Adam Lowton AS DT

ADAM LOWTON
DT AS Coursework
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CREME EGG STAND
This creme egg stand shows the product in clear view, this makes it obvious to the customer what is
being advertised. The point of sale display also has clear writing which makes it easy for the customer to
understand the purpose of the display and the product. The pictures of the chocolate is at eye level this
will attract children, who are likely to want their parents to buy the product. The display is also near the
checkout section of the shop, meaning that when people are queuing to pay, they see the product and
buy it. Even though they did not have the intention to buy the product when they entered the shop. The
point of sale display is also made of durable yet easy to construct materials. This means that it is easy for
shop employees to build the display on behalf of the company advertising their product, and therefore the
advertising company does not have to pay for someone to construct each display. As well as this, the
display is safe to have in the shop as it doesn't have any shard edges or loose parts.
Skin care & nail varnish
The skin car point of sale display would have paid to put a point of sale display in Debenhams. The display shows pictures of
the product and people using the product to attract customers. The display shows a wide range of products which are set on
stands and in baskets to make them look attractive and natural. However, buy displaying a wide range of products, the
display can look cluttered. This may confuse customers and not attract their attention, which would mean that they wouldn't
purchase the products. On the other hand, customers' attention would most likely be attracted to the products in the basket
lower down the display as it is at hand level where they can pick up and look at the products, by displaying the items in a
wooden basket, you attract the attention of passing customers as it stands out from the rest of the display.
Like with the skin care products, the nail varnish display share similar qualities with the skin care display. The nail varnish
stand advertises even more products than the skin care display. When a customer walks past the display it will not attract
their attention unless they are looking for nail varnish as the display it looks very cluttered and unordered. However, if the
customer looks closer, each row is ordered into shades of different colours and different types of varnish. Again, baskets are
also used to advertise certain products in a better way than the others on sale.
Sainsbury's Fruit & Vegetable stand
Here, Sainsbury's are advertising their offer very well as it is at eye level and vibrant which will catch customers'
attention as they walk past. As well as this, the display is positioned at the entrance, this will make the products
noticeable to all customers who enter the store, and also gives the company a good image as the first thing that
customers see is fruit and vegetables. The individual prices for the products are advertised clearly next to the product,
this means that there is no confusion when customers go to purchase products. Also by advertising individual prices
along side the half price banner emphasises the discount which would attract the attention of more customers.

In waitrose, the flowers are displayed well as they are separated by variety and bouquet.
There is information and prices displayed at eye level. Each bunch is separated in
separate buckets, making it easy for customers to choose a bouquet. Like in Sainsbury's
the fruit is displayed at the entrance of the shop giving Waitrose a healthy image. The
prices are displayed at eye level so that customers are attracted by the offers available.
Each fruit variety is separated into separate baskets. This makes it easy to find a specific
fruit. As well as this, as customers have to weigh and bag the fruit themselves, it creates
the impression that all the fruit and vegetables are fresh as they are not in packets.
Waitrose - Offers
These point of sale displays in Waitrose advertise the offers available. Offers in
supermarkets are always very well advertised as it attracts customers to the products.
There is normally a separate shelf for items on offer to make the items easy to find, such
as the pringles are on a separate shelf and have a bold sign above them to attract
customers in store. These sale displays could be improved by having more products on
offer. Or by combining the two shelves to create more floor space for more point of sale
displays.
Optician
The point of sale display in Boots Opticians shows many pairs of glasses along one wall. This
makes the products look cluttered and unordered. Each row of glasses has a brand name
above, this is good as it makes it clear to the customers what brand the glasses are. The
brand title also incorporates the brand logo and colours, this will make the brands eye
catching for customers and draw them to a brand that they like or recognise. This display
could be improved by the glasses being sorted into smaller groups instead of large rows.
Then the glasses would look less cluttered and it would be easier to find certain styles and
brands. As well as this, the prices aren't clear to the customers, instead, the prices are listed
at the end of each pair out of view. If the prices were displayed clearly then the customers
would be able to find the product they wanted more easily.
Waitrose Fruit & Flowers

Card factory
The point of sale stands in card factory are very clear. There are banners hanging from
the ceiling of the shop with prices on them. This will attract customers' attention as soon
as they enter the store. There are also price signs at eye level throughout the shop, this
helps customers when they are looking through the shelves. As well as this, the shelves
are separated into different sections, cards for different occasions, this also helps the
customer when purchasing products.
Lotto stand
The lotto point of sale stands are in most newsagents and supermarkets and are very recognisable. The
displays all look the same and have the same features. The stand has a selection of lottery tickets and two
writing pads, at two different levels. This allows people who are in a wheelchair to access the lottery stand
features as well as able bodied people. As well as this, the stand has a sign at the top, notifying customers
that the next prize draw is a rollover. There is also a small advert poster in the center of the stand, it is
positioned here as it is at eye level, where most customers will notice the advert. This stand could be
improved by having a separate area on the display advertising the prize money for the next draw and the
numbers that were drawn previously. The display could also show a list of the most popular numbers so
customers can base there decision on common numbers.
Maplin
This point of sale display was in front of the entrance in Maplin. The stand clearly advertises the
batteries and has the prices listed above each product. As well as this, there are pictures positioned
up the side of the display showing images of the different devices that the batteries can be used with.
As the stand is positioned at the entrance of the shop, it makes it eye catching for customers when
they walk past. As well as this, the stand is very large, meaning that all customers will notice the
display and the products that it is advertising.

Old Spice
Old Spice was originally created by „The Shulton Company‟, which was
founded by William Schultz in 1934. Old Spice initially only produced products
for women in 1937, male products weren‟t released unit 1938. The main male
products were shaving soaps and aftershave lotion; to sell this, Old Spice
used a nautical them (sailing ships) which became a trademark logo. Shulton
sold Old Spice to „Procter and Gamble‟ in 1990 where the logo was
remodelled from a sailing ship to a yacht in 1992.
Other products were them produced throughout the 2000s; such as
deodorants, body washed and body sprays with several scents available. Old
Spice‟s image was then redesigned in 2008 where they released a scent
called „classic scent‟. The original white bottle containers were changed to red
and grey. This attracted new customers to the company as it had been
changed from designing products for older men, to selling products for a wider
age range.
Old spice would appeal more to mid 20s/early 30s; as their brand does not
include teenagers like the lynx commercials. Also the celebrities that they use
in their advert have been chosen to appeal to their target market.
Hackett London
Hackett was founded in 1983 by Jeremy Hackett and Ashley Lloyd-
Jennings, who had previously created a market stall on Portobello
Road in London. Their first shop began with selling second hand
clothes; until the business expanded to begin selling their own
branded clothing.
Gradually, Hackett expanded and began opening more and more
branches. It wasn‟t until 1989 when stores were opened on an
international level starting with Madrid, Spain. Now, Hackett sell a
wide range of products including: clothing, deodorants/body sprays,
aftershaves and body washes. This has attracted new customers in
large quantities which has made the company very successful.
Hackett would appeal to people who are in their 30s or 40s as the
company has a more formal style. The brand is associated with
people who are wealthy; therefore some people will use Hackett in
order to appear wealthy.

Axe (Lynx) was first launched in France in 1983 by a
company called Unilever; who produce a wide range of
products including cleaning agents and personal care
products. In 1985 Unilever wanted to take their product
to the UK. Due to trademark problems the name Axe
was changed to Lynx. This has led to major success for
the Lynx brand in countries across the world. Including:
America
Canada
England
Ireland
Lynx made a wide range of products including, hair
products, deodorant, shower gels etc.
People who buy Lynx are mostly between the ages
of 12 and 16.This is because most of the Lynx
deodorants are body sprays rather than
antiperspirants and customers at the age of 17 / 18,
need the antiperspirant more than the body sprays.
Lynx have recently released hair care products and
shower gels, e.g. waxes and gels. These products
would most likely be used by customers up to the
ages of 16 / 17.
Lynx use a very recognisable method of advertising. Lynx are
well known for using adverts with bikini models who are
chasing a young man. Even though Lynx is more targeted at
teenagers, they use people who are in their 20s for their
advertisements as using 16 year old bikini models would be
inappropriate.

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Environment:
As my Lynx point of
sale display is advertising and selling a deodorant/body spray, it
should be located in chemist/cosmetic shops. The positioning
of the point of sale display is crucial as it has to be where most
customers will notice it; it should be positioned at the end of, or
in male grooming products isles. This will make sure that it
attracts as much attention as it can from potential customers.
Social media:
My point of sale
display should have aspects that link the product to social
networks. For example, the display would have images and
website links so that customers can look at their social
media profile. This will enable customers to learn more
information about the product and the company. As well as
this, it will also generate greater popularity for the product
and brand, which would lead to an increase in sales.
Purpose:
Essentially, the purpose of my point of
sale display is to sell, advertise and generate popularity for a
product. To achieve this, the display must be eye-catching,
use vibrant colours and have interactive features that draw in
and hold customers‟ attention. The display must also have
enough stock available for customers to choose from and it
must provide the option for customers to test out the product
before they purchase it.
Usability:
One of the most important things that I
have to consider when designing my point of sale display, is
whether the customer will be bored on confused when interacting
with my unit. I have to make sure that my point of sale display is
easy to interact with as if a customer cannot use the display, then
they will not be interested in buying or learning about the product.
Recyclability:
To ensure that my
point of sale display is environmentally friendly, I need to
design and make my point of sale display using recyclable
materials. As well as this, by making my point of sale display
environmentally friendly, it will give Lynx a good image as
people will see the brand as a company that cares for the
environment, If I am unable to make my product out of
environmentally friendly materials, then I will make it out of
durable materials so that the display can be reused in different
shops.
Interactivity:
My point of sale display
will have to be very interactive to ensure that it attracts new and
existing customers. The display should advertise information
about the product as well as this brand. A method of doing this is
by including television screens into the body of the display as the
bright screens will be vibrant and eye-catching to people who
walk past the unit.
QR readers:
I will aim to include a
QR barcode on my point of sale display. I will do this because
these barcodes have become very popular in the last year. By
including the QR feature into my display, when the customer
takes a photograph of the code on their smart phone, they will
then be taken to the brand‟s website which will give them
more information about the product.

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Aesthetics:
I will design my point of sale display using information on the culture and fashion of my target
age group. This would attract my target market more as they would relate to the design of the
product and they would find it appealing. My point of sale stand will need to use bright and
vibrant colours to make it eye catching to customers that walk past or see it through a shop
window. However it cannot be too bright as it may be over powering to customers with too much
visual noise. Furthermore, my display will have to be large enough for customers to
acknowledge it but small enough that it doesn‟t intrude their space. I will also design it so that it
can sit on a shelf so that the products are being advertised at eye level. My point of sale display
must also display the brand name, logo and colours clearly as this will be how customers will
recognise the brand of the product. This will also help with sales as customers who like the
brand will already be attracted to the products that are being advertised.
Cost:
I will design my point of sale display to be low cost but using high quality materials. The display
will be made from as many sustainable materials as possible in order to sell in an
environmentally friendly market. The display will need to cost between £5 and £8 to
manufacture and will need to sell for between £10 and £15 to ensure a profit. I have chosen
these price ranges, because the most likely buyer of a Lynx point of sale display is a chemist or
perfume shop where Lynx would be sold. Therefore, price would not be an issue for the large
stores that stock Lynx products. Whereas, if I were to be designing a point of sale display for a
newsagents, then my price ranges would have to be a lot lower as the business I am selling to
would most likely have a smaller budget than a chemist/perfume shop such as Boots.
Customer:
My Point of Sale Display will be aimed at teenagers / 10-15 year olds. This is because the products
that Lynx sell are most likely to be appealing to those ages. I have chose 15 as my top boundary as
from the age of 16, teenagers would most likely need antiperspirant more than they would need a
body spray. This age boundary also applies to the other products that Lynx sell such as the hair
gels / waxes. I will therefore have to design my Point of Sale Display so that it appeals to my target
age group. In order to determine what features I need to include to attract these customers, I will
use a questionnaire and ask key questions that will give me the data to decide on the features the
unit needs to succeed.
Environment:
My Point of Sale Display will be positioned in a chemist or perfume shop at the end of isles or
beside checkout stations as I think that these places will be the ideal locations to attract my
target age group. I have decided this because a 10-15 year old is unlikely to walk through all
isles of a shop, they are more likely to walk down main isle and queue at the checkouts.
Therefore, by positioning my unit at these locations, customers will pay a lot of attention to my
display as it is in their line of path.
Size:
I will need to design my point of sale display so that it is large enough for all customers
to notice it, but at the same time, not too large that it becomes intrusive. By getting this
balance perfect, customers will be able to take in all the information that the display is
offering whilst being able to focus on the product without being distracted by any
negative aspects of the unit.
Safety:
I will design my point of sale display, paying close attention to safety. The display cannot
have any sharp edges, loose parts or trailing/loose wires when using electricity. By having
these factors under control, my display can avoid causing injury to customer or retailer. As
well as this, I have to make sure that my display is safe for the retailer to install in their
shop/store. I will do this by making sure that they do not have to use any tools that could
cause injury, and by using materials that can‟t be misused and become dangerous; such
as wiring, sharp metallic components etc.
Function:
My display has to look aesthetically pleasing, be safe and provide a function. The function
of the unit is to attract customers, hold their attention and essentially sell the product
available. In order to accomplish this, the display has to display all information and the
product clearly with vibrant colours. It has to be interactive and accessible to all customers
and finally it has to have a selection of products available so customers can purchase the
products. The function of a point of sale display is crucial as it is the aspect of the unit that
sells the products to the customers. Without this aspect completed properly, sales cannot
be achieved to their highest ability.
Materials:
The materials that I use when building my point of sale display will have to: be durable,
sustainable, eye-catching and complement the Lynx theme. The materials that I think
would be suitable are aluminium and recyclable polymers as these materials are
incorporated by Lynx in their products, are very durable and are sustainable materials.
These materials will also be eye-catching to customers as they are aesthetically
pleasing and make the display look expensive and well made. Alternatively, if I were to
use wood based materials, then the unit would not have the same feel and wouldn‟t
appear as expensive or well made.

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I : illogical
•Lack of information and product
•Positioned in the wrong place
•Too much visual noise (too much text, fluorescent colours)
•Lack of direct access to the product
•Show confusing messages, complex functions
•Displaying a product that you can complete before you buy it e.g. puzzle
•Fragrance noise (having too many smells, perfume shop)
S: scrap
•Any non-durable materials (cardboard / paper)
•Materials that do not complement the Lynx theme e.g. wood based
materials.
•Florescent colours that could deter customers away from the unit.
•And „noise‟ that is given off by the unit e.g. sound, colours, lights.
N : Need
•To attract customers attention
•To be interactive and hold the customers attention
•Brand name, colours, slogan
•Security for expensive items (cabinet for watches etc.)
•To be safe, durable, sustainable
•USP - unique selling point, something that stands out and is different
•Can't be too interactive (completing a game before you buy it)
L : Logical
•To give customers access to the product
•Allow customers to test and interact with the product
•It stands out to potential customers and draws their attention (shape, size, colour)
•Footfall is where a product is placed where most people walk/stand
•Simplistic, not overloaded with products (not a lot of text)
•Have key information shown
•Use applicable materials to the product type (safe and durable, sustainable)
•Have the brand name & slogan visible (brand colour, large name)
•Have the point of sale stand at eye-level.
K : keep
•Brand name, slogan and colours obvious to customers.
•The materials the same throughout the display to make it eye-catching and
recognisable
•Key information in clear text on the front of the display where it is visible for all
customers.
•Materials that are suited to the product and that are durable, safe and sustainable.
•Position the display so that all customers acknowledge the product.
F : form vs. function
•The display should be aesthetically pleasing.
•It should be easy to use and interactive.
•The unit should be well made and use durable, sustainable
materials.
•It need to be able to attract customers and hold their attention.
X: x-factor
•Full interaction with the product where customers are able to test an
item before they purchase it e.g. samples of the body spray.
•Using materials and colours that are unique to any other point of
sale display.
•The unit will be very noticeable to customers yet not intrusive.

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Situation
From my research, I have noticed that Lynx do not advertise their
target age group using their product. I think that they should
advertise this age group more as it will give people, between the
ages of 12 & 16, something to relate to rather than something to
aspire to. For example, Lynx could use an advert that is set in a
playground rather than on a beach.
Brief
Design a new point of sale display unit for a male grooming
company. The unit display at least one product from their range
and must clearly identify the brand. The point of sale display
must be able to attract customers and hold their attention. The
display unit must have products available for the customers to
buy as they walk past. The unit has to be positioned correctly in
the shop. For example it should be near a walk-way so that all
customers walk past the product and notice the brand when
inside the shop.
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Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Investigation and clarification of
problems.
Development of design proposal
Making/modelling
Evaluation and testing
Communication of presentation
GANTT CHART
The Gannt Chart is essentially a timeline; it shows what tasks I
have accomplished over a certain period of time. This then informs
me of my progress throughout the project.

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Questionnaire
I will hold my questionnaire where younger people socialise, in locations such as
shopping centres or in town centres. This means that I will be able to ask my target
market questions directly and get sufficient data by asking as many people as
possible. I will also select the questions I ask very carefully as the ideal questions will
give me the clearest idea of what customers like and dislike about point of sale
displays. From the results of my questionnaire, I will analyse the data collected in
order to create my ideal point of sale display for the Lynx brand.
Interview
I will hold an interview with a member of the public of my target age group (12-16)
asking them a series of questions regarding their opinions of a point of sale display. I
can then review the conversation and get an idea of what I need to include when
designing my display. By asking someone aged between 12-16, I am asking a member
of my target market what they find most appealing about a point of sale display. This will
be useful as ultimately I am designing a display unit that will attract their attention and
encourage them to buy a Lynx product. I will show the information that I collect by listing
the question topic with their response underneath summarised into bullet points. I can
then review the data easily for future reference.
Person and product interaction
I will research how people interact with point of sale displays by looking at all the
different types of stand in a shopping area. As different products require different
shapes and sizes of display, I will be looking more closely at medium sized displays
that could be suited to display Lynx deodorant can. I will try to find out what type of
display people prefer and what features of that display that they think work well. I will
research what it is about a point of sale display that makes people more interested in
a certain product. A suitable place for me to research this information is likely to be in
a perfume shop, supermarket or chemist as this is where Lynx is most commonly
sold. When I have collected data from this research, I will be able to design the most
suitable point of sale display for the lynx brand that will offer an appropriate amount
of interaction with customers without being intrusive.
Product assembly
In order to design and create the ideal point of sale display for both customer and
supplier, I will need to design a unit that is durable and attractive, but also simple and
easy for a shop owner to construct. This means that when a shop owner constructs
my point of sale display, there can be no sharp edges that could cause injury, but also
the unit has to be very simple to build so that it doesn't‟t require much time or effort.
Competitive products
To research competitive products, I will look at what point of sale displays already
exist, both for Lynx and for other similar brands. The factors that I will looks at are:
size, shape, colour schemes, positioning and what they display in terms of the
quantity of products available and the information that is given about them and the
brand. I can then think about and design how my unit can be better and how I can
improve on the current stands in use. As well as this, if can review the features of
other point of sale displays that work well and incorporate those features into my own
designs.
Mood-board
By using a mood-board, I can create something that will inspire my designs. I will
collect a range of images of Lynx advertisements, products and other brands in
order to create a theme of what I want my point of sale display to have. For
example, I will include images of Lynx, and other products that use a similar
theme to Lynx in order to get a feel of what I am aiming to achieve.
Customer profiling
Similarly to the mood-board, I will collect a range of images of products that I
think my customer would purchase in order to inspire my designs. I will be
looking at what products they buy as I need them to be attracted to my point of
sale display. Therefore, I can design my display with their favorite products in
mind, so that I can make sure that my target age group will be attracted to my
unit.
Cultural understanding
In order to design a point of sale display that my customers will be interested
in, I will need to research and understand their other interests. I will research
what my target markets‟ hobbies and interests are and incorporate some of
those factors into my designs. I will show this data by listing some of the
activities that my target market are apart of and explain how this can help
and be incorporated into my designs.

To conduct my questionnaire, I went to Orpington
High Street as this is where I was most likely to be
able to ask my target market the questions I had
prepared. This was important as they are the age
group that my unit is aimed at and if I hadn‟t used
the teen-age group in my research, then my results
would not be able to influence my final design
appropriately.
I went through my questionnaire with 25 people
each giving one answer for each question I used my
questionnaire to find out key information about
people opinions on point of sale displays. I chose
these five specific questions in order to collect
relevant data. I then displayed the information I
collected as graphs and charts showing the publics‟
favourite aspects of a point of sale display. This has
simplified the data and influenced the designing
process of my point of sale display.
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When I asked the public what they found most intrusive about a point of sale display, I did
not receive a unanimous answer.
However I can interpret from the results of the first question, that a significant amount of
people found the size (purple) of a point of sale display more intrusive than the other
options. This tells me that when I design my point of sale display, I will need to take into
account that the size of my product may be found intrusive by a large number of
customers.
As well as this, from my questionnaire, I have noticed that the shape of a point of sale
display is not considered an intrusion by the majority of the people that took part in my
questionnaire. This shows that when I design my point of sale display, I will not need to be
too concerned on the shape of my unit as it wouldn't‟t affect a large number of people when
it is used in a shop.
When I asked the public what they found most attractive about a point of sale display, I
received a majority vote that the most important feature is „Interactive features‟. This tells me
that customers like to look at and use point of sale displays that let them interact with the
product.
I have noticed that the most popular point of sale displays are in the Apple store. Here,
customers can use all apple products even if they have no interest in buying them. I
therefore need to design a point of sale display that informs the customer about the product
but also has features where the customer can preview or test the product before they
purchase it. For example, I could have tester deodorants where customers can smell the
fragrance before they purchase it.
What do you find most intrusive about
a point of sale display?
What do you find most attractive in
a display?

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The results of this part of my questionnaire show what height the public prefer a
point of sale display to be. As you can see from the chart, the majority of the 25
people that I asked prefer a point of sale display that is waist height (orange) rather
than chest height or overhead.
This data has influenced my designing of a point of sale display as I will design
mine to be waist height in order to attract the majority of people that notice the unit.
As well as this, I asked people who prefer overhead displays (light green), why
they do as it was the clear minority decision. Their response was that they look at
the ceiling as this is where most discount offers are displayed. I can therefore
make the decision that I would only advertise a product over head if it were to be
on offer and would use the other two methods when advertising a standard priced
product.
For this part of my questionnaire, I asked 25 members of the public what products
work best on a point of sale display. The results were that a large number of the
people who took part thought that aftershaves and deodorants work best (purple)
rather than watches / jewellery (white) or food / drink (yellow). This was the ideal
result as I am designing a point of sale display for a deodorant company. I can
therefore base my designs even more heavily for my unit on the results from this
questionnaire, as the other answers that I have collected can apply to the
favourite display of aftershaves and deodorants. On the other hand, this also tells
me that if the customer already thinks that deodorant cans work best on display,
then I will need to design a display that stands out from others that already exist.
For example I will need to include features that make my point of sale display
different from the competition.
My final question was asking if it is crucial for a deodorant point of sale display to
be interactive. The majority of the people that I asked said yes (green). This tells
me that when I design my point of sale display, I need to make sure that there are
interactive features that will attract and hold customers attention. Examples of
ways to do this are, having interactive screens where customers can learn more
about the product; having sample for customers to take and test the product
before they commit to buying it. By having features such as these, I can make a
point of sale display that will efficiently attract customers attention, hold it and
then encourage them to make a purchase.
How tall do you think a point of sale stand
should be?
What products work best on a point of
sale display?
Is it crucial for a deodorant point of
sale display to be interactive?

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QUESTION: RESPONSE: WHAT THIS TELLS ME:
What is it that attracts you to a point of sale display? The product being sold
Colours, lights
T.V screens and video
I will need to display the Lynx product clearly so that all
customers can see what product is being advertised.
Include vibrant colours that fit with the Lynx colour scheme
such as purple and silver.
I will look into incorporating television screens into the display.
However this will increase the cost of the display.
Do you need to see the price on a point of sale display? If so
what offer attracts you the most?
Price isn‟t needed for small product such as chewing gum but
is needed for deodorant products.
I look for offers on the displays as I would normally buy a
product if it is on offer.
I will need to display the price of the products being advertised
very clearly as some of the Lynx products can be expensive
for someone aged between 12&16. If there is an offer
available, I will need to add mounting points for offer labels and
signs in order for the retailer to be able to advertise offers very
clearly.
Do you look out for isle notices showing where products are?
Or do you look for the point of sale display itself?
I look for the display itself as I do not normally know what
category a product falls under.
When I design my display, I will need to make sure that it is
very eye-catching and is large enough for people to see at a
short distance. Because if my target market does not look
through all isles to buy a product they are more likely to see
the display if it is a the end of an isle or near a main walkway.
Do you think that lynx currently have the best quality of
displays? What could be improved?
No
Lynx display need to have more thing to do, like being able to
smell the body sprays before we buy it.
Lynx need to have more displays as there aren‟t many around.
Again, I will need to design a display that provides for features
for customers to interact with. As well as this, I will have to
design a display that is very different from the others as it
needs to stand out and be obvious to customers that enter the
shop.
This table tells me what a member of my target age group thinks about
Lynx point of sale displays. I have split the table into three columns to
make the information that I have collected very clear. When I start to
design my display, I can look back on this table and read the key
information that I collected from the interview, without having to read
through a transcript of what was said.

COMPETITIVE
This point of sale display is for „Adidas Deodorant‟. It isn‟t very good as it isn‟t eye-
catching and it doesn‟t have any interactive features. It does have good lighting which
allows the customer to look at all of the products available. But it does not have any
colour schemes or themes that can be associated with the brand. This can deter
customers and not draw in the attention of people who walk past the products. The
price of the deodorants is displayed clearly, however as the shop is „pound-land‟ the
price wasn‟t crucial and obvious to most.
This display could be improved by having the brand advertised more clearly and by
having information about the product visible to potential customers. This could be
achieved by having television screens with videos about the product, or even tester
cans so that the customer can preview the product before they purchase it. Not only
would this inform customers about the product and give them a clearer idea of what
they are purchasing; it would also draw in and hold their attention.
This point of sale display is for Chanel No.5; there are aspects of this point of sale
display that are very good. For example, the design of the display, such as the black
and gold colour scheme, suits the product that is being advertised. This makes the
unit eye-catching along with the glossy polymer that is used as a base and back
board. As well as this, there is no visual noise that would deter a customer from
looking at the products and there isn‟t too many products being advertised. This
allows the customers to view the products individually without being distracted by the
number of products available.
However, there aren‟t any prices listed on the display, this could lose the attention of a
potential customer as there isn‟t a lot of information advertised about the product. On
the other hand, some customers may already anticipate a certain price because of the
brand‟s reputation. Furthermore, this display could also be improved by having more
interactive features; such as a sample available to customers so that they can test the
product before they purchase it.
PRODUCTS

PERSON AND PRODUCT INTERACTION
I went to the Perfume Shop to conduct my research as they sell products similar to Lynx. I
looked at the main displays in the shop and observed how people interacted with them. I noticed
that the majority of the people that walked into the shop noticed the displays with the screens
and waited to see what was being advertised. Only a small amount of people walked past the
monitors without looking at what they said. Most of those people either didn‟t want to go into the
shop, or knew what they wanted and went straight to the till.
This shows that the interactive features of the shop and it‟s displays, draw and hold the attention
of the majority of the people that walk past the shop. This then encourages people who didn‟t
originally want to go into the store, to go in and make a purchase. My research here has shown
me that when I design my point of sale display, I need to focus on the interactive features that
the display can offer as this is what attracts the majority of the attention. As well as this, by
observing the perfume shop for a period of time, I have learnt that positioning is a key factor
when designing a point of sale display. For example, the perfume shop was successful in
drawing customers into the store as the monitors were on the displays in the windows. This not
only encourages people to make a purchase of that particular item, but also influences them to
look around the shop where they pay attention to other products on offer around the store.
I also went to the Fragrance Shop to repeat my research. Again, this was another ideal place to conduct my
research as, like the perfume shop, they sell similar products to Lynx. When I observed this shop, I noticed that
the fragrance shop are using a different advertisement method to the perfume shop. Instead of using television
monitors to advertise product information, the fragrance shop are using card posters to advertise sale offers.
This had an effect on how people interacted with the shop; as I noticed that people who walked past the shop
and noticed the poster walk into the store without reading the sign in great detail. This was because the posters
did not have a lot of text on them, they just had the key facts printed. Furthermore, I noticed that the more
people that read the signs, the more people that walked in compared to the perfume shop. I think this is
because people who walked the perfume shop had to watch the screen for a significant amount of time before
they walked in. Whereas, with the fragrance shop, customers only had to look at the advertisement for a short
period of time.
Therefore, I have learnt from this part of my research, that having interactive features is key but to keep them
as simple as possible. For example, the longer the amount of time someone has to wait to find out information
about the product, the less likely they are going to purchase it. When I design my point of sale display, I am
going to include interactive features which combine these two methods that I have researched, incorporating
both simple and modern advertising methods to ensure that I attract the largest number of customers to the
products that I am advertising.

CUSTOMER PROFILING
Here, I have arranged a collection of images that I think, represent my
target market in order to create a customer profile. As my target age
group is 12-16 year olds, I have included all activities that young
people are involved in; I have also included some products that
teenagers buy and use. I can use these images to influence my future
designing of my point of sale display. For example, I have noticed that
a lot of the products pictured above include aluminium, glass and
glossy polymers. I will therefore incorporate these materials into my
point of sale display which will attract my target market and influence
them to buy the product that I am advertising.

CULTURAL UNDERSTANDING
In order to design a point of sale display that will attract the attention of 12-16 year olds, I need to understand
certain aspects of my target age group‟s culture. I have noticed through research that the teenagers who buy Lynx
have a wide range of styles; such as skateboarding, pokemon, scootering etc. In order to make my display
appealing to all of these styles I will aim to involve them in my design. I have also looked at how popular Lynx is
abroad and have found that Lynx (Axe) is not only very popular in the UK but is also one of the leading body sprays
in North America; I also researched what age group Lynx appeals to in America in order to be able to produce and
sell my point of sale display on an international level. I have found that the target age market in America is the same
as it is in the UK and in other countries such as France.
+ =
I have looked at the different styles and
hobbies that my target market have, such
as skateboarding or playing on games
consoles.
I can then merge the older and younger
styles within my target market to design a
display that will attract my entire target
market.
My final product will then be ideal for
advertising Lynx as it will appeal to all
of my customers in my age bracket.

RESEARCH SUMMARY
Questionnaire
From my questionnaire, I have learnt several things. Firstly, I have learnt that I will need to take into account that the size of my product may be found intrusive by a large number of customers. I will
not need to be too concerned on the shape of my unit, as it wouldn't affect a large number of people when it is used in a shop. I need to design a point of sale display that informs the customer about
the product but also has features where the customer can preview or test the product before they purchase it. For example, I could have tester deodorants where customers can smell the fragrance
before they purchase it. The data that I collected has influenced my designing of a point of sale display as I will design mine to be waist height in order to attract the majority of people that notice the
unit. I will need to include features that make my point of sale display different from the competition. By including interactive features, I will be able to attract and hold customers' attention, this will
maximise the chances of a customer making a purchase.
Competitive products
From my research, looking at other point of sale displays that mine would be competing with, I found that the other point of sale displays had both positive and negative aspects that I will use to
enhance the design of my display. For example, I have learnt that if I have crowded products on my display, then customers will be deterred away from the product I am selling like the deodorant
point of sale display that I analysed. Furthermore, in the same way as this, I can use the Chanel point of sale display layout to attract customers. The Chanel display used a small number of products
on the display. This made the display look modern and high quality rather than the cheap and basic feel of the deodorant unit.
Interview
I used the interview to interpret what is most important to a person who is within my target age group. This has given me a clear image of what it is that I need tot do , in order to attract the maximum
amount of attention. I displayed the data I collected in a table so that when I refer back to it when I am designing my point of sale display, I can read the key information easily. The three main pieces
of information that I have collected from this section of my research are: that I need to make the colour scheme very vibrant and eye-catching, that I need to include interactive features to attract and
hold customers' attention; and that I need to position my point of sale display so that all customers that enter the shop notice and can read the information available on my point of sale display.
Person and product interaction
My research here has shown me that when I design my point of sale display, I need to focus on the interactive features that the display can offer as this is what attracts the majority of the attention. As
well as this, by observing the perfume shop for a period of time, I have learnt that positioning is a key factor when designing a point of sale display. For example, the perfume shop was successful in
drawing customers into the store as the monitors were on the displays in the windows. This not only encourages people to make a purchase of that particular item, but also influences them to look
around the shop where they pay attention to other products on offer around the store.
Customer profiling
I can use the images that I have collected to influence my future designing of my point of sale display. For example, I have noticed that a lot of the products pictured in my customer profile, include
aluminium, glass and glossy polymers. I will therefore aim to incorporate these materials into my point of sale display which will attract my target market and influence them to buy the product that I
am advertising.
Cultural understanding
I have noticed through research that the teenagers who buy Lynx have a wide range of styles; such as skateboarding, pokemon, scootering etc. In order to make my display appealing to all of these
styles I will aim to involve them in my design.

The first thing that I have to decide when designing
my point of sale display‟s table leg is what
materials to use. The two obvious choices for the
Lynx brand is either wood or metal. Both of these
materials come with their positive and negative
aspects. I will look into detail at this two materials
and how they could be used in my design.
Wood Metal
Price ££ £££
Durability XXX XXXX
Further Development – Display leg
I think that aluminium will most likely be the best material to
use as although it will probably cost more, it is going to be
more durable and is going to last much longer than a wood
based material would.

Development – Materials, wood
Oak
Pine
Pine is a softwood that is easy to work with. It is a naturally light wood but can be
easily stained/varnished and painted. Pine, like oak, can come with some
aesthetically pleasing knots and is also widely available at a reasonable price. It has
a good strength to weight ratio, but isn‟t as durable or resistant to moisture as some
of the man made boards or oak.
All types of Oak (such as red oak or white oak) is usually heavy, dense, and has a
porous grain pattern that accepts stains/varnishes well. Oak has a moderate
resistance to shock, which is why it isn't used as tool handles or baseball bats. Oak
is normally used to make furniture and flooring. It can be difficult to work with
because it is heavy and is prone to causing splinters. It is also moderately resistant
to moisture damage. However an aged timber is much better than a timber from a
modern day forest. As it is a heavy wood, constructing the display could be difficult
single handedly.

Stirling board
Stirling board is made from wood based waste and resin/glue.
This means that stirling board has an environmentally friendly
edge. However it also has poor aesthetics and no uniform
thickness or finish. It is light weight and cheap and easy to
manufacture. It is normally used to make skateboards because
it is lightweight and durable.
Plywood is made up of multiple sheets of natural wood, presses
together with glue. The wood layers are laid up at 90 degrees so that
the grain is flowing in cross directions. This means that plywood has
a uniform thickness and finish. The outer faces of this composite are
usually veneered with hardwood to improve it‟s aesthetics. Plywood
is easy to work with and it can take complex shapes and curves. It
also can resist moisture and has a good strength to weight ratio.
Plywood
MDF – medium density fibre board
MDF is made from very fine wood strands mixed with a resin under
heat. The resin in the fibre board is toxic and although MDF is very
easy to work with, it has to be cut in well ventilated areas. It has no
grain which means that it has consistent aesthetic and finish,
although the finish isn't very attractive. MDF is very affordable,
widely available and is usually covered in a plastic laminate to
increase the aesthetics and to prevent the fibres from coming loose.

Material Price (/5) Weight (/5) Workability (/5) Availability (/5) Strength (/5)
Oak 4 4.5 3.5 3.5 4.5
Pine 2.5 2.5 2 5 4
Stirling
board
2.5 2 3 5 3.5
Plywood 2.5 2 2 5 3.5
MDF 2 2 2 5 3
(5 being expensive, heavy, difficult, rareness, strong.)
From this data, I now know that the best woods to use are either oak or MDF as
oak is the strongest and the most durable, but heavy and expensive. On the
other hand, MDF is a light weight, cheap, efficient wood that is widely available
to build my display. This decision has been made easier because of the way
that I have presented it.
0
1
2
3
4
5
6
Price (/5) Weight (/5) Workability
(/5)
Availability
(/5)
Strength (/5)
Oak
Pine
Stirling board
Plywood
MDF
I gave each wood material a rating out of five in several
categories to decide which one would be the best. This
summarises a lot of information, simply into a table and
chart. Therefore, when I need to review this information, I
can easily read the data that I collected during the
development stages of my coursework.

Development – Butt Joint
The butt joint is the most basic and
simple joint to construct because it is
made with only two pieces of wood that
are butted together. This means that the
joint isn't very strong, it is a very weak
joint to use. Therefore, it wouldn‟t be
suitable to use as a join for my point of
sale display.
The butt joint can be held together with
glue, nails, screws or dowel. It could be improved by
increasing the surface area where the two pieces
meet, you could then use more adhesive in this space
to create a more secure fit. Or you could even use
multiple methods of securing the two, such as using
glue and dowel.
How I would use it in my design?
Rebate Joint
The rebate joint is a very similar to the butt
joint however it has a groove cut into on of
the pieces of wood so that a tighter fit is
made. You can use the same fixings for the
rebate joint as you can in the butt joint. The
main advantage of the rebate joint is that it
provides a stronger fixing.
0
5
10
15
Like it Dislike it
Do you like the butt joint?
No. of
people
I have conducted tests throughout my development to make
decisions on what materials to use in my final product. I will
continue to do this, however I think it would also be good to
get an understanding of the aesthetics of the different
aspects and see what members of the public think about
them.
I asked 15 independent people whether the liked or disliked
the aesthetics of the butt joint. 13 of them said that they
disliked it and 2 said that they did like it. I then asked the 2
people who liked it, why? They said that they admired the
simplicity of the joint. I do agree with them; however there is
a greater need for a strong and durable joint more than a
„good-looking‟ one.

Product development - table leg
My first attempt to join the display leg to the table was on a model scale. I used
the butt joint with a hot adhesive to secure the two together. I immediately
noticed that although this method was easy to do, the results aren't aesthetically
pleasing and the joint isn't very strong. As this joint was easy to break, I have
decided not to it use this in my final product. If I were to use hot glue, then it
would create a number of safety issues and would compromise the displays
durability.
Excess glue isn‟t
aesthetically pleasing
Joint isn't very
strong, doesn‟t provide
sufficient support

Development – Mortise and Tenon joint
The mortise and tenon joint is another one of the strongest
and most appealing woodwork joints able to be made
because of its flush and fitting design.
Like the dovetail joint, this joint can be difficult to make but it
is very strong and aesthetically pleasing if made correctly.
The mortise and tenon joint is made up of two components;
the tongue and the slot. To ensure the strongest results, the
fit between the two has to be very tight, meaning that there
isn‟t any freedom for the joint to move. However, if a lot of
pressure if put on the sides of this joint, it could cause a split
across the bottom of the tongue, compromising the joints
function and safety.
Force to
side of
joint
Cracks across
tongue
If I were to use this joint in my
display, it would be like this:
0
5
10
15
20
25
30
Oak Pine MDF Plywood
Resistance (Kg)
Resistance (Kg)
I conducted a test using 4 different wood
materials to see which would withstand the
most weight when used in the mortise and
tenon joint. The results from my test are
shown in the chart (). I have used this
data to decide which wood would be best
to use. The obvious choice at this point
would be to use oak as it can withstand the
most force; however I have to take cost
and availability into consideration.

Development – Materials, Steel
Different types of steel have different properties.
Type of
steel
Iron
alloyed
with
Properties Typical use
Low
carbon
steel
25%
carbon
Easily
shaped
Car body
panels
High
carbon
steel
Up to 2.5%
carbon
Strong/har
d
Cutting
tools
Stainless
steel
Chromium
and nickel
Resistant
to
corrosion
Cutlery
and sinks
If I were to use steel as a material to construct my table
leg, I would use either high carbon steel or stainless
steel. Because I would not need to shape the steel a lot
to construct the leg, and both high carbon steel and
stainless steel have a good finish.
Like aluminium, steel can be joined by
welding, which would be the easiest and
most efficient way of joining the legs
together.

Development – Materials, aluminium
Aluminium has a unique combination of properties that make it into a versatile, highly usable and attractive
construction material. It is light weight with a low density; it‟s strength depends on the alloy and the manufacturing
process. However most processes give aluminium a good strength to weight ratio. Aluminium has good formability
meaning that it can be easily cast, drawn and milled. It is very easy to work with, and most equipment that it used
with woodwork such as drills and saws can also be used to work with aluminium. It forms a thin oxide layer when in
contact with the air with provides good protection against corrosion. You can strengthen this layer by anodising the
aluminium or by giving it a powder coat.
Aluminium can be joined in the same way that most
metals can i.e. welding, soldering, pressed. Here
(left), the table legs have been welded to a frame that
the table is mounted onto. This means that the table
is very stable, if one of the legs experienced great
force, the structure isn't affected due to the frame.
How I will construct my frame:
0
2
4
6
8
10
Steel Aluminium
Aesthetics ( /10)
Cost ( /10)
Availability ( /10)
I conducted a test comparing aluminium and steel; in terms of aesthetics, cost and
availability. I measured these topics with ratings out of 10 and then plotted the information
into a bar chart to make it easier to read and understand. The information above shows that
aluminium has a better natural finish, it is a slightly cheaper metal; and is more available.
Therefore, if I were to construct a welded frame for the underside of my display, then I would
definitely use aluminium over steel.

I used aluminium to
make a bracket to join
the table top to the table
leg. I drilled two holes
into the aluminium and
bent it into a right angle
to fit up against the leg
of the display.
I then smoothed the
edges of the bracket
and the tops of the
holes that I drilled.
Therefore when the
bracket is used on the
final product, the user
will not injured in any
way.
When I screwed my
bracket to the model
table leg, the MDF split
causing the screw to be
loose in the board and
therefore unsafe to
users.
Development – Construction, L bracket
Material Did it split?
Oak No
MDF Yes
Pine No
Plywood No
I repeated the same process with four
different wood materials. I then recorded
which materials split from the same test, the
date is shown in the purple table. I have
used this data to help decide what material
would be best to use in my final product.

Development – Compartment
To make the compartments
that are sunk into the top of
my display, I will use a
wooden plan and a chisel.
+ =
+ =
The bevel edge chisel can then
remove more wood to a finer detail,
making the compartments deep
enough to house lynx deodorant
cans.
The bevel edge chisel is perfect for chiselling
acute angles because of its bevelled edges. I
would be able to use this tool to carve out spaces
for my compartments as the corners will need to
be 90 degrees. This chisel may also be useful in
other areas of my deign, such as making joints.
The mortise chisel is a thick, rigid blade with
straight a cutting edge and slightly tapered deep
sides to make tenon and mortise and similar joints.
This tool may become useful when I construct my
table legs. However it will not be useful when
constructing my compartments.
The wooden plane is used to reduce the thickness of
wood in horizontal or vertical lines. I could use this tool
to carve out the main areas of my compartments. This
will allow me to construct my storage unit out from a
single piece of wood, rather than constructing the area
with walls. By using the plane, it will also make the
bottom of the compartment easier to level out.
The wood router is the ideal tool to hollow out an
area of wood or acrylic. I would use this tool in the
same way as I would use the wood plane, although
the router would be a faster and more efficient option.

Aesthetics:
I will design my point of sale display using information on the culture and fashion of my target age group. This
would attract my target market more as they would relate to the design of the product and they would find it
appealing. My point of sale stand will need to use bright and vibrant colours to make it eye catching to customers
that walk past or see it through a shop window. However it cannot be too bright as it may be over powering to
customers with too much visual noise. Furthermore, my display will have to be large enough for customers to
acknowledge it but small enough that it doesn't‟t intrude their space. I will also design it so that it can sit on a shelf
so that the products are being advertised at eye level. My point of sale display must also display the brand
name, logo and colours clearly as this will be how customers will recognise the brand of the product. This will also
help with sales as customers who like the brand will already be attracted to the products that are being advertised.
Cost:
I will design my point of sale display to be low cost but using high quality materials. The display will be made from as
many sustainable materials as possible in order to sell in an environmentally friendly market. The display will need to
cost between £5 and £8 to manufacture and will need to sell for between £10 and £15 to ensure a profit. I have
chosen these price ranges, because the most likely buyer of a Lynx point of sale display is a chemist or perfume shop
where Lynx would be sold. Therefore, price would not be an issue for the large stores that stock Lynx products.
Whereas, if I were to be designing a point of sale display for a newsagents, then my price ranges would have to be a
lot lower as the business I am selling to would most likely have a smaller budget than a chemist/perfume shop such as
Boots.
Customer:
My Point of Sale Display will be aimed at teenagers / 10-15 year olds. This is because the products that Lynx sell are most
likely to be appealing to those ages. I have chose 15 as my top boundary as from the age of 16, teenagers would most
likely need antiperspirant more than they would need a body spray. This age boundary also applies to the other products
that Lynx sell such as the hair gels / waxes. I will therefore have to design my Point of Sale Display so that it appeals to my
target age group. In order to determine what features I need to include to attract these customers, I will use a questionnaire
and ask key questions that will give me the data to decide on the features the unit needs to succeed.
Environment:
My Point of Sale Display will be positioned in a chemist or perfume shop at the end of isles or beside checkout stations
as I think that these places will be the ideal locations to attract my target age group. I have decided this because a 10-
15 year old is unlikely to walk through all isles of a shop, they are more likely to walk down main isle and queue at the
checkouts. Therefore, by positioning my unit at these locations, customers will pay a lot of attention to my display as it
is in their line of path.
Size:
I will need to design my point of sale display so that it is large enough for all customers to notice it, but at the
same time, not too large that it becomes intrusive. By getting this balance perfect, customers will be able to
take in all the information that the display is offering whilst being able to focus on the product without being
distracted by any negative aspects of the unit.
Safety:
I will design my point of sale display, paying close attention to safety. The display cannot have any sharp edges,
loose parts or trailing/loose wires when using electricity. By having these factors under control, my display can
avoid causing injury to customer or retailer. As well as this, I have to make sure that my display is safe for the
retailer to install in their shop/store. I will do this by making sure that they do not have to use any tools that could
cause injury, and by using materials that can‟t be misused and become dangerous; such as wiring, sharp
metallic components etc.
Function:
My display has to look aesthetically pleasing, be safe and provide a function. The function of the unit is to attract
customers, hold their attention and essentially sell the product available. In order to accomplish this, the display
has to display all information and the product clearly with vibrant colours. It has to be interactive and accessible
to all customers and finally it has to have a selection of products available so customers can purchase the
products. The function of a point of sale display is crucial as it is the aspect of the unit that sells the products to
the customers. Without this aspect completed properly, sales cannot be achieved to their highest ability.
Materials:
The materials that I use when building my point of sale display will have to: be durable, sustainable, eye-
catching and complement the Lynx theme. The materials that I think would be suitable are aluminium and
recyclable polymers as these materials are incorporated by Lynx in their products, are very durable and are
sustainable materials. These materials will also be eye-catching to customers as they are aesthetically
pleasing and make the display look expensive and well made. Alternatively, if I were to use wood based
materials, then the unit would not have the same feel and wouldn't‟t appear as expensive or well made.
Looking back on my initial
specification, I have decided that I
will not follow up on some of the
features that I outlines previously,
these aspects are highlighted red.
From aesthetics, I have decided
that I no longer need to design my
display to sit on a shelf top. Instead,
I have designed a display that
stands alone as a table top.
I specified some features previously
that I have not looked at in the
initial stage of my development;
which I will look at in the future.
These point are highlighted orange.
For example, I have not yet focused
on the cost aspect of my point of
sale display. This is something that I
will definitely look at in the near
future as it is a crucial element in
the development process.
The text highlighted green is the
aspects of my specification that I
have looked at in greater detail
during the initial stage of my
development. For example, I have
researched about many different
materials that I could use in my
display. I have looked at their
positive and negative aspects, in
order to decide which would be the
best to use in my final product.
Traffic light
thinking
Development – specification check

Development 2 – interactive features
I have looked at how I will felt the pool table in the middle of
my display unit. With the interest of price in mind, I need to
use a felt that is low cost to reduce manufacturing costs, but
that is also durable so it will not need to be replaced
frequently.
Most things that I need for my unit I can construct myself.
However I will need to buy the felt for the pool table as I
cannot make this.
The first website I looked at was hobby craft, they sell felt 9”
by 12” for 50 pence. This is very good value as I would only
need to buy one sheet, again this keeps the overall cost of
the design low.
I could buy a „ready made‟ pool table to fit into
the centre of my unit. This isn‟t an expensive
option; however, as my display has a relatively
simple design, I would like to construct as much
of it as I can myself. So instead of buying ready
made features, I will be making as much of my
project as I can.
I have drawn an exploded diagram to illustrate
how the mini pool table will fit together. I will
construct it from a base, with the corners
removed for the pockets. I will then attach the
four walled edges before felting to insure that
the felt isn't damaged.
I will make the pool cues in two parts that screw
together like a standard cue (scaled down). By
being able to unscrew them, they can be easily
stored when the display is moved or adjusted. As
well as this, it will be easier to make the cues in
two pieces rather than one as I will be able to
ensure a smooth level finish across the length. It
will also give the cue a more expensive and
professional feel; which therefore reflects on how
people relate the display to Lynx as a brand.
Pool cue
The pool table doesn‟t necessarily reflect an aspect of the Lynx brand. I
have chosen to incorporate the mini pool table because the majority of
potential customers already know how to interact with it and therefore are
more likely to want to use it than something that they have not seen before.
I will make sure that the pool table is able to be accessed by
wheelchair users as I want my display to be accessible by
all. This is crucial, as I have noticed through my research
that most point of sale displays do not cater to wheelchair
users which therefore excludes them from using the
products on offer.

Development 2 – how to felt the pool table
Step 1: Measure measure the pool table. By measuring the table
instead of guessing, I can ensure that I do not waste any felt.
Step 2: Smooth the felt over the table, making sure that there are no air
spaces or overlaps.
Step 3: Pull the felt taught, but not stretching it, and staple the felt to the
base board underneath the wood block edges.
Step 4: Brush down the felt to remove any debris that may have got
onto the felt in the work shop.
I will use foam padding to cushion the edges of the
pool table. Applying this is very simple. I would use
an adhesive to stick it to the wooden edges. The felt
will then go over the top of the foam hiding it‟s
appearance.

Development 2 - construction
Here, I have looked at how I will join the table
leg to the top of my design. I have used pro
desktop to illustrate the exploded design. By
using CAD, I have been able to show how I
will cut out the corners of the table top in
order to join the legs.
The first method I looked at was using screws/bolts
to join the legs together. This provides a secure fit
for the table that will be very stable for use in a
shop. As well as this, it is very cost effective as I
wouldn‟t need to buy any additional brackets or
equipment other than the bolts and fasteners.
I have also looked at joining by using a L bracket.
This is good as it will hide the appearance of
screws; making the edges look flush and modern.
However, using an L bracket would allow more
flex to the legs than when using the bolt in option
(1). If the legs of the table flex too much, then the
structural integrity of the unit is compromised.
(1)
(2) This is the bracket that I designed using google
sketch-up. I have designed it with two holes for
bolts/fasteners to increase the strength of the
bracket to reduce the changes of the leg coming
loose.
This is the type of bolt that I would use. The bolt and
nut screw into each other to create a solid, secure fit.
These fastenings are cheap to buy which is a major
advantage as it keeps the overall cost of the display
low.
I have decided that I will go with option (!) as it is the simplest way of
fastening the leg to the table. As well as this, it is the cheaper option
and the strongest. Also, it would take less time to drill holes for the
bolts than it would to drill the aluminium brackets.

Development 2 – varnishes and finishes
In order to enhance the aesthetics of my unit, I will
have to use a wood stain. After I apply the wood stain,
I will need to apply a varnish in order to protect the
wood from the elements. This will maximise the time
that the display will look good as it will be in constant
use due to its function.
I will need to choose a wood stain that matches the
Lynx theme. A sensible factor to consider is a dark stain
to prevent the display from being marked by peoples
hands or anything that is placed on the display. This will
preserve the unit‟s aesthetics ensuring that it „looks
better for longer‟. An environmental impact of this is that
the display will be used to a longer duration of time than
other displays as it wont appear worn after months of
use. Shops can therefor buy a Lynx display and have it
last for years without the need of replacement.
The shade that I think will be best for my display is
dark oak. I have come to this decision because it
is a dark colour that will hide finger marks and
other stains that the unit may come into contact
with, such as liquid spillages. This stain also has
protective qualities. Therefore, I will not need to
use as much varnish. I will apply the varnish/stain
using a brush; let it dry and then apply 2 or more
coats to ensure that the grain of the wood is
sealed and that the wood is fully protected.
How do I apply the varnish / wood stain?
The traditional way of applying varnish is with a brush. If I apply the coat in this way;
then I will need to make sure that I apply it evenly, ensuring that the wood is coloured
to the same shade all round. There aren‟t any safety issues with this method apart
from to wear goggles and a mask to ensure that the varnish fumes aren‟t inhaled.
Although most of the varnishes are fume safe.
I could also spray varnish onto the unit. However to do this, I will either need to find a
spray can varnish which is costly; or use a compressor and spray gun. This is a very
expensive option due to the pricings of the equipment needed. Furthermore, I would
need to have a well ventilated spray room and gas marks to ensure that safety
requirements are met.
The final method of applying varnish or wood stain to the display is to use a roller. This
is a more efficient method than using a brush, and it is much easier to create an even
coat. The same safety instruction that apply to brushing apply to this method.
In conclusion, I have chosen to use the roller and brush methods combined. I will use
the roller to apply the main coat to large areas of the display. However when I apply
the varnishes to intricate areas of the unit, I will use the brush to ensure that I do not
apple varnish to areas that don‟t need coating.

Development 2 – QR codes
QR code (Quick Response Code) is the trademark for a type of matrix barcode.
Bar codes are optical machine-readable labels attached to items that record
information related to the item. Recently, the QR Code system has become
popular due to its fast readability and greater storage capacity compared to
standard UPC barcodes. I can use a QR code linked to the „Lynx‟ website to
allow customers who are interested in the products to view the main site. The
codes are readable by smart phones using apps or even the camera feature.
Pepsi uses QR codes on their bottles so that
customers can enter competitions just by
scanning with their phone. I have learnt from this
that I can also create a competition or survey
with a QR code so that customers can help with
market research to have the chance of winning a
prize. This will enable me to make my display
unit better and to learn more able customer,
product interaction.
Here, I have shown how I will
incorporate the QR code into my
design. The customer can go up to the
display and scan the code to enter
competitions that lynx have.
Here I have made a
QR code which when
scanned, takes you
to my coursework
slide share page.
Here I have made a
QR code which when
scanned, takes you
to the Lynx website.
What will it look like?
How will I put the code on my display?
I will print the QR-code on high quality paper from the QR-creator website. I
will then laminate the code and apply it to my display unit using an adhesive.
This laminate coating means that if a customer were to spill anything on the
display, then the code will not be damaged and won‟t need to be replaced.
This is a major advantage as the display will be in constant use. The high
quality paper/card means that the code will be very easy to read; therefore,
there will be no difficulties in it being scanned by customers‟ smartphones.

Development 2 – feet
Another option could be using rubber feet on the bottom of
my table legs to protect the flooring and to prevent the
display from moving when in use. These are easy to apply
and durable. As well as this, rubber feet will not raise the
height of my display too much which will be an advantage
as I want to hide the appearance of the feet as much as
possible. However the black rubber may mark the floor
which could be costly to remove.
I could use cloth pads to protect both the display and
the surrounding floor from damage. By using cloth
pads, I can eliminate the chances of the floor being
marked. However, cloth pads wear out more easily
than rubber pads; this means that the shop, where the
display is used, will need to replace them quite
regularly depending on how often the display is
moved.
I have chosen to incorporate the rubber feet into my design rather than the cloth
pads or the wheels for several reasons. Firstly, although the rubber feet are the
more expensive option, they will be more durable and therefore wont need
replacing frequently like the cloth pads. I have considered the fact that these feet
may mark flooring, however I think that it is the best decision to make as the
marks can be removed. Whereas if the cloth pads were used and wore out, then
the display would scratch the floor and can therefore not be repaired. I have now
looked over wheels as an option as they ruin the aesthetics of the display, and
also create a safety hazard that is too much of a risk to incorporate into my
display. Even though they will be very durable a simple to construct, the risk
factor is too high.
Which one should I use?
A third option could be to use wheels instead of pads.
Wheels eliminate the chance of the floor surface being
scratched and make the display very easy to manoeuvre
around the shop. However, wheels would affect the
aesthetics of the display considerably. The average desk
wheel is 40mm tall; this is a noticeable height that raise the
display significantly. As well as this, displays in shops look
a lot better when they are fixed in place, rather than on
wheels or sliders. Wheels also create a small safety hazard
as people who are using trolleys in the shop may bump into
the display, scratching it and possibly causing it to roll.

Development 2 – logo, lettering
When I was conducting my research on other company‟s point of sale displays, noticed that all the stands have the
company logo clearly displayed. The most successful displays use their logo in the appropriate way, depending on
the company. For example, Chanel had their logo clearly displayed but in a subtle way. This ensures that the logo
isn't in the customer‟s face and doesn‟t distract them from the product, it is purely used just to catch a customers
eye. For Lynx, I will either design my own logo, or use a logo that is already used that the customers are used to.
Factors that the logo needs:
1. Eye catching colours
2. Clearly displayed
3. Large text
Current lynx logos:
Alternatively, I could engrave the logo into an
aluminium plate using a laser cutter and CAD
(computer aided design). This will give the display a
more modern feel that will suit the overall theme
that Lynx has in their products, i.e. aluminium
deodorant cans. However, but using a plaque
instead of a vinyl logo, I effectively reduce the eye
catching element of the logo quite considerably.
After much thought though, I have decided that the
logo needs to be eye catching in order to serve its
purpose effectively. I may incorporate a small plate
on the edge of the display, but the main logo that
customers will see will be a vinyl print with vibrant
eye-catching colours and font.
1
2
3
4
5
I asked 20 people which logo they liked
the most (see left). I did this test to
decide which logo to base my logo
design on. Clearly from the chart of data
that I collected (see right), logo number
one was the most popular. I then found
that this was because it was simple yet
very recognisable as a lynx logo. I have
therefore decided that this is the logo
that I am going to use. Logo 4 was the
least popular because it wasn‟t very
recognisable as a lynx logo according to
the people that I interviewed. They said
that as the logo had only been used on a
small range of products, they weren‟t
instantly attracted to it.
0
5
10
15
1 2 3 4 5
Popularity ( /20)
Popularity ( /20)

Development 2 – compartments
There is a mechanism that is used in
nearly all soft drink fridges in shops.
These mechanisms are designed to
push stock forward when the front item is
removed. This means that customers
don‟t have to reach to the back of the
fridge to access the product they want.
This is the mechanism used. It is a simple platform that the
products sit on, with a plate and spring at the back. I will use
this mechanism in the same way that the Coke fridge uses it.
The idea being that customers won‟t need to walk around the
display or lean far over it to access the can of lynx that they
want. This increases usability and ease of access. It is also a
very important mechanism in my display; because the pool
table is at the front, and therefore the product needs to be
within hands reach of pool, so the customers always have it in
their line of sight and then more tempted to purchase the
product.
Here I have shown that the mechanism
will be positioned centrally at the back of
the compartment.
The cans have been pushed to the
front of the storage space to allow
customers access to the product.

Development 2 – compartment lids
On my display, either side of the mini pool table, there are two
compartments. These storage spaces will be used to house deodorant can
stock that the display is advertising. I have designed my display to have
covers or lids for these compartments. These lids will need to be clear glass
to enable customers to see through them. The decision that I have to make
with regards to these compartment covers is how they will open.
Another idea, and the original idea for the
compartment covers, is to use sliding glass panes. The
same that are uses in shop freezers. These are easy
and simple to operate, but also allow the customer
clear view of the product. Furthermore, as these lids
are used in shop freezers I am confident that they will
be durable and scratch resistant. Therefore, there will
be no issues when customers lean on the storage units
or put their bags on them whilst they use the pool table
or test the products for sale.
I could not use a lid/cover, but instead have a sunken compartment
that is half the diameter of a lynx can. This would mean that the body
spray cans would be open for people to purchase without the need to
open the compartment. This would reduce manufacturing costs as
would not need to buy or install glass covers. As well as
this, customers who do not want to engage with the display‟s
interactive features, can simply pick up a product from the open
compartments and take it to the till. Without the need of opening the
cover. This option also reduces risk as there will be no chance of the
glass covers breaking and injuring someone; and also, it means that
the product is on full view and not hidden away in the storage units.
The lynx body spray can measures 50mm in diameter and
140.5mm in length. Therefore the depth of the sunken
compartments needs to be at least 25mm in order for the
can to be raised above the display‟s surface. The width of
the compartment will need to be between 140.5mm and
142mm, so that the cans have room to move without
generating friction.
140mm-142mm
25mm
I have decided that I will scrap the idea of having sliding compartment lids. I have
made this decision based on cost and usability. When I looked into making and
purchasing the glass compartment lids, I found that it was a very costly idea. As
well as this, customers who walk past the display may think that staff have to
open them, as is the way in most perfume shops. This will create confusion and
result in some customers not wanting to purchase the product due to the
assumes waiting time. I could combat this with a sign or a notice. However I feel
that this would damage the display’s aesthetics. Therefore I have made the
decision to use a sunken compartment, half the diameter of a lynx can (25mm). I
can still use a router to create this space as I explained in a previous
development. Using a sunken compartment is cheaper, safer and quicker to
manufacture than the glass covers. It is therefore the best option to choose.

Development 2 – edges
When designing a point of sale display, safety is paramount. As the display is used in
a shop, people of all ages will be in contact with the display and in its environment.
One of the main safety issues with the display is sharp edges, corners. Due to the fact
that the display will be approximately waist height, it is a risk that children could injure
themselves when walking close to the unit. I can combat this risk in several ways:
1. Round off all the edges and corners, creating a smooth surface.
2. Have chamfered edges that aren't rounded but have the main crease removed.
3. Have the edges coated with a cushioned padding that eliminate injury risk.
Having a chamfered edge is a very
aesthetically pleasing design. However
there are a few problems that arise with
this choice. The first is that the bottom
crease of the table (red arrow) is a
safety risk. Small children could easily
walk up to the display a bang their head
on the sides. The other disadvantage is
that in order to chamfer the edges, I will
need to use select machinery and tools
which then increase the cost of
manufacture. Therefore, I have decided
that I will not design my display to have
chamfered edges.
My first option of rounding off all edges and
corners is quite a common design in retail.
This is because it has the lowest safety risks
of all the methods. By rounding off, all sharp
points are removed leaving a smooth
surface that doesn‟t splinter or cause serious
injury if walked into. As well as this, it is
simple to construct as I would simply sand
down the edges of my display ; initially with a
sander, then sand paper and then finally
possibly wet and dry paper to maximise
fluidity. When the varnish is then
applied, there will not be a sign that the table
was sanded.
My final option is to cushion the edges of
the table. This is a very effective method
that commonly used in homes of small
children to prevent them from walking into
sharp edges. It works with elastic around all
four edges of the display gripping a table of
any size. However, the cushion band isn‟t
aesthetically pleasing like the other two
methods, and it will not complement the
Lynx branded theme of smooth and
modern. As well as this, as the band is
easily removable, there is a risk of theft.
Furthermore, it would become soiled with
marks and stains due to its cloth coating.
Which one am I going to use?
I have decided that I am going to round off all of the display‟s edges and corners using option 1 method (yellow
star). I have chosen this option over the others as it is very aesthetically pleasing; it doesn't‟t require any
specialised equipment. It is also one of the safest options and doesn't‟t require any add-ons like option 3. By
adding-on features, you ruin the product visually because it takes away the products character and theme.
Here, I have shown using a model
how the legs of the unit will be
rounded to protect users. This was a
very simple task using the belt sander.
However, when I build my full scaled
point of sale display, I will need to use
an electric hand sander and sand
paper as the belt sander will be too
small to use.

Development 2 – usability, levels
My display will need to be level for several reasons. Firstly, my design has a
pool table in the centre; for obvious reasons, it is essential that this is level to
ensure that the game can be enjoyed without customers being distressed.
Secondly, it should be level to complement the unit‟s aesthetics in a general
sense. In a shop, when a display or shelving display isn‟t level, it is easily
noticeable and can distract customers from the product that is being
advertised.
The surface is level when the
bubble is in the centre of the
two main lines.

Development 2 – specification check
Aesthetics:
I will design my point of sale display using information on the culture and fashion of my target age group. This
would attract my target market more as they would relate to the design of the product and they would find it
appealing. My point of sale stand will need to use bright and vibrant colours to make it eye catching to customers
that walk past or see it through a shop window. However it cannot be too bright as it may be over powering to
customers with too much visual noise. Furthermore, my display will have to be large enough for customers to
acknowledge it but small enough that it doesn't‟t intrude their space. I will also design it so that it can sit on a shelf
so that the products are being advertised at eye level. My point of sale display must also display the brand
name, logo and colours clearly as this will be how customers will recognise the brand of the product. This will also
help with sales as customers who like the brand will already be attracted to the products that are being advertised.
Cost:
I will design my point of sale display to be low cost but using high quality materials. The display will be made from as
many sustainable materials as possible in order to sell in an environmentally friendly market. The display will need to
cost between £5 and £8 to manufacture and will need to sell for between £10 and £15 to ensure a profit. I have
chosen these price ranges, because the most likely buyer of a Lynx point of sale display is a chemist or perfume shop
where Lynx would be sold. Therefore, price would not be an issue for the large stores that stock Lynx products.
Whereas, if I were to be designing a point of sale display for a newsagents, then my price ranges would have to be a
lot lower as the business I am selling to would most likely have a smaller budget than a chemist/perfume shop such as
Boots.
Customer:
My Point of Sale Display will be aimed at teenagers / 10-15 year olds. This is because the products that Lynx sell are most
likely to be appealing to those ages. I have chosen 15 as my top boundary as from the age of 16, teenagers would most
likely need antiperspirant more than they would need a body spray. This age boundary also applies to the other products
that Lynx sell such as the hair gels / waxes. I will therefore have to design my Point of Sale Display so that it appeals to my
target age group. In order to determine what features I need to include to attract these customers, I will use a questionnaire
and ask key questions that will give me the data to decide on the features the unit needs to succeed.
Environment:
My Point of Sale Display will be positioned in a chemist or perfume shop at the end of isles or beside checkout stations
as I think that these places will be the ideal locations to attract my target age group. I have decided this because a 10-
15 year old is unlikely to walk through all isles of a shop, they are more likely to walk down main isle and queue at the
checkouts. Therefore, by positioning my unit at these locations, customers will pay a lot of attention to my display as it
is in their line of path.
Size:
I will need to design my point of sale display so that it is large enough for all customers to notice it, but at the
same time, not too large that it becomes intrusive. By getting this balance perfect, customers will be able to
take in all the information that the display is offering whilst being able to focus on the product without being
distracted by any negative aspects of the unit.
Safety:
I will design my point of sale display, paying close attention to safety. The display cannot have any sharp
edges, loose parts or trailing/loose wires when using electricity. By having these factors under control, my
display can avoid causing injury to customer or retailer. As well as this, I have to make sure that my display is
safe for the retailer to install in their shop/store. I will do this by making sure that they do not have to use any
tools that could cause injury, and by using materials that can‟t be misused and become dangerous; such as
wiring, sharp metallic components etc.
Function:
My display has to look aesthetically pleasing, be safe and provide a function. The function of the unit is to attract
customers, hold their attention and essentially sell the product available. In order to accomplish this, the display
has to display all information and the product clearly with vibrant colours. It has to be interactive and accessible
to all customers and finally it has to have a selection of products available so customers can purchase the
products. The function of a point of sale display is crucial as it is the aspect of the unit that sells the products to
the customers. Without this aspect completed properly, sales cannot be achieved to their highest ability.
Materials:
The materials that I use when building my point of sale display will have to: be durable, sustainable, eye-
catching and complement the Lynx theme. The materials that I think would be suitable are aluminium and
recyclable polymers as these materials are incorporated by Lynx in their products, are very durable and are
sustainable materials. These materials will also be eye-catching to customers as they are aesthetically
pleasing and make the display look expensive and well made. Alternatively, if I were to use wood based
materials, then the unit would not have the same feel and wouldn't‟t appear as expensive or well made.
Looking back on my secondary
specification, I have decided that I
will not follow up on some of the
features that I outlines
previously, these aspects are
highlighted red.
From aesthetics, I have decided
that I no longer need to design my
display to sit on a shelf top.
Instead, I have designed a display
that stands alone as a table top. As
well as this, I have decided that
instead of using vibrant colours
throughout my display, I will only
use these colours in the logo.
I specified some features previously
that I have not looked at in the
initial or secondary stage of my
development; which I will look at in
the future. These point are
highlighted orange.
For example, I have not yet focused
on the cost aspect of my point of
sale display. This is something that I
will definitely look at in the near
future as it is a crucial element in
the development process.
The text highlighted green is the
aspects of my specification that I
have looked at in greater detail
during the secondary stage of my
development. For example, I have
researched safety, and accessibility
of the product. I have also analysed
how the Lynx theme will be
interpreted through the logo and
what design to use.
Traffic light
thinking

Development 2 – price signs I will need to display the price of the product clearly so that there is no confusion with
the customer during their purchase. As well as this, if a customer is in a rush, then they
will need to know the price of the product as quick and clearly as possible; as they
won‟t necessarily want to ask a sales assistant. There are several ways that I can
show the price of the product:
The first option is to have a standard price tag attached
either to each product or to the point of sale display itself.
This will clearly display the price to the customer with no
confusion. These price tags are very cheap and can be
bought in bulk with blank sections to add separate prices if
there is a sale on. These tags are made of a plastic glazed
card and a metal clip ring. This means that the tags will not
easily break away from the display and they aren‟t easy to
damage.
Another option is to use a large banner instead of a small
tag. This maximises the amount of customers that will see
the price and therefore the product. These type of sign will
also be made from a glossy card so it doesn‟t look worn
after use. It is also eye catching, and can easily incorporate
the colours in the Lynx theme which customers entering the
shop will recognise. This could encourage some customers
to purchase the products due to the large „in your face‟
advertisements.
Alternatively, I could use a standard barcode on each of
the body spray cans. This means that no price would
necessarily be shown on the display; instead, the
customer would have to take the product to the till to
find out how much it costs. This isn‟t a good feature as
it may put customers off buying a Lynx product due to
the uncertainty of the price.
What I will use:
In my display, I will use the banner
method for advertising the price
of the products. I have chosen this
method over the others as it is the
option most likely to attract
customers. Therefore it is likely to
be the method that will sell the
most product.

Development 2 – product placement
Product placement is a very efficient and subtle way of
advertising. For example, in films, characters may use a
branded product in order to make the viewers think about
that company, it also builds positively on the company‟s
image. However, I will use a more subtle method than in
some films. In point of sale displays, company‟s don‟t
advertise other company‟s on the display, they advertise
their own. An example of this would be on a deodorant
display where other products would be shown such as
shampoo or aftershaves. I could use product placement
on my display to advertise other lynx products such as
their waxes or shower gels.
I will incorporate product placement the advertisement into the
display by simply hanging it from the display‟s front edge. This
allows the shop owner to replace the advert easily when new
products are released. This is a perfect position for the
advertisement as all customers will be able to read it. As well as
this, wheelchair users will be able to find out about new product
information from the product placement. Whereas, if the advert were
to be positioned on the top of the display, there may be difficulties in
reading the details.
0
2
4
6
8
10
12
Paper Vinyl Card
Aesthetics ( /10)
Accessability ( /10)
Cost ( /10)
In order to print product placement onto my
display, I need to decide on what material would be
most suitable for this purpose. I have looked into
the three main materials that adverts are printed on
and taken into account, the overall aesthetics and
finish quality; the accessibility of the material; and
finally the cost. The data that I collected is shown in
the chart above.
Looking at the data, I have decided that the best
material to use would be vinyl. I have made this
decision because it is very easy to print and apply.
It can be laser cut and is reasonably priced, with
wide availability. There are some aspects which
aren‟t as good as paper, such as cost, but I think
that the improved aesthetics are worth the slight
extra cost.

Development 2 – measurements I have outlined some ideas for measurements previously during my
development, but I need to finalise these ideas and justify them in
order to move forward.
750m
m
600mm
1000mm
I have researched about the average wheelchair dimensions in
order to make my display accessible to all people. The average
width of a wheel chair is 410mm and the average eye-sight height
of someone in a wheel chair is 1190mm. I am therefore confident
that wheelchair users will be able to use the display and it‟s
functions.80mm
10mm
10mm
0
0.5
1
1.5
2
Height of person (m)
Height of
person (m)
Here I have conducted a test to see the
average heights of people when they are
using mobility assistance i.e wheelchairs.
I collected this data by researching the
heights from each category and
calculating the average. I then plotted this
data into a chart to make the data easier
to read. From this I have been able to get
a better idea of how high I want my
display to be.

Adam Lowton AS DT

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