How to design posters, advertisements, and placards?

1. Types of POP advertisements

(1) Distinguish according to the POP setting place

1. Storefront POP - POP advertisements placed at the front of the store , such as billboards, posters, store signs, stand signs, posters, large puppet standing billboards, large physical samples, high-altitude balloons, window displays, advertising umbrellas, indicative signs, etc.

2. Hanging POP - Balloons, tags, hanging flags, empty packaging boxes, and decorations hanging in the air of supermarket stores are called hanging POP. The main function of hanging POP is to create liveliness and enthusiasm in the store. sales atmosphere. The breeze blows, causing various movements, which can directly attract attention from all angles.

3. Window POP - window decorations, stickers, posters, etc.

4. Level POP - three-dimensional display, basket, pole, shelf, large puppet, etc.

5. Shelf POP - Make use of the effective gaps on product shelves to set up small POPs, such as price cards, product brochures, table cards, product models, exquisite leaflets, small mascots, etc. Close reading "forces" customers to receive product information. It is an advertisement that directly sells products.

6. Wall POP advertising - POP advertising attached to the wall, such as poster boards, hanging flags, billboards, stickers, decorations, etc.; use applicable facades such as walls, glass doors and windows, counters, etc. , paste product posters, flyers, etc. The main functions are beautification of walls and product notifications, with emphasis on decorative effects and rendering of atmosphere.

7. Display rack POP advertising - small POP attached to the product display rack, such as display cards, DMs, price cards, billboards, shelf cards, etc.

8. Ground POP advertising - POP advertising placed on the ground from the store front to the inside, with product display and sales functions, such as electronic display screens, electric-shaped POP, etc.

9. Signboard POP - Signboard POP includes storefront, curtain, flag, horizontal (vertical) banner, and electric subtitles. The function of the signature POP is to convey the company's identification mark to customers, convey the information of the company's sales activities, and enhance the atmosphere of such activities.

10. Poster POP - Poster POP is similar to a poster that conveys product information. Poster POP should pay attention to distinguishing primary and secondary information, strictly control the amount of information, and establish a visual order.

11. Logo POP - Logo POP is a shopping mall or product location sign. Its main function is to convey shopping direction process and location information to customers.

12. Packaging POP - Packaging POP refers to the packaging of goods that has the function of promotion and corporate image promotion, such as gift packaging, gift packaging, and the overall packaging of several small units.

13. Light box POP - The light box POP in supermarkets is generally fixed on the end side of the display rack or on the wall display rack. Its main function is to specify the display position of goods and factory exclusive sales. The function of the cabinet.

14. The POP of the price card - the selling price can be seen at a distance. The selling price and font size should be clearly visible at a distance of 1-2 meters.

15. POP of display cards - to promote impulse buying, recommend related products or highlight special sales, etc. The text should be limited to 15 words and no more than three lines.

16. Store Guide POP - where and what products are sold, symbols can be set above the head to indicate.

17. Product Description POP - Indicates the relationship between sizes and symbols, displays materials, structures, uses or methods of use, etc. It can be explained with diagrams and added methods of use.

18. Service POP - the policy or motto for serving guests, expressed concisely in the form of regulations or slogans, no more than three lines.

19. Price tag POP - indicates the name and price of the product.

20. Protruding POP - advertising installed on shelf partitions and pathways in the form of protruding.

21. Spring-type POP - spring-type billboard.

22. Brochure holder POP - a holder for brochures about products and related information.

23. Promotional cage POP - a small cage cart used to sell related small commodities.

(2) Distinguish according to the purpose of POP use

1. Advertising outside the store - for the purpose of attracting attention

·The outer walls and surroundings of the store - signboards , hanging curtain, drawing board

2. Store advertising - for the purpose of luring customers into the store

·Window 1 - stickers, posters

·Door eaves - 1 Cloth strips, balloons, flags, etc.

· Entrance wall 1 - posters, stickers, wall paneling, signboards, etc.

· Entrance level 1 - floor, pole display, ground basket, etc.

3. In-store advertising - guide product display area

·Space under the ceiling - hanging signs, hanging displays, hanging flags, etc.

·Wall - posters, wall panels, pennants, ring column displays, etc.

·Level 1 - Standing signs on the ground, pole displays, large puppets, ground stands, etc.

4. Display stand advertising - for the purpose of explaining product features

. Attached to the product - labels, seals, price cards, display cards, etc.

. The side of the shelf - shelf card.

·On the shelf surface - display tables, counter racks, counter signs, change trays, cash login in-machine advertisements, counter baskets, etc.

(3) Distinguish according to different POP producers

According to different POP producers, it can be divided into "manufacturer's POP", "mass-selling store's POP", " There are many types of "POP" in retail stores, but the most important thing is to first clarify the purpose of promotion and choose a method suitable for this purpose to improve the promotional effect.

1. POP provided by the manufacturer

In order to promote the company's products, the manufacturer produces them for use in retail stores. Although they are high-quality printing and beautifully produced, the disadvantage is uniformity. The publicity cannot express the characteristics of each retail store.

2. POP produced by mass merchandisers

Produced by large stores such as supermarkets or department stores for their own stores, mostly for seasonal decorations in the store, or information about promotional activities, etc., the scale smaller.

3. Self-made POP by retail stores:

Made by retail stores to match the dynamics of the store, most of them are simple display cards or price cards. Different from the POP provided by the manufacturer, it can be promoted according to the timing, with the theme of things that are of common concern to local residents, lively and flexible, and very effective for sales promotion.

(4) Distinguish according to the functions of POP usage

Enterprises use POP mainly to shape the sales atmosphere in the mall and increase the probability of transaction. Its types are divided according to functions:

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1. POP for seasonal promotions

Stores are usually decorated with a series of POP, focusing on bringing out the unique atmosphere of each season. For example, the summer layout has a cool "beach splash" scene.

2. POP for new product launches

Advertising for new product launches generally lasts for just 2-3 months, usually in order to focus on appealing to consumers during this period, and Attract customers' attention to new product launches and place POP advertisements at terminal points of sale.

3. POP for gift promotion

The most commonly used method for POP advertising for gift promotion is to directly display the actual gift. Sometimes when displaying physical objects, POP advertisements are often used to emphasize that the attached products are extremely attractive.

4. POP on special display racks

In order to highlight the company's products that are displayed separately at the terminal point of sale, manufacturers specially design POP advertisements to decorate special display racks, usually with It is commonly used in cosmetics, shampoo, food and other industries.

5. POP to increase the performance of the product

If the product itself has personality and charm, you can use a suitable atmosphere to set it off, such as using lighting, arrangement methods, materials, etc. POP can improve the image of the product and increase the performance effect of the product.

6. Use POP for large-scale display

Stack up the products to form a special product display shape, and add POP advertisements, such as price cards, etc. to the products. Usually in order to achieve a large-scale display effect, it is necessary to emphasize color and the shape after large-scale display.

7. POP for on-site display and promotion

In order to promote a certain product, a POP booth is temporarily set up at the sales site. The main purpose is to attract the attention of customers and facilitate the display of personnel. Introduce and inform.

8. Event marketing type POP

When companies use "event marketing" promotional methods, in order to improve consumer participation, manufacturers usually produce some exquisite POPs. To help consumers gain an in-depth understanding of the activities they participate in.

9. Sales guidance POP

At terminal points of sale, in order to enhance the promotional power of the displayed products, sales guidance POPs are usually used to introduce the functions of the products and convey the benefits of the products. information.

(5) Distinguish POP according to whether it has a brand or not

1. Branded POP

Most POP advertisements have brand names on them. Highlight the manufacturer's brand, which covers various types of posters, billboards, promotional displays, hang tags, light boxes, etc. These advertising materials are used to promote special events, promote products, or strengthen mass communication advertisements at points of sale, so as to stimulate customers to purchase.

2. Unbranded POP

In some cases, manufacturers will provide unbranded POP advertisements in retail stores to widely promote a public concept or proposition. For example, the Dairy Association launched the "Dairy Awareness Month" event and specially produced a set of POP advertisements to emphasize the nutritional characteristics of dairy products and promote dairy consumption without mentioning the brand.

Sometimes, in order to promote a harmonious relationship with retailers, manufacturers will also produce some creative and decorative unbranded POP. There are no brands, products, or even activities mentioned on it. It is purely about beautifying the store. It is very attractive and very popular among retailers.

(6) Distinguish based on the length of POP use time

1. Long-term POP advertising

Long-term POP advertising is POP advertising with a usage cycle of more than one quarter. type. It mainly includes store sign POP advertising, counter POP advertising, and corporate image POP advertising. Among them, store promotions such as POP are generally completed by shopping mall operators in the form of POP. Since the cost of these POP forms is relatively high and the use cycle is relatively long, as for the POP of corporate image and product image, since the birth cycle of a company and a product generally exceeds one quarter, it is very important for the promotion of corporate image and product image. POP advertising must also belong to the long-term POP advertising type. Because of the time limit of long-term POP, its design must be extremely exquisite, and its manufacturing cost is also correspondingly increased, usually involving an investment of more than tens of thousands of yuan.

2. Mid-term POP advertising

Mid-term POP advertising refers to the type of POP advertising with a usage cycle of about one quarter. It mainly includes advertisements for seasonal products, POPs in shopping malls with seasonal cycles, etc. Clothing, air conditioners, refrigerators, etc. are limited by their use time, as well as the use cycle of windows to follow the product replacement cycle, etc., making The use cycle of this type of POP advertising must be about one quarter, so it is a mid-term POP advertising. The design and investment of medium-term POP advertising can be appropriately considered in the context of long-term POP advertising.

3. Short-term POP advertising

Short-term POP advertising refers to the type of POP advertising that is used within a quarter. Such as counter display POP display cards, display racks and store discount and sale signs, etc. Since the existence of such advertisements is associated with the existence of certain types of goods in the store, as long as the goods are sold out, the advertising of the goods will have no value. In particular, some products may be sold out within a week or even a day or a few hours due to the quantity of purchases and sales conditions, so the corresponding advertising cycle may also be extremely short. The investment in this type of POP advertising is generally relatively low, and the design is relatively unsophisticated. Of course, as far as the design itself is concerned, it must still be consistent with the taste of the product as much as possible.