Your local green grocer has asked you to produce a point of sale display to go above the fruit and vegetables in their shop. They want the display to be seen from the street through the shop window to attract passing shoppers in order to boost their trade. The shop is in a small precinct which also houses a baker, a newsagent, an independent shoe shop and is on the route to and from a well respected primary school.
The final reproduction size will be 2 x A1 landscape so you will need to produce your artwork at a smaller scale.
Analysing the Brief
To create two A1 sized point of sale displays, one for fruit and one for vegetables, to be placed above the respective produce in the grocery store.
The displays should be visible from outside the store, through the shop windows. My assumption is that the ‘precinct’ where the shop is, is outside (rather than an indoor precinct), so the displays will need to be quite bright to be visible through the windows from outside.
The displays should include images and wording.
The objective of the POS displays is to attract attention of people passing the store, draw them into the store and subsequently boost trade.
- Local Greengrocer
- Small Precinct
- Fruit and Vegetables
- POS Located Above Fruit and Vegetable Displays
- Eye Catching
- Seen from a Distance
- Seen in Peripheral Vision
- Attract Passing Shoppers
- Local Primary School
- Boost Sales
Local shoppers – the precinct that the greengrocers is in is quite small and also includes a baker, newsagent and an independent shoe shop. The shops are likely to attract locals who need a few items or some fresh produce in between their main grocery ‘shops’. The surrounding shops sound quite ‘down-to-earth’, rather than ‘luxury’ shops, so are probably not attracting ‘luxury’ shoppers.
Mums with primary school aged children – the greengrocer is on the route to a local primary school so there will be a lot of Mums and their children (presumably both boys and girls) who will pass by. The children, in particular, are a valuable target audience, if they can be actively attracted in to the store with their Mums. (Some children might be with their Dads but this is more unlikely).
The Proposed POS
Because the POS needs to be seen from outside the store, through the windows, I decided that I would propose each POS display being in the form of a bright, backlit digital display. I checked that it was possible to purchase A1 sized digital display monitors and that the cost of them was reasonable to expect a small greengrocers to purchase. NEC sell 43 inch display monitors for £634 each which I felt was a reasonable cost, given that the monitors could be reused for other future campaigns.
I also wanted my POS digital display to be animated and involve some form of movement, so that it would attract attention, particularly if it was being seen in someone’s peripheral vision.
I wanted the content of the display to attract primary school age children but I also wanted the ‘message’ to be something that would resonate with Mums and give them something that they could share or discuss together with their children while shopping in store.
Research / Developing Ideas
I don’t have children so I first had to research what sort of thing appeals to primary school aged children and would get their attention. I was looking for a message that would encourage children to want to eat fruit and vegetables:
Based on my research, I decided that my POS displays would use bright, simple colours with limited text and fun animated cartoon characters. The message of the POS displays would play on the concept of belonging to a ‘club’. I also wanted the message to be something that Mums would understand and could talk with their children about and which would support them in encouraging their children to eat fruit and vegetables.
Superhero Fruit and Veg
My first idea was to develop POS displays featuring ‘super hero’ fruit and veg characters. My research suggested that young children love superhero characters and I considered a message promoting the idea that ‘superheros eat fruit and veg’. After a lot of thought, I decided that this idea was too ‘male’ and would not appeal as much to young girls. Most superheros are male and they generally involve killing or defeating ‘bad guys’, which I felt would appeal to boys more than girls. I felt my idea had to be more gender neutral to be equally appealing to the primary school boys and girls who would pass by the store.
Who’s In Your 5-a-Day Gang?
The 5-a-day message is well known and I believe is also taught to children in primary schools, so I felt that this was a good message to promote in my POS displays. I considered using a concept of belonging to a ‘5 a day’ club, team or gang that young children might want to be part of. If the child felt part of their own, personal ‘5 a day’ gang, they might be encouraged to look more favourably on the fruit and veg in their ‘gang’.
Fruit and Veg Explorers
This idea was about young children being curious and encouraging them to be daring and try new things. My research suggested that one of the main issues that stops children eating fruit and vegetables is that children consider them ‘new’ or ‘strange’ which makes them reluctant to try them, (hence the parents’ trick of chopping vegetables into tiny pieces and adding them into more recognisable meals). Children who were Fruit and Veg Explorers would ‘collect’ the experiences of eating new fruit and veg. Intrepid explorers would relish the challenge of eating their fruit and veg rather than shy away from it!
Critique of Ideas
I reviewed my ideas with my husband. He wasn’t comfortable with the concept of a ‘5-a-day’ gang or club as he felt there was an element of ‘exclusion’ inherent in it. We both quite liked the ‘Fruit and Veg’ explorer idea but struggled to think of what the visuals would look like for this idea. My husband preferred the ‘Fruit and Veg heros’ idea, which I still rejected on the basis of it being too male.
The Final POS Displays
My final displays used the idea of ‘5-a-Day Kids’ which, to a certain degree, combined the concept of ‘superheros’, i.e. you are somehow ‘better’ if you eat fruit and veg, and the 5-a-day message, and was inspired by a sticker I saw on a VW camper van which read ‘VDub Dads ..like normal Dads but Cooler’. My research had suggested that messages to children should consider their values, so they won’t react to being told something is ‘healthier’ but rather that it is ‘cooler’.
For each POS display, I used Adobe Illustrator to draw 5 simple cartoon fruits and vegetables. I created a series of frames for each to make the fruits wave and the vegetables jump and used Photoshop to convert the frames into a simple animation which could be displayed on the A1 digital display screens in the Greengrocer’s store.
I used simple bright colours for the display (and for consistency, used the same colours on each display), on a white background which, combined with the animation, was intended to attract the attention of young children passing outside the store.
The final POS displays
Thoughts on This Exercise
I really enjoyed working on this exercise 🙂
Using Adobe Illustrator for the exercise, really advanced my rudimentary Illustrator skills. It was also only the second time I had created an animation, and I was really excited to have produced a simple animation using Photoshop, for this exercise.
Some interesting observations were:
- How difficult it was to let go of my first idea and consider other ideas. I was conscious that my first idea about the superhero fruit was probably the most obvious one, but I also thought it was a good one and it was hard to allow myself to seriously consider other ideas. It also took quite a lot of subsequent research for me to admit that the superhero idea wasn’t gender-neutral enough and that I should drop it.
- Getting critique from one person, particularly one who isn’t in my target audience, probably isn’t very representative.
- I wondered if my husband liked the ‘Superhero fruit’ idea best, because it was the most obvious idea and, like me, the first thing he thought of. Does that devalue his feedback if he just considers the most obvious solution to the brief?
- Is it acceptable to appropriate someone else’s idea (the VDub Dad) and use it as the basis of my own work, or is that plagiarism?