ATTENTION-GRABBING GRAPHICS
EB’s monthly look at tips and trends to build business and your image
Editor: Stephanie K. De Long
JUNE 2015 |
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Welcome to the June issue of The LOOK. This month we focus on graphics you can use to take your location to a new level. We’re not talking pretty posters here, but instead, some unusual and inexpensive ways to make a bold statement or simply draw attention to a special space or window.
TALK TO US Send us pix of problem areas, solutions you’re proud of, and questions about your visual merchandising challenges. We’ll be happy to ask the experts to address those challenges. You can reach me on Facebook or email. Let us know how we can help. |
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 Welcome…to the world of vinyl |
| TIPS & TRICKS |
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Marjorie Knotts O.D. was looking to energize the seating area in her Knotts Optometry location in Indianapolis. Travis Reed of Creative Visionary Inc. addressed the challenge with this vinyl application.
Here are his suggestions for both vendor graphics and vinyl.
VENDOR IMAGES Begin by de-cluttering. Remove everything that is dated or unnecessary. • Put all vendor images in the same size and color frames, and line them up on a wall like a gallery would do. • Ask for only color or b/w…be consistent so they look harmonious. VINYL GRAPHICS • Vinyl can convey brands and sections or it can entertain. • Less is more. You can always layer more as you go or just peel it off. • Most vinyl is inexpensive, around $10 a s.f. Look for videos on YouTube for quick installation lessons. • Chains like Sign-O-Rama can cut text, logos, and clip-art or you can use a company like mine to create custom designs. • It can be installed almost anywhere—on walls, ceilings, floors, fixtures, mirrors, etc. |
 April in…L.A. |
 Movie Madness |
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PAIR US IN THE SPRINGTIME (above) shows how a simple play on words can create, in this case, the l.a. Eyeworks mothership window for April. Note the rooftop Googly Eyes by artist Betina Hubby.
"We've been making graphic 'statement' windows since opening in 1979," says Brent Zerger, director of communications. "We like to think of our slogans as the original Twitter account, where we seize the opportunity to create a dialogue with the public outside the store. “From thought-provoking suggestions to one-liners, the windows address socio-political, cultural, and occasionally, completely absurd topics. Our window slogans express our humor, passion for wordplay, love for Los Angeles, and the values of our brand, particularly as they relate to freedom of expression. “We hope they demonstrate that l.a.Eyeworks thinks of 'vision' as conceptual, multi-faceted, and far-reaching. Many of the slogans have become treasured catch phrases, such as: SAFE SPEX and UNCENSORED VISIONS.” |
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SILHOUETTE SOLUTIONS “Optimal visual merchandising in a branded environment drastically influences a consumer’s buying habits, and the relationship between sales and a clean, well-organized display or product is clear. Merchandising is essential to increase sell-through, so consider adding a custom die-cut Silhouette logo to brand the wall space. We also have graphics to help you.”— Kristen McLaughlin, Silhouette Optical, Ltd. |
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EXPERT ADVICE Q: How and where can I use P.O.P. more effectively?P.O.P. Goes the… “One-in-six brand purchases are made when a display with that brand is in the store. In fact, 76% of buying decisions are still being made in-store.” Source: POPAI Shopper Engagement Study No Impact… “Poor results may be caused by: placing the display in the wrong location, over-design (displays should be creative but simple), and not considering where consumers look when they shop. They won’t buy what they can’t see.” Source: Boundless.com On the Move… “P.O.P. marketing must be constantly evolving. Once the customer sees the same P.O.P. for a few weeks, it becomes inefficient. Change the offer, rearrange the display, and keep it interesting.” Source: Small Business by Demand Media I See You… “38% of shoppers surveyed purchased an item they had never bought before, and the fact that it was prominently displayed was cited as the most common reason.” Source: Citeman Network |
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