In a study that used eye tracking to test actual in-store communication signs this was the key insight:
The best performing in-store signs communicate an easy to understand message with a clear call-to-action and easy to comprehend images.
Examples and characteristics of the best performing communication
In that study the best performing in-store communication was noted by 12% of shoppers and evaluated by 7%. Those signs have the following attributes:
- Easy to understand message
- Clear shopper oriented call-to-action
- One or a few focused images or visuals
Examples and characteristics of the least performing communication
The least performing in-store communication is noted by only 2% of shoppers and evaluated by 1%. Those signs have the following attributes:
- Difficult to understand message
- Confusing verbal message
- Too many and too detailed images or visuals
At Kielbik we develop displays with a holistic view considering the location in the store, the products and brands that the display needs to sell, the objectives of the brand as well as the right design, engineering and communication to attract attention, create interest and convert to purchase.