Marketing and Your Library's Displays and Signage
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The Indiana State Library's Professional Development Office has developed this training to assist libraries in creating dynamic displays and in updating their signage. This training is based on current research in the field.
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Marketing and Your Library's Displays and Signage
- 1. Indiana State Library Professional Development office
- 2. How would you set up the library if you would get $1 in your personal bank account for every item borrowed? What would change?
- 3. Trading Spaces program • New spaces • Display areas • Self check stations • Morning briefings • Greeters
- 4. The Act of Merchandising and attractive visual display • ALL staff • Key factors • Mess = Success
- 5. Layers of service • Info desk • Phones • Greeters
- 6. • Communication • Planning, implementing, maintenance • Talking Points (NJ) • Recommendations • Walkabouts (NJ) • Training & CrossTraining • Experts/hobbies
- 7. Ask! • Surveys/Focus Groups • What do they want their library to be? • What type of services do they wish to have available? My Starbucks – idea, view ideas, ideas in action Communicate! • Social media
- 8. What is the appeal? • Location • Welcome! • Layout & signage • Food, drink and entertainment What can we learn?
- 9. Way-finding
- 13. • Color/Contrast • Font/Shape • Pictograms • Finish • Industry Standards • ADA standards Nova Scotia, Canada
- 17. • Determine the Purpose • Determine Location • Keep it there and study it
- 18. • Adjust for success or failure • Continue with what works • Drop what does not
- 19. • Displays
- 24. Imagine if we didn’t have all those horizontal lines.
- 33. Mini Merchandising - for Smaller Libraries School Libraries Sensible Tips
- 34. SuzanneWalker Professional Development Office Indiana State Library 317-232-3718 suwalker@library.in.gov
- 35. Cooper, Julia. “How to Evaluate Your Library’s Physical Environment.” Marketing Library Services 21.2 (2007) http://www.infotoday.com/MLS/may07/Cooper.shtml Potter, Ned. The Library Marketing Toolkit. London: Facet Publishing, 2012. Rippel, Chris. “What libraries can learn from bookstores: Applying bookstore design to public libraries.” (2003) http://goo.gl/Llt7BU South Jersey Regional Library Cooperative. “Trading Spaces Project” http://www.sjrlc.org/tradingspaces/ Walters, Suzanne and Kent Jackson. Breakthrough Branding: Positioning your library to survive and thrive. Chicago: Neal-Schuman, 2013.
- 36. https://www.pinterest.com/statelibrary/display-ideas-for-public- libraries/ Woodword, Jeannette. Creating the Customer-Driven Library: Building on the Bookstore Model. USA. 2005 Jacobson, Alan. “Building Displays that Move Merchandise.” American Libraries. Jan/Feb 2012, Vol. 43 Issue ½ p42-44 Butcher, Holli. “Dewey vs. Genre Throwdown.” Knowledge Quest. Nov/Dec 2013, Vol. 42. Issue 2, p 48-55.
Editor's Notes
- According to Raynet Business and Marketing Glossary at http://www.babylon.com/dictionary/6002/Raynet-Business-Marketing-Glossary.html, retail atmospherics is "designing buying environments to produce specific customer emotional reactions that enhance purchase probability. It includes ... layout, color, smells, music, lighting, materials etc.“ What do your library’s environmental factors saying to patrons? Marketing isn't about just letting people know what we have, marketing is about creating a demand for what for have. I use the example of the Wii & Nintendo. It is really a total and complete change in mind set for libraries and librarians.
- Question from library consultant Kevin Hennah. Every resource must ‘pay the rent’ of the space it occupies.
- British program called Changing Rooms (started in early 1990s) In the mid 1990s - The Trading Spaces Project was an initial creation of the South Jersey Regional Library Cooperative (SJRLC) and the New Jersey State Library. The goal of the project was to reinvent a library environment through use of retail merchandising practices. The $45,000 budget for the project was a three-way split from the State Library, SJRLC, and the Mount Laurel Library. New Spaces marketplace, internet café, family place, teen place, living room, group and quiet study. marketplace-highlights new (1-2 years old) and popular books for all ages internet café-workstations, comfortable seating, wireless network living room-comfortable seating, magazines, new furniture configuration Display areas gondolas, cd browser, slat wall end panels (Biggest expenses) Morning briefings every Tuesday and Thursday morning (15 minutes before opening), promotes staff unity and education (they actually know what is going on!) go over schedules (meeting room and greeter), who is out for the day/week, email notes/minutes to staff Greeters New position using existing staff. Circulates through the library to help patrons
- All full time staff 30 minutes everyday (5 minutes an hour), part time staff in proportion to hours worked. Key factors displays full-double stack the same title, once one is gone, the display still looks full, just say NO to fanning!! Difficult to see covers and patrons feel as if they are disturbing the displays by browsing, children’s books a little different b/c of size -- spine out, face out 15 books/shelf minimum, No empty wall slats, Displays full, Mix spines & covers, 15 books per shelf minimum
- Info desk-combined two reference desks (adult and juvenile) Phones-deeper in collections to phone in to Info Desk Greeters-floating staff that are on the floor to approach and assist patrons What they do…wear “ask me” buttons, top priority is helping customers to find items, search catalog, self-checkout, computers, copiers, hand-off questions, take questions from circ./info staff. If nothing walk slow figure 8 to look for customers needing help!! Second priorities are to merchandise and shelve any new books, log stats (carry clicker to count assistance) What they don’t do…answer reference questions (pass off technique), shelve DVDs/videos (away from Marketplace) or shelf read. A-accompany customer to staff S-summarize their question K-keep staff informed of what you’ve already done (search terms, etc.) Greeters, Info Desk and Circ Desk are a TEAM!!
- Communication Must, must, must be constant. Planning and implementing changes should not be done behind closed doors, bring those meetings out into the open and/or invite staff to the meetings. Talking Points-goal is to ensure that staff was informed of the changes so that the message to the public would be consistent and positive. Recommendations Walkabouts (handout) Training Don’t forget to do it! Merchandising isn’t automatic, teach them what to do! Cross Training-greeters Experts/hobbies-do you have a interior designer on staff? Graphics specialist? Helpful in creating themed displays
- Surveys: ask actionable items. Don’t ask about the look of the building if you have no plans for renovations, etc. possibly offer incentives? Focus groups will give you more detailed information. All you have to do is ask and most of the time that isn’t even necessary. Expect upset “regulars” w/ any changes. People traditionally don’t like change, but the library needs to present a united front (remember talking points). Let patrons know what you are doing and WHY! Get their buy-in and develop excitement. Social media is a great tool to communicate with patrons and get feedback. (“May we quote you” / “major changes” fliers)
- What is the appeal? Location Ease of access, w/ample well lit parking, clearly marked and marketed entrance vs. limited parking, dated location Welcome! Plants and benches outside, large drop-off/pick-up area, colorful displays of merchandise, visible service points vs. cluttered bulletin boards, no drop-off pick up areas and sometimes a long walk to the door Layout & signage Large signs to correct section w/smaller subject signs, wide aisles w/ close attention to traffic patterns Comfy chairs Eye catching displays that change frequently Food, drink and entertainment Reading while drinking?! Music/sound system Checkout lines longer, but w/displays seems shorter (theater ropes used to guide customers) What can we learn? Bookstores today in most cases are large corporations that spend thousands of dollars to study things like traffic patterns, displays, etc. That type of information can be very valuable to librarians too, at no cost! Learn from our own senses, think about the décor, atmosphere, displays, clientele. What keeps you coming back to your favorite bookstore? Is the same true of your the library?
- From article: Directions to Library Wayfinding “The word “wayfinding” has multiple meaning, but the one that really matters to librarians comes from the field of architecture and is concerned with how human beings orient themselves and choose paths within a build environment.” Signage is one of the most important tools for way-finding. What are some others? Maps Colors Aisles Guides
- From article: Directions to Library Wayfinding “While architects will typically have control over building identification and regulatory signage, library staff should have considerable control over directional and informational signs.”
- From article: Directions to Library Wayfinding http://countyofnapa.org/library/ There’s two types of signage: Directional and Informational. We often see signs that say “Restroom” and an arrow. That’s directional. Then on the restroom doors themselves, we see the sign indicating that it is, indeed, a restroom. That’s informational. Directional – Use minimal directional signage. In a new space, resist the temptation to put signs everywhere. When deciding where to put these you might want to start with low-cost temporary signage where you THINK people might need help and then replace it later after you’ve studied their patterns of behavior. Printed signs on foam core backing is acceptable temporary signage. Never use a hand written sign or a sheet of paper simply tacked to a wall. Informational – Tells users where they are and what they can or cannot do. Some information signage can also be directional.
- http://todontlist.blog.com/ Avoid signs that contain the words no, must, forbidden, only, prohibited, and do not. Instead, focus on what the space IS to be used for. Avoid italics, underlining, boldfaced text, especially all three at once. Don’t overuse exclamation points. Maybe never use exclamation points. Don’t overuse color.
- Readability-combination of three factors: color contrast between letters and background, shape of letters and size of letters. Color & Contrast amount of light reflected is important in readability, to be readable a sign need to have either letters that reflect a lot of light on background with little light reflecting or vise versa. The smaller the letter the greater the contrast needs to be. color combs (most to least readable): black on yellow, black on white, yellow on black, white on blue, yellow on blue, green on white, blue on yellow, white on green Font/Shape block letters easiest to read less than four words all caps, more than use upper and lower case Sizing: 1. At 8 feet, make 1 inch tall letters. 2. At 16 feet, make letters 2 inches tall. 3. At 32', 4 inch letters. 4. At 64', 8 inch letters Finish avoid shiny, glossy, such as metal, glass or stone Pictograms designed to speak to customers w/o words, don’t overdue it! Industry standards ADA: eggshell/matte finish/non-glare, characters must contrast w/background by 70%
- Signs: Excuses for not using signs: no one reads library is set-up so that we don’t need signs It’s too expensive librarians spend hours cataloging/describing subject matter, but don’t share it with patrons, why? signs are rarely professionally updated unless there is new construction All types should be both fixed and moveable Bookstore tip: signs have a common look to help associate shape, color, design w/help when needed Be wary of “NO” signs (no smoking, no eating, no cell phones, etc.) Signs should: Be friendly/conversational Positive saying what you CAN do Make clear where someone can fulfill their need (especially if out of order!)
- Color contrast - here is the ranking of color combinations from most readable to least readable. “What libraries can learn from bookstores: Applying the bookstore model to public libraries” presentation by Chris Rippel, September 11, 2003 Without serifs is best Less than four words can be in all caps, more than four should have upper and lower case combinations Size of letters – depends on how far away the patron is from the sign: 1. At 8 feet, make 1 inch tall letters. 2. At 16 feet, make letters 2 inches tall. 3. At 32', 4 inch letters. 4. At 64', 8 inch letters.
- From the article; Building Displays that Move the Merchandise by Alan Jacobson 2012 Determine the Purpose: Libraries don’t just “sell” books like bookstores, we also provide information. Therefore our displays can be designed to not only move books, but also to inform the patron. Why are you having a display? If it’s based on patron need it’s going to move better than if it’s based on your need. Determine Location – where is it needed? Can you have “impulse buys” near checkout? Use the Library Layout power aisles-major aisles that lead to the quadrants of the building (extra wide great place for displays) traffic patterns-observe the library traffic, note where 30-50 patrons go when they enter the building (stick displays there) Study it – pay attention to what moves and what doesn’t. Display space is high traffic real estate. If a book isn’t moving, it’s probably time to weed it.
- From the article; Building Displays that Move the Merchandise by Alan Jacobson 2012 Keep stocking similar titles that move.
- Picture - "No-Shave November" Library Display (LiteraryHoots) Displays Retail experts say a store's prime display area is 5 to 20 steps inside the store to the right of the front door. Recommendations (by staff and by patrons, will see increase in # of books taken off the display) Place the recommended books on the end panels for easy access change displays frequently!! Every two weeks? (expert retailers recommendation) POCO-point of check out (think B & N and all the displays you can touch while you stand in line) Just say no! to books standing on a table (it’s tired, it’s boring) add color, signage to indicate importance (lights too) by color (white sale, red, white and blue (not all patriotic), pink, etc.) Promote community events/tie-in Face out/good condition materials Don’t forget non-book items Items should be between eye and waist level No tape/no handwritten signs (should be uniform) Full and fluffed Heights
- Power aisle - major aisles that lead to the quadrants of the building (extra wide great place for displays)
- Customers like to check out books that are clean and shiny., No one is attracted to grime. New jackets and cases can help salvage some items. Repurchasing needs to happen in other cases. Creating the Customer Driven Library: Building on the Bookstore Model by Jeannette Woodward See this website for more pictures of unacceptable books: http://www.lincolnlibrary.info/aboutus/friendsLL.html
- More interesting -
- Felt can be stretched to serve as a backdrop for displays…it won’t glare…you can put slits in it to allow for slatwall use, paper can do the same thing.
- Make your Stuff Obvious - David Lee King - BIG free wifi sign in the shape of a smartphone found at local shopping mall.
- Way to promote your e-book collection – have placeholders with the name of the e-book next to its print counterpart
- Shelf Talkers from Powells Books!
- Collection Organization Dewey-less plan (implemented in Arizona and follows subject headings from the Book Industry Study Group) Popular genre break-out (another customer driven practice, use short free range shelving for easy id of classifications, also use dummy books or shelving multiple copies of a book in both areas (romantic mystery) Booklists (print bookmark sized and hang near shelf, paste on dummy book) No right or wrong way, it is what is best for your customers!
- Gail Borden Public Library District in Elgin, Illinois The picture books are arranged by Topic. From: Dewey vs. Genre Throwdown article In the Red Hawk Elementary School in Colorado Word based non-fiction section based on subject 11 different fiction genres 18 different picture book genres For example, if a student needs a book on oil spills, in Dewey it might be in 363 (history of oil spills), 639 (effects on animals) or 628 (how they occur). In the new model, they are all together in the same section called Environmental.
- http://www.daveyp.com/2008/07/30/reshelve-all-your-books-by-the-colour-of-their-spine/ This is from the Emily Carr University Library: “The emphasis of the library collection is on contemporary art, media and design, along with related subjects in art and design history.” http://www.ecuad.ca/library/collections A process like this allows users to see sections in the stacks and gives books more of an identity than just rows and rows of books on shelves. However you have to ask questions: Is it sustainable? How much information does that patron want on the side? Do we want to cover the cover? But it’s an interesting concept.
- Keokuk Public Library, Iowa & Ikea type shelving in kids room
- http://www.buzzfeed.com/kevintang/18-books-covers-that-make-great-masks#.ik7WMQNyw