processes give aluminium a good strength to weight ratio. Aluminium has good formabilitymeaning that it can be easily cast, drawn and milled. It is very easy to work with, and most equipment that it usedwith woodwork such as drills and saws can also be used to work with aluminium. It forms a thin oxide layer when incontact with the air with provides good protection against corrosion. You can strengthen this layer by anodising thealuminium or by giving it a powder coat.Aluminium can be joined in the same way that mostmetals can i.e. welding, soldering, pressed. Here(left), the table legs have been welded to a frame thatthe table is mounted onto. This means that the tableis very stable, if one of the legs experienced greatforce, the structure isnt affected due to the frame.How I will construct my frame:0246810Steel AluminiumAesthetics ( /10)Cost ( /10)Availability ( /10)I conducted a test comparing aluminium and steel; in terms of aesthetics, cost andavailability. I measured these topics with ratings out of 10 and then plotted the informationinto a bar chart to make it easier to read and understand. The information above shows thataluminium has a better natural finish, it is a slightly cheaper metal; and is more available.Therefore, if I were to construct a welded frame for the underside of my display, then I woulddefinitely use aluminium over steel.
  33. 33. I used aluminium tomake a bracket to jointhe table top to the tableleg. I drilled two holesinto the aluminium andbent it into a right angleto fit up against the legof the display.I then smoothed theedges of the bracketand the tops of theholes that I drilled.Therefore when thebracket is used on thefinal product, the userwill not injured in anyway.When I screwed mybracket to the modeltable leg, the MDF splitcausing the screw to beloose in the board andtherefore unsafe tousers.Development – Construction, L bracketMaterial Did it split?Oak NoMDF YesPine NoPlywood NoI repeated the same process with fourdifferent wood materials. I then recordedwhich materials split from the same test, thedate is shown in the purple table. I haveused this data to help decide what materialwould be best to use in my final product.
  34. 34. Development – CompartmentTo make the compartmentsthat are sunk into the top ofmy display, I will use awooden plan and a chisel.+ =+ =The bevel edge chisel can thenremove more wood to a finer detail,making the compartments deepenough to house lynx deodorantcans.The bevel edge chisel is perfect for chisellingacute angles because of its bevelled edges. Iwould be able to use this tool to carve out spacesfor my compartments as the corners will need tobe 90 degrees. This chisel may also be useful inother areas of my deign, such as making joints.The mortise chisel is a thick, rigid blade withstraight a cutting edge and slightly tapered deepsides to make tenon and mortise and similar joints.This tool may become useful when I construct mytable legs. However it will not be useful whenconstructing my compartments.The wooden plane is used to reduce the thickness ofwood in horizontal or vertical lines. I could use this toolto carve out the main areas of my compartments. Thiswill allow me to construct my storage unit out from asingle piece of wood, rather than constructing the areawith walls. By using the plane, it will also make thebottom of the compartment easier to level out.The wood router is the ideal tool to hollow out anarea of wood or acrylic. I would use this tool in thesame way as I would use the wood plane, althoughthe router would be a faster and more efficient option.
  35. 35. Aesthetics:I will design my point of sale display using information on the culture and fashion of my target age group. Thiswould attract my target market more as they would relate to the design of the product and they would find itappealing. My point of sale stand will need to use bright and vibrant colours to make it eye catching to customersthat walk past or see it through a shop window. However it cannot be too bright as it may be over powering tocustomers with too much visual noise. Furthermore, my display will have to be large enough for customers toacknowledge it but small enough that it doesnt‟t intrude their space. I will also design it so that it can sit on a shelfso that the products are being advertised at eye level. My point of sale display must also display the brandname, logo and colours clearly as this will be how customers will recognise the brand of the product. This will alsohelp with sales as customers who like the brand will already be attracted to the products that are being advertised.Cost:I will design my point of sale display to be low cost but using high quality materials. The display will be made from asmany sustainable materials as possible in order to sell in an environmentally friendly market. The display will need tocost between £5 and £8 to manufacture and will need to sell for between £10 and £15 to ensure a profit. I havechosen these price ranges, because the most likely buyer of a Lynx point of sale display is a chemist or perfume shopwhere Lynx would be sold. Therefore, price would not be an issue for the large stores that stock Lynx products.Whereas, if I were to be designing a point of sale display for a newsagents, then my price ranges would have to be alot lower as the business I am selling to would most likely have a smaller budget than a chemist/perfume shop such asBoots.Customer:My Point of Sale Display will be aimed at teenagers / 10-15 year olds. This is because the products that Lynx sell are mostlikely to be appealing to those ages. I have chose 15 as my top boundary as from the age of 16, teenagers would mostlikely need antiperspirant more than they would need a body spray. This age boundary also applies to the other productsthat Lynx sell such as the hair gels / waxes. I will therefore have to design my Point of Sale Display so that it appeals to mytarget age group. In order to determine what features I need to include to attract these customers, I will use a questionnaireand ask key questions that will give me the data to decide on the features the unit needs to succeed.Environment:My Point of Sale Display will be positioned in a chemist or perfume shop at the end of isles or beside checkout stationsas I think that these places will be the ideal locations to attract my target age group. I have decided this because a 10-15 year old is unlikely to walk through all isles of a shop, they are more likely to walk down main isle and queue at thecheckouts. Therefore, by positioning my unit at these locations, customers will pay a lot of attention to my display as itis in their line of path.Size:I will need to design my point of sale display so that it is large enough for all customers to notice it, but at thesame time, not too large that it becomes intrusive. By getting this balance perfect, customers will be able totake in all the information that the display is offering whilst being able to focus on the product without beingdistracted by any negative aspects of the unit.Safety:I will design my point of sale display, paying close attention to safety. The display cannot have any sharp edges,loose parts or trailing/loose wires when using electricity. By having these factors under control, my display canavoid causing injury to customer or retailer. As well as this, I have to make sure that my display is safe for theretailer to install in their shop/store. I will do this by making sure that they do not have to use any tools that couldcause injury, and by using materials that can‟t be misused and become dangerous; such as wiring, sharpmetallic components etc.Function:My display has to look aesthetically pleasing, be safe and provide a function. The function of the unit is to attractcustomers, hold their attention and essentially sell the product available. In order to accomplish this, the displayhas to display all information and the product clearly with vibrant colours. It has to be interactive and accessibleto all customers and finally it has to have a selection of products available so customers can purchase theproducts. The function of a point of sale display is crucial as it is the aspect of the unit that sells the products tothe customers. Without this aspect completed properly, sales cannot be achieved to their highest ability.Materials:The materials that I use when building my point of sale display will have to: be durable, sustainable, eye-catching and complement the Lynx theme. The materials that I think would be suitable are aluminium andrecyclable polymers as these materials are incorporated by Lynx in their products, are very durable and aresustainable materials. These materials will also be eye-catching to customers as they are aestheticallypleasing and make the display look expensive and well made. Alternatively, if I were to use wood basedmaterials, then the unit would not have the same feel and wouldnt‟t appear as expensive or well made.Looking back on my initialspecification, I have decided that Iwill not follow up on some of thefeatures that I outlines previously,these aspects are highlighted red.From aesthetics, I have decidedthat I no longer need to design mydisplay to sit on a shelf top. Instead,I have designed a display thatstands alone as a table top.I specified some features previouslythat I have not looked at in theinitial stage of my development;which I will look at in the future.These point are highlighted orange.For example, I have not yet focusedon the cost aspect of my point ofsale display. This is something that Iwill definitely look at in the nearfuture as it is a crucial element inthe development process.The text highlighted green is theaspects of my specification that Ihave looked at in greater detailduring the initial stage of mydevelopment. For example, I haveresearched about many differentmaterials that I could use in mydisplay. I have looked at theirpositive and negative aspects, inorder to decide which would be thebest to use in my final product.Traffic lightthinkingDevelopment – specification check
  36. 36. Development 2 – interactive featuresI have looked at how I will felt the pool table in the middle ofmy display unit. With the interest of price in mind, I need touse a felt that is low cost to reduce manufacturing costs, butthat is also durable so it will not need to be replacedfrequently.Most things that I need for my unit I can construct myself.However I will need to buy the felt for the pool table as Icannot make this.The first website I looked at was hobby craft, they sell felt 9”by 12” for 50 pence. This is very good value as I would onlyneed to buy one sheet, again this keeps the overall cost ofthe design low.I could buy a „ready made‟ pool table to fit intothe centre of my unit. This isn‟t an expensiveoption; however, as my display has a relativelysimple design, I would like to construct as muchof it as I can myself. So instead of buying readymade features, I will be making as much of myproject as I can.I have drawn an exploded diagram to illustratehow the mini pool table will fit together. I willconstruct it from a base, with the cornersremoved for the pockets. I will then attach thefour walled edges before felting to insure thatthe felt isnt damaged.I will make the pool cues in two parts that screwtogether like a standard cue (scaled down). Bybeing able to unscrew them, they can be easilystored when the display is moved or adjusted. Aswell as this, it will be easier to make the cues intwo pieces rather than one as I will be able toensure a smooth level finish across the length. Itwill also give the cue a more expensive andprofessional feel; which therefore reflects on howpeople relate the display to Lynx as a brand.Pool cueThe pool table doesn‟t necessarily reflect an aspect of the Lynx brand. Ihave chosen to incorporate the mini pool table because the majority ofpotential customers already know how to interact with it and therefore aremore likely to want to use it than something that they have not seen before.I will make sure that the pool table is able to be accessed bywheelchair users as I want my display to be accessible byall. This is crucial, as I have noticed through my researchthat most point of sale displays do not cater to wheelchairusers which therefore excludes them from using theproducts on offer.
  37. 37. Development 2 – how to felt the pool tableStep 1: Measure measure the pool table. By measuring the tableinstead of guessing, I can ensure that I do not waste any felt.Step 2: Smooth the felt over the table, making sure that there are no airspaces or overlaps.Step 3: Pull the felt taught, but not stretching it, and staple the felt to thebase board underneath the wood block edges.Step 4: Brush down the felt to remove any debris that may have gotonto the felt in the work shop.I will use foam padding to cushion the edges of thepool table. Applying this is very simple. I would usean adhesive to stick it to the wooden edges. The feltwill then go over the top of the foam hiding it‟sappearance.
  38. 38. Development 2 - constructionHere, I have looked at how I will join the tableleg to the top of my design. I have used prodesktop to illustrate the exploded design. Byusing CAD, I have been able to show how Iwill cut out the corners of the table top inorder to join the legs.The first method I looked at was using screws/boltsto join the legs together. This provides a secure fitfor the table that will be very stable for use in ashop. As well as this, it is very cost effective as Iwouldn‟t need to buy any additional brackets orequipment other than the bolts and fasteners.I have also looked at joining by using a L bracket.This is good as it will hide the appearance ofscrews; making the edges look flush and modern.However, using an L bracket would allow moreflex to the legs than when using the bolt in option(1). If the legs of the table flex too much, then thestructural integrity of the unit is compromised.(1)(2) This is the bracket that I designed using googlesketch-up. I have designed it with two holes forbolts/fasteners to increase the strength of thebracket to reduce the changes of the leg comingloose.This is the type of bolt that I would use. The bolt andnut screw into each other to create a solid, secure fit.These fastenings are cheap to buy which is a majoradvantage as it keeps the overall cost of the displaylow.I have decided that I will go with option (!) as it is the simplest way offastening the leg to the table. As well as this, it is the cheaper optionand the strongest. Also, it would take less time to drill holes for thebolts than it would to drill the aluminium brackets.
  39. 39. Development 2 – varnishes and finishesIn order to enhance the aesthetics of my unit, I willhave to use a wood stain. After I apply the wood stain,I will need to apply a varnish in order to protect thewood from the elements. This will maximise the timethat the display will look good as it will be in constantuse due to its function.I will need to choose a wood stain that matches theLynx theme. A sensible factor to consider is a dark stainto prevent the display from being marked by peopleshands or anything that is placed on the display. This willpreserve the unit‟s aesthetics ensuring that it „looksbetter for longer‟. An environmental impact of this is thatthe display will be used to a longer duration of time thanother displays as it wont appear worn after months ofuse. Shops can therefor buy a Lynx display and have itlast for years without the need of replacement.The shade that I think will be best for my display isdark oak. I have come to this decision because itis a dark colour that will hide finger marks andother stains that the unit may come into contactwith, such as liquid spillages. This stain also hasprotective qualities. Therefore, I will not need touse as much varnish. I will apply the varnish/stainusing a brush; let it dry and then apply 2 or morecoats to ensure that the grain of the wood issealed and that the wood is fully protected.How do I apply the varnish / wood stain?The traditional way of applying varnish is with a brush. If I apply the coat in this way;then I will need to make sure that I apply it evenly, ensuring that the wood is colouredto the same shade all round. There aren‟t any safety issues with this method apartfrom to wear goggles and a mask to ensure that the varnish fumes aren‟t inhaled.Although most of the varnishes are fume safe.I could also spray varnish onto the unit. However to do this, I will either need to find aspray can varnish which is costly; or use a compressor and spray gun. This is a veryexpensive option due to the pricings of the equipment needed. Furthermore, I wouldneed to have a well ventilated spray room and gas marks to ensure that safetyrequirements are met.The final method of applying varnish or wood stain to the display is to use a roller. Thisis a more efficient method than using a brush, and it is much easier to create an evencoat. The same safety instruction that apply to brushing apply to this method.In conclusion, I have chosen to use the roller and brush methods combined. I will usethe roller to apply the main coat to large areas of the display. However when I applythe varnishes to intricate areas of the unit, I will use the brush to ensure that I do notapple varnish to areas that don‟t need coating.
  40. 40. Development 2 – QR codesQR code (Quick Response Code) is the trademark for a type of matrix barcode.Bar codes are optical machine-readable labels attached to items that recordinformation related to the item. Recently, the QR Code system has becomepopular due to its fast readability and greater storage capacity compared tostandard UPC barcodes. I can use a QR code linked to the „Lynx‟ website toallow customers who are interested in the products to view the main site. Thecodes are readable by smart phones using apps or even the camera feature.Pepsi uses QR codes on their bottles so thatcustomers can enter competitions just byscanning with their phone. I have learnt from thisthat I can also create a competition or surveywith a QR code so that customers can help withmarket research to have the chance of winning aprize. This will enable me to make my displayunit better and to learn more able customer,product interaction.Here, I have shown how I willincorporate the QR code into mydesign. The customer can go up to thedisplay and scan the code to entercompetitions that lynx have.Here I have made aQR code which whenscanned, takes youto my courseworkslide share page.Here I have made aQR code which whenscanned, takes youto the Lynx website.What will it look like?How will I put the code on my display?I will print the QR-code on high quality paper from the QR-creator website. Iwill then laminate the code and apply it to my display unit using an adhesive.This laminate coating means that if a customer were to spill anything on thedisplay, then the code will not be damaged and won‟t need to be replaced.This is a major advantage as the display will be in constant use. The highquality paper/card means that the code will be very easy to read; therefore,there will be no difficulties in it being scanned by customers‟ smartphones.
  41. 41. Development 2 – feetAnother option could be using rubber feet on the bottom ofmy table legs to protect the flooring and to prevent thedisplay from moving when in use. These are easy to applyand durable. As well as this, rubber feet will not raise theheight of my display too much which will be an advantageas I want to hide the appearance of the feet as much aspossible. However the black rubber may mark the floorwhich could be costly to remove.I could use cloth pads to protect both the display andthe surrounding floor from damage. By using clothpads, I can eliminate the chances of the floor beingmarked. However, cloth pads wear out more easilythan rubber pads; this means that the shop, where thedisplay is used, will need to replace them quiteregularly depending on how often the display ismoved.I have chosen to incorporate the rubber feet into my design rather than the clothpads or the wheels for several reasons. Firstly, although the rubber feet are themore expensive option, they will be more durable and therefore wont needreplacing frequently like the cloth pads. I have considered the fact that these feetmay mark flooring, however I think that it is the best decision to make as themarks can be removed. Whereas if the cloth pads were used and wore out, thenthe display would scratch the floor and can therefore not be repaired. I have nowlooked over wheels as an option as they ruin the aesthetics of the display, andalso create a safety hazard that is too much of a risk to incorporate into mydisplay. Even though they will be very durable a simple to construct, the riskfactor is too high.Which one should I use?A third option could be to use wheels instead of pads.Wheels eliminate the chance of the floor surface beingscratched and make the display very easy to manoeuvrearound the shop. However, wheels would affect theaesthetics of the display considerably. The average deskwheel is 40mm tall; this is a noticeable height that raise thedisplay significantly. As well as this, displays in shops looka lot better when they are fixed in place, rather than onwheels or sliders. Wheels also create a small safety hazardas people who are using trolleys in the shop may bump intothe display, scratching it and possibly causing it to roll.
  42. 42. Development 2 – logo, letteringWhen I was conducting my research on other company‟s point of sale displays, noticed that all the stands have thecompany logo clearly displayed. The most successful displays use their logo in the appropriate way, depending onthe company. For example, Chanel had their logo clearly displayed but in a subtle way. This ensures that the logoisnt in the customer‟s face and doesn‟t distract them from the product, it is purely used just to catch a customerseye. For Lynx, I will either design my own logo, or use a logo that is already used that the customers are used to.Factors that the logo needs:1. Eye catching colours2. Clearly displayed3. Large textCurrent lynx logos:Alternatively, I could engrave the logo into analuminium plate using a laser cutter and CAD(computer aided design). This will give the display amore modern feel that will suit the overall themethat Lynx has in their products, i.e. aluminiumdeodorant cans. However, but using a plaqueinstead of a vinyl logo, I effectively reduce the eyecatching element of the logo quite considerably.After much thought though, I have decided that thelogo needs to be eye catching in order to serve itspurpose effectively. I may incorporate a small plateon the edge of the display, but the main logo thatcustomers will see will be a vinyl print with vibranteye-catching colours and font.12345I asked 20 people which logo they likedthe most (see left). I did this test todecide which logo to base my logodesign on. Clearly from the chart of datathat I collected (see right), logo numberone was the most popular. I then foundthat this was because it was simple yetvery recognisable as a lynx logo. I havetherefore decided that this is the logothat I am going to use. Logo 4 was theleast popular because it wasn‟t veryrecognisable as a lynx logo according tothe people that I interviewed. They saidthat as the logo had only been used on asmall range of products, they weren‟tinstantly attracted to it.0510151 2 3 4 5Popularity ( /20)Popularity ( /20)
  43. 43. Development 2 – compartmentsThere is a mechanism that is used innearly all soft drink fridges in shops.These mechanisms are designed topush stock forward when the front item isremoved. This means that customersdon‟t have to reach to the back of thefridge to access the product they want.This is the mechanism used. It is a simple platform that theproducts sit on, with a plate and spring at the back. I will usethis mechanism in the same way that the Coke fridge uses it.The idea being that customers won‟t need to walk around thedisplay or lean far over it to access the can of lynx that theywant. This increases usability and ease of access. It is also avery important mechanism in my display; because the pooltable is at the front, and therefore the product needs to bewithin hands reach of pool, so the customers always have it intheir line of sight and then more tempted to purchase theproduct.Here I have shown that the mechanismwill be positioned centrally at the back ofthe compartment.The cans have been pushed to thefront of the storage space to allowcustomers access to the product.
  44. 44. Development 2 – compartment lidsOn my display, either side of the mini pool table, there are twocompartments. These storage spaces will be used to house deodorant canstock that the display is advertising. I have designed my display to havecovers or lids for these compartments. These lids will need to be clear glassto enable customers to see through them. The decision that I have to makewith regards to these compartment covers is how they will open.Another idea, and the original idea for thecompartment covers, is to use sliding glass panes. Thesame that are uses in shop freezers. These are easyand simple to operate, but also allow the customerclear view of the product. Furthermore, as these lidsare used in shop freezers I am confident that they willbe durable and scratch resistant. Therefore, there willbe no issues when customers lean on the storage unitsor put their bags on them whilst they use the pool tableor test the products for sale.I could not use a lid/cover, but instead have a sunken compartmentthat is half the diameter of a lynx can. This would mean that the bodyspray cans would be open for people to purchase without the need toopen the compartment. This would reduce manufacturing costs aswould not need to buy or install glass covers. As well asthis, customers who do not want to engage with the display‟sinteractive features, can simply pick up a product from the opencompartments and take it to the till. Without the need of opening thecover. This option also reduces risk as there will be no chance of theglass covers breaking and injuring someone; and also, it means thatthe product is on full view and not hidden away in the storage units.The lynx body spray can measures 50mm in diameter and140.5mm in length. Therefore the depth of the sunkencompartments needs to be at least 25mm in order for thecan to be raised above the display‟s surface. The width ofthe compartment will need to be between 140.5mm and142mm, so that the cans have room to move withoutgenerating friction.140mm-142mm25mmI have decided that I will scrap the idea of having sliding compartment lids. I havemade this decision based on cost and usability. When I looked into making andpurchasing the glass compartment lids, I found that it was a very costly idea. Aswell as this, customers who walk past the display may think that staff have toopen them, as is the way in most perfume shops. This will create confusion andresult in some customers not wanting to purchase the product due to theassumes waiting time. I could combat this with a sign or a notice. However I feelthat this would damage the display’s aesthetics. Therefore I have made thedecision to use a sunken compartment, half the diameter of a lynx can (25mm). Ican still use a router to create this space as I explained in a previousdevelopment. Using a sunken compartment is cheaper, safer and quicker tomanufacture than the glass covers. It is therefore the best option to choose.
  45. 45. Development 2 – edgesWhen designing a point of sale display, safety is paramount. As the display is used ina shop, people of all ages will be in contact with the display and in its environment.One of the main safety issues with the display is sharp edges, corners. Due to the factthat the display will be approximately waist height, it is a risk that children could injurethemselves when walking close to the unit. I can combat this risk in several ways:1. Round off all the edges and corners, creating a smooth surface.2. Have chamfered edges that arent rounded but have the main crease removed.3. Have the edges coated with a cushioned padding that eliminate injury risk.Having a chamfered edge is a veryaesthetically pleasing design. Howeverthere are a few problems that arise withthis choice. The first is that the bottomcrease of the table (red arrow) is asafety risk. Small children could easilywalk up to the display a bang their headon the sides. The other disadvantage isthat in order to chamfer the edges, I willneed to use select machinery and toolswhich then increase the cost ofmanufacture. Therefore, I have decidedthat I will not design my display to havechamfered edges.My first option of rounding off all edges andcorners is quite a common design in retail.This is because it has the lowest safety risksof all the methods. By rounding off, all sharppoints are removed leaving a smoothsurface that doesn‟t splinter or cause seriousinjury if walked into. As well as this, it issimple to construct as I would simply sanddown the edges of my display ; initially with asander, then sand paper and then finallypossibly wet and dry paper to maximisefluidity. When the varnish is thenapplied, there will not be a sign that the tablewas sanded.My final option is to cushion the edges ofthe table. This is a very effective methodthat commonly used in homes of smallchildren to prevent them from walking intosharp edges. It works with elastic around allfour edges of the display gripping a table ofany size. However, the cushion band isn‟taesthetically pleasing like the other twomethods, and it will not complement theLynx branded theme of smooth andmodern. As well as this, as the band iseasily removable, there is a risk of theft.Furthermore, it would become soiled withmarks and stains due to its cloth coating.Which one am I going to use?I have decided that I am going to round off all of the display‟s edges and corners using option 1 method (yellowstar). I have chosen this option over the others as it is very aesthetically pleasing; it doesnt‟t require anyspecialised equipment. It is also one of the safest options and doesnt‟t require any add-ons like option 3. Byadding-on features, you ruin the product visually because it takes away the products character and theme.Here, I have shown using a modelhow the legs of the unit will berounded to protect users. This was avery simple task using the belt sander.However, when I build my full scaledpoint of sale display, I will need to usean electric hand sander and sandpaper as the belt sander will be toosmall to use.
  46. 46. Development 2 – usability, levelsMy display will need to be level for several reasons. Firstly, my design has apool table in the centre; for obvious reasons, it is essential that this is level toensure that the game can be enjoyed without customers being distressed.Secondly, it should be level to complement the unit‟s aesthetics in a generalsense. In a shop, when a display or shelving display isn‟t level, it is easilynoticeable and can distract customers from the product that is beingadvertised.The surface is level when thebubble is in the centre of thetwo main lines.
  47. 47. Development 2 – specification checkAesthetics:I will design my point of sale display using information on the culture and fashion of my target age group. Thiswould attract my target market more as they would relate to the design of the product and they would find itappealing. My point of sale stand will need to use bright and vibrant colours to make it eye catching to customersthat walk past or see it through a shop window. However it cannot be too bright as it may be over powering tocustomers with too much visual noise. Furthermore, my display will have to be large enough for customers toacknowledge it but small enough that it doesnt‟t intrude their space. I will also design it so that it can sit on a shelfso that the products are being advertised at eye level. My point of sale display must also display the brandname, logo and colours clearly as this will be how customers will recognise the brand of the product. This will alsohelp with sales as customers who like the brand will already be attracted to the products that are being advertised.Cost:I will design my point of sale display to be low cost but using high quality materials. The display will be made from asmany sustainable materials as possible in order to sell in an environmentally friendly market. The display will need tocost between £5 and £8 to manufacture and will need to sell for between £10 and £15 to ensure a profit. I havechosen these price ranges, because the most likely buyer of a Lynx point of sale display is a chemist or perfume shopwhere Lynx would be sold. Therefore, price would not be an issue for the large stores that stock Lynx products.Whereas, if I were to be designing a point of sale display for a newsagents, then my price ranges would have to be alot lower as the business I am selling to would most likely have a smaller budget than a chemist/perfume shop such asBoots.Customer:My Point of Sale Display will be aimed at teenagers / 10-15 year olds. This is because the products that Lynx sell are mostlikely to be appealing to those ages. I have chosen 15 as my top boundary as from the age of 16, teenagers would mostlikely need antiperspirant more than they would need a body spray. This age boundary also applies to the other productsthat Lynx sell such as the hair gels / waxes. I will therefore have to design my Point of Sale Display so that it appeals to mytarget age group. In order to determine what features I need to include to attract these customers, I will use a questionnaireand ask key questions that will give me the data to decide on the features the unit needs to succeed.Environment:My Point of Sale Display will be positioned in a chemist or perfume shop at the end of isles or beside checkout stationsas I think that these places will be the ideal locations to attract my target age group. I have decided this because a 10-15 year old is unlikely to walk through all isles of a shop, they are more likely to walk down main isle and queue at thecheckouts. Therefore, by positioning my unit at these locations, customers will pay a lot of attention to my display as itis in their line of path.Size:I will need to design my point of sale display so that it is large enough for all customers to notice it, but at thesame time, not too large that it becomes intrusive. By getting this balance perfect, customers will be able totake in all the information that the display is offering whilst being able to focus on the product without beingdistracted by any negative aspects of the unit.Safety:I will design my point of sale display, paying close attention to safety. The display cannot have any sharpedges, loose parts or trailing/loose wires when using electricity. By having these factors under control, mydisplay can avoid causing injury to customer or retailer. As well as this, I have to make sure that my display issafe for the retailer to install in their shop/store. I will do this by making sure that they do not have to use anytools that could cause injury, and by using materials that can‟t be misused and become dangerous; such aswiring, sharp metallic components etc.Function:My display has to look aesthetically pleasing, be safe and provide a function. The function of the unit is to attractcustomers, hold their attention and essentially sell the product available. In order to accomplish this, the displayhas to display all information and the product clearly with vibrant colours. It has to be interactive and accessibleto all customers and finally it has to have a selection of products available so customers can purchase theproducts. The function of a point of sale display is crucial as it is the aspect of the unit that sells the products tothe customers. Without this aspect completed properly, sales cannot be achieved to their highest ability.Materials:The materials that I use when building my point of sale display will have to: be durable, sustainable, eye-catching and complement the Lynx theme. The materials that I think would be suitable are aluminium andrecyclable polymers as these materials are incorporated by Lynx in their products, are very durable and aresustainable materials. These materials will also be eye-catching to customers as they are aestheticallypleasing and make the display look expensive and well made. Alternatively, if I were to use wood basedmaterials, then the unit would not have the same feel and wouldnt‟t appear as expensive or well made.Looking back on my secondaryspecification, I have decided that Iwill not follow up on some of thefeatures that I outlinespreviously, these aspects arehighlighted red.From aesthetics, I have decidedthat I no longer need to design mydisplay to sit on a shelf top.Instead, I have designed a displaythat stands alone as a table top. Aswell as this, I have decided thatinstead of using vibrant coloursthroughout my display, I will onlyuse these colours in the logo.I specified some features previouslythat I have not looked at in theinitial or secondary stage of mydevelopment; which I will look at inthe future. These point arehighlighted orange.For example, I have not yet focusedon the cost aspect of my point ofsale display. This is something that Iwill definitely look at in the nearfuture as it is a crucial element inthe development process.The text highlighted green is theaspects of my specification that Ihave looked at in greater detailduring the secondary stage of mydevelopment. For example, I haveresearched safety, and accessibilityof the product. I have also analysedhow the Lynx theme will beinterpreted through the logo andwhat design to use.Traffic lightthinking
  48. 48. Development 2 – price signs I will need to display the price of the product clearly so that there is no confusion withthe customer during their purchase. As well as this, if a customer is in a rush, then theywill need to know the price of the product as quick and clearly as possible; as theywon‟t necessarily want to ask a sales assistant. There are several ways that I canshow the price of the product:The first option is to have a standard price tag attachedeither to each product or to the point of sale display itself.This will clearly display the price to the customer with noconfusion. These price tags are very cheap and can bebought in bulk with blank sections to add separate prices ifthere is a sale on. These tags are made of a plastic glazedcard and a metal clip ring. This means that the tags will noteasily break away from the display and they aren‟t easy todamage.Another option is to use a large banner instead of a smalltag. This maximises the amount of customers that will seethe price and therefore the product. These type of sign willalso be made from a glossy card so it doesn‟t look wornafter use. It is also eye catching, and can easily incorporatethe colours in the Lynx theme which customers entering theshop will recognise. This could encourage some customersto purchase the products due to the large „in your face‟advertisements.Alternatively, I could use a standard barcode on each ofthe body spray cans. This means that no price wouldnecessarily be shown on the display; instead, thecustomer would have to take the product to the till tofind out how much it costs. This isn‟t a good feature asit may put customers off buying a Lynx product due tothe uncertainty of the price.What I will use:In my display, I will use the bannermethod for advertising the priceof the products. I have chosen thismethod over the others as it is theoption most likely to attractcustomers. Therefore it is likely tobe the method that will sell themost product.
  49. 49. Development 2 – product placementProduct placement is a very efficient and subtle way ofadvertising. For example, in films, characters may use abranded product in order to make the viewers think aboutthat company, it also builds positively on the company‟simage. However, I will use a more subtle method than insome films. In point of sale displays, company‟s don‟tadvertise other company‟s on the display, they advertisetheir own. An example of this would be on a deodorantdisplay where other products would be shown such asshampoo or aftershaves. I could use product placementon my display to advertise other lynx products such astheir waxes or shower gels.I will incorporate product placement the advertisement into thedisplay by simply hanging it from the display‟s front edge. Thisallows the shop owner to replace the advert easily when newproducts are released. This is a perfect position for theadvertisement as all customers will be able to read it. As well asthis, wheelchair users will be able to find out about new productinformation from the product placement. Whereas, if the advert wereto be positioned on the top of the display, there may be difficulties inreading the details.024681012Paper Vinyl CardAesthetics ( /10)Accessability ( /10)Cost ( /10)In order to print product placement onto mydisplay, I need to decide on what material would bemost suitable for this purpose. I have looked intothe three main materials that adverts are printed onand taken into account, the overall aesthetics andfinish quality; the accessibility of the material; andfinally the cost. The data that I collected is shown inthe chart above.Looking at the data, I have decided that the bestmaterial to use would be vinyl. I have made thisdecision because it is very easy to print and apply.It can be laser cut and is reasonably priced, withwide availability. There are some aspects whicharen‟t as good as paper, such as cost, but I thinkthat the improved aesthetics are worth the slightextra cost.

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