AS DT

Initial Point Of Sale Research:

This battery point of sale is very large so it attracts attention and yet it is very thin so it can easily fit onto the end of an isle. It is a very easy design to remember and distinguish because of the iconic battery pillars either side of the point of sale.

My Photos + Internet:

This Simoniz point of sale has a very bright and distinctive orange colour which is good as it means customers are more likely to notice it but this is bad as there is too much visual noise which could put the customer off. The pictures on the side of this Loctite point of sale give added information to the text by giving a visual example. Also, the words on the side of the point of sale such as “ Ultra” feel powerful to the customer which could persuade them to buy the product. The sloping gradient make it more stable and safer.

The glass box covering the product on this make up point of sale makes the product seem important as it cannot be touched. But this does mean that you cannot test the product. The shelves are too enclosed and low down, which makes it hard for the customer to access the product.

This Hunger Games point of sale takes up a large area so it more noticeable and attracts customer attention more easily along with the picture/design tells a visual story about the product. It is very different compared with the other point of sales because it promotes the product on more than one side.

This Tatty Teddy point of sale has images of a teddy bear which is part of the brand that helps you to remember the brand as it is partly because it looks lovable to charm customers, and has simple/fancy patterns that seem more sophisticated to the average customer.

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Initial Research

Old Spice & HackettMr. Natty & L’Oreal’L’Oreal Men ExpertSituation & Brief

Research Plan

Task Analysis & Links FXInitial Specification

Competitive ProductsQuestionnaire

Mood Board

Product Profiling

Customer ProfilingResearch SummaryFurther SpecificationEvaluation Pages

Evaluation Pages

Person & Product Int’Market Research

10 Min Observation

Initial Research 2

Initial Research 3

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Initial Research 2

This Coca Cola point of sale stands out as it is a bright red colour and there is not too much visual noise. The product is visible yet kept cool in the lower compartment with an example of the products on the top shelf. This point of sale also has wheels so it can be moved. A bad thing however is that you cannot see the branding on the roof. This Iphone 4s point of sale is very simple yet effective because of the image and product name in the background. As it is an expensive product it is available for a trial which is good for customers interacting with the product. However, this is not very sustainable as once the next version is released it is redundant.The colours of blue and white on this PG Tips point of sale seem very calm and relaxed to the customer , which might help them to buy it as they feel more comfortable . Plus the monkey is seen as friendly to encourage you to buy the product.

This child’s toy point of sale has a catchphrase on it that helps the customer to engage with the product and it is spread over the whole point of sale which means that once the customer reads it they have already sub-consciously looked at the whole unit which could help them to buy a product. This Ipad point of sale has a quirky, curvy shape which could catch customers attention better as most point of sales are square or flat on. Also the white is a calm colour, along with the different colours of the cases and the yellow good for catching a customers eye.This Bic point of sale found from the internet is a good because it is not just a random shape but a scaled up version of the product itself. The bright blue catches your attention but it is not too strong in terms of visual noise.

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This Krispy Kreme point of sale is very large so it attracts customer attention easily but I find the size compared to product volume is not worth effective. The green and white colours are not too much and the product is well lit. To get a doughnut from the top shelf can be difficult for a customer so it is not the most ergonomic point of sale.The TV screens on this JML point of sale are really good as they attract the customers attention with the sound while giving a visual demonstration of the product without being over interactive or using up the product as it is virtual. The blue and white colours are also very calming for the customer.

This Garnier point of sale has a very iconic double helix shape. The bright green is good for catching a customers eye but all being one colour is too much visual noise. Also the design of the point of sale means that the product is not easily accessible in places such as the middle.

This Milka point of sale has a clear theme relating to the product. The iconic Milka cow helps it appeal to younger children and the cow print helps the point of sale look more like a cow. The iconic purple colour helps the customer to identify the product with the buckets adding to the cow theme. This doughnut point of sale’s bright pink colouring is eye-catching but I find it is too much visual noise. The glass-sided design means that you can see the products even at the back of the point of sale. I like the slide mechanism as it means you don’t have to reach to the back as the next product will slide down once a doughnut is taken. This National Lottery point of sale

is very iconic because of the bubble-like shape and blue & grey colours. This has to be a design that is easy to recognise as so many people do the national lottery. This is deliberately placed by the front of the store so be people will see it once they enter the shop plus when they have done all of their shopping.

Initial Research 3

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Lynx & Fish

Lynx products are aimed at young men from the ages of 11-25. Lynx packaging is very bright and bold with a range of interesting patterns and swirls in colours such as blue, green, yellow and orange usually with a black lid or edging. Lynx have a range of fresh smelling deodorants and shower gels that are made to appeal to the younger man.

Fish are a specialist hair styling brand with a traditional Soho salon theme. However, the Fish packaging and product design is very bright and extravagant with packaging colours including bright blues, bold red and luminous greens. Fish aim their products at the young adult through to the middle aged man.

Fish

Lynx

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Old Spice & Hackett

Old Spice have a very masculine range of products for the middle aged man. The product is usually packaged in a tall, thin capsule with the Old Spice logo of a sailing ship. The main branding colours are red and white with some turquoise blue as a secondary colour.

Old Spice

Hackett Hackett are a very smart and stylish brand aiming at the

younger aged man. Hackett have a vision of fashion and style with the aspect of social interaction and being with friends. Hackett packaging is very simple with just the name and minimal information. Typical Hackett colours are blue and white sometimes including silver or just transparent.

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L’Oreal Men Expert

Mr. Natty is a male grooming company that is presented as an old fashioned concept with modern colours and ingredients. Most of the Mr. Natty products come in a little tub and the Bay Rum type aftershave in a bottle. There is a large emphasis on facial hair and moustaches, with other areas as well.

Mr. Natty &

L’Oreal Men Expert are aimed at the older and more mature man. Their product line has a scientific emphasis with the fighting of wrinkles and greying hair the main selling areas. The brands main colours are orange and grey nut hey also have black, white and some opaque areas.


Mr. Natty

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The L’Oreal Men Expert brand is aimed at the 30yr-50yr old age category. L’Oreal Men Expert are a more of a scientifically based brand, designing products more for the effect of the product than the fragrance or the scent. The type of people who would buy this brand of product are people who are conscious about their visual appearance under the effects of aging and time. This product is also a more mature man’s and gentlemen's type of product and not designed for the younger generation of people who do not yet feel the effects of aging. Some of the products are focussed on being used to improve a man’s skin e.g. to fight against wrinkles and other products include remedies for a man’s hair e.g. to remove grey hairs. Models and other brand promoting figures include the names of Pierce Brosnan, Patrick Dempsey, Eric Cantona and Hugh Laurie. They promote the products by showing the target market and engaging with people who would use the L’Oreal Men Expert range of products.

I have chosen L’Oreal Men Expert

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Design Situation and Brief

Situation: L'Oreal Men Expert need a new point of sale display unit that helps to introduce younger

customers than the normal target market to the brand so that they will know about and want to purchase the product in the future when they become a customer in the target market age range. The point of sale display unit also needs to raise the awareness of the brand to past and existing customers.

Design Brief: I will design and make a point of sale display unit for the male grooming company L’Oreal

Men Expert. The point of sale will appeal to a slightly younger band of customers than the usual target market in order to get them involved with the brand for the future. The point of sale display unit will also include the typical brand colours of orange and grey whilst clearly displaying the brand name and any important regarding the product. The point of sale should also attract the attention of existing customers to the brand to encourage them to spend more money on L’Oreal Men Expert products.

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Task Analysis and LINKS FX Logical = L Stand out and advertises brand Ergonomic considerations Reflects the brand Draw in customers-sound, video, lights You can see the product Use of testers USP – Unique Selling Point Position in relation to foot fall

Need = N To clearly display the product Allow customer interaction with the product Attract customer attention Must clearly display the branding Hold the potential customers attention Display any important information clearly Give the customer ability to access and purchase the product Consider ergonomics, safety and theft Keep = K and Scrap = S (From initial investigation) Pillars on battery POS Height of JML Screens Simple Iphone 4 POS Luminous orange on car wax National Lottery shape Coca Cola roof branding Cow theme for Milka Doughnut height for Krispy Kreme PG Tips monkey & colours Shelf height for Loctite Coca Cola rainbow design Red pattern on make up Scaled up product-BIC Colour of other doughnut POS Information on Hunger Games Black colour on Teddy POS Concept of JML Screens Luminous green on Garnier Tagline on child’s toy POS Shelves for make up POS Garnier POS DNA shape Sustainability of Iphone POS Information on Loctite POS Design of Ipad case POS

Form vs Function = F A product/POS has to have a good form, meaning a good appearance and visual features to interest the

customer and make them want to buy it. However a good product/POS needs to have a good function, meaning it has good features and be of a good quality/reliability etc. A company who do this well are Apple. They have a range of good looking products, so have a good form. They also have great features, applications and they last a long time, so they have a good function as well. Another company who do this well are Aston Martin with good looking and performing cars.

X Factor = X Some POS displays stand out from the rest, this is because they have an X Factor. I have chosen

what I believe to be the best features that are the most effective. A POS that is the scaled up version of the product/does what the product does A POS with an odd shape that is iconic/easy to remember like the national lottery POS A POS that either moves, floats in the air or is suspended somehow A POS that impacts on customers senses e.g. smells, sound, taste, texture, video (JML) A POS that speaks to the customer when a movement sensor is activated A POS that glows in the dark and has an enticing lighting system.

LINKS FX: Establishing a need: Illogical = I Too much writing Not enough information No branding Visual Noise Too interactive , no intent of purchase Removing product from the POS Too many options Below eye level Be Sustainable

Functionality & Features: Colours, pictures, shapes, design, materials, video, smells, sounds, tasting, textures.

Visibility & Position: In it’s own space, no other choice or products in the way/around it, eye-level hanging, moving.

Target Markets: Young, teenaged, middle aged, older generation, male or female, unisex.

Aesthetics/Branding: Shape & colour scheme, name & price of product, lighting, from a distance/up close, distinctive, eyefall.

Materials: Plastics, glass, metal, wood, finishes: reflective, matte, smooth, textured, recyclable, sources.

Safety: No spiky edges, any parts that stick out, brightness, sound level, fire resistant, not combustible/explosive

Sustainability: Materials used, uses for other products/designs, recyclable, adaptable, component replacements

Environment: What type of shop, which isle/area, positioning, direction of display, consideration of footfall and eyefall.

Interactivity: Samples, testers, sensors, theme, method of purchase, use of 5 senses (video, smells, sounds, tasting, textures)

Social Networking/Web: Use of QR and barcodes, Facebook/ twitter pages, website (layout and branding).

Construction: Where will it be made, processes, assembly, source of materials, types of glue/joints.

Ergonomics: Ease of view/reach, distance from customer to product, level, position/angle.

Price: Value of the product, reputation of the brand, time it will be used for, type of shop it is in.

Future: Future products/releases of the brand, trends/fashions, other companies , direction of the market/technology.

Task Analysis

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Initial Specification

Aesthetics: The point of sale must display the iconic L’Oreal Men Expert branding colours of grey, orange and black. The point of sale must clearly display the brand name and show the colours of blue for L’Oreal and then the white for the Men Expert. It must also display the relevant information for the product.

Cost: The point of sale must have good quantity to value ratio meaning that the amount of money that is spent on each point of sale is in proportion to how point of sales will be made. This will affect whether the point of sale will be made of high or low cost materials. Depending on big the point of sale is depends on how much it will cost in floor space in a shop. The cost can vary depending if the point of sales are delivered whole or that they are collected in a flat pack form and are assembled separately to the manufacturer.

Customer: The point of sale must be aimed for the target market that the actual product is aimed for. The shops that this point of sale will appear in must be the type of shops that the target customer will be going into and shopping in. Also the type of area or place that the customer will shop, work or live.

Environment: The point of sale must be positioned in a place that has consideration of customer foot fall, whether outside or inside and the type of products or themes that the point of sale will be with. For example if all the other products have an Olympic theme it could have something that ties in with that theme. The product must have some consideration about sustainability and where the materials and components come from.

Size: The point of sale should have considerations for ergonomics/anthropometrics and how the customer will see or touch the point of sale. The size of the point of sale must reflect the size of the actual product. It must also be stable for it’s height or shape so that it will not fall over. Depending on how big the point of sale is and how much floor space it takes up will determine the cost to the shop of putting up the point of sale.

Safety: The point of sale must have safety in respective of the customer. For example not be a choking hazard for children or have sharp edges. It must also be stable so it doesn’t fall on anyone. The point of sale must also be safe for the staff in the shop as if a thief tries to steal the point of sale or the product the staff will be the people who have to try stop the thief which could be dangerous to the staff unless the shop has a specific security team to protect these types of products.

Function: The point of sale must market the product and attract the desired target market. It could have a tester or some way of showing what the product does. The point of sale could display some history of the brand or some sort of scientific element to make the point of sale/product seem more advanced. Along with the tester it could have some sort of interactive element to it to attract and keep customer attention.

Materials: The point of sale could be made of materials like steel, orange plastics, glass and possibly some black high impact polystyrene as these materials fit the colour scheme and typical design of the brand.

ACCESS FM:

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Ten Minute Observation:I will go into a male grooming store and stand for ten minutes watching certain customers. I want to find out the main areas of customer footfall, so I know where to position my point of sale and the main areas of eyefall, where the customers look. Before I do this I roughly need to know the layout of the shore and where the specific men’s products are. I also want to find out what colours and designs might interest or attract a customer.

Market Research:I will look at current brands in the male grooming market and then create a diagram contrasting the target market age ranges to cost. I should then see a correlation between L’Oreal Men Expert and the other brands in the market. I will then use this information to see how expensive the design of my point of sale will have to be in order to fit into the quality of the brand and those competing around it. I will look in shops and on the internet to find out an approximate cost from a brand and the age range the brand is aiming at.

Competitive Products:I will look at the current brands that I would consider to compete with L’Oreal Men Expert in the male grooming market. I will then analyse the aspects of the other brands and what makes them a competitor and if there are any features or design ideas that help them stand out in the market. I will then see how I could apply these things to L’Oreal Men Expert to create a point of sale that not only reflects the brand well but fits in well to the rest of the market.

Research Plan

Secondary Research: Mood Board:I will look for pictures that I believe are relevant to the brand and target market that I am aiming at. Using this, I hope to associate other brands and products to L’Oreal Men Expert to gain a view of what a potential customer is into. I will look in shops and use the internet for the pictures. Before I do this I need to think the products and designs that you would you would associate with the brand L’Oreal Men Expert.

Customer Profiling:I will research the type of things that my type of customer are into. I will study things like: where they might live, their holidays, cars, travel, habits, likes and other social economics. I will then use this information to understand my customer better so I can create a point of sale display that would appeal to them, to make them buy the product.

Product Profiling:I will look at the L’Oreal Men Expert range of products and assess their colours, designs and shapes. Along with this I will determine which products I like and look good, to the products I do not like so well. I will do this to learn more about the brand, the type of products that they design and the design of the packaging. I can use this to create an accurate point of sale in relation to the brand of L’Oreal Men Expert.

Person & Product Interaction:I will go into a male grooming store and watch how people touch and interact with specific products. I want to find out how a customer interacts with a product and what they do with it, so I can find out ways to keep a customer interested at my point of sale and to interact with it so that they might purchase the product on my point of sale display.

Gantt Chart

1 2 3 4 5 6 7 8 9

1. Investigation and Clarification of problems

2. Development of Design proposal

3. Making/Modelling

4. Evaluation and Testing

10

Week

Primary Research:

Questionnaire:I will create a questionnaire containing various questions regarding point of sale displays, age and L’Oreal Men Expert, that I will give to a number of middle aged men. I will then collect in the results and adapt my design ideas to the views and influences of the target market. Before I do this I need to decide who I will give the questionnaire to and where I will conduct the research.

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Person & Product Interaction As part of my research I went to Boots, John Lewis and House of Fraser. While I was in the male

grooming section of these shops I watched people how different customers were interacting with products on shelving units, to get an idea of basic person and product interaction then how the customers interacted with the point of sale display units. I then recorded exactly what the customer did and the common behaviour that I noticed with the customers was:

For Shelves: The customer would walk up to the shelf/isle then they would briefly look over the whole shelf/isle before being attracted by a particular product, design or colour scheme.

The customer would then pick up that product and read the information on the front of the product. If the customer was not impressed by this information or design at close inspection they would return the product to the shelf and look for another product that had caught their eye.

Once the customer has selected the product that they want, they would feel how much the product weighs, consider how it fitted into their hand, shake it and consider other ergonomics.

The customer would sometimes pretend how they might use the product and usually open the lid to smell the product. If they liked the smell, ergonomics and thought that the product fulfilled their needs they would then briefly read the information on the back of the product and want to know the price.

If the price was not visible or there was a complicated deal/offer then it would put the customer off buying the product. However, if the customer had clearly seen the price and there was no complex offer then the customer would put the product into their basket.

Finally, the customer would briefly check the whole isle as they walked towards the checkout/other department but never picking up another product as they do not have enough time.

For a point of sale: The customer would walk up to it and look straight at the design, pictures and features before looking at the product or brand. If this looked appealing to the customer they would touch the product as it is usually being touched in picture (If there is one), and to get a feel for the product.

Once the point of sale has got the product into the customers hand they would spray it on to their hand or cardboard test strip if there was one.

If the customer liked the smell of the product then they would look for and take the packaged version from the side of the point of sale but didn’t bother if they couldn’t see the product or if they had to ask to get it.

Primary:

What I have learnt: I have learnt that people initially look for a sophisticated visual design to catch their eye. The point of sale must then feel comfortable to the customer as they interact with it. The point of sale must display interesting and relevant information, especially the price and

brand name. A picture helps the customer to interact with the product, along with some sort of sample. If I apply these things to my point of sale it should make it appealing to the customers. The product must easily be accessible for purchase and must not have too much choice as

will put the customer off.

Example: In this picture you can see a picture of someone holding the product. The product is also available for testing and is easily accessible for the customer to purchase the product. The name of the product and the brand are also visible.

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Market Research

High Cost

Low Cost

What I have learnt:From this diagram that I have created I can see the correlation between the age of target markets to the cost of products from a range of brands. I can see that L’Oreal Men Expert is in the upper right quadrant alongside brands like Lab Series, Regaine and Dove Men + Care and Nivea for men in the male grooming market. These are the competing products with L’Oreal Men expert as they have the same target market are of a similar cost.

Young Age

Middle Age

Lynx has the lowest cost in comparison

to the rest of the market and it has the

lowest aged target market.

Lab Series is aimed one of the oldest

target markets and it has a high

cost. It is also a very scientific brand.

Hear are some pictures of Dove

Men + Care and Nivea for Men

that I took when I was carrying

out my research.

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While I was in Boots, John Lewis and House of Fraser I stood in the male grooming section for ten minutes in each store and watched how customers went around the store, where they looked and what else they did. The common patterns and other things that I noticed were:

In the ten minutes: Once people had entered the store they were attracted by areas in the shop that did not fit the

pattern of the store layout. For example a isle that is perpendicular to the rest. I also noticed that one of the best places to place a point of sale is in at the top or bottom of an

escalator. This is because the customer is fixed in line to the point of sale until they get off the escalator and is kept there for an extended time as the escalator moves rather slowly.

The male grooming area is usually at the side or back of the store near the checkouts. Staff are usually located by the more expensive products to provide security and to help shift the

more expensive items to the passing customers by giving information and advice. Once in the male grooming area the customers usually look just below eye level but when

walking around, eye level is the most effective height for attracting customer attention. Silver is the most common colour that appeals to middle aged customers, along with a intuitive

design that is simple otherwise the customer finds it too much. All ages of people go into the male grooming area and they all browse the entire set of age

ranges for products just because of the design of the some products. Point of sales that are just in open space get seen but are not always processed by the

customer, yet point of sales near the product they are promoting are much more effective. Middle aged men only like one or two brighter colours per product otherwise it is too bright. Too much choice or limited accessibility to a product often put the customer off buying. Traditional and scientific based brands appeal to the middle aged customer. Customers usually pass through areas at the sides of the store to get to male grooming.

Ten Minute Observation

What I have Learnt: From my observations I know that by putting my point of sale somewhere like at the top of an

escalator, it will attract more attention and more sales. Having a picture on the point of sale helps customers to visualise the product. Having a staff member by my point of sale can help the sales and security of the brands

products. A good design and appropriate colour schemes can attract people from other target markets.

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Competitive Products

Brands that would compete:

What I have learnt:From this analysis of the competing brands I know that my point of sale will have to be of a moderate cost so that it increases the visual value of the products so that they will be able to compete with Lab series. I also know that the point of sale will have to show that the products are gentle and effective to compete with Dove Men + Care. My point of sale must also be well designed if it is to compete with Nivea for Men. Finally, the point of sale must show that the products are of a specialist quality to help them compete with Regaine.

LAB Series:This brand aims at the middle aged man and older with simple packaging with a main colour of white and secondary colour of mainly blue or green. This brand would compete with L’Oreal Men Expert because they specialise in the scientific side of the product and spend a lot of money on the designing and testing of ingredients to make their products do the job. This is similar to L’Oreal Men Expert as they also spend time perfecting their ingredients.

Regaine:This brand aims at a specific target market that can vary in age. The customers that they aim for are suffering from hair loss and balding. Their main product is the foam which would compete with L’Oreal Men Expert as they are a specialist brand with all of their knowledge in a single product which could make it better that the L’Oreal Men Expert range of hair treatments .

Dove Men + Care:This brand aims around the middle aged man with a grey and white colour scheme with secondary colours such as blue, green and red. This brand would compete with L’Oreal Men Expert because of the emphasis of being caring and gentle on skin with soothing creams and gentle moisturisers. L’Oreal Men Expert have a similar range so would compete with this brand.

Nivea for Men:This brand aims at the slightly younger middle aged man and contains a blue and white colour scheme often containing silver as a secondary colour. This brand would compete with L’Oreal Men Expert because they have a range of slightly more affordable products which are well designed and have appealing packaging. L’Oreal Men Expert have well designed products too but customers may go for a lower price.

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I have found out that:From my target age range, not that many people suffer from an age related problem. However, they are concerned about the future effect and most people in this target market are prepared to buy a product if it is presented in the right way. People look for a well designed POS first then one with good colouring, then interactivity and information. Also that they don’t want too little or too much information, would usually prefer a picture on the POS and would prefer an interactive POS.

I created the questionnaire (right) that contains 10 questions about point of sales, age and L’Oreal Men Expert. Then I gave this questionnaire to a range of middle aged men around the L’Oreal Men Expert target market. Once I had collected the answers in I created a table (below) containing the results of my research.

Questionnaire

Response:Question:

Box 1 Box 2 Box 3 Box 4

Q1) Age O % 55 % 40 % 5 %Q2) Issues 20 % 35 % 2 % 20 %Q3) Concern 5 % 65 % 20 % 10 %Q4) Product use 10 % 50 % 20 % 20 %Q5) L’Oreal M.E 25 % 60 % 12 % 3 %Q6) Feature 30 % 10 % 45 % 15 %Q7) Colours 40 % 25 % 15 % 20 %Q8) Information 30 % 15 %Q9) Images on POS

10 % 60 % 25 % 5 %

Q10) Interactive 5 % 60 % 35 % O %

55 %

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Secondary:

What I have learnt:With all of these images I can see which brands L’Oreal Men Expert is associated with and define what type of products my target customer is into. This is shown through the type of person my target customer is: a middle aged man that shaves with Gillette and has hair just before or during aging, open collar shirt, silver watch and brown shoes. Cars that this target customer would typically drive would be a silver Jaguar or Mercedes. The orange and silver products relate to L’Oreal Men Expert, and the DNA structure shows how it is a scientific brand.

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These Images: Depict the watches they would wear, shaving products they would use, the cars they would drive and a few images relating them to the brand.

The customer would drive a silver Jaguar or a silver Mercedes type car:

L’Oreal Men Expert have a range of products for the middle to older aged man with an emphasis on treating and preventing the effects of aging like grey hair, wrinkles and dry skin, these objectives are visible in the design and the packaging of the L’Oreal Men Expert products.

The packaging and branding of the L’Oreal Men Expert range of products are mainly orange and silver in colour. Orange, to catch the customers eye and attention. Then accompanies by a softened silver type colour to present the product as good quality and to look more expensive.

The secondary colours that accompany the orange and silver are black and white, these colours are usually used for the information and text/text boxes and in contrast with each other.

The L’Oreal Men Expert range of products often have a small section of information on the front of the product which includes the brand name, the products name and some scientific information about what the product is used for and what area it helps/treats. While giving some written detail about the product they also enhance the design and layout.

The layout of the packaging/design is not usually full on square, so they have an indented side, an unsymmetrical layout or overlapping features.

The products can come in a variety of cases and containers depending on the product itself. For example, the face wash comes in a typical triangular casing, moisturising lotion in a small squirt-able tub and the eye roller in a rod. They all have a circular base and can stand up on their own.

I personally like the indented edge design on the moisturiser and other products, I also like the “L’Oreal” text in white and then the “Men Expert” in black. I don’t think the brand name looks as good or appealing in just a single colour.

With the eye roller I think that the whole design in orange is a bit too much visual noise and the text size is a bit too small compared to the product.

The average size of a L’Oreal Men Expert product is 10cm tall and 5cm wide-(Excluding the eye roller and moisturising stick). This will be useful determining the size of my point of sale display.

The products don’t weigh very much so the point of sale does not have to support a large amount of weight and the products don’t contain any easily breakable materials.

Product Profiling

What I have learnt:Now that I have looked into the designing and packaging of the L’Oreal Men Expert range of products, I can now create a point of sale display that will not only portray the brand well but will also compliment and blend in with the products that they design as well. I now know that I need to include all four colours in my point of sale and have some sort of indented or overlapping edges. I now also have a good knowledge and understanding about the type of products that L’Oreal Men Expert design and manufacture.

Navigation:

Lynx & Fish

Initial Research


Research Plan



Mood Board

Product Profiling


Evaluation Pages


10 Min Observation

Initial Research 2

Initial Research 3

Evaluation Pages

This moisturiser has the

indented edge and good

combination of the four

branding colours. The title

is good as it contains two

colours instead of just one.

The eye roller has too much visual

noise & the text is too small while

the all black title on the icy cleansing gel would look

better in two colours. It is

unsymmetrical.

The type of customer that would use L’Oreal Men Expert would: Middle aged-Is at a mature, well established age and not be too young

or too old Family man-He has a wife, possibly children and is very caring and

approachable Job-He has a reasonably high and steady income from a respectable

company Income-Earns a good living and has a disposable income that is

regularly used Accommodation-Lives in a detached house with sizeable rooms and

garden Location-Lives on the edge of a known town with modern and well kept

facilities Casual Fashion-Often wears an open button type shirt with brown

leather shoes Travel-Drives a well priced car such as a silver Jaguar or silver Mercedes Timekeeping-Wears a silver watch of a more expensive than average

brand Holidays-Goes on moderately costing holidays to exotic locations

multiple times every year. Travels business, sometimes first class with British

Airways Grooming-Shaves with Gillette, styles their hair and uses a mature

aftershave Mentality-Keeps up with fashion and trends while having their unique

style, also looks for decent products that can help with their aging to keep up their public image

Likes-Interested in some sport like golf, some culture and colours like silver

Habits-Watches the news, is punctual, intellectual and always writes with a fountain pen

Social Status-Well respected, goes on regular dinner outings to friends & restaurants

Background-Middle to high class working family, with one or two brothers/sisters

Food & Drink-A good taste in wine, steaks, expensive bread and some cheeses

Customer ProfilingNavigation:

Lynx & Fish

Initial Research


Research Plan



Mood Board

Product Profiling


Evaluation Pages


10 Min Observation

Initial Research 2

Initial Research 3

Evaluation Pages

What I have learnt:I now know a lot more about the type of customer that I am aiming my point of sale at. This helps me because it means that I know more about what my target customer likes, how they think and what they look for in a product/ point of sale. Studying their habits and other information has given me ideas on how I can make my point of sale appealing to this target market and this in turn will make my point of sale successful and effective.

Research SummaryNavigation:

Lynx & Fish

Initial Research


Research Plan



Mood Board

Product Profiling


Evaluation Pages


10 Min Observation

Initial Research 2

Initial Research 3

Evaluation Pages

Questionnaire:• Not that many people suffer from age related problems from the L’Oreal Men Expert

target market• People just buy the products because they worry about the future effects and their

public image• Prepared are prepared to buy anti-aging products if they are marketed in an

appealing way• An interesting design is the most important aspect in a point of sale then the

colouring, then interactivity and then lastly information, there should not be too little or too much

• A point of sale looks more appealing if it has a picture and they are more likely to buy it if it is interactive

Person & Product Interaction:• People look for a sophisticated visual

design• It must feel comfortable during

interaction• Display relevant information:

Price/Names• Product needs to be accessible for

purchase• There is not too much choice• Include a picture and a

sample/tester Mood Board:• I can see that the customer who would buy L’Oreal Men Expert would

also buy from brands like Gillette, Jaguar, Mercedes, Omega and items such as brown shoes . The other images show items and products relating or that I consider relevant when designing my point of sale. This includes images of oranges , people of an approximate target market and a DNA strand.

Ten Minute Observation:• A great place that attracts customers

attention is at the top of the bottom of an escalator

• A picture helps a customer visualise the product

• Having a staff member with my point of sale, it will help to sell product and have more security

• A good design and an appropriate colour scheme can attract customers from other target markets

Competitive Products:• L’Oreal Men Expert is in competition with brands such as Nivea for

Men, Dove Men + Care, Regaine and Lab Series• My point of sale will have to be of a moderate cost and have a

moderate visual value• It should show that the products are sensitive on skin and effective

at its’ purpose• It must also be well layed out, look appealing and show specialist

brand knowledge Customer Profiling:• From this I now understand more about the type of customer that I

am aiming at. My customer lives in a fairly modern detached house with a good job, family, goes on exotic yet moderately costing holidays, wears a silver watch, has a good taste in wine, wears an open collar shirt with brown shoes and is a respectable figure with a good social status.

Market Research:• L’Oreal Men Expert appears in the upper region of the market in

terms of cost and age range. It is next to brands like Lab Series. This shows that more money is spent on the more scientific products which I should apply to my point of sale. At the opposite end of the scale the low cost, low age option is clearly LYNX.

This page is the summary of all

of my research from the different

research methods that I have

used. I have put it all together to

show what I have learnt from my

research.

Product Profiling:• I need to create a point of sale that

mainly contains the colours of orange and silver but also includes black and white

• My point of sale must include an indented edge, overlapping features or an off centre display

• The point of sale must blend in with the product

• The colour of the brand name on the point of sale needs to made up of more than one colour

Size: It should be fairly ergonomic to interact

with, so not too high up or too low down It should be large enough to accompany

the product that it is promoting It should not be too tall and should have a

considerably stable base It should not be overly big in the respect it

will cost to much to display in floor space

Safety: It should not have any overly pointy or overly

sharp features that could be a hazard to a customer

It should have a stable base that doesn’t fall over and can cope under a shop scenario

It should not contain any harmful objects like a biohazard, a radioactive element, fuel or chemicals

It should be well built, in regards that it does not fall apart after a short amount of time

Aesthetics: It should look appealing to the middle aged man It should have the branding colours of orange,

silver, black and white It should be easy to recognise as part of the

L’Oreal Men Expert brand It should display the brand name, product name

and any other relevant information It should contain an image that relates to the

brand It should have an appropriate lay out

Further SpecificationNavigation:

Lynx & Fish

Initial Research


Research Plan



Mood Board

Product Profiling


Evaluation Pages


10 Min Observation

Initial Research 2

Initial Research 3

Evaluation Pages

Environment: It should be in the male grooming section of a store like Boots It should be placed by the L’Oreal Men Expert range of products Another good place is to put it at the top of an escalator

Function: The point of sale should attract the target market it is aimed for It should promote the brand and it’s range of products It should have a tester/a way for the customer to trial the product It should have some sort of interactive feature that in some way

allows the customer to engage with the POS/product that holds their attention

It must be comfortable and ergonomic to interact with

Customer: It should aim at the same target market as the brand It should be appealing for the middle aged man It should have an interactive feature that engages with that target

market

Cost: The point of sale should be of a moderate cost and not overly expensive The materials must show quality to the brand but not be too expensive

Page Summary: With all of these things under consideration I will be able to

apply them to the design of my point of sale display to make it successful for my target market and that it works well under all of the categories.

Materials: It should be made of reliable and lasting materials It could include some metal, possibly aluminium/steel, some

plastic possibly acrylic/high impact polystyrene, glass and some others

The materials should look attractive and appealing

AS DT

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