I have grouped Point of Sale material with Exhibition work because they are very much the same in nature, they're viewed the same way by the Target Audience and they have exactly the same role to play - and that is to 'reel in' your Audience for that last 10% of the purchasing journey.

They are designed to help people find your product (or service) and persuade them to make that selection to buy your product by creating an item that is very inviting and immediately recognizable as your brand.

Point of Sales material can come in a myriad of guises and is a designer's dream as, to a great extent, it has few rules or templates and they can be a brilliant design on an existing item or a completely innovative new invention.

Exhibition design is the same. I have seen many astonishing Exhibition Stand designs, some that take your breath away and created by a genius who knows no barriers (and many that are rather boring and have been created with little understanding of their role!)

One major factor to remember. All other forms of advertising (press, TV, leaflets, DM, brochures, websites etc) to a certain extent, have to compete with other brands or products within the same media.

However, this is nothing compared the immediate competition that both Point of Sale and Exhibition items have to contend with.

By their very nature they are right in the deep end and an Exhibition stand at a Trade fair is surrounded by dozens of competitor's stands - and a lawnmower is one of possibly 20 brands of lawnmowers - all calling for your attention.

This means, of course, that your Point of Sale material and eye-catching Exhibition design demands even more thought and careful consideration.

It's right at the last hurdle of the advertising journey and has to shout louder, be more clever and more inviting than all those other noisy, clever, alluring products, and there are, naturally, a few rules to consider

For example, size is important!

In Exhibition design you will have an area to work with, perhaps a 'squaremetreage' so to speak, and probably a height and weight loading, electricity details and perhaps rules concerning excess light and sound.

The same applies to Point of Sale materials with shop, showroom or store rules of floor, shelf or even 'air' space (for mobiles).

And of course, there is a cost consideration and a budget to work to.

And they must be practical. Simple installation, easy access, sensible ergonomics, safety (steps are daft!) easy reach, aesthetically pleasing words and imagery, beautifully designed and, of course,
VERY INVITING.