Many businesses, especially retail stores, increasingly rely on point-of-sale printing. This is reflected in a wide range of materials designed to make products more visible. At this stage, what are these materials and how should visual communication in-store be approached? We explain it below.
POS materials and visual communication for your business
First, it is important to understand that advertising materials used in-store can be classified according to:
- The location of the product
- The duration of the display
- The added components
- The structure
- The function of the products on display
Most POS materials and in-store visual communication are located indoors, primarily for visibility within the shop and, in some cases, in window displays. These are the most common materials and some key examples:
Gondolas
These are fixtures that form part of the store aisle. Although increasingly innovative models are being used, print production remains essential to define product areas and highlight specific sections.
End caps
If your business needs to highlight one product over others, end caps—placed at the end of gondolas or at aisle intersections—are one of the most effective options. Visual communication must be strong and eye-catching to attract customer attention and achieve the intended objectives.
Display units with die-cut shapes
The most distinctive aspect of these elements is the message or branding they display. They are manufactured to meet specific requirements and can incorporate die-cut shapes to enhance visibility and impact.
Special display bins
These are effective because they act as promotional containers. They are highly visible platforms, widely used for small, non-perishable products. The upper section highlights the product image or key features.
Floor graphics (self-adhesive vinyl)
These are not only used for wayfinding but also to communicate promotions or highlight specific products. Produced with high-quality self-adhesive vinyl, they are durable and visually impactful, making them an effective tool to capture attention.
Islands
Finally, islands are stand-alone displays placed in central aisle areas with high customer traffic, maximising visibility and interaction.
Point-of-sale printing across different materials is key to increasing sales in your business. Now that you are familiar with the most common options and how to strengthen your visual communication, we can support your business in implementing them effectively.
