Mamta Khanna
Design Brief 1 A company is introducing its existing product with a new feature/scheme to catch up with the decline in sales of a particular brand. To reach the masses, they are planning to market it through POS displays, which can be displayed in all types of retail spaces. The company is not willing to spend more than 200 Rs. for the display system. Suggest appropriate position of the POS to get the required attention of the targeted customer without affecting the functional space of the retailer, the design solution should be compact enough to be delivered at various places, hence packaged properly, it should also justify its position on tabletop, wall or ceiling (specific to the product). DELIVERABLES 1. To identify the product & the brand. 2. Identify its features which could be highlighted for the sales (could be hypothetical) 3. Develop concepts for the display system with appropriate graphics & colour scheme which identifies with the product & the brand. 4. Make a paper model in 1:1 of the final concept.
Design Brief 2 To select a product and prepare a complete program for the product keeping the following factors in mind. Marketing of the product, product segmentation, cross section of users, brand promotion, location of the product in the retail space(indoors / outdoors), environment, design of the display system( pop material, product dispensers), duration of display, material, cost, packaging, assembly, transportation and keeping the visual order and hierarchy in mind. Design strategy to display, emphasize and promote the brand.
Products considered for display Compact Discs Books Stationery I-pods Laptops Sunglasses Jewelry Phones
INFORMATION COLLECTION
Sources of information Bookstores Readers Internet
Types of display spaces Malls Showrooms Boutiques Shops Roadside stands
Bookstores/CD shops Visited Crossword Landmark( Pune, Mumbai) Manneys Bandra book store Danai Granth Parle book depot Vendor on mg road Planet M
The User
Girl, 13-19 years old Higher middle income group – higher income group Likes girly things Things that open doors to the “adults world” Likes romance/romantic books/things Mystery/ passion/ secrecy Needs something/someone to relate to Needs to be up to date with the latest gossip/ small talk Likes male attention Has an attitude to throw around Likes things going her way Loves “hanging out” in malls/ movie halls/ coffee shops/ cafes Gets approximately 500-1000 Rs. a month as pocket money-very disposable likes using slang while SMSing Loves being the centre of attention Hates public transport..wants luxury
Loves shopping Has a mobile(generally the latest one)-used VERY frequently Loves socializing(in person, on the phone, on facebook etc.) Listens to music most of the time Loves owning what other people want/whats in vogue(ipods, branded clothes etc.) Very conscious of being in style/following trends Wants her way all the time. Could make an extra effort to achieve it May be a victim to peer pressure Loves receiving gifts If she idolizes someone, she’ll refuse to believe anything against them and would want to imitate them in every way Likes volunteering for odd small jobs if it brings attention to her Loves bright colours Wants certain things just because her friends have it
Different types of Existing Display Systems
Manneys
Roadside Store at M.G. Road
Danai
Bandra Book Centre
Granth
Parle Book Depot
Stephanie Meyer Born in Connecticut in 1973 The unusual spelling of her name was a
gift from her father, Stephen (+ ie = me ). She grew up in Phoenix, Arizona, with five siblings: Seth, Emily, Jacob, Paul, and Heidi. Was awarded a National Merit Scholarship, and used it to pay her way to Brigham Young University, in Provo, Utah Her favorite authors/biggest influences are (in no particular order) Orson Scott Card, Jane Austen, William Shakespeare, Maeve Binchy, Charlotte Bronte, Daphne DuMaurier, L.M. Montgomery, Louisa May Alcott, Eva Ibbotson, William Goldman, Douglas Adams, Janet Evanovich.
Can't write without music, and her
biggest muse is the band Muse, ironically enough. Her other favorite sources of inspiration are Linkin Park, My Chemical Romance, Coldplay, The All American Rejects, Travis, The Strokes, Brand New, U2, Kasabian, Jimmy Eat World, and Weezer. Is a member of the Church of Jesus Christ of Latter-day Saints Was named USA Today's "Author of the Year" in 2008.
She says that the idea for Twilight came to her in a dream on June 2, 2003.The dream was about a human girl, and a vampire who was in love with her but thirsted for her blood. Based on this dream, Meyer wrote the transcript of what is now Chapter 13 of the book. Despite having very little writing experience, in a matter of three months she had transformed that vivid dream into a completed novel. After writing and editing the novel, she signed a threebook deal with Little, Brown and Company for $750,000. The book was released in 2005.
Following the success of Twilight (2005), Meyer expanded the story into a series with three more books: New Moon (2006), Eclipse (2007), and Breaking Dawn (2008.The fourth installment of the Twilight series, Breaking Dawn, was released with an initial print run of 3.7 million copies. Over 1.3 million copies were sold on the first day alone, setting a record in first-day sales performance for the Hachette Book Group USA. The novel also won Meyer her first British Book Award, despite competition with JK Rowling. In 2008, the four books of the series claimed the top four spots on USA Today's year-end bestseller list, making Meyer the first author to ever achieve this feat and the bestselling author of the year.
Product Environment The environment the product was displayed with/ around had the following Other products of similar categories(next page) Cool/ calm surroundings enabling the viewer to read Well lit environment(CFL lighting) Space to sit and browse Display stands with wooden shelves Tiled flooring with a wood laminate on it CD section(if sold in the same store) Cash counter/ Helpdesk Adequate space to facilitate movement around the store Window Displays News paper/Magazine section
Similar Products
Harry Potter Princess Diaries Percy Jackson Lord of the Rings A series of unfortunate events The inheritance cycle The chronicles of Narnia Artemis fowl Roald Dahl Nancy Drew Amulet of Samarkind Spiderwick Chronicles Inkheart Spell The Golden Compass
Questionnaire posed to users Age: How often do you visit landmark? Once a week Once a fortnight Once a month Once every 3-4 months Once every 6 months Once a year Whenever they have sales In landmark you mostly buy Books CD’s and cassette’s Stationery and gift items
You tend to notice a display when It blends with the surroundings yet is in focus It differs completely from the surroundings How would a display interest you more? When it relates to the theme of the book(eg. Classical look for classic) When it completely differs from the theme( eg. Futuristic look for classics)
What kind of books do you prefer?
Adventure Art/ Architecture/Design Astrology Astronomy Best Sellers Biography Classics Comics Cooking Craft/ Hobby Do-it-yourself Fantasy Fiction Historical
Horror Humour Management Mathematics/Science Mythological Philosophy Photography Psychology Reference Religion Romance Self-help Sports Technology Travel
Do you face any problems while browsing (in terms of location/ placement of the books, insufficient lighting etc.)? Books are generally best sellers due to: Their name The author The publisher You have bought books because: (number according to what you’ve done) Someone told you it was good You saw an ad for it You saw a lot of people reading it and wanted to know what it was about Because of the cover of the book It was on sale It was displayed nicely
ANALYSIS
Product Category Book Fiction
Young Adult Stephenie Meyer
How the product is displayed
Slightly dim lighting yet enough to be able to read. Wooden shelves/ platforms & books are stacked on it. Graphics used follow the theme of the book. Posters of the movie or the cd are placed around it in stores that sell both. The books are only stacked in interesting ways. There isn't a separate display stand made for it. Black white and red used!!! For window displays, the same colour scheme was used but the display was so subtle that one tended to not notice the display but the book only Generally was displayed near the entrance of the store or near the cash counter Smaller stores had one set of books on display and the rest were stacked/ stored
How the product is used People generally know about a book when they buy it Some people pick up a book and read the back of it. If
it’s interesting they purchase it Books are read in the following places
At home(on the couch or chair or bed) In school While traveling In a library While in the loo
Form, Colour and texture of the product Cuboid Black, White and Red Matt finish, with white text. The image on the front
cover is laminated and glossy
Material of Display Wood or M.D.F. with a wooden laminate Aluminum/ steel (but only for storage which is not on
display) CFL bulbs used most commonly for lighting along with tube lights Tiled floors
Visual Graphics used Font from the book covers is used predominantly Red, white and black EVERYWHERE!!!! Images of the book covers are used Occasionally the movie posters are used
Why “twilight” The book was mostly bought because Somebody told them to They read reviews about it They saw other people reading and it generated curiosity They read the back of the book and it seemed interesting
SYNTHESIS
Brand Classification
Product Classification Books English
Novels Fiction
Young Adult
Stephenie Meyer • Twilight Saga • The Host
Image Projected Mystery Passionate Romantic Suspense Easy read
Need to display To showcase new arrivals To promote the author, Stephenie Meyer
SPECIFIC PROBLEM STATEMENT
To create a P.O.S. unit for the promotional sales of the “twilight� series. The unit must generate an interest in the book. It must follow the theme of the books and must not cost more than 200 I.N.R.
To create a floor standing display unit to promote Stephenie Meyer and launch the “Twilight Journals�. The display must be interactive and generate interest while following the theme of the books through colour schemes, lighting, overall style and graphics used.
Conceptualization
Stage 1
Finalization & Detailing
Nets used
Tetrahedron measurements for case(above) Tetrahedron measurements for tiny tetrahedron inside(right)
Circuit used
The top material is
acrylic(P.M.M.A.) which is rinsed with thinner to give it a visual texture. This texture turns silver when viewed against light. This follows the concept of vampires turning silver when they come into light
When the display is kept on a table
top, it accumulates dust. When the texture is given, the layer of dust isn’t as visible. It also provides a kind of foggy, eerie look when the lights are off which goes with the theme.
The red ribbon compliments the third book cover The fog goes with the eerie theme of the book The entanglement of the ribbons and tetrahedrons
shows the conflict that the lead character (Bella) is in. The flickering LED’s represent the danger that is lurking through the story. There are tetrahedrons suspended because there are 4 faces to it and 4 books in the series
Stage 2 The display is shaped like a book.
The author has written only 5 books, out of which 4 have black covers and one has a brown cover. The brown can be strategically placed on the right side so as to create some sort of pattern. The left side incorporates a touch screen. The author has a playlist for every book she’s written, so instead of reading the back of the book, one can listen to the songs to get an idea of what the book contains. This screen also gives out information about the author. The front of the display showcases the “twilight journals”
This concept was derived from the
red ribbon on the cover of “eclipse”. The journals are showcased on top of the touch screen display and the books are housed below the screen on all 4 sides of the stand. The first stand is too tall and can be viewed only from a distance. In the second stand is too unstable to stand on its own. It also doesn’t relate to the ribbon much.
ď‚— Different ideas for
placing the journals on the front and back of the book shaped stand.
ď‚— This concept is derived
from the final concept for stage 1. It incorporates the touch screen and has the journals suspended from ribbons on the top. It is about 10 feet in height and incorporates the playlists.
The book display with
multiple “pages”. Each “page” has a glass case in which the books are displayed. The case is transparent from both sides, so one can “turn pages” and view the front and back of the book. The front of the “book” features the “twilight journals” and the first page has information about stepheine meyer and the playlists on a touch screen.
Thank You