Despite the emergence of the digital age, 93% of purchases are still made in brick-and-mortar store locations. According to Harvard Business Review, point-of-purchase (POP) displays are playing an increasingly powerful role in influencing buyer behavior in the retail setting:
“First, they often prove more productive than advertising and promotion expenditures. Second, the decline in sales support at the store level is stimulating interest among retailers in manufacturers’ POP programs. Third, changes in consumers’ shopping patterns and expectations, along with an upsurge in impulse buying, mean that the point of purchase is playing a more important role in consumers’ decision making than ever before.”
The average sales increase for POP displays hovers around 9%, making them far more powerful than many traditional and digital advertising tactics, and particularly effective in encouraging impulse purchases. POP displays make the in-store experience more interactive by grabbing attention and then offering a way to learn about the product independently.
Because it takes a mere three seconds for someone to form an impression about an advertisement, every POP needs to be designed meticulously, incorporating high-contrast imagery and attention to detail. One way to dial up contrast and detail is by leveraging white ink print technology.
What is white ink print technology?
White ink print technology allows you to isolate, layer, and enhance or highlight specific areas of a creative, resulting in a more eye-catching display. It gives creatives the ability to add layers and adjust transparency, giving them greater control over which elements of the imagery ultimately stand out. When used in conjunction with backlit displays, white ink technology can have a transformative effect in different outdoor settings, showing one image during the day and a completely different image at night.
What does white ink technology mean for point-of-purchase displays?
White ink print technology enables advertisers to take each of the traditional POP display rules to the next level.
Rule 1: provide information in an easy-to-read, digestible format with contrasting colors
Contrast triggers emotion and connection in the consumer. White ink technology is the new standard for creating high contrast in print, but it can also be used to create a design hierarchy, which helps the consumer digest the message more rapidly and aids recall.
Rule 2: keep the imagery simple, with the most important element clearly highlighted
The most apparent advantage of white ink print technology is its ability to highlight certain attributes of a creative, drawing the eye to a precise focal point.
Rule 3: use faces in the creative to draw attention to the display
Faces create an air of relatability, build brand awareness and increase willingness to purchase. White ink technology is well suited to revealing high-definition detail in faces, skin and hair, bringing facial imagery to life.
In the digital age, advertisers often forget about the effectiveness of traditional advertising media. POP displays represent an opportunity to break through the clutter. To learn more about how white ink technology can help your POP displays stand out, contact Drummond.