What exactly is the role of graphic design in retail?
Retail design has many graphic design requirements such as:
- Window posters
- Window vinyl graphics
- In-store posters
- On-shelf posters/displays
- Shelf strips/ shelf talkers
- POS (Point of Sale) This is usually branded units made of card and printed to house products of a particular brand. This are either FSDU (Free Standing Display Units) or CDUs (Counter Display Units)
- Security covers (usually branded items used to cover the security machines at the doors of larger stores)
- In-store branded packaging
- Floor stickers and floor vinyls
- Stickers (promotional and price)
- Social graphics
- Website graphics
- TV and till graphics
- …and whatever else the client wants!
Over the last 5-10 years, I have seen a HUGE up take of graphic design requests for retail outlets. During this time, it has been something I have been doing more than others. In the past, I have created the odd wobbler or shelf strip, usually to accompany a larger campaign for a well known brand rolling a design campaign out across Europe. More recently though marketing teams have given more thought to the in store brand experience and require a full brand experience. So perhaps, they’ll want to promote a new pack or a new product on a range…and localised design agencies are required to set up the in-store look. Perhaps an in-store competition or a free gift if you use a code a login on their website. Or a free in-store gift. The supporting graphic design requirements can be anything from packaging, flyers, posters, point of sale items. Marketing teams want to bring the graphic designers in to create a brand experience, to ultimately strengthen the brand.
But what I am most excited about is how smaller retailers are becoming very savvy when it comes to their marketing. If they have their finger on the pulse of social media and marketing in general, they will realise that their physical store(s) are a massive conduit of their brand and to strengthen that, using visual graphic design pieces, in-store, reflected online and in social media is invaluable in order to reach their audience with their message. Retailers are realising that while we all went on-line during lockdown, consumers are coming out again and walking around high streets and shopping centres again. Graphic design requirements for retail means designing items to strengthen the consumer experience. But it also means it’s good to do some shouting across all interactive customer points so online graphics and social media graphics.
One of the best examples I have of how graphic design works for retail is The Kitchen Whisk who wanted to celebrate their 5th birthday. The resulting illustration led graphic design pieces were so strong and just wrapped so well within the brand and story they were trying to tell. I go into more detail in my blog post. I am supremely proud of the work, how the client was clear in brief, and how the final product sits wonderfully in store. Honestly, it’d heart warming when you see your work printed and you can step back and be proud of it. This is why I am designer. To fulfil a brief, design something pretty good and to have a happy client.
If you are a retailer wondering if I can help promote a product, sell your story, strengthen your brand or simply enhance the customer experience, email me today and let’s have a chat about your graphic design requirements! firstname.lastname@example.org