This document discusses props, signage, and graphics used in retail displays. It defines different types of props like functional, decorative, and structural props. Signage helps customers locate products, provides information, and suggests purchases. There are different types of signage like category, promotional, point-of-sale, and lifestyle images. Effective signage should complement the store's image, appeal to the target audience, inform customers, and be kept fresh. Digital signage allows centralized control and customization of visual content delivery for enhanced stores and promotions.

1. Props, Graphic and Signage

2. Props
• A prop is something used with a product in a
display that clarifies the function of the
merchandise being sold or the story being
told.

3. TYPES OF PROPS
• Functional Props:
Practical items for
holding
merchandise such
as mannequins,
tables &shirt forms
etc.

5. • Decorative Props: Only purpose is to enhance
merchandise. Items such as trees, flowers &
cars.

7. • Structural Prop: Used
to support functional
and decorative props
and change the
physical makeup of
display. (boxes, rods,
stands & stairways,
etc)

9. SIGNAGE &GRAPHICS
• Help customers locate specific products and
departments, provide specific information,
and suggest items or special purchases
• Graphics- can add personality, beauty to the
stores image
• Location: use to identify the location of
merchandise. Large stores display directional
signage to guide customers around the store
and from one area to another. Hanging signs
from the ceilings – to enhance visibility

10. Types of Signage
• Category signage: used
within particular
department or sector
of the store, smaller
than directional signs.
Purpose- to identify
the types of products
offered-located near
the referred goods.

12. • Promotional signage: Signage displaying
special offers may be displayed in windows to
entice customers into the store.

14. • Point of sale: placed near the merchandise
they refer to so that customers know its price
and detailed information. Help to quickly
identify special offers.

16. • Lifestyle images: use
various images such as
pictures of people and
places to create moods
that encourage customers
to buy the products.

18. • Coordinate signs and graphics with the stores
image: should act as a bridge between
merchandise and target market. Color, tone,
graphic should complement the merchandise. For
eg formal display – not for children section.
• Color combinations should appeal to specific
target audience or event.
• Inform customers: Informative merchandise-
make merchandise more desirable

20. • Effective signage
• Use signage and graphics as props: using signs
that masquerade as props, is a great way to
unify a theme or merchandise for an
appealing overall presentation.
• Keep signs and graphics fresh: should be
relevant to items displayed . New signs= new
merchandise
• Limit text on signs: signs with too much copy
wont work.
• Use appropriate typefaces on signs

22. Digital signage
• typically developed and produced at corporate
level and distributed to stores.
• Visual content is delivered digitally through
centrally managed and controlled centrally.
• content = video clips to price of merchandise
• superior in recall and content
• enhance stores environment and atmospherics
• can be customized according to the strategy .
• ensures timely output, and decreases
promotional cost