coursework folder research+dev+design completed

By Harry Spong

Design Brief

• I am going to design and make a point of sale display unit that will make my chosen brand, Old Spice, promote their products. Statistics show that more people are likely to buy a product if it has an attractive display. • The device will be a temporary fixture so that it can be moved around, easy to set up and control and also cheap to make. It must be powered by mains voltage and in this way it will be completely safe to be left on for a long time.

Design Situation

• Research has shown that many people buy products through impulse and they are attracted to the product because of the eye-catching product display unit

• I have done some research on my chosen brand, Old Spice, and I have noticed that they do not have any point of sale displays in shops. Old Spice have very strong T.V advertising campaigns. Old Spice have limited their target market because they only advertise their brand through T.V ads and social media. I aim to try and incorporate these advertising methods within a point of sale display unit.

INITIAL SPECIFICATION

AESTHETICS: I will make my design my point of sale which bright colours and eye-catching. I need to make my display bright to attract attention of potential customers but not to bright that it puts them off.

COST: I will aim to make my point of sale for as cheap as possible to keep costs to a minimum. I will use as little materials as possible to reduce waste products and make my display more environmentally friendly.

CUSTOMER: I think my target market is young, aged 16-30 and is male. But a potential customers could be female because they are buying the product as a gift

ENVIRONMENT: I think my point of sale display will be in a supermarket next to similar products in the correct department

SIZE: My size will need to be big enough to hold a at least 3 products by Old Spice to be able to promote their latest products and I would like to keep it to a minimalist look

SAFETY: No sharp edges, no loose wires, water-proof, energy efficient

FUNCTION: My point of sale display must be able to hold and display Old Spice products and promote their brand. I will make my display interactive to hold my customer’s attention longer

MATERIALS: I will use materials that are environmentally friendly, easily recyclable and make it sustainable. Potential materials that I make use are: cardboard, plastic, wood, metal

SAFETYCUSTOMER

AESTHETICS

COST

Task Analysis

MATERIALS

FUNCTION

SIZE

I will try to keep costs to a minimum and only use the least amount of materials as possible. By doing this will decrease waste materials and make my design more environmentally friendly

I will not leave exposed or trailing wires and have no sharp edges. By doing this I will increase the safety of potential customers. By having no wires exposed no one can be electric shocked and no injuries can happen because of sharp edges.

My point of sale display must be able to hold and display Old Spice products and promote their brand. I cannot decide whether or not to power my display via batteries or mains power. If I was to use mains I would have a constant supply of power but you are limited to where you can place the display. If I was to use batteries to power my display I have more ability to move it around but the batteries would have every so often. I will make my display interactive to hold my customer’s attention longer

Potential materials that I may use in my design are: wood, metal, acrylic, aluminium, carbon fibre and cardboard. I am considering these materials because they are hard-wearing and sustainable

I think my customer would be male but could be female buying a gift for a male person. I think my customer will be between the age of 16-30

I will make my display eye-catching and bright but not include too much visual noise. By doing this my customer will not be put off because the colour scheme is too bright

I will make my point of sale display at least 50cm wide, 50 cm deep and 150cm high. I will do this because this tends to be the norm with all point of sale displays

Point of Sale

Colour Bright green & eye-catching to stand out

Location in shop Front door so it one of the first things you see as you walk in

Where is brand displayed? On the top at eye level so easy for consumer to read

Price location on display Small yellow tickets on the display unit but hard to read

Materials used for display Cardboard because the display is a temporary structure

How easy to access product Fairly easy because it is open

Other attributes Big enough to stand out and hold lots of products

Overall opinion/verdict In my opinion, this display unit fulfils its purpose quite well because it is eye-catching and fulfils all the requirements

Aero Key features of display unit

Colour Bright red which stands out

Location in shop Next to the tills in a supermarket

Where is brand displayed? On the top, slightly above eye level so fairly easy for consumer to read


Materials used for display Metal for strength & durability

How easy to access product Fairly easy, products simply on shelf

Other attributes Large, strong and can hold lots of products

Overall opinion/verdict In my opinion, this display unit stands out because of its size and colour

Rug Doctor

Colour Blue/black, plain, not very eye-catching

Location in shop End of an aisle at the back of the shop

Where is brand displayed? At the top at eye level

Price location on display Big, bright red label but at bottom of display unit



Other attributes Plain, simple, display unit

Overall opinion/verdict In my opinion, this display unit is not very eye-catching with dull colours

Casio Key features of display unit

Colour Bright blue, white and red

Location in shop At front door next to cigarette/ sweet kiosk

Where is brand displayed? On the top at eye level so easy for consumer to notice

Price location on display No price displayed on unit

Materials used for display Plastic and metal for strength – consumers lean on it to write tickets

How easy to access product Fairly easy because all ticket are display in slots

Other attributes Unusual shape and design which catches the eye of the consumer

Overall opinion/verdict In my opinion, this display unit is unique and is easily recognisable

Lottery

Colour Bright green and white

Location in shop Front door so it one of the first things you see as you walk in

Where is brand displayed? On top but not very clearly displayed

Price location on display Medium sized red labels on top and boxes


How easy to access product Fairly easy but boxes are enclosed on three sides

Other attributes Size of display unit and product limits the storage capacity to only a few boxes

Overall opinion/verdict In my opinion, this display unit is not very eye-catching and boring

Xbox Key features of display unit

Colour Green, white and red – backlit logo to stand out

Location in shop Next to cigarette/ sweet kiosk at front of shop

Where is brand displayed? On the top above eye level but is backlit which attracts attention

Price location on display No prices displayed at all

Materials used for display Metal, plastic, glass for permanent display use

How easy to access product Easy but doughnuts are behind plastic doors

Other attributes Lighted and refrigerated to display products more clearly

Overall opinion/verdict In my opinion, this display unit is very effective because it is eye-catching and distinct

Krispy Kreme

Colour Yellow and white

Location in shop On end of an aisle in the technology section

Where is brand displayed? On the top right hand corner but not very clear

Price location on display Big yellow sticker displayed very clearly



Other attributes Plain and simple

Overall opinion/verdict In my opinion, this display unit is quite effective and simple in design

Nikon Key features of display unit

Colour Dark red and white

Location in shop On end of an aisle in make-up section


Price location on display Small white tickets on the display unit but hard to read

Materials used for display Cardboard and plastic because the display is a temporary structure

How easy to access product Product enclosed in a plastic case so consumer cannot touch

Other attributes Unusual because product cannot be accessed

Overall opinion/verdict In my opinion, this display unit is different and interesting

Snow White

Colour Bright green & eye-catching to stand out

Location in shop Upstairs in middle of aisle


Price location on display Small white tickets on the display unit but hard to read



Other attributes Big enough to stand out and looks neat and tidy

Overall opinion/verdict In my opinion, this display unit attracts attention and looks neat and tidy

Lego Key features of display unit

Colour Black, red and blue

Location in shop Next to fish counter at back of the shop

Where is brand displayed? At the bottom of display unit

Price location on display Big red sign on the display unit at to which is easy to read



Other attributes Has a big buy one get one free sign at top which attracts attention

Overall opinion/verdict In my opinion, this display unit is effective for storage but in wrong location in shop

Energiser

Colour Bright orange & purple which is eye-catching to stand out

Location in shop Next to fish counter at back of the shop




How easy to access product Fairly easy because it is open but display crammed full of products

Other attributes Big and bright which attracts attention and also holds lots of products

Overall opinion/verdict In my opinion, this display unit is very good and fulfils its purpose

Cadburys Key features of display unit

Colour Yellow

Location in shop At the back near the bakery


Price location on display Big red £1 sign at top



Other attributes Yellow is very distinct for the Hovis brand

Overall opinion/verdict In my opinion, this display unit is effective in attracting attention with a cheap price

Hovis

Colour Blue/black/grey

Location in shop Upstairs in middle of aisle


Price location on display Big red label which is very clear


How easy to access product Fairly easy because it is open and easy to pick one up

Other attributes Effective on the eye because of the rows of the same book

Overall opinion/verdict In my opinion, this display unit is effective in attracting the customer’s eye and shows a cheap price

Book Key features of display unit

Colour White

Location in shop Front of technology section in prominent place


Price location on display Small white ticket on the display unit

Materials used for display Wood because it is a solid, permanent structure

How easy to access product Fairly easy to used products on display but at demonstration models

Other attributes Stands out – makes you want to have a play on the demos

Overall opinion/verdict In my opinion, this display unit for attracting attention to a high end product.

IPAD

Colour Blue, grey and glass

Location in shop Front of shop on end of an aisle

Where is brand displayed? On the top slightly higher than eye level

Price location on display No prices – various item displayed

Materials used for display Glass and metal

How easy to access product Locked in a glass case

Other attributes Stands out and products can be seen from all angles

Overall opinion/verdict In my opinion, this display unit allows products to be viewed but no prices on display

Perfume Key features of display unit

Market analysis

Old Spice

The Shulton Company were the original producer of Old Spice and was founded in 1934 by William Lightfoot Schultz. The first Old Spice product was intended for females, introduced in 1937. Old Spice for men followed in 1938.I think the target market of this company is teenagers and young men because it is a low end and cheap product. Fish started in 1987. In 2002, Fish launched their

boots range. I think the target market for this brand is teenagers and men. I think this is more of an up market brand because

Fish

Lynx is also known as axe and was introduced by the company, Unilever in 1983. The target market for this brand is young males because the adverts show a young man being swamped by women and all young men want to be like that. Lynx use a range of advertising techniques such as TV adverts to attract attention to their products

LYNX

Hackett was founded in 1979 and is a high end brand and its target market is middle-aged men who wear suits to work. I think this is a high end product because it is sold in Harrods and other expensive stores in London

Hackett

Mr Natty products are made in England. I think the target market for this brand is older men because it is an old fashioned product and is mainly about moustache products.

Mr Natty

L'Oreal was founded in 1909 and use a range of advertising techniques such as TV ads and posters which attract customers to buy their products. I think the target market for this brand is a middle class older man because it mostly sells skin care products.

L'Oreal Men Expert

Brand Analysis of Old Spice

HISTORY

• The Old Spice brand was founded in 1934 by William Lightfoot Schultz.

• The Shulton Company were the original producer of Old Spice.

• In 1938, Old Spice released a product range for men.

• This range was mainly dominated by shaving soaps and aftershave lotions.

• A total of 14 sailing ships have been used on the packaging of Old Spice so far.

• Over the last ten years Old Spice has introduced many variations of body washes, body sprays and deodorants.

• Procter & Gamble (P&G) bought Old Spice in 1990.

• In 1992, they replaced the sailing ship logo with a modern looking yacht design.

• Over the years, the marketing team behind the Old Spice brand have used many different people to appear in their advertising campaigns.

• The most famous person who featured in many of the Old Spice commercials is Terry Crews, who appeared in the ‘16 hour odour blocker’ commercials.

• The Old Spice brand is also well known for its association with a catchy whistle jingle.

• In the last few years the whole Old Spice brand has been rebranded in terms of their logo, products etc.

• The brand has a newly updated and very interactive website, which highlights the full range of products by Old Spice.

• The potential customers accessing the website have the ability to view all products available to buy as well as the ability to download wallpapers and ringtones. This clearly demonstrates that the product is aimed at young men.

• In July 2010, Old Spice launched the fastest growing online viral video campaign ever. The commercial attracted 6.7 million view within 24 hours which then rocketed to 23 million in 36 hours.

MARKETING THE BRAND TODAY

LINKS FXLogical• Allows the customer to test and interact with the product• Give the customer access to the product• Stands out to potential customers

– Shape, Colour, Size, Sounds, Lighting, Positioning• Foot fall – place the display in an area frequently used by customers• Not to overload the display with too much text and products• To only display key and relevant information• Logical Materials

– Applicable to the product type– Sustainable– Safe

• Brand name clearly displayed at eye level

Illogical• To put too much little information on the display• Place the display in the wrong place in the shop• Create too much visual noise so the customer is put off• To prevent the customer from gaining direct access to the product• Show confusing messages to the customer• To over-advertise the price when the price is quite high• To place similar products next to each other e.g perfumes

Need• Attract the customers attention• To display the product being sold• Make the display interactive to hold the customers attention• To display relevant information• To make the products secure so they cannot be stolen• To make sure the display is safe• To restrict the amount of content the customer can access

– E.g in a Video game, only allow the customer to play bit of the game

Keep• Sustainable• Allow customer access to products• Catch the customers eye• Hold the customer’s attention• Recyclable• Durable• Safe

Scrap• Unnecessary lumps of text• Create too much visual noise• Make the display too big that it dominates the whole shop• Make the display too small that it is overlooked• Remove bright clashing colours

Form vs Function• Make the display modern and imaginative without compromising

safety • Make the display stand out using bring colours but without putting

the customer off because of too much visual noise• Make the display big enough so the customer can see it but not too

big that is no stable and unsafe• Don’t fill the display with products to put off the customer but on the

other don’t leave the display empty• Make the display for fill its purpose without spending too much on

materials

X Factor• Attract the customers attention• Make your USP really clear to the customer• Hold the customers attention• Place interesting but small pieces around the display• Make the brand name easy to be noticed and recognise• Position in the shop

Research Method Why will I do this How will I do this

Questionnaire To find out the views of a range of people. I will write a series of questions and ask 30 people aged 16 and above

Product Assembly To find out how a point of sale display is put together

I will take 3 photos of 3 existing point of sale displays and highlight so of the key features they have

Customer Profiling To find out what my target market is interested in etc.

I will collect a range of images that I think reflects my target market

ACCESS FM of secondary products To perform in depth analysis of existing secondary products

I will analyse secondary products by highlighting Aesthetics, Customer, Cost, Environment, Size, Safety, Function and Materials

Mood Board To find out what images convey the theme of the product.

I will collect a range of images that convey the theme of the product and what sort of images are used in the product’s advertising (e.g. who the product is aimed at)

Market Research To find out about the current male grooming product market and some of the brands within it.

I will research Old Spice, Mr Natty, L’Oreal Men Expert, Fish, Hackett and Lynx. I will place some background information on each brand on a slide along with a few products of the brand as well.

First Hand Existing Design Analysis To find out about already existing point of sale display designs.

I will collect 15 images and then identify the key features of each.

Brand Analysis To find some background information on my chosen brand, Old Spice

I will use the internet to find out about the history of Old Spice

10 Minute Observation To see what features attract the customers attention

I will observe two point of sale displays for 10 minutes

Interviews To find out peoples opinions of point of sales Conduct a short interview with people while they are completing my questionnaire

Research PlanThis slide is a table containing information about my research. It shows how I intend to carry out my research and why I will do it.

Gantt Chart

Day

29-Se

p

30-Se

p01-Oct

02-Oct

03-Oct

04-Oct

05-Oct

06-Oct

07-Oct

08-Oct

09-Oct

10-Oct

11-Oct

Primary Research Questionnaire

First hand existing design analysis

Product assembly

Market research

10 Minute Observation

Interviews

Brand Analysis

Review Primary Research

Secondary Research ACCESS FM

Mood board

Customer Profiling

Review Secondary Research

Summarize All Research

Deadline For Submitting Research

Below is a plan of action for my research. I will use to structure and manage my time while I am carrying out my research. I will start my research on the 29 th September 2012 and will complete it by the 11 th October.

Questionnaire

Opposite are three questions that will help me determine what features to include in my point of sale display, together with how long people will be prepared to spend with the point of sale and the position they would like to see it in the shop.

From this questionnaire I have learnt that people in different age groups prefer different things:

• I have learnt from my questionnaire that overall people prefer presentations, colours and visual effects. Whereas my target market, 16-30 year olds prefer sounds and interactivity.

• I have learnt that overall people only interact for around a minute. But my target market often tends to spend 1-5 minutes interacting with the display

• I have learnt that overall people prefer to see point of sale by the door as you go in or next to similar products. Whereas my target market prefer to see point of sales next to similar products

On the next few slides is the data I collected from my questionnaire and some analysis on it.

I will use the information above and on the next few slides to determine what requirements I should use when designing my point of sale display.

1. What attracts you to a point of sale? (please tick up to three of the list below)

1. The Brand2. Promotional Offers3. Colours and Visual Effects4. Free Handouts5. Interactivity e.g. Buttons to press6. Sounds7. Presentations e.g. Video Playing8. Unusual Shape/Design9. Other (Please Specify)……………………………………………

• If the point of sale display attracted your attention, how long would you normally be prepared to watch/ interact with it? ( please tick one response)

• Up to one minute• 1-5 Minutes• 5-10 Minutes• 10+ Minutes

• Where do you prefer to see a point of sale display in a shop? (please tick one response)

• Inside the shop alongside similar products

• By the door as you go in• By the door as you leave • By the till• Other (please specify)……………………………………………

What attracts you to a point of sale display?

All Age Groups

0 5 10 15 20

The Brand

Promotional Offers

Colours andVisual

Free Handouts

Interactivity

Sounds

Presentations

Unusual Shape/design

Other

Op

tio

n

Number Of Responses

16-30 Age Group

0 2 4 6 8 10 12

The Brand

Promotional Offers

Colours andVisual

Free Handouts

Interactivity

Sounds

Presentations

Unusual Shape/design

Other

Op

tio

n

Number Of Responses

This graphs shows that my overall sample group had a top three responses of: presentations (15 out of 30, or 50% people put this as one of their top three answers); sounds and visual effects (15 out of 30, or 50%); promotional offers (14 out of 30, or 47%)

When we look at the 16-30 age group, which is my target market for the Old Spice product, it shows that they prefer sounds and interactivity. Both these options were selected by 11 out of 20 people, or 55%. The next preference down was colour and visual effects, which was selected by 9 out of 20 people, or 45%.

16-30 Age Group

0 2 4 6 8 10 12

Up to a Minute

1-5 Minutes

5-10 Minutes

10+ Minutes

Op

tio

n

Number Of Responses

If a point of sale attracted your attention, how long would you normally be prepared to watch/ interact with it?

All Age Groups

0 5 10 15

Up to a Minute

1-5 Minutes

5-10 Minutes

10+ Minutes

Op

tio

n

Number Of Responses

This graphs shows that my overall sample group had a joint top two responses, up to a minute and 1-5 minutes, which were both selected by 14 people out of 30, or 47%.

Whereas in the 16-30 age group, the clear favourite was the 1-5 minute category. 55% of this age group selected this option. This is how long I have got my target market's attention for.

Where do you prefer to see a point of sale display in a shop?

16-30 Age Group

0 2 4 6 8 10

Inside shop alongside similarproducts

By the door as you go in

By the door as you leave

By the till

Other

Op

tio

n

Number Of Responses

All Age Groups

0 2 4 6 8 10 12

Inside shop alongside similarproducts

By the door as you go in

By the door as you leave

By the till

Other

Op

tio

n

Number Of Responses

This graphs shows that my overall sample group had a joint top two responses, by the door as you go in and inside the shop alongside similar products. Both of these were selected by 11 out of 30, or 37%.

Whereas the 16-30 age group had an out right favourite, inside the shop alongside similar products. This option was selected by 9 out of 20 people, or 45%.

Product AssemblyRug DoctorEnergiser IPAD

This point of sale display is a temporary structure and will on be used for a couple of weeks because:

• It is made of cardboard

• It has a special offer printed on the top which cannot be removed and eventually the offer will end

• This display will not require specialist tools and skills to assemble so it will be sent to a shop as a flat pack.

This point of sale display is a semi-permanent structure and will on be used for a couple of months to a year because:

• It is made of metal

• Has interchangeable cardboard fixtures on top

• This doesn’t require specialist tools or knowledge because it will arrive already assembled but the cardboard advertising will come flat packed

This point of sale display is a permanent structure and will on be used for a year or more because:

• It is made of wood and metal, it also has a backlit display behind it

• It has no special offers display only a little card next to the IPAD. The picture on the backlit screen can be changed

• This display requires specialist tools and knowledge and will be assembled by a specialist, who delivers the display.

Customer ProfilingBelow is a customer profile for the point of sale display that I am designing. This profile will help me develop my ideas, designs and which method of advertising I will use to help me appeal more to my target market.

1. I think the type of person my typical customer would be a sports enthusiast

2. I think my age range of potential customers would be between 16 and 30 because

3. I think my potential customers would be male because it is used by people who play sport. On the other hand, a potential customer could be female because she is buying it as a gift for a male.

4. I don’t think my target market lives in a certain geographical area because it is not aimed at a specific class of people

5. I don’t think my target market has a certain occupation because it is aimed at everyone

6. I think my customer will generally be interested in sports because old spice have recently used an American football player to endorse their products

7. I think my typical customer will want to see a regular design . I know this is want my customer wants because I found in my questionnaire that no one is attracted to an unusual shape/design.

8. The marketing that Old Spice use is clever and will make young men aspire to be like the people in the adverts and buy the products

9. The factors that my potential customers are likely to consider is the aesthetic look of the product and the display it is in, the branding and the colours used to attract attention. Also the main factor, cost.

10. My potential customers will find out about my product through social media, TV adverts and seeing it in shops

11. The cost of the product does influence the customer’s decision whether or not to buy the product. This is because it is one of the main factors.

12. Ways I which contact can be made with my potential customers

1. Email

2. Social Media

3. Telephone

Mood BoardOn this slide is a collect of images that I fell represents the old spice brand. I will use this images as inspiration when design my product. I have included pictures of potential materials that I might use. E.g. acrylic, wood and cardboard. I have also include pictures of exotic landscapes and colours. I have also included images related to social media and recycling.

Access FM of Existing ProductsEnergiser Krispy Kreme

Aesthetics: Black with yellow/gold lines and red sign on top

Customer: Everyone

Cost: <£50

Environment: Supermarket

Size: 30cm x 40cm x 100cm (l x w x h)

Safety: No sharp edges

Function: To hold and display batteries

Materials: Cardboard

Aesthetics: White with green hoops and backlit logo on top. Has a plastic screen to maintain hygiene

Customer: Everyone

Cost: >£500



Safety: No Exposed wires

Function: To hold, display doughnuts and keep them fresh and clean

Materials: Metal and Plastic

Rug Doctor

Aesthetics: Red and grey

Customer: Home Owners

Cost: >£500




Function: To hold and display carpet cleaning equipment

Materials: Metal and cardboard

Access FM of Existing Products

Aesthetics: Black with a red sign on bottom. Also has a chalkboard effect writing on top

Customer: Parents of school children

Cost: <£50




Function: To hold and display calculators

Materials: Cardboard

Aesthetics: Blue, grey and is in the shape of bubbles

Customer: Over 16’s

Cost: >£500




Function: To hold, display lottery tickets and allow users to fill out their ticket as well

Materials: Metal and Plastic

Aesthetics: Red and Black

Customer: Women

Cost:<£500




Function: To hold and display make-up

Materials: Plastic and cardboard

Casio Lottery Snow White

Access FM of Existing Products

Aesthetics: Grey with blue sign on top. Has glass doors for security

Customer: Everyone

Cost: >£500




Function: To hold and display perfumes and to keep them secure

Materials: Metal and glass

Aesthetics: Grey with white writing on bottom

Customer: Over 18’s

Cost: <£500



Safety: No nails in wood. Has wooden pallet underneath so can be moved easily with a forklift truck

Function: To hold and display books

Materials: Cardboard and wood

Aesthetics: White and has wires behind the IPADs to keep them secure

Customer: Everyone

Cost: >£500



Safety: No exposed wires

Function: To hold and display IPAD and accessories

Materials: Metal and wood

Perfume Book IPAD

10 Minute Observation• On Friday 28th September I performed two ten minute observations on two different point of sale displays in

the Bromley Shopping Centre. The two displays were: an Iphone 5 display in the Apple Store and Diesel aftershave lotion in Boots.

• The objective of the observations was to gain first hand knowledge of the three aspects of the point of sale that I used for my questionnaire namely:

1. What features seem to attract people to a point of sale2. How long did people tend to spend with the point of sale 3. How important was the location of the point of sale in the shop

• The results of the observations were as follows:

Apple Iphone 5

1. The shop was very popular because of the status of the Apple brand. The display unit allowed people to touch and feel the product and this seemed an effective way of attracting attention.

2. I did a tally chart based on my time intervals in my questionnaire and the one to five minute time category was the most popular (65%)

3. The display was at the very front of the shop as customers walk in. This seemed very effective because it seemed to pull potential customers into the shop to have a look at the stand who would then spend further time in the shop with other Apple products.

In conclusion, this observation shows that this point of sale display is very effective in attracting attention through its interactivity. I will try and incorporate some of these features in my design.

Diesel Only the Brave Aftershave

1. The shop was quite popular because it is a well known store and the men's fragrance section was quite busy as well. The display allowed people to touch and test the aftershave which is very effective way of attracting attention.

2. I did a tally chart based on my time intervals in my questionnaire and the under a minute time category was the most popular (75%)

3. The display was at the very front of the shop as customers walk in. This seemed very effective because it was the first thing customers saw as they walked into the shop.

In conclusion, this observation shows that this point of sale display is very effective in attracting attention and I will try and incorporate some of these features

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Interviews• Whilst I conducted my questionnaire sample of 30 people, I also conducted short

interviews with people as they were completing the questionnaire.• Key results from the interviews

– People between 16-30 seemed a lot more enthusiastic about features such as interactivity and bright colours whereas the 30+ age group seemed to think the shape/ design of the display was more important. I will try to include the features selected by the 16-30 category because they are my target market.

– The branding of the item was an important feature for everyone that I interviewed. Because of this I will make sure that I will make the brand of my point of sale is displayed in a prominent and easily identified position. For example, on top of the point of sale.

– The 16-30 age group seemed to prefer to see point of sale displays inside the shop along side similar products. Whereas the 30+ age group seemed to prefer to see a point of sale display by the door as they walk into the shop.

– The above results aligned with the outputs from the questionnaire

I think the most useful piece of research was the questionnaire. I think this because it allowed me to find out what people find most attractive and eye-catching in a point of sale display.

I think the least useful piece of research was the mood board because it does not provide any information or trends that the target market have.

Research Summary Research Method What did I find out What do I need to do next

Questionnaire I found out that people within my target market prefer sounds, interactivity, are wiling to spend between 1 and 5 minutes interacting with the display and they prefer to see the display next to similar products.

Use the requirements named to the left to design my point of sale display

Product Assembly I found out that temporary displays are made of cardboard, whereas permanent displays are made out of wood and metal

I will use this information I found to decide what type of display I will create

Customer Profiling I found out that my target market will be interested in sports and is between 16 and 30 and is male.

Design my product/ ideas around the interests and lifestyle of my target market

ACCESS FM of secondary products I found out that all the point of sales that I analysed contained no sharp edges and exposed wires. All the point of sale displays were around 150cm tall, 50cm wide and 50cm deep.

I will incorporate these requirements into my designs/ ideas because this seems to be the norm in all point of sale displays

Mood Board I collected a range of images that I will use as I inspiration for my designs/ ideas. I collected images to do with the sea, exotic landscapes, ships, social media and recycling

I will use these images to inspire me and to help me create my designs/ ideas

Market Research I found out some general information about the six brands named to the left.

I will use the information I found on Old Spice to help me think of my designs/ ideas

First Hand Existing Design Analysis I found out that the majority of the 15 images contained the same characteristics. For example bright colours

Use this information to refine the requirements I should use when designing my point of sale display.

Brand Analysis I found out that Old Spice was founded in 1934 by William Lightfoot Schultz.

I will use this information I have found to create my design

10 Minute Observation I found out that the main feature used to attract attention is interactivity

I will use this information in the creation of my design

Interviews I found out that my target market seemed to be more enthusiastic about interactivity whereas the people outside of my target market were not.

I will use this information I have collected to create my designs

Further SpecificationTarget Market: The target market of my product will be the customer of the brand Old Spice. I think this will be male people between the age of 16 and 30. I know this because of my customer profiling and my questionnaire.

Functions: The point of sale display will be modern looking and be able to hold Old Spice products. The point of sale will be flat packed and easy to assemble. I will do this because my design will not be a permanent structure and will not require a specialist to assemble it.

Materials: I will make my design easily recycling by using renewable materials such as cardboard. By doing this it makes my design easily disposable.

Ergonomics/ Overall Sizes: I will make my point of sale big enough to hold at least 3 products. I will also make my design tall enough to reach eye-level.

Manufacturing Processes and Quantity: I will use one off production because I will only be create one.

Product Lifespan and Recycling: I think the lifespan of my point of sale will be a few months to a year. I think this because I will use materials that are not used in permanent displays such as metal. Also I will make my design recyclable and easy to dispose of.

Aesthetic Appearance: I will include the colour of red in my design because this is the colour that is used in the Old Spice branding. I will also use the Old Spice logo so that my target market have a clear idea of the brand.

Quality Control: I will carry out a quality control at every key stage in the manufacture of my point of sale display.

Cost: I will try to keep costs as low as possible in order to save money.

Time Scale and Planning: I will plan and manage my time productively and efficiently.

Health And Safety: I will make sure that there are no health hazards in my design. For example, sharp edges and loose wires. I will do this to ensure the safety of my customer when interacting with my point of sale display

Design

Initial Designs

Further Designs

Final Design 1

Final Design 2

Final Design 3

Development

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Start

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Finish

SC

SC SC

Development 1

Development 2

Development 3

Specification Check

Development 1 The armsI noticed that the arms, which move in an out of the main body, could be a potential health hazard. I.E. people could be hit by them as they move out. On this slide I will look at multiple development aspects that will help me improve my design.

Materials

At first I thought about using wood or metal. But by using these materials it could cause a potential health hazard and cause injury to passing customers. I then consider using nylon or another type of cloth. By using these materials, it decreases the health risks because they are softer materials.

Components

To begin with, I was going to use cogs and a motor to make the arms move. I then changed it to using a fan to blow air out of each side of the main body and make the arms flap about, in the same style of a wacky wavy arm flailing tube men. By doing this it will not cause major injury or health and safety issues

Aesthetics

I was originally going to make the arms a dark brown to match the face of Terry Crews (the spokesman for Old Spice). But I changed the material from wood or metal to nylon for safety reasons. I decided to change the colour to red to match the main body, which is also the colour associated with Old Spice.

Manufacture

I will manufacture this part of my design by attaching a two foot long nylon tube to a fan. I will create two of these, one for each arm.

Construction

I will construct this part of my design by attaching the fans to either side of the main body with the nylon tube facing outwards. When a customer activates the point of sale display the fans turn on and the nylon tubes start flailing about.

Development 1 Frame for the Main BodyI noticed that the frame of the main body, which is the main structure/ support for the hold point of sale, can be improved and developed to enhance its design. On this slide I will look at multiple development aspects that will help me improve my design.

Materials

At first I thought about using wood because it is strong, durable and easily cut and shaped. Through my development I have changed this material to metal because it is stronger, lighter and more durable. By doing this it will make the overall weight of the point of sale lighter.

Components

Now that I have changed the material from wood to metal. I will have to use a MIG welding tool to weld the pieces of metal together.

Manufacture

Originally I was going to use nails to attach the wooden frame together. But now I have changed the material to metal, I will weld the pieces of metal together instead. By doing this it will make the frame stronger because the welded joints would be stronger than nails.

Construction

I will construct this part of my design by welding multiple pieces of metal together to create the shape of a cylinder. On one side it will have a cut out section where the products will be placed. Also two holes on opposite sides towards the top of the point of sale. These holes will be for the arms to move in and out.

Development 1 Storage space in main bodyI noticed that the storage space inside the main body, which is where all the products will be placed in point of sale, can be improved and developed to enhance its design. On this slide I will look at multiple development aspects that will help me improve my design.

Materials

At first I thought about using plastic because it comes in a wide range of colours and finishes. But now I am going to change this material to cardboard because it is easily shaped and cut. Cardboard would be easier to use because I will be able to bend it into a circle, which is the shape of my design.

Aesthetics

Originally, I thought about painting the inside of the compartment red, to match the rest of the display and the colour of the Old Spice brand. But now I have decided that I will use the colour black because it will make the red bottles of Old Spice. By doing this, it will make them stand out more against a black background.

Manufacture

Originally I was going to the cardboard out with a scalpel but I have decided to laser cut it instead. By doing this it will provide a higher level of accuracy and precision. Also it will take less time to cut.

Construction

I will construct this piece of my design by cutting a circle out of cardboard with a scalpel.

Development 1 The frame of top of the displayI noticed that the frame of the top of the display can be improved and developed to enhance its design. On this slide I will look at multiple development aspects that will help me improve my design.

Materials

Originally, I thought about using wood because it is strong, durable and easily cut and shaped. Through my development I have changed this material to metal because it is stronger, lighter and more durable. By doing this it will make the point of sale more hard wearing.

Manufacture

Originally I was going to use a dowel joint to attach the pieces of wood together but because I have changed the material for this part of my design to metal. I will now weld the pieces of metal together. By doing this is will create a much stronger joint.

Construction

I will construct this part of my design by welding multiple pieces of metal together to create the shape of a dome. A smaller circle will be welded to the inside of the base of the dome, which will attach to the metal dome by using metal rods. This part is where the head for the man popping out of my design will attach to the dome.

Development 1

Materials

At first I thought about using cardboard because it is cheap, easy to cut and lightweight. But now I have decided to change this to plastic because I will be able to vacuum form it. by doing this it will make it easier to shape.

Manufacture

Originally, I was going to use a scalpel to cut it out of cardboard but now I have changed it to plastic, I will use the vacuum former to create this part of my design.

Construction

I will construct this part of my design, I will make an MDF mould of the dome and vacuum form it then attach it to the metal frame and then to the main body.

The top of the displayI noticed that the top of the display can be improved and developed to enhance its design. On this slide I will look at multiple development aspects that will help me improve my design.

coursework folder research+dev+design completed

Documents

display cardboard

display metal

display interactive

attractive display

eyecatching product

old spice products

potential materials

sustainableof sale