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Analysis of the Application of Design Principles on Point-of-Purchase (POP) Display as an Effort to Attract Consumers’ Attention in Retail Space
Dila Hendrassukma, Grace Hartanti

Last modified: 2021-06-07


Increasing product sales is a major goal in the retail world. Increasing sales requires not only the quality of the product sold, but also how the product is packaged and displayed. In a retail space, the layout of a product can help whether or not the product is sold. In a short time, a product display must attract the attention of consumers who pass through it. The use of Point-of-Purchase displays is one of the ways a brand use to promote their new product’s variant. Point-of-Purchase display must be able to attract the attention of visitors, and influence them to buy the product. It also has to communicate the message embedded in the product. That is one of the reasons that the design of Point-of-Purchase display plays an important role. In this article, it will analyse the design principles that should be applied to Point-of-Purchase display so it can achieve its goal. The method use in the article is the Goal grid method using design principles as a sorter that carried out four initial guidelines for designing Point-of-Purchase display. It is hoped that this article can provide a reference for elements to consider in designing Point-of-Purchase displays. In addition, in the future, hopefully it can be a reference for small entrepreneurs in displaying their selling products.


point-of-purchase display, display communication, retail design