SlideShare ist ein Scribd-Unternehmen logo
1 von 62
Downloaden Sie, um offline zu lesen
ZOETROPE
NICK
HUGHE
S
HACKETT
TRADITIONAL HACKETT
MODERN LONDON
Old Spice is a men’s grooming company from
back in the 50s. After a decline in sales during
the 70s/80s, it has recently modernized
specific products whilst sticking to the
traditional logo and red theme.
The advertising has been kept similar
showing a topless muscular man wearing
Old Spice. Recent advertising campaigns
such as the man playing the drums with his
muscles could be seen as being quite odd but
they also work because it is something that
sticks in your mind.
Mr. Natty is a fairly new product on the market. It is
also quite exclusive as it only available in certain
hairdressers rather than being in retail shops such as
boots.
Many of the marketing campaigns feature a older
man with a large moustache. The writing also looks
quite old-fashioned and western. One of the
advertisements tells ‘hipsters’ to buy their gum. This
could mean that the target market for Mr. Natty is
hipsters / teenagers. Another view could be that the
images used in the advertising would mean that the
product’s target audience is for older-men. I think
this ambiguity makes the marketing bad.
Hackett is reasonably priced high-class brand
just below the leagues of Ralph
Lauren, Gucci, D&G. It Is perhaps best know
for it’s rugby sweatshirts and other clothes.
The companies fragrances and other grooming
products are not as well known.
The target market for Hackett is probably
someone in a corporate job who is in middle-
class salary. The target age for Hackett
customers are probably going to be around
20s to 30s.
There aren't many marketing campaigns for
Hackett. You rarely see the on TV, Online or
see any point of sale displays in any retail
shops even though they are stocked there.
Hackett seem to use navy, white & red as their
main colours.
LYNX
Shower Gel / Deodorant aimed toward the younger
demographic of about 13-15 year olds. Lynx
advertisements portrayed various ways the products
supposedly helped men attract women. One marketing
campaign claimed to make women turn from ‘nice’ to
‘naughty’. The advertisements also use sex symbols like
Kelly Brook in to attract male attention. The product is
generally used by young teenagers and this shows with
the use of bold, bright colours to attract that
demographic.
L’Oreal Men Expert is a brand aimed at
mainly older people. The brand is trying to
be trendy (e.g. Lynx / Hackett). The
marketing of the product usually is a close-
up of a older actor or model without
wrinkles and a full head of hair. The brands
main competition is Nivea for Men. The
brand of L’Oreal usually uses orange and
blue in their advertising campaigns.
Fish are a unisex hairdressers located in Soho.
Started in 1987. Fish’s marketing is to be
traditional but the design of the tubs and tubes
could be seen to be contradictory as they seem to
be modern.
Fish seems to be targeting a younger audience
due to the use of bright, bold colours and a san
serif font.
The Advertisements also feature men in their late
20s / 30s.
This is the Point of Sale
display for Guinness
World Records. It is
good because it stands
out due to the bright
green colours. It is also
good because it is located
by the stairs where there
is the most footfall.
This is the point of sale for
Fifty Shades of Grey. It is
good because the
particular ‘shade of grey’
and the use of the light
blue is the same as the
grey and blue on the book.
Also, like the Guinness
book is near the stairs
where there is a lot of
footfall.
This is the point of sale
display for the Blackberry
Bold. The difference
between this POS compared
to others is that this was not
designed by the brand of the
product. This was made by
Vodafone. I know this
because it follows
Vodafone’s colours scheme.
This is a good POS because it
is at eye-level and eye
catching due to the bright
blue colours.
This is a point of sale for
what can only be assumed
to be sold by the
department store it was
found. This is a bad point
of sale because it shows
no instructions on how to
purchase or where to
purchase from. This POS
is good because it is
positioned where there is
a lot of footfall.
This is the point of sale
display for Kobo. It is a good
point of sale because it is
interactive. This allows the
customer to try before they
buy. The problem with this
could be that some people
might stand there on the
Kobo with no intention of
buying. It is also good
because it is positioned on
the aisle which you have to
walk through to get to the
stairs so there is a lot of foot
fall.
This is a point of sale display
for a Justin Bieber branded
perfume. The target age of
the perfume is probably
going to be teenage girls or
other girls who listen to his
music. This point of sale is
good because it uses a actual
sized Justin Bieber cutout to
try and make passers by
think it’s really him at first
glance. It is placed so that
you can see it when you look
into shop.
This is the easily recognizable
National Lottery point of sale
display. It is good because of how
recognizable it is. Also, I think it’s
interactive features are good. They
are good because of the two the
counters you can scribble your
numbers down on. Also, on
normal point of sale displays
having that much information on
a display would be bad but as you
would be standing at a lottery unit
longer than others it is justified.
This is the point of sale display for
Cadbury Chocolate. It features the
iconic purple which Cadbury uses
in it’s marketing. The POS is good
because it is positioned next to the
guiness book. It is good to be
placed here because a lot of kids
like to read the guiness book and
having chocolate next it would
mean a lot of kids would notice it.
This is the point of sale
display for a new phone
in the 3 shop. I would
not consider this a good
POS unit because it
shows off no branding of
the actual phone it is
advertising. It tells the
consumer absolutely
nothing about the phone
it is supposed to be
incising them to buy.
This is the point of sale
display for a promotion of a
product at the Body Shop.
It is good because it uses
bright colours of text of
‘50%’. This makes the 50%
stand out and attract
passers by. It will attract
passers by as it is
positioned on an angle
outside the store to ‘reel in’
potential customers
walking down the street.
This is the point of sale
display for posters of one
direction and Justin
Bieber. The POS displays
the posters that are being
sold in the semi spherical
prism. The point of sale
display is good because it
shows images that would
appeal to young girls and
attract them.
This is a point of sale display
showing off new products from a
soap shop. The point of sale
display features a Buddha which
some cultures see as symbol of
luck. The stores inspiration
comes from China. This POSD
follows the Chinese theme. I
think it is a bad point of sale
display because it doesn't really
stand out and might not get a lot
of attention. I think the point of
sale could be improved by
making the Buddha bigger and
having it slightly outside of the
shop so passers by will notice it.
Point of Sale
Examples
Links FX
LOGICAL
It is logical to make sure
you’re POS stands out in
comparison to the rest of the
competition. This is because
the more you’re point of sale
attracts customers, the more
sales (and therefore profit)
you’ll gain. It is also logical
too advertise the brand in
your point of sale. Without
advertising the brand, how
will customers know what
company the product is
made by? This is crucial if
competitors products are
similar in aesthetics (E.G.
similarity between iPads and
Samsung tablets). It is
logical to have ergonomic
features in your point of sale
display because if the
product is inaccessible or it
is difficult to reach , the
consumer may move to
you're competitors products
or decide not to purchase.
It’s important for you’re
point of sale to have a USP
(Unique Selling Point). This
is because in a retail store
there will be many point of
sales advertising several
similar products, it is logical
to add some unique features
onto your point of sale to
attract attention.
considering the positioning
of your point of sale in
relation to footfall is logical
because the more people
who are attracted or show
interest in your point of sale,
the more customers
purchase the product. So if
you position your point of
sale in a spot where there is
a lot of foot fall, the most
customers you’ll get.
ILLOGICAL
It is illogical to have too much
information on your point of
sale. This is because having too
much information can put off
potential customers as they may
feel that haven't the time to
stand and read all the
information. This is why you
should only add crucial
information. On the other hand,
it is important to make sure you
have enough. It is illogical to not
have enough information as the
customer may want to know
what it is they are being
advertised. For instance, if the
consumer saw a POS for a really
nice aftershave but couldn’t tell
which company made it, they'd
move on. This is also why it is
illogical to not have a branded
POS.
It is illogical to have too much
visual noise (this includes too
bright colours, unreadable font
and too much information and
shapes). If your POS has too
much visual noise, it tends to
look ugly and people would
simply avoid if you can remove
the product from your POS and
walk around with the product
then that is illogical. What's to
stop people taking the product
and sticking it in their pocket?
It is illogical to make the POS too
interactive as the consumer may
just be playing with product
because he can rather than
because he thinking about
purchasing the product. It is
illogical to make your POS rely
on cardboard testers as it smells
differently on cardboard than on
skin. Also, the grooming product
could react differently to
cardboard than on their skin.
Finally, it is illogical to make
your point of sale below eye level
as the customer may not be able
to see it
NEED
The point of sale display MUST
display the product. The POS
must display the product
because the customer will have
to see what they are potentially
buying. The point of sale
display must draw and attract
attention. It must do this
because if the more people are
drawn to it the more attention it
will get. The more attention the
POS gets, the more people are
going to purchase the product
currently advertised. The point
of sale display must clearly
display the brand so the
consumer knows what company
is selling which product as some
products looks familiar and
could get confused. If your POS
doesn't not hold the attention of
the customer then it is not
succeeding. This is why it is a
necessity for your POS to hold
the attention of the customer so
they look at the product and
read the crucial information for
a better chance of the customer
buying the product. The point
of sale must display crucial
information so the customer
knows what he is looking at and
what it does (if it isn't obvious).
The point of sale needs to make
sure the customer can easily
access the product. This is so
the customer can interact with
the product because you’ve got
more of a chance of selling your
product if the potential
customers can touch / feel /
smell / play with it. The point of
sale must finally need to make
sure it has thought of
ergonomic considerations. Eg.
You haven't got to reach up so
high you’re on your tiptoes to
reach the product. It must also
be safe to use.
KEEP
This is what is absolutely
essential to enable the
POS to function properly.
Not what is dictated by the
marketing team. It is
essential that the point
sale advertises the
product. The reason of
this that if it doesn't, it
isn't succeeding because
the purpose of the POS is
to advertise. It is essential
for the POS to let the
customer to interact with
the product. This includes
being able to feel / play
with the product and in
the case of aftershave or
perfume, smell the
product. Usually this is
done by using testers.
Although they aren’t
perfect, testers do give you
a decent idea of what the
aftershave / perfume
smells like. Also, you must
keep the size of the point
of sale eye level or bigger.
In a department store
there will be a ‘sea’ of
point of sale
advertisements and to
have a small point of sale
would be useless. The
point of sale should show
potential customers all of
the products features.
This is because the most
customers want to know
everything about the
product they are buying –
especially if is expensive.
The best way to highlight
its features would
probably not be by having
loads of text but by
making the product
interactive so potential
customers can SEE for
themselves.
SCRAP
Most point of sale are either
fixed or stood up using a
stand. If you scrap the idea
that point of sales have to be
floor bound then that can
open up the possibility of
maybe a point of sale
swinging from the ceiling or
even making a handheld
point of sale. Most higher
class branded grooming
products such as Ralph
Lauren, Calvin Klein and
even cheaper products like
Lynx make their point of
sales around a model and
usually are cardboard
cutouts of a model holding
the after shave. Why not
scrap that? And try
something else like having a
more extravagant POS. Most
aftershave / perfume
companies have similar
branding, so if you are
designing a point of sale for
one of these companies,
wouldn’t it be best to
differentiate your brand from
the rest so you stand out
more? All testers in
aftershave POSs tend to be
made out of cardboard. I
think they should be
scrapped for a more realistic
alternative. I think the next
best alternative is cotton as
cardboard is completely
different to your skin. Cotton
is also, but you wear cotton
when wearing aftershave
(usually) so at least you get a
better idea of what the
aftershave / perfume smells
like when your wear it..
FORM VS FUNCTION
I think POS need to focus
on both. They need to
focus on both because the
point of sale has to look
good to attract customers
and needs to function by
showing off the key
features of the product.
The point of sale needs to
display key and vital
information without
having too much
information. This is
because it needs to
display key information to
inform the customer on
exactly what they are
buying and needs too have
as little text as possible to
stop the POS from looking
ugly and from having too
much visual noise. This
leads into my next point of
that I think the POS needs
to stand out without
having too much visual
noise. The form is that is
uses bright colours and
the function of POS is to
stand out. Having too
many bright colours can
create visual noise
especially with tacky
colours like bright pink,
this could invalidate the
function as customers
would avoid the POS. You
need to be able to pick up
and test the product
without being able to steal
the product. This could be
done by having the
product on a wire and
after you take the product
so far away from the POS,
it stops you. The most
common way companies
let you test the product
with taking it away would
be the use of testers and at
the moment I think that is
the best way to test the
aftershave or perfume.
X FACTOR
When you go to a department
store such as Boots, you will
see hundreds of point of sales
all advertising similar
products. The reason you go
from one rather than another
is because one is better looking
(more aesthetically pleasing)
than another.
I think some examples would
be Samsung and Apple.
Apple's point of sale displays
are minimalistic and only
really display the Apple logo
and the product
name, whereas Samsung have
more text, both work as they
are both aesthetically pleasing.
A X FACOR feature would be
size. A small point of sale
would be pointless and would
easily get lost in the 'sea' of
point of sale displays. A big
point of sale would achieve
what is probably the primary
job a point of sale - to stand
out and attract customers. To
make my point of sale different
than the other point of sales
(therefore to stand out) I will
add a LCD TV screen. This is
similar to the point of sales
made by JML. Other things
added could be sound effects
as this could attract more
customers. In my point of
sale, be different and stand
out, I would like to include
features such as making noises
. This could actually put off
customers though because
hearing a noise repeat over
and over can be very
frustrating. Another feature
could be the use of flashing
lights, this will make my point
of sale stand out. The point of
sale could even have
motorized wheels or move
around on a track dipributing
my fragrance.
Task Analysis
•Social networking and website
•Construction
•Ergonomic
•Price
•Future
Functionality & Features
The function of a point of sale is to advertise and in
some cases distribute a product. Some features of a
point of sale are to let the let the customer test the
product with the use of testers. Some companies do this
tester products and some perfume / grooming
companies provide items like cardboard sticks for the
customer to spray on the product on. Other features of a
Point of sale can be places for the customer to take the
product away from the display and go and pay for it at
the till. This usually only applies for cheaper products
(under £10).
Visibility and Position
The positioning of a point of sale is important as the
more people who see the point of sale, the more people
who buy the product. The point of sale is beast
positioned where there is the most 'footfall'. This is
usually by the entrance as people walking by the shop
could see it inside and because people need to use the
entrance to get inside the shop. Another good position
would be for the point of sale to be near the
lift, escalators or stairs. A good concept would be to have
the point of sale swinging from the ceiling as this would
make it visible for the whole store.
Aesthetics and Branding
The aesthetics of a point of sale how it looks. It
could use different colours to attract customers
but using too bright colours could have the
opposite effect. It could create visual noise. The
point of sale could have moving parts to attract
customers. Also, it could have a TV screen. To
brand the product you would need to have the
colours of the brand - e.g. Hackett's would be
dark red & navy blue.
Target Markets
The target markets of the point of sale are the potential
customers who would buy your product. For instance, the
target market of the point of sale for Lynx, would be 12-16
year olds as they are the people who buy the product.
Also, the target market differs from store to store. If you
are designing a point of sale fro a point of sale in
Boots, then the point of sale would be aimed at women or
mums. As these are the people who shop there. If Lynx
were advertise in Boots, they would advertise for mums as
mums would likely be buying the product for their kids.
Materials
Point of sales can be made out of different materials
such as wood, metal and most commonly cardboard.
Cardboard is used as it is cheaper than wood or
plastic and because it is lighter and easier to
manufacture. Another common material used is
plastic as it is stronger than cardboard and liquid will
not damage the POS.
Safety
Safety is very important in point of sales as there is a lot
of interaction between the point of sale and the
customer. The customer has to be able to test the
product safely. This can be done by rounding the edges
of any handles or any where you touch. Another
important safety feature is for the point of sale to be
secured to the floor (unless its hanging from the ceiling).
This is so it doesn't fall over or knock anything over
around it. Also the product being advertised must be
secured to the point of sale so that it doesn't fall out and
in the case of aftershave - smash.
Sustainability
The materials used could be recycled. Also you
could use materials which decompose. The
company could make a commitment to plant
another tree for every tree chopped down due to
the manufacture of the POS.
The impact of the POS on the environment could
be good if it decomposes quickly, if not, it may be
hard to dispose of.
Environment
The environment of a point of sale will be in
a department store. It will be in kind of shop
the product it is advertising will be sold. E.g.
A POS for a new movie would be in a cinema.
Also, the environment of a point of sale
would be good if it on the walkway near to a
shop. This would untie people to come in and
look around the shop for the product.
Interactivity
The point of sale can be interactive if the customer
has to intact with the Pos if the customer h to
physically grab the product from the POS. Also,
the point of sale can be interactive by having the
customer have to play or try out the product. E.g.
Play on the iPads or try on the aftershave. It could
have a tester
Research Plan
1 what do you want to learn?
2 who will you speak to?
3 where will you conduct research?
4 do you need to conduct anything
beforehand?
5 what are you going to do to complete this
research.
- 10 Minute Oberservation
How is it used?
Positioning?
- environmental snapshot
Colours?
Height?
Where people walk?
- first hand existing design analysis
ACCESSFM
- market research
Current products
Current trends
- competitive products
What else is out there?
- Moodboard
-Product profiling
Look at all kinds of POS
- Cultural understanding
Access FM – Initial Specs
Aesthetics
The aesthetics of a point of sale are important as if the point of sale looks good, it
will inside people to see it. My point of sale needs to be in Hackett's colours as the
point of sale needs to reflect the brand. Certain shapes can be applied to the point
of sale reflecting the brand. My point of sale needs to include the logo as it shows
who as made the product. All of Hackett's advertisements feature the same style.
They are modern with an old fashioned twist. Which is something I need to follow.
Environment
Where the point of sale is placed is important. I will put my
Hackett point of sale near the higher class of aftershaves as this is
where my potential customers will be. It would be pointless me
putting it near the kids section. Also, how sustainable is my
product? I want my product to be sustainable as it can be disposed
of easily. I need to consider the environment of the changing world
around my product. For instance I would include the Union Jack
during the Olympics,
Cost
When creating a point of sale I will need to think about all of the costs involved. One of the
costs will be the materials that I use . As I am doing Hackett, the materials will be expensive
like the product will be,. I will also need to take delivery cost and manufacture cost into
consideration. Size of the product will need to be taken into consideration. This is because the
bigger the product, the more space you require you more floor space you will need.
Customer
The customer of the point of sale will be the customer of the product. I
will need to target the right customer. It would be pointless making a
Lynx point of sale but using traditional writing as it would attract the
customer. Also, it would be pointless having a game like function on a
point of sale meant to attract a older gentleman. The area of the point
of sale needs to be considered, for instance, I will need to place my
higher quality Hackett point of sale in a nicer part of London. Not
where you'd expect a Lynx POS.
Size
The point of sale needs to take anthropometrics into consideration.
I also need to consider that's if the product too big I can create a
hazard and if it topples over I can hurt someone. Also if the size of
the point of sale is too big, it can cost a lot of money to manufacture
due to the amount of extra materials. Also, if the POS is too big then
the price you pay for floor space will be very expensive. Finally, if
the POS is too big then the product will look too small in
comparison.
Safety
The point of sale should be kept out of reach of children. I need to make my point of sale
tall enough to be out of reach of children but to be a comfortable height for the customer
to test the product. The product must also be bolted to the floor. This is so if someone
knocks it, it doesn’t topple over and knock something or someone over. Finally the
corners of the point of sale should be rounded or at least not be sharp.
Features
the features of a point of sale is to advertise the product. Other features include testing the product out
by spraying it on themselves. Another feature could be to watch or listen to the point of sale display
using a TV screen or a speaker in the POS display. Other features could include a game or puzzle to get
to the product, this makes it more interactive.
Materials
The materials used in the point of sale display could be mostly anything. If the point of sale display were
to be there for a long time then I would make my point of sale out of metal as it is strong. Another strong
material would be plastic or wood as they could be used for over a month and is worth investing more
money in the manufacture process. If the point of sale is only going to put up for a short amount of time
then I’d use cardboard as it is cheap and easy to put and throw away. In my point of sale display I will try
to use recyclable products.
My design brief is to design a new point of sale display unit for Hackett – male grooming company. The unit is going to
display 1 or more product from their range. This is because currently there is no advertising for there products. My point of
sale display must clearly identify the Hackett brand.
My design situation is that currently Hackett has no advertising and their products have been dropping in sales because
of this. Hackett need to add some advertising in the stores preferably up London as this is where the target market is.
Assembly & Materials
Questionnaire
Competitive Products
Environmental Snapshot
Customer Profiling
Brand Profiling
Product Profiling
Moodboard
Assembly & Materials
Free-standing glass point of sale
unit. They usually use toughened
glass. These point of sale units are
delivered fully assembled. They can
be reused and can put different
products inside. This type of point of
sale would be hard to dispose of and
would be used more than once.
This is a free standing
acrylic point of sale unit.
They can be used in
portrait, landscape; wall
mounted, free standing,
laid flat on top of a shop
counter or hung from cable
systems.
Sometimes these point of
sales are used as
although they may be
more expensive and
harder to dispose of, they
can be re-used. They are
often long thin rods made
out of aluminum and are
bent and welded to
create a basket shape.
These are perhaps the most common types of point of
sale units. They are made out of cardboard and can
display multiple items. They are usually delivered in a flat
pack. To put the unit up, you‟d need to unfold the
cardboard. The point of sale is cheaper than those of
higher materials but do not last very long as the material
isn't very strong and hasn‟t got long durability. The
product is easily recyclable.
This point of sale unit will be made out of glass.
This type of point of sale unit rotates to
showcase the product and is perfect for
perfumes / aftershaves. It would come fully
assembled. The wood at the bottom of the
point of sale is likely to be made out of a strong
wood such as wood. Also, as the POS is
expensive, an expensive wood would be used.
Some point of sales would be in a
display case on a counter.
Sometimes, the display case would
be part of the point of sale. The
bottom half would be made out of
wood, metal or some cheaper ones
out of plastics. Can be reused.
These are some of the current products on the market made by
Hackett. The most popular and famous is the aftershave called
‘Splash’. The other products include three discontinued
aftershaves known as ‘Bespoke’, ‘Fire’ and ‘Event’. They were
similar to the Polo collection by Ralph Lauren, but were
produced before the Polo collection were released. Finally, the
deodorant was released in a set alongside the ‘Splash’
aftershave.
The Hackett male grooming products have not been as
successful as others such as Ralph Lauren, D&G and Versace.
This could be because the products were not advertised as well
as other brands. You rarely (if ever) saw a TV commercial, point
of sale display or magazine advertisement for any of the
products so the awareness was small.
Some male grooming products such as the ‘Hackett Mayfair
Grooming Kit’ were re-released with the Aston Martin Racing
brand. The Hackett / Aston Martin wash bag is the only
remaining product in Hackett’s male grooming collection. All
the others have been discontinued.
If a product has a Point of Sale Display, does that generally draw
you toward the product?
YES IT DOES
NO IT DOESN’T
IT VARIES
If so, what features of the point of sale display draw you in?
SIZE
BRIGHT COLOURS
SOUND
VIDEO DISPLAYS
OTHER
If not, do you tend to already plan what grooming product you are
going to buy beforehand?
YES, I FIND MY PRODUCT ONLINE
NO, POINT OF SALE DISPLAYS DON’T DRAW ME IN
I JUST BUY AFTERSHAVE ON THE PRICE, NOT
ADVERTISMENTS
Do you buy the same grooming products every time you shop?
YES, ONCE I FIND A FTERSHAVE I LIKE I TEND TO STICK
WITH IT
NO, I AM OPEN TO TESTING OTHER PRODUCTS
NO, I AM OPEN TO OTHER PRODUCTS AS LONG AS IT IS
CHEAP
Is the material used to develop the point of sale display a factor in
whether you are drawn toward it?
YES, A HIGHER QUALITY MATERIAL DRAWS ME IN.
NO, A CARDBOARD P.O.S. CAN DRAW ME IN IF IT IS BOLD.
Is the positioning of point of sale a factor in whether you are
attracted to it?
YES, IF I SEE A POINT OF SALE DISPLAY FROM OUTSIDE THE
STORE, IT’LL DRAW ME IN.
NO, IT DOESN’T MATTER AS I AM USUALLY GOING IN THE
STORE ANYWAY.
Questionnaire
If a product has a Point of Sale Display, does
that generally draw you toward the product?
The results show that point of sale displays entice
people toward the product. Therefore, the point of sale
and advertisements are very important for a product.
The results also show that some people think it varies
whether a product needs a point of sale or not. This
could be due to other ways of customers hearing about
the product such as word of mouth. These results tell
me that I should put a lot of effort into my point of sale
as it is important for the product’s sales.
If so, what features of the point of sale display
draw you in?
the results of this question shows which features of a
point of sale display are important. The results show
that the most enticing feature of a point of sale is if it
uses bright colours. Also, size is an important feature
along with video displays. Sounds was the least circled
choice. This shows that for my design I will need to
make it quite big, use some bright colours and
incorporate a video display. These features will make
my point of sale successful.
If not, do you tend to already plan what
grooming product you are going to buy
beforehand?
The results of this chart shows me that the majority of
potential customers come into the stores without a
product in mind. This means that there is a factor which
gets the customer to buy the product. A small amount
say that that factor is price. This means that it is
advertisement which entices the customer to buy the
product. This charts shows me that I have many
customers to try and entice to my product.
Do you buy the same grooming products every
time you shop?
This graph tells me that few of the potential customers
who go to the stores like boots etc buy the same product
every time. This means that most of the customers who
come in to the store are looking for a new product to try.
Most of these people do not regard price as a factor not to
buy the product. This puts Hackett in a good place as it is
more expensive than other products such as Old Spice.
On the other hand some of the customers say that price is
a factor. Hackett isn't as expensive as Ralph Lauren etc.
so Hackett could appeal to those customers as well.,
Is the material used to develop the point of sale
display a factor in whether you are drawn
toward it?
This graph tells me that customers are attracted to a
point of sale whether it uses a higher quality material or
a lower quality material. In previous graphs, it has
shown me which features are crutial for a point of sale.
The graph tells me that I should make sure that my point
of sale stands out as a priority rather than using higher
quality. As I am designing a point of sale for Hackett, a
higher quality material will be used.
Is the positioning of point of sale a factor in
whether you are attracted to it?
The majority of the customers have said on this chart
that they do not think that the positioning of the Point of
Sale Display is a factor of whether you buy it or not. This
could be because the customers would be coming into
the shop toward the perfume department anyway. This
could also be because some people may not like to see
point of sale display every time they look around.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 >>
Hackett makes a lot of rugby and
polo shirts for their customers.
These (and suits) are their main
clothing styles. The target customer
for Hackett would be someone who
someone who plays rugby and/or
polo as this is who would buy their
clothes. Hackett is a very English
company and that is likely why they
aim at these very English sports. The
sports are also traditional which
mirrors the company.
Other than sports wear, Hackett’s other focus is on suits.
Hackett make good quality suits but they aren’t cheap. The
target customer for these suits would be someone who is in a
corporate world like Canary Wharf. As the suits get more and
more expensive it is safe to assume they are made so as the
customers starts to earn more, he can purchase a better (more
expensive) suit.
Hackett has also branched out from
Rugby and Polo to racing. This is when
they started to sponsor Aston Martin
Racing. You can assume that they have
associated with this brand to raise
awareness and create an association
between Hackett and Racing, similar to
the relationship between Polo and
Ralph Lauren.
Hackett is a company aimed at the well-off English.
It was created in Kensington, West London in 1979.
It has a store there to this day. The brand isn’t an as
big as Ralph Lauren in America and currently has
no stores there. In England, it is recognized as
being in a league lower than that of Ralph Lauren
even though they sell similar products and the
target customers are similar
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 >>
EXPENSIVE
MODERN
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 >>
This is looking at the
competitive products it is
showing me the competitions
products. The different
places where the products
fall (e.g. the higher class
products use a darker colour
scheme and the cheaper
ones using a more colourful
colour scheme). The area in
which Hackett will fall will be
traditional and quite
expensive. The colours used
in this section are browns or
dark greens. This chart
provides me with the
information I need to make
sure I am better than my
immediate competition,
Hackett was founded in 1983 by Jeremy Hackett and Ashley
Lloyd-Jennings from a stall on London's Portobello Road. The
first shop, on the "wrong end" of King's Road, in London Chelsea
district, was selling only used clothes. The company gradually
expanded over several years, increasing the number of branches
and moving from acquiring and selling second-hand clothing to
designing and selling its own items. International expansion began
with the 1989 opening of a Spanish branch in Madrid.
As well as expanding geographically, the company has increased
its range of services. As well as manufacturing and selling clothing
items, Hackett now offers personal and bespoke tailoring, a range
of spectacles, grooming products, and a barbers in their flagship
store in Sloane Street, London. Hackett is associated with high-
profile personalities who are either sponsored or endorsed by the
brand. The Hackett style is inspired by traditional British men's
clothing. Founder Jeremy Hackett describes this approach to
design as "our clothes wear in, not out". Clothing ranges and
styles on offer include polo shirts, rugby shirts and formal/dress
clothing for men and children. In September 2009, Esquire
magazine featured a Hackett tie as one of its top 5 knitted ties.
Ranges are also offered in conjunction with sponsorships and
partners such as Aston Martin Racing, the Oxford and Cambridge
boat race, and the British Army Polo Team. The brand uses
colours such as dark reds and navy blues. Their advertisements
are also made with a black and white colour scheme. The design
of the website, advertisements and clothes would be called as
traditional or classic so this is the theme I will choose for my point
of sale.
These are typical places where a point of sale for a
aftershave product might be found. These places
include The Perfume Shop, Debenhams, Boots,
House of Fraser and even Harrods. These places
look very busy as they often have a lot of point of
sales and also in-store promotions for free gifts
and special offers. My product (Hackett) would be
sold at Harrods as it is too exclusive for
department stores like Boots or Superdrug. Point
of sales are usually situated where there is the
most footfall. For instance, in WHSmith, there are
point of sales by the only stairs going down from
the second floor. This is a good place to put a point
of sale because everyone sees it as they come
down the stairs.
This mood board has shown me the
different colours, styles and themes
Hackett use in their current
advertisements. I can now
incorporate these into my design. I
have found Hackett use a lot of
English themes and use the colours
Red, White and Blue throughout.
Also, some of their adverts are
greyscale so that could be
something I add into my point of
sale.
Moodboard
Competitive
Products
Environmental
Snapshot
Brand Profiling
Customer Profiling
Questionnaire
Assembly & Products
Product Profiling
A - I have found that the main themes of Hackett are
grayscale pictures, traditional sports and features a lot
of English themes. I have to mirror these themes on to
my point of sale display. My point of sale must be big
and stand out against the crowd.
C - I have found the products associated with Hackett
are of a high quality and connote being rich and
successful. As this is, I think, the target market for
Hackett. It would make sense I use these themes in my
design. The cost of the point of sale must not be any
more than the products displayed as this is losing
money.
C - The target customer of Hackett is somebody
between the ages of 25-50. This is quite a large age
difference but the clothes and accessories in the stores
are aimed toward people who are on the road to
achieving great successful.
E - My point of sale must be able to be placed in
different areas of the shop. I think the environment of
my point of sale varies. It would make sense if the shop
puts the point of sale where the most footfall is. But, my
point of sale is of a size that it could be put on a
shelf, on a plinth, or on the store counter.
S - The point of sale must be big enough to be able to
display relevant information such as the brand
identity, history of the brand and where it comes from. It
also must be big enough to be able to fit on a shelf or
the shop counter. It must not be too big as this creates
unwanted visual noise and may put customers off from
buying the product
S – The Safety of the point of sale is important as they
are easily knocked over, spilt on etc.. It is important that
the point of sale be secure when on the plinth or the
shelf. It is also important that the plinth is secure to the
floor. I will also make sure all sharp edges are
smoothened out so no body catches themselves on
them s they can be quite painful. I will also keep the
point of sale away from children , they are often the
culprits of the spills and knocking over so they will be
kept out of reach. Also, children are not the target
audience and do not need to see the point of sale
display.
F - The function of my point of sale is to advertise a
product of Hackett and advertise the brand identity and
history of Hackett. I will achieve this through the use of
images and a timeline around the point of sale.
M - – In my point of sale I will use high quality materials
such as oak wood, aluminum, teak and glass. This
reflects the high quality of the Hackett brand.
Nick Hughes DT Folder
Nick Hughes DT Folder
Nick Hughes DT Folder
Nick Hughes DT Folder
AS THE PRODUCT IS CALLED
„SPLASH‟ – I THOUGH THE USE
OF A WAVE WOULD RELFECT
THE NAME.
THIS DESIGN IS AN ICONIC
IMAGE OF TRADTIONAL
CORPORATE LIFE.
THIS INVOLVES THE ASTON
MARTIN PARTNERSHIP WITH
HACKETT
THIS DESIGN IS AN ICONIC
IMAGE OF TRADTIONAL
CORPORATE LIFE.
THIS IS A TRADITIONAL
SUITCASE. IT IS
FEATURED HEAVILY IN
THEIR ADVERTISMENTS.
THIS IS THE TARGET
CUSTOMER LOOKING OUT
OVER THE SKYLINE OF
LONDON.
THIS IS OF A MESSY
APARTMENT BUT A TIDY
BED WITH THE HACKETT
BOTTLE ON TOP.
Nick Hughes DT Folder
THIS IS A MODEL OF A
GAME OF RUBGY. IT IS
A SPORT PLAYED BY
HACKETT‟S TARGET
CUSTOMER.
THIS IS A MODEL
OF WESTMINSTER
ABBEY, A PLACE
THAT IS
TRADITIONALLY
ENGLISH.
THIS IS A DESIGN
OF A RELAXING
SCENARIO, I THINK
THE NAME SPLASH
REMINDS ME OF
THE SEA.
THIS IS A 3D VERSION
OF ONE OF HACKETT
ADVERTISMENTS.
Nick Hughes DT Folder
Nick Hughes DT Folder
Nick Hughes DT Folder
THIS IS MY FIRST DESIGN. IT IS OF
A RETRO SUITCASE. THESE
SUITCASES CAN BE SEEN IN THE
OLD AND MODERN HACKETT
ADVERTISEMENTS. THE RETRO
SUITCASE WILL BE A GIOOD
DESIGN AS I CAN THROW IN SOME
RETRO PRODUCTS MIXED IN WITH
SOME NEW PRODUCTS. THIS
COULD SHOW HOW HACKETT IS A
MIX OF A TRADITIONAL PRODUCT
WITH A MODERN TWIST.
THIS IS MY SECOND DESIGN IT IS AN „L-SHAPED‟ DESIGN BUT CAN
BE DEVELOPED INTO MORE INTERESTING SHAPES. THE BASIC
DESIGN IS SUPPOSED TO SHOW HOW THE BRAND OF HACKETT
HAS SUSTAINED FROM THE EARLY 80S USING A TRADITIONAL
THEME TO BEING STILL FAIRLY HIGH REGARED IN THE 2010S. THIS
IS WHY THE POINT OF SALE‟S BACKGROUND SHOWS EARLY
LONDON BUILDINGS AND THEY EVOLVE INTO NEWER LONDON
BUILDINGS. IN THE MIDDLE IS HACKETT WITH THE BUILDINGS
SURROUNDING IT.
Development
1. Aesthetics (Zoetrope)
When looking at my final designs I decided to choose this
because I think it best shows the Hackett brand: British. I
wanted my point of sale to stand out more so I decided
that the standard 'L-shape' was too bog standard. I started
to look at other ways of showing how London had
developed over the years. The zoetrope caught my eye as
this is a traditional way of animating simple objects. Using
this I could actually animate London evolving. To produce
the animation I could draw London evolving on a piece of
paper. This would animate when spun.
I think the traditional side of the zoetrope
will really work for the Hackett point of
sale. I think if I put a modern twist on the
zoetrope it could connote how Hackett is
a traditional brand in a modern-era. I
think my zoetrope will have to my actual
size to look authentic and to appeal to
the customers. There are also bigger
scale zoetropes in places like
Disneyland, Universal Studios etc..
Showing an animation of a character or
multiple characters. I will get inspiration
from these.
2. Materials (Cardboard)
The top half of the point of sale could be made of
cardboard. The cardboard I will use will have to be quite
thick as it is the part of the point of sale that people will be
looking at / touching. This part of the point of sale will be
have to made out of a light material as this will be required
to spin. I made a model of the tubical top half using
cardboard. It was not to the actual size of what I would like
the final product to be but the model showed mr the
process I could use to create it. I found that it would be
easy to create the top half of the point of sale with
cardboard as it is easy to bend, easy to cut into with a
Stanley knife (to create the slits to see through) and easy
to glue. More advantages of cardboard are that it is fairly
cheap compared to other materials. If I were to use
cardboard I could also print the designs of London evolving
onto the card straight away. The problems or
disadvantages with cardboard are that it is relatively weak
and can tear or fold easily. Also, cardboard isn't water
resistant so liquids will saturate and weaken the top half of
the point of sale. So someone were to drop it or spill
anything over it then it would essentially be ruined.
3. Function (Mechanism)
How will the zoetrope spin?
There are many ways of making it spin but I think the easiest
and simplest way would be to make it hand spun. All the user
would have to do is spin the top of the top and look through
the slits. The zoetrope could be placed on a Lazy Susan (aka
Dumbwaiters). Lazy Susan's can be made out of different
materials commonly plastic, wood or in some restaurants
glass. Traditionally, zoetropes are hand spun so if I were to
keep with the traditional theme of Hackett a manual spinning
zoetrope would seem fitting. Another way of making the
zoetrope spin would be to have a motor spinning it constantly.
The motor method is used for 3D zoetropes such as 'Toy
Story Zoetrope' in Disneyland. This is on a bigger scale
than a size I am looking at. Also, the motor method is also
expensive and has more chance of breaking down. I think
overall the easiest method is manually spinning with your
hand as they are easy to spin so even kids can do it, it
increases interactivity which makes it stand out and is
financially cheaper than buying a motor.
4. Materials (Wood)
As the Zoetrope isn't head height, I would
have to have it on a stand of some kind. This
stand would hold up the zoetrope so if you
are in a shop you will see it at head height.
This stand could be made out of a number of
materials but I think as it is a Hackett point of
sale, as high quality aesthetically pleasing
wood like oak would be perfect. If I use oak
wood there will be some advantages such as
it has great strength, prestigious, resistant to
insects and doesn't rot.
Another wood I could use is pine. Pine is cheap but
can be stained to look more expensive. I don't think
using pine would be as effective as Oak or Teak as
it is considered cheap and doesn't fit in with the
Hackett brand.
Teak Wood is another wood which I could
use for the stand. The teak is a good wood
to use because it is hard, dense and very
durable. It's used normally in building boats,
decks, structural work and furniture. Also,
when using teak you do not need to use a
high quality finish as it has a resinous
nature. Teak is the most expensive and
tools need to be sharpened when cutting it
constantly. As it is a high quality wood it
would fit in with the Hackett brand.
I will be using Oak Wood because:
Oak wood has great strength and hardness
It is very resistant to insect and fungal attack
It is aesthetically pleasing.
To stick with a traditional focus of my point of sale, I
have decided to keep the zoetrope manually spun.
This makes the customer feel like they are spinning
a zoetrope from the 1800s.
5. Usability - Placement of Point of
Sale
The positioning of the point of sale is important. In a average
retail store I could put the zoetrope in a lot of places within an
average department store. It depends on if I'm using a stand /
podium or not. If I am using a stand / podium then it would be
best if I put the point of sale on the floor either next to the
entrance / exit as this is where there is a lot of foot fall and
where more people will see and use it. Another place it could
be put if it uses a stand is by the lift, escalator or stairs. This is
because these places are crucial for people to get to the upper
or below floor so it will be a place where you will get allot of
footfall also. Without the stand, the zoetrope is around 45cm
tall. As it is this size, the point of sale could be put on a shelf.
On a shelf the point of sale could still be spun and used as
long it is on a shelf which is at head height. Finally the point of
sale could be put on the table where the customer buys the
product as it is at a usable height and near the cash register.
The point of sale could not be put inside a cabinet or on a low
shelf as the customer would have to bend over to use it and
most probably would walk away. Also, it wouldn't be as easy to
notice.
6. Construction - Adhesives
Epoxy Resin
Epoxy resin is very strong. It is a thermosetting resin which
means once it has dried, it cannot be melted and reused. It
can be used as a coating in some industries. Used in some
paints on boats to protect from bad weather. While drying it
creates cross links.
PVA Glue
Polyvinyl Acetate is good because it dries clear and can be applied
directly from bottle. If cap of glue is left off it won't dry up for a while.
Easy to use as it can be squirted out of a bottle or onto a brush. It is
soluble in water so it can be cleaned up easy. As it is water soluble
when around water the glue is useless. It takes about 24 hours
before the glue is effective. It corrodes metal. It is not effective on
any surface which is non-porous.
Glue Gun
The glue gun is good to use because the actual
gun bit is relatively cheap. Also, the glue gun
glue is stronger than average glue. The glue is
also long lasting. The glue gun can be
dangerous if not used properly. The glue s
gloppy and thick, can cause lumpy surfaces. I
could use the glue gun in my point of sale as I
used in the model making and I found it was
easy to use.
7. Construction - Tools
I will use a Stanley Knife in the
construction of the my point of sale when
I am making the zoetrope tubical top half.
I will use it because it easily cuts into
cardboard. It will be used to create the
rectangle shape which will bend round to
create a tubular shape. I will also use the
Stanley Knife to make the slits where the
user will view the animation.
To cut the wood at the base of point of
sale, I will use a saw. I will a band saw to
cut through the oak. The hegnersaw
wouldn't work as well as the oak is too
strong. A hand saw is inaccurate so I won't
use it for my project as Hackett brand
requires everything to be of a high quality.
To mark out where I will cut on
the cardboard and on the wood I
will use a pencil and a ruler. To
make sure my angles are perfect
for the base I will use a try-
square. I will use these tools
rather than free hand as I want
the lines to be straight and
perfect as the Hackett brand
requires a high quality.
8. Aesthetics - Designing the London skyline
2D Zoetrope
If I were to create a 2D zoetrope I would have to create the
London skyline on to a piece of paper and insert it into the
zoetrope. If I were to create this, I would only be able to one
building evolving. This could work if I use an iconic building
as the metaphor for the whole of London evolving.
3D Zoetrope
A 3D zoetrope would be harder to make although the reward
would be greater. If I choose to make a 3D zoetrope I would
need to make miniature figurines of London buildings e.g.
The Shard getting built, London Eye Spinning and finally a
gentleman walking along with a suitcase.
I think for my point of sale I will create a 2D zoetrope but
with 3D features such as some of the images may be
embossed and I will show more than one building evolving.
I will do this through the use of platforms.
1.Time changing on Big Ben
2.Gentleman with briefcase walking down road.
10. Aesthetics – Finishes
To protect the images in the zoetrope, I
should add another layer. I was thinking
about using plastic as the layer as it is
mostly water resistant. The most common
problem that would affect the point of sale
would be it either falling over or somebody
spilling something over it. To defend
against this I will need to use a strong
plastic like ABS (which has high impact
strength, good toughness, lightweight and
durable) The problem with ABS is that it is
very thick and this could alter the users
perception of the images. Another plastic I
could use would be Poly Carbonate (PC).
Poly Carbonate has good chemical
resistance which means that whatever is
spilt on the plastic will not affect the over
plastic or the paper underneath. The plastic
will also need to be see-through so the user
can see the images. This is where the user
will see the images while they are spinning
round. For this I could use Acrylic. Acrylic is
relatively thin and could be bent around a
shape easily. It is also tough, hard and
durable. I think Acrylic would be the best
choice to use for my design.
9. Materials - Plastics
To make the wood look of a high quality I would use a wood
stain or varnish to improve upon the properties of the wood.
Varnish has little or no colour, is transparent, and has no
added pigment, as opposed to paints or wood stains, which
contain pigment and generally range from opaque to
translucent. In my design, I will use a transparent varnish for
the wood at the bottom Of the point of sale. I will use
transparent because the oak wood is already aesthetically
pleasing so I would not need to change that but I would use
the varnish to add properties such as liquid resistance.
Varnishes are also applied over wood stains as a final step
to achieve a film for gloss and protection. Some products
are marketed as a combined stain and varnish.
11. Wheels
At the bottom of my design I could add wheels. This would make
the usability easier. I will drill the wheels to the oak and make it
easy to wheel around. This will mean that the unit can be pushed
around the store to all the best points (such as the door etc – see
development 5). The wheels I can will made out of plastic (rubber)
and have a metal coating. The metal coating is important as it will
increase the longevity of the wheels meaning that they can be
used for a long time.
Graph shows that the majority of my colleagues do not agree that
wheels would be good for my design.SAFETY
I will use plastic as it is strong
compared to other clear materials
such as glass. This makes the
product more safer as if dropped has
a much less chance of smashing
and causing any harm to any of the
customers.
I will add rubber feet to my design. Rubber is a good
material to use as it is an electrical insulator, tear
resistance and elastic. It is used common on the
soles of shoes. It is used in shoes to stop the person
who is wearing from slipping and sliding over. That is
what I want to use the rubber feet for in my design. It
is somewhat a safety feature of the point of sale
because if somebody falls into the point of sale, the
point of sale will not slide into someone else. If
enough pressure is put on the point of sale It may fall
over but using rubber feet reduces its chances a lot.
Once I have cut the card to size and cut out the prints, I
will paint it complete black. The card must be painted
black as it creates the wall of the zoetrope. This is so the
user doesn‟t see a random blur when the images are
spinning. The scanning of the slits keeps the pictures
from simply blurring together, and the user sees a rapid
succession of images, producing the illusion of motion.
To paint the cardboard I will use acrylic paint. When
painting the cardboard, the water in the paint will weaken
the card but as the paint dries, the cardboard‟s strength
returns. I will lay the card flat when painting and I am told
that I should bend it round to form the drum shape
before it dries.
To create the spinning motion of the upper half of my
point of sale (the zoetrope), I will need to make a Lazy
Susan. To do this I will need to connect a sheet of
wood (oak wood) to a Lazy Susan bearing. To connect
these I will need the use of nuts and bolts. On the
bottom of the Lazy Susan, I will have a slab of Oak
Wood. I will have Oak Wood on the top too (the top half
has the card glued to the wood). The top half will have
a smaller surface are than the top half. I will not need to
use any more nuts and bolts in the construction of the
point of sale.
The colour scheme of the point of sale will use grey,
navy, white and a dark red. These are the colours
featured in Hackett‟s marketing. I will use black (and a
hint of navy blue) as the colour of the upper part of the
point of sale (the zoetrope). This will be resting on a Oak
Wood base. The oak wood will not be coloured (it may
be darkened if a oil based varnish is used). The colours
of the pictures of the London skyline will be black (navy)
and white. This is because drawing the images of the
bulidings over and over would take a long time and it is
because the zoetrope works more effective if the colours
are simple.
12 13
14 15
Another material I could use for the protection of my images is glass. I would need to shape the glass around
my images in a circular and tublicar shape. There are four main methods of shaping glass: blowing, pressing,
drawing, and casting. After the shaping process, annealing is used to increase the strength of the
glass. Tempering and other finishing techniques may also be used to further strengthen the glass. Pressing is
accomplished by dropping a hot gob of glass into a mold, then pressing it with a plunger until it spreads and fills
the inside of the mold. To be pressed, an article must be of such a shape that the plunger can be withdrawn.
Baking dishes, glass blocks, and lenses are often pressed. As with blowing, pressing can be done by hand or
by machine, and with single or multiple molds. Press-and-blow machines use a combination of the pressing and
the blowing methods to form the article. Such machines can produce hundreds of glass containers per hour.
Drawing is the method used for shaping flat glass, glass rod, glass tubing, and fiberglass. Almost all flat glass
produced today is float glass. It is shaped by drawing a wide sheet of molten glass into a furnace containing a
bath of molten tin. This furnace is called a float bath because the glass “floats” in an even layer on the perfectly
smooth surface of the molten tin. Heating in the float bath is carefully controlled to melt out any roughness in
the glass. Because glass turns solid at a higher temperature than tin, it can be moved from the molten tin for
further cooling. When flat glass is shaped in a float bath, both sides come out with a brilliant finish that requires
no grinding or polishing. Casting involves filling molds with molten glass. The glass may be poured either from
ladles or directly from the furnace, or drained from the bottom of the furnace. Casting is used in the production
of architectural glass pieces, art glass, laser glass, and telescope mirrors. Annealing is a process that removes
the stresses and strains remaining in glass after shaping. Most glassware is annealed just after it has been
formed. If it is not annealed, glass may shatter from tension caused by uneven cooling. Annealing is done by
reheating the glass and gradually cooling it according to a planned time-and-temperature schedule.
Tempering is a process in which a glass article that is already formed is reheated until almost soft. Then, under
carefully controlled conditions, it is chilled suddenly by blasts of cold air or by plunging it in oil or certain
chemicals in a liquid state. This tempering treatment makes the glass much stronger than ordinary glass
To attract customers to the Point of Sale I will include a CD player where the
store would put on a compilation of older songs. Not classical songs, older. For
instance, The Beatles. I would create a slot in the oak wood where the CD
Player / Speaker would lay. The sound wouldn‟t be too loud as it would become
annoying for some customers and it could This would attract customers not
only because it is playing music but because the music isn‟t „mainstream‟. Its
different than what you would normally hear in a store and these songs aren't
on the radio often even though they are well known. The reason I‟d use songs
like The Beatles is because:
a)They‟re English. Traditionally English.
b)They‟re Traditional. Recognized as being from 60s.
c)They‟re Iconic. People know them and their songs.
16
17
In my design, I have designed there to be a groove when the
Hackett tasters will lay. The tasters will be a rectangular strip
with a spray of Hackett splash on it. The taster card with
have a design on it. The design will be one of twenty four key
points of Hackett‟s history. The taster wont just be a piece of
paper, it will be quality card as a regular paper wouldn‟t
reflect the brand‟s high quality image. The colour of the
taster would be light blue. The light grey would reflect the
brands colour scheme and would be easy to see the
information.
x3018
On my point of sale I will have many links to social
media such as Face book, Twitter, YouTube etc..
These links would allow customers to „like‟ Hackett on
Face book, „tweet‟ about the Hackett aftershave or
watch the advertisements on YouTube. This is effective
as adding Hackett to Face book, YouTube or Twitter is
free. I will also add a QR code so a user with a
Smartphone (phone, Blackberry, Samsung S3) can
scan it in to access the brands website or other website
relating to the brand or product.
19
Specification Checkpoint 1
• A - I have found that the main themes of Hackett are grayscale pictures, traditional sports and features a lot of English themes. I have to mirror these themes on to
my point of sale display. My point of sale must be big and stand out against the crowd. I HAVE ACHIVED THIS BECAUSE MY POINT OF SALE WILL BE PLACED
ON A PLINTH WHICH CAN BE SITUTATED ANYWHERE THROUGHOUT THE STORE. I HAVE DESIGNED MY POINT OF SALE TO BE ABLE TO BE TAKEN
OFF OF THE PLINTH AND PLACED UPON A SHELF OR COUNTER.
• C - I have found the products associated with Hackett are of a high quality and connote being rich and successful. As this is, I think, the target market for Hackett. It
would make sense I use these themes in my design. The cost of the point of sale must not be any more than the products displayed as this is losing money. I
HAVE ACHIEVE THESE AS I HAVE USED HIGH QUALITY MATERIALS IN MY DESIGN. IN THE DESIGN I HAVE DECIDED TO USE OAK WOOD AS IT HIGH
QUALITY AND LOOKS VERY AETHETICALLY PLEASING. AT SOME POINTS IT COULD BE ARGUED THAT I HAVE NOT ACHIEVED THIS AS IN MY DESIGN
THERE IS THE USE OF CARD WHICH WOULD BE CONSIDERED A RELITIVELY CHEAP MATERIAL. I HAVE USED CARD AS IT IS EASY TO CUT INTO AND
FLEXIBLE AND ITS PERFECT FOR THE BODY OF THE ZOETROPE SECTION OF MY POINT OF SALE.
• C – The target customer of Hackett is somebody between the ages of 25-50. This is quite a large age difference but the clothes and accessories in the stores are
aimed toward people who are on the road to achieving great successful. I HAVE ACHIEVED THIS AS DESIGN IS ESSENTIALLY CLASSIC AND TRADITIONAL. I
HAVE DEVELOPED MY IDEA INTO THE EVOLUTION OF THE TRADITIONAL LONDON IN WHICH HACKETT BASES ITSELF TO THE MODERN DAY
CORPORATE LONDON WHERE MANY OF ITS TAGET CUSTOMERS CAN RELATE. ANYONE OVER THE AGE OF AROUND 25 PROBABLY WOULDN‟T
REALISE HOW NEW SOME OF LONDONS ICONIC LANDMARKS ARE AND SO THE MESSAGE WOULD MEAN AS MUCH TO THEM.
• E – My point of sale must be able to be placed in different areas of the shop. I think the environment of my point of sale varies. It would make sense if the shop
puts the point of sale where the most footfall is. But, my point of sale is of a size that it could be put on a shelf, on a plinth, or on the store counter. I HAVE
ACHIEVED THIS AS MY POINT OF SALE IS ABLE TO BE ON A PLINTH. THIS GIVES THE STOREOWNER THE ABILITY TO PLACE THE POINT OF SALE IN
MANY AREAS OF THE STORE. ALSO I HAVE DESIGNED THE POINT OF SALE SO IT CAN BE TAKEN OFF THE PLINTH AND PLACED ONTO A SHELF OR
THE SHOP COUNTER WHERE PURCHASES ARE MADE.
• S – The point of sale must be big enough to be able to display relevant information such as the brand identity, history of the brand and where it comes from. It also
must be big enough to be able to fit on a shelf or the shop counter. It must not be too big as this creates unwanted visual noise and may put customers off from
buying the product. I HAVE ACHIEVED THIS BECAUSE IN MY POINT OF SALE THE ZOETROPE SECTION CLEARLY SHOWS THE BRAND IDENTITY, THE
HISTORY OF HACKETT, AND FINALLY THE BASES OF THE POINT OF SALE (NOT THE PLINTH) WILL FEATURE THE HACKETT BRAND TIMELINE OF
IMPORTANT EVENTS.
• S – The Safety of the point of sale is important as they are easily knocked over, spilt on etc.. It is important that the point of sale be secure when on the plinth or
the shelf. It is also important that the plinth is secure to the floor. I will also make sure all sharp edges are smoothened out so no body catches themselves on them
s they can be quite painful. I will also keep the point of sale away from children , they are often the culprits of the spills and knocking over so they will be kept out of
reach. Also, children are not the target audience and do not need to see the point of sale display. I HAVE ACHIEVED THIS BY THE USE OF THE PLINTH BEING
AT ADULTS WAIST WHICH IS USUALLY ABOVE THE AVERAGE CHILDS HEAD. THIS KEEPS THE PRODUCT OUT OF REACH OF CHILDEN, I HAVE ALSO
NOT ACHIEVED THIS AS I HAVE KEPT THE EDGES OF THE POINT OF SALE DESIGN TO BE UN-ROUNDED. I THINK THAT USING ROUNDED EDGES
WOULD MAKE MY POINT OF SALE SEEM LESS SOPHISTICATED. I HAVE ALSO NOT DESIGNED A PLINTH TO BE ABLE TO BE BOLTED DOWN. THIS
DEFEATS THE OBJECT OF THE POINT OF SALE HAVING MULTIPLE ENVIRONMENTS.
• F – The function of my point of sale is to advertise a product of Hackett and advertise the brand identity and history of Hackett. I will achieve this through the use of
images and a timeline around the point of sale. I FEEL I HAVE ACHIEVED THIS THROUGH THE IMAGES OF LONDON IN THE ZOETROPE. I ALSO FEEL I
HAVE ACHIEVED THIS IN THE HACKETT LOGO IN THE FRONT OF MY DESIGN. I ALSO FEEL THE ANIMATION PEOPLE WILL SEE WHEN LOOKING IN
THE ZOETROPE WILL REFLECT THE HACKETT BRAND.
• M – In my point of sale I will use high quality materials such as oak wood, aluminum, teak and glass. This reflects the high quality of the Hackett brand. I HAVE
ACHIEVED THIS THROUGHT THE USE OF OAK AS THE MAIN MATERIAL IN MY DESIGN. I HAVE ALSO USED GLASS TO PROTECT THE IMAGES IN THE
CARD ZOETROPE. I HAVE NOT USED ALUMINIUM IN THE DESIGN OF THE POINT OF SALE.
20. Dispensing the Testers
For my point of sale I want the dispensers to be dispensed in
a more unique way than I have originally designed. I could
make it so when the user spins the Zoetrope that it releases
some of the aftershave. This could be an interesting way for
the aftershave to be tested but it could also cause problems.
For instance, if a person with asthma spun the zoetrope it
would automatically spray. It would be unable to know that the
person spinning is asthmatic. Also, if children spun it or it was
spun intentionally It could be released as a surprise and could
get in the eye of a child. If I keep the dispenser the way it is, it
will be minimalistic and therefore be keeping with the further
specification.
21. Aluminum
In my further specification I have said that I would need
to use aluminum in my design. In my design I created a
place around the base of the zoetrope where aluminum
could be applied.
I think if I put aluminum
strips along the side of
the point of sale then
it‟ll look more
expensive, professional
and stick with the
Hackett colour scheme
due to the silver / metal
colour.
I will use a QR code to increase the
interactivity of my point of sale. The QR
code will enable consumers to scan their
phone against the point of sale to take
them to the Hackett website.
I will be able to create a QR simply and easily over many
websites. Here, I have done a mock up of the QR code. I
will print the QR code on the side of the plinth and will
make it relatively small as it the digital-ness of the code
will not fit in with the traditional English theme if the rest of
the Point of Sale.
qrcode.kaywa.com/
Aluminum will be used because it does not rust, it can
be 100 percent recycled and because it is odur-less.
The aluminum is also very lightweight.
23. The Hackett Timeline
To link the point of sale back to the
Hackett brand, I will print off the
Hackett timeline from their website.
The timeline will go around the
point of sale so at what ever point
or angle the consumer is looking at
the point of sale - he will see a fact
about Hackett's timeline.
24. Design of the Animation on First Platform
This is the main part of the point of sale display. This is what the potential customers will intact with and this is also which
makes the point of sale unique. The first platform is the first one the customer will see and this is where they will decide if
they want to stay and test the product.
This is the second animation, it is found in most traditional zoetropes.
Alternative for Second platform, once again, found in most old zoetropes.
25. Design of the Animation on Second Platform
26. Alternative First/ Second platform animation
28. Placement of Product
The product is an essential part of the design as it is what
the point of sale display is advertising and distinguishes it
from other companies and products.
The product being advertised is the Hackett Splash. The
aftershave bottle is quite small and would fit on the top
stage of the interior of the zoetrope.
When the zoetrope spins it could make the aftershave
bottle fall off leading to smashed glass and fluid potentially
destroying the design.
To combat this, I will fix the bottle on to the top stage using
glue. I will use PVA glue as this glue is clear and is strong.
Strong and clear are good qualities for this application
because the clear will mean the aesthetics will not be
altered and the strong means the product cannot be stolen
or fall off unexpectedly.
27. Placement of the Display bottle.
At the moment the point of sale display does not allow
for any products other than the tester. The other product
can be on the shelves near the point of sale.
If the point of sale is situated on a plinth, there could be
shelves cut into it where the products can be.
29. Plinth
This is where the
tester is situated.
The point of sale can be placed on a plinth. if it is put on a
plinth, the plinth can be placed anywhere on the shop-
floor.
A plinth could be modified to have benefits such as cutting
shelves into the plinth to increase space for additional
tester products, products to be sold etc..
There are problems though, for instance, a plinth can
reduce the amount of places (e.g. Shelves) where the
point of sale can be placed. The plinth would increase the
size of the plinth and therefore reduce the portability.
30. Ergonomics 31. Anthropometrics
This shows two possible ways the point of sale can be
displayed in a store. The point of sale is 30cm high and
has a width of 30cm. This means for the point of sale
to stand out it must be placed on either a plinth or a
shelf. The point of sale must be placed where the slits
of the zoetrope part of the point of sale are just below
eye level.
This shows the anthropometrics of my point of sale. It
is a study of the human body and how easy the human
body can use the point of sale and it is important since
my point of sale is very interactive. If the point of sale
is too high the person would have reach up to use the
point of sale and if the point of sale is too low, the
person would have to bend over to use it.
PLYNTH
32. Ways for customer to spin POS. 33. Interesting ways of distributing Testers
To ensure my POS is used efficiently I will need to make
sure the customer can actually use my point of sale. I will
make grooves where the POS can be spun on the walls
of the zoetrope. This will make it easier for the customers
to use it and ensure it used.
The lazy Susan bearing will be quite lubricated ensuring
that the zoetrope will spin at a fast enough speed for the
animation to work. This will require lesser effort from the
customer.
What the customer is
smelling on the card
many not be what it‟ll
smell like in real life but
it‟d be too expensive to
get loads of different
materials for the
customer to try out. So
cardboard is probably the
cheapest and easiest
material to use but I think
I would need an
interesting way of
distributing the testers.
Currently, I would say the way of distributing testers is
pretty lame so I would like to find a more creative way. I
think I would like to tie the testers in with the design.
1. I could make the testers a magnifier glass.
This could let customers see the animation more clearly
and would entice people to use the point of sale and get
the testers.
2. I could put designs of the animation on the testers.
This would highlight the meaning of the point of sale and
customers would remember Hackett and the message of
Hackett every time they see London.
Grooves cannot be used because they would
hinder the aesthetic of the point of sale. Also, I
want to keep the aesthetic to be as similar to a
traditional point of sale as possible.
This is the reason grooves were not added as part
of my design.
34. Colours of Zoetrope 35. Similar Zoetropes.
Hackett colours are generally
Navy, Dark Maroon-y Red and
White but most zoetropes are
black. I may have stray from
typical zoetropes and make my
zoetrope navy blue. This will
display the brand better than
black and also create less
visual noise.
Hackett colours are generally
Navy, Dark Maroon-y Red and
White but most zoetropes are
black. I think the red doesn‟t
look very good, I think people
would be more likely to not use
it if it doesn‟t look good.
The final colour I could use
is black and stay with the
traditional approach to
zoetropes. I am not a fan of
using black so much as it
would put me off personally.
I also don‟t think black is a
colour suited to Hackett.
This video is of a homemade 3D Zoetrope – this
zoetrope features the Lazy Susan mechanism which I
have incorporated into my design. This video shows
how effective a Lazy Susan bearing is on a zoetrope,
it shows how you don‟t need to have a very technician
mechanism to create an effective zoetrope.
http://www.youtube.com/watch?v=0RWBypcS1SY
This is another video of a 3D zoetrope, this zoetrope
uses 3D sculptures rather than images to show it‟s
animation. This brings the animation to life more
creating a better 3D experience but uses a engine to
make the mechanism spin. This would not work for
my zoetrope as the mechanism is too big for the shop
or shelf or even plinth. But, this video is good at
showing how effective using platforms are.
http://www.youtube.com/watch?v=nKPtmXK--bA
My classmates, teachers
and other students from
different subjects agreed
that a navy blue would suit
my POS and so as blue
got the majority vote, I will
use it for my design.
How Big Is It?
37. What is the width of the entire POS? (Base)
I plan to make this part of the point of sale (the base) out of oak. The size of the base is to be
15mm in thickness and 400mmx400mm in size. This leaves enough space for the point of sale to
sit comfortably on the base with enough space for the timeline.
36. What is the length of entire POS?
I plan to make the point of sale about 420-430mm in height. The zoetrope section of the point of sale
will be 400mm and the oak base will be 15mm and I am allowing about 5-20mm for the size of the lazy
Susan.
38. Size of the Inside of the Zoetrope
This is the diameter of the entire
zoetrope. It will 300mm.
The purple arrow is showing the
top / first platform, it‟ll be 50mm
in diameter.
The blue arrow is showing the
second platform. The second
platform is going have diameter
of 100mm.
The orange arrow is showing the
third (bottom) platform. This third
and final platform will be 150mm
in diameter.
39. Will it fit on a shelf?
With a size of 400mmx400mm the point
of sale could easily fit on most shelves
and could also be placed on a plinth
comfortably.
This means the point of sale has a lot
of portability around a shop and can be
placed in a variety of different places.
This is a good trait to have when
choosing where to place it, especially if
the places with the most foot fall varies.
40. Size of the Slits in the Zoetrope 41. More Tester Ideas..
The size of the slits in the zoetrope is important as it
needs to be big enough for every demographic to see
but it also needs to be small enough for the animation
look good.
The slits will be 10mm width and 70mm long. After trail
and error, with a card model I have decided this is the
optimum size of the slits taking usability, ergonomics
and animation into account.
The slits will be 40-50mm apart as if they are too close
together, the animation will not be effective.
I will draw this out with a pencil and ruler.
I could create the testers in the shape
of other Hackett products such as
Shirts, Ties, Bags, Cufflinks etc..
This could be seen as a
marketing tool for
Hackett‟s other
products. This could
potentially bring more
sale of more expensive
items leading to a
growth in the company
and could increase
awareness.
42. Connecting Lazy Susan to both parts of
Zoetropes.
The lazy Susan bearing will be drilled. The top half of
the bearing drilled to the top half of the zoetrope and
the bottom half to the bottom half. The lazy Susan will
be 6” so it‟ll be hidden and unseen.
43. Other ways of showing the timeline.
I could use a video screen in my point of sale. I could
potentially use a video screen. The screen I could use is
an iPad 3 – I could use the Keynote App or save pictures
(Jpeg) and put it on to a slide show which is constantly
playing.
The iPad stand could
be coming out of the
zoetrope in order to
not have to change
the size of the base of
the point of sale.
44. Hackett Logo (Acrylic)
When looking at the design of my product, It didn‟t feel like
a point of sale – well I thought it could at least be
improved. I was wondering what I could do to make my
design look more real.
After going back in to my research, I looked at some of the
point of sales I had looked at previously. I noticed they all
had the logos of the company eg. Ralph Lauren, Lynx etc
as the first thing you look at.
I looked back at my design and I realised that the logo is
what I was missing. I thought long and hard about where
to put this logo so I asked some of my colleagues.
As you can see in the bar chart below, the majority of my
colleagues thought the front was the best place for the
logo to be placed.
I have decided that I will use TechSoft to draw out a logo
and get it lazer cut on acrylic. I will be stuck to the front
face to let customers know that this point of sale is for a
Hackett product.
0
1
2
3
4
5
6
Back Front Sides
Series1
45. Splitting the base, Increasing Size
When looking at how I would make my product, I saw
that I would need to use two pieces of Oak that are
20mm thick to reach the 50mm base rather than one
piece of 50mm thick.
At first I thought this would hinder the look of the product
but after contemplation I decided that I could develop my
design to improve it.
I decided that to improve this, I would split the base up
and raise them using a aluminium dowel. I thought this
would denote the product being lift higher than the others
leading to connotations of superiority.
This is a dramatic change so I decided to a do a
questionnaire to see what other designers thought of this
decision. As you can see, this was a popular decision.
46. Lights
My point of sale needed to stand out more, that was its
main criticism from my peers. I looked back other my
research and decided that I could incorporate lights into
my design. Also, the last bit of my design I developed was
the raising of my base. This created the perfect place for
the lights to be placed.
The LED lights would be glued to the upper side of the
Oak to shine down and outwards of the base.
I used a mains power source over a battery
because if used a battery it would create too
much hassle for the store / Hackett to change
the batteries over. Instead, I used a mains
power source so it wont run out of power.
47. Vinyl Instructions
For the user of my point of sale to know how it works I
will include instructions. Instructions would be „Spin Me‟
on the base of the point of sale so people know how it
works.
I will use vinyl to stick these down and use the colour
black to match the colour of the zoetrope.
I will draw it out using Techsoft and ill also use the
„georgia‟ font.
SPIN ME
48. London Skyline Backdrop
My point of sale didn‟t look complete after rendering it on
Google Sketch Up. I didn‟t feel like it was developed
to point where I was happy so decided that I would
create a back drop for the zoetrope and as it was for
Hackett, I thought the London Skyline was perfect.
Final Design.
Birds Eye View
Side View
POV of Customer
Environmental
Cardboard and wood is environmentally friendly and could easily be
recycled. The cardboard is unable to be re-used as it being sprayed and
cut into. The metal is less environmentally friendly and is harder to
dispose of.
Social
Moral
The idea of the Hackett customer is the tweed wearing, nice clothed man
and some customers may think that this is who they‟ll become after
buying Hackett. This could be misleading people and giving them false
hope. But generally, I do not think there is anything immoral about selling
Hackett as it aimed at people with the lifestyle who can afford it.
Cutting List
Part No. Description Material Length Width Thickness Unit Cost
1 Long Rectangular
Shape.
Card. 800mm 300mm /
2 Wooden Base Oak Wood. 400mm 400mm 15/20mm
3 Circular Shape 1 Pine 50mm 50mm 50mm
4 Circular Shape 2 Pine 100mm 100mm 50mm
5 Circular Shape 3 Pine 150mm 150mm 50mm
6 Testers Card. 50mm 20mm /
7 Circular Base of
Zoetrope
Iron on Veneer 300mm 300mm /
1
2
34
5
6
7
This is the diameter of the entire
zoetrope. It will 300mm.
The purple arrow is showing the
top / first platform, it‟ll be 50mm
in diameter.
The blue arrow is showing the
second platform. The second
platform is going have diameter
of 100mm.
The orange arrow is showing the
third (bottom) platform. This third
and final platform will be 150mm
in diameter.
300mm
150mm
100mm
50mm
Dimensional Drawing
Marketing / Interior of Hackett Store
Manufacturing of Product
For this, I made
sure the font
was the same
for the Hackett
logo.
This is the Hackett
logo letters that will
eventually be made
into the logo.
Here, are the letters carefully placed
on to the clear acrylic rectangular
shape. The letters have been placed
exactly the same as the actual logo.
I also have had to make sure the
lazy susan bearing was put in the
right place so that the bottle and
the vinyl spin can fit.
I have had to make sure my lazy
susan was glue directly on the
middle of the first platform.
I have had to make sure all the
images on the first and second
platform both had a height of
40mm.
1. Cut out a 15mm Acrylic
Tube. (DONE)
2. Cut out two 18x18mm
pieces of Oak Wood.
(DONE)
3. Cut out the platforms
using MDF. (DONE)
4. Spray Paint the Platforms
Black (DONE)
5. On Techsoft 2.0, design
the slits out of vinyl on the
zoetrope and put them on
the acrylic tube (DONE)
6. Spray paint the acrylic tube
black. (DONE)
7. Peel off the vinyl. (DONE)
8. Stick the Lazy Susan on the
Oak Wood. (DONE)
9. Cut out 30mm long aluminium
dowel. (DONE)
10. Stick the dowel between the
two pieces of the Oak Wood
base, raising it. (DONE)
11. Stick the platforms onto the
lazy susan. (DONE)
12. Stick the images onto the
platforms. (DONE)
13. Stick the acrylic tube over the
platforms but not touching the
base, so it can spin (DONE)
14. Stick the acrylic letters of
Hackett onto the clear acrlic
shape. (DONE)
15. Stick the shape (with the
logo) onto the front of your point
of sale. (DONE)
16. Spin the point of sale and
look at the images. (DONE)
Quality Check
A - I have found that the main themes of Hackett are grayscale pictures,
traditional sports and features a lot of English themes. I have to mirror
these themes on to my point of sale display. My point of sale must be big
and stand out against the crowd.
C - I have found the products associated with Hackett are of a high quality
and connote being rich and successful. As this is, I think, the target market
for Hackett. It would make sense I use these themes in my design. The
cost of the point of sale must not be any more than the products displayed
as this is losing money.
C - The target customer of Hackett is somebody between the ages of 25-
50. This is quite a large age difference but the clothes and accessories in
the stores are aimed toward people who are on the road to achieving great
successful.
E - My point of sale must be able to be placed in different areas of the
shop. I think the environment of my point of sale varies. It would make
sense if the shop puts the point of sale where the most footfall is. But, my
point of sale is of a size that it could be put on a shelf, on a plinth, or on the
store counter.
S - The point of sale must be big enough to be able to display relevant
information such as the brand identity, history of the brand and where it
comes from. It also must be big enough to be able to fit on a shelf or the
shop counter. It must not be too big as this creates unwanted visual noise
and may put customers off from buying the product
S – The Safety of the point of sale is important as they are easily knocked
over, spilt on etc.. It is important that the point of sale be secure when on
the plinth or the shelf. It is also important that the plinth is secure to the
floor. I will also make sure all sharp edges are smoothened out so no body
catches themselves on them s they can be quite painful. I will also keep the
point of sale away from children , they are often the culprits of the spills and
knocking over so they will be kept out of reach. Also, children are not the
target audience and do not need to see the point of sale display.
F - The function of my point of sale is to advertise a product of Hackett and
advertise the brand identity and history of Hackett. I will achieve this
through the use of images and a timeline around the point of sale.
M - – In my point of sale I will use high quality materials such as oak wood,
aluminum, teak and glass. This reflects the high quality of the Hackett
brand.
YOUR EVALUATION:
My product does in fact fit most of my specification. The main point of my product is for it to give
out a message about Hackett which I think people should understand when using the product.
The product I think moves away from the specification when it comes down to materials, during
the manufacturing of my product I decided that using acrylic to make the zoetrope head would
be a much better choice than card as it is stronger and spill resistant. I think using less materials
would be better for production. It also makes it cheaper to make. I think my product is
successful y advertised by my point of sale. I have stayed to the specification in regard to the
colours I have used. I stayed with using black as I think it is a classy and more mature colour
compared to a colour which is more bright which could create visual noise.
CLIENT COMMENTS:
„I think this point of sale is good for the store of Hackett. There are some downfall though. For
instance, the unit can only show the two stories on the unit currently. I feel the point of sale by
making the stories interchangeable. Also it would be better if the point of sale could be moved
on its own with a device like a motor. Having said this, the point of sale does fit the ethos of the
company. The design is retro and goes back to the olden times which is where our company
comes from and I think having this unit in our store will remind our customers of this. The point
of sale is innovative and stands out to customers whilst also fitting in with the rest of the
products in the store. The unit is also very sturdy, the acrylic head of the point of sale is sturdy
and lightweight also the oak base is very strong. Overall, I feel this point of sale fits in with the
company but could possibly have a few minor changes.‟
USER COMMENTS:
I think your point of sale is well made and a nice design but the colour black doesn‟t really
stand out to me, I think other colours would be better. Also your design could be much improved
if a member of the public couldn‟t steal the product from where it is sitting so easily. Currently, it
is possible for someone to test the product and walk ouzt with it. Also, I think you could have
allowed your self more room to add in more relevant awareness of Hackett. Your point of sale
isn't as safe as you have included on your final specifications. Your corners are not rounded as
you included on your final specification.
Your design is also good because you do mostly stick to the specification. For instance, the
theme of your point of sale is traditional English – i.e. a working zoetrope. You have also used
high quality materials. For instance, you r design includes oak wood, aluminium and acrylic
rather than wood. Your point of sale is of a size that can be moved around to different areas of
the shop. Your point of sale does in fact advertise the brand of Hackett and it also advertises the
product. „
MODIFICATIONS FOR MASS MARKET
Highlighting The Modifications Needed Before The Product Can Go To Market Based On The Feedback From The Uses Comments And Specification.
„The stories that are shown in the
zoetrope cannot be replaced and
therefore limits the shelf life of the
unit‟ – Client Comments
I would modify this by making a cover
around the animations from a
plastic, probably clear acrylic, so the
animations could be slotted in and out
easily. This increases the life span of
my point of sale display and improving
it.
To create the shape of the
acrylic cover I would need to cut
some acrylic tubing of the
correct size (50mm).
As Hackett is batch production, I would
need to use a less expensive way. I would
not use Injection Moulding as the initial
costs are too much. A less expensive way
would be to use a CNC Machine.
„The point of sale would be
improved if it was spun via motor
rather than using your hands‟ –
Client Comments
I would modify and improve this by
adding a motor. I would have to raise
the oak between my base higher and
could glue a motor there.
I would purchase the motor
separately. To make sure the
motor is secure to the point of
sale I would use Epoxy Resin.
This dries quickly & is very strong.
Rather than use araldite / epoxy resin. The
point of sale would be made on a conveyor
belt where Contact Adhesive would be
squirted onto the surface where the motor
will be placed.
„The use of the colour black doesn‟t
really attract customers and fades
into the background‟ – User
Comments
To modify this I will make brighter
colours of my point of sale. For
instance, I would make a red one and
a blue one as they are still British
colours.
As my point of sale is made using
wood and acrylic as the main parts
these are very easy to colour. Acrylic
can be purchased in a variety of
colours and colours. The colours I
cannot buy can be spray painted.
Wood, also, can easily be spray
painted.
Manufacturers who mass-produce wood
products use automated spray systems,
allowing them to paint materials at a very high
rate with a minimum of employees. Automated
spray systems usually incorporate a paint-
saving system which recovers paint not applied
to the products. Commonly, linear spray
systems are for products which are lying flat on
a conveyor belt and then fed into a linear spray
system, where automated spray guns are
stationed above.
„The product displayed is easy to take
away and steal after use‟ – User
Comments
I would add extra security to improve
my point of sale. I would attach a
security bottle to the oak base and the
aftershave bottle. This way the
customer can hold the bottle, test the
bottle, see how big it is etc but cannot
take it away from the point of sale.
To attach the cable to the point of
sale it would be glued. It would be
glued using araldite as it is very
strong. It could also be glued using
PVA glue as it is strong and it is
clear so would not look
aesthetically displeasing.
This would probably be done on a conveyor belt
like the motor and would use contact adhesive
rather than epoxy resin. This would be done
automatically by machines meaning less labour
needed to produce the product, keeping costs
down.
The point of sale could have
displayed more information about
Hackett and it‟s history. – User
Comments
I would be able to make this change by
increasing the size of my point of sale
base. This would allow to include more
information about Hackett. I would
increasing it to 250mmx250mm.
For me, when making the prototype
I would simply mark out (with a
pencil + ruler) on the wood a bigger
size.
I would use a production. The advantage of
utilizing a production machine is repeatable
accuracy with speed. I would use a JDS Multi-
Router. It is expensive but speedy and time is
money so it‟s a compromise.
Your Point of Sale isn't as safe as
on the specification for instance you
have not smoothened and rounded
your edges‟ – User Comments
I would make my point of sale more
safe in the future my smoothening and
rounding the edges. This would mean
customers could not cut themselves as
easy. When its spinning.
For my prototype I would use some
wet and dry paper to smoothen the
edges of the zoetrope head. For the
wood I would use sand paper to
smoothen it.
For Batch Production I would round the
edges of the wooden base using a belt
sander this is a lot quicker and more effient
but the machine costs a lot of money. For
the edges of the plastic I would make the
mould it is made in smooth so they is no
need to manually round them.
User Comments Before (During Development)
„Your Point of Sale doesn‟t really attract
customers, especially since the colour
of your point of sale is black‟
„Your Hackett logo on the front of your point
of sale is blue (like the original logo) but you‟re
point of sale is black. I don‟t think it looks good
having both a blue logo and a black project, I
think they should match‟.
„Your point of sale design base seems to be
pretty average, it doesn‟t really have a purpose‟.
„Your point of sale use wooden dowel to
hold the two bases apart. I don‟t think a
wooden feels as secure or is a material
of a quality for Hackett‟.
„Having the product on the top of your design
can be dangerous because as your product
Spins it could easily fall off‟.
User Comments After (Final Prototype)
„Now you have included some LED lights in the base
of your point of sale, I think customers would be
attracted a lot more, especially since Hackett isn't
the well-lighted shop‟.
„Now you changed the colour of your
logo it feels more they are matched together.
It makes you project feel more
like it is from Hackett‟.
„Now you have increased the size of the base, it looks
more dynamic. The base now has the opportunity for
much more to be included – like the LEDs you have
added in‟.
„Looking at your product again, I can see that your
point of sale looks more secure. It also feels more
secure than before‟.
„I think it is good that you have moved the position of your
product. The side of the point of sale is good because the
bottle is only small and can easily sit there. This is also a
good improvement because people can read what's on the
bottle because this would be illegible while it is spinning‟.
Photos of Final, Finished Prototype

Weitere ähnliche Inhalte

Was ist angesagt?

No More Boring Businesses - by Mortified Cow
No More Boring Businesses - by Mortified CowNo More Boring Businesses - by Mortified Cow
No More Boring Businesses - by Mortified CowGloria Cow
 
Ymma06 Presentation
Ymma06 PresentationYmma06 Presentation
Ymma06 Presentationjadetulio
 
Design thinking for social business .1
Design thinking for social business .1Design thinking for social business .1
Design thinking for social business .1Fionn Dobbin
 
Lcp consulting white-paper-secretweapon-v2
Lcp consulting white-paper-secretweapon-v2Lcp consulting white-paper-secretweapon-v2
Lcp consulting white-paper-secretweapon-v2Lindsay Pedersen
 
How to RADICALLY differentiate your company
How to RADICALLY differentiate your companyHow to RADICALLY differentiate your company
How to RADICALLY differentiate your companyONE Marketing Resource
 
Pacha kucha-for-creativity-and-effectful-marketing
Pacha kucha-for-creativity-and-effectful-marketingPacha kucha-for-creativity-and-effectful-marketing
Pacha kucha-for-creativity-and-effectful-marketingZgardan Cristian
 
Retail marketing
Retail marketingRetail marketing
Retail marketingEswar Jabba
 
Marketing 101 Powerpoint Colorado Springs Ewi
Marketing 101 Powerpoint   Colorado Springs EwiMarketing 101 Powerpoint   Colorado Springs Ewi
Marketing 101 Powerpoint Colorado Springs Ewiseikotran
 
The Modern East, Jimmy Kmeid at Dubai Lynx
The Modern East, Jimmy Kmeid at Dubai LynxThe Modern East, Jimmy Kmeid at Dubai Lynx
The Modern East, Jimmy Kmeid at Dubai LynxFITCH
 
How To Design a Memorable Brand That Catches On
How To Design a Memorable Brand That Catches OnHow To Design a Memorable Brand That Catches On
How To Design a Memorable Brand That Catches OnFanus van Straten
 

Was ist angesagt? (19)

Building Your Brand
Building Your BrandBuilding Your Brand
Building Your Brand
 
Advertising powerpoint
Advertising powerpointAdvertising powerpoint
Advertising powerpoint
 
How to Build a Likable Brand
How to Build a Likable BrandHow to Build a Likable Brand
How to Build a Likable Brand
 
No More Boring Businesses - by Mortified Cow
No More Boring Businesses - by Mortified CowNo More Boring Businesses - by Mortified Cow
No More Boring Businesses - by Mortified Cow
 
Ymma06 Presentation
Ymma06 PresentationYmma06 Presentation
Ymma06 Presentation
 
Design thinking for social business .1
Design thinking for social business .1Design thinking for social business .1
Design thinking for social business .1
 
Lcp consulting white-paper-secretweapon-v2
Lcp consulting white-paper-secretweapon-v2Lcp consulting white-paper-secretweapon-v2
Lcp consulting white-paper-secretweapon-v2
 
How to RADICALLY differentiate your company
How to RADICALLY differentiate your companyHow to RADICALLY differentiate your company
How to RADICALLY differentiate your company
 
Pacha kucha-for-creativity-and-effectful-marketing
Pacha kucha-for-creativity-and-effectful-marketingPacha kucha-for-creativity-and-effectful-marketing
Pacha kucha-for-creativity-and-effectful-marketing
 
Branding 101
Branding 101Branding 101
Branding 101
 
CEO Module 6
CEO Module 6CEO Module 6
CEO Module 6
 
Retail marketing
Retail marketingRetail marketing
Retail marketing
 
CEO Module 4
CEO Module 4CEO Module 4
CEO Module 4
 
Marketing 101 Powerpoint Colorado Springs Ewi
Marketing 101 Powerpoint   Colorado Springs EwiMarketing 101 Powerpoint   Colorado Springs Ewi
Marketing 101 Powerpoint Colorado Springs Ewi
 
CEO Module 2
CEO Module 2 CEO Module 2
CEO Module 2
 
The Modern East, Jimmy Kmeid at Dubai Lynx
The Modern East, Jimmy Kmeid at Dubai LynxThe Modern East, Jimmy Kmeid at Dubai Lynx
The Modern East, Jimmy Kmeid at Dubai Lynx
 
How To Design a Memorable Brand That Catches On
How To Design a Memorable Brand That Catches OnHow To Design a Memorable Brand That Catches On
How To Design a Memorable Brand That Catches On
 
Design services - Barefoot
Design services - BarefootDesign services - Barefoot
Design services - Barefoot
 
Barefoot - Portfolio Presentation
Barefoot - Portfolio PresentationBarefoot - Portfolio Presentation
Barefoot - Portfolio Presentation
 

Andere mochten auch

Taking The No Out Of Innovation Mike Brown 1231639337322878 2
Taking The No Out Of Innovation Mike Brown 1231639337322878 2Taking The No Out Of Innovation Mike Brown 1231639337322878 2
Taking The No Out Of Innovation Mike Brown 1231639337322878 2dougwelsh
 
Conceptos Basicos De La Iformatica 2
Conceptos Basicos De La Iformatica 2Conceptos Basicos De La Iformatica 2
Conceptos Basicos De La Iformatica 2ortiramirez
 
Prophet of doom islam's terrorist dogma in muhammads own words
Prophet of doom islam's terrorist dogma in muhammads own wordsProphet of doom islam's terrorist dogma in muhammads own words
Prophet of doom islam's terrorist dogma in muhammads own wordsArabBibles
 
Semantic code transformations in MetaJS
Semantic code transformations in MetaJSSemantic code transformations in MetaJS
Semantic code transformations in MetaJSDmytro Dogadailo
 
Gep Eq11 T9 Preguntas Defining Ocampo
Gep Eq11 T9 Preguntas Defining OcampoGep Eq11 T9 Preguntas Defining Ocampo
Gep Eq11 T9 Preguntas Defining OcampoSilvermist86
 
Vickie's Angel Walk Golf Outing
Vickie's Angel Walk Golf OutingVickie's Angel Walk Golf Outing
Vickie's Angel Walk Golf OutingNathan Smoyer
 
Sple en el maratonista amateur
Sple en el maratonista amateurSple en el maratonista amateur
Sple en el maratonista amateurkinesio.deportiva
 
Herramientas Web para la Empresa Colaborativa
Herramientas Web para la Empresa ColaborativaHerramientas Web para la Empresa Colaborativa
Herramientas Web para la Empresa ColaborativaMindProject
 
Pdf Propuesta Pedagogica Para Materializacion
Pdf Propuesta Pedagogica Para MaterializacionPdf Propuesta Pedagogica Para Materializacion
Pdf Propuesta Pedagogica Para MaterializacionMaria Tobon
 
Conceptos Sector Terciario
Conceptos Sector TerciarioConceptos Sector Terciario
Conceptos Sector TerciarioIsaac Buzo
 
Polémica por 82 muertos en cárcel de San Miguel: ¿Más Cárceles o mejores polí...
Polémica por 82 muertos en cárcel de San Miguel: ¿Más Cárceles o mejores polí...Polémica por 82 muertos en cárcel de San Miguel: ¿Más Cárceles o mejores polí...
Polémica por 82 muertos en cárcel de San Miguel: ¿Más Cárceles o mejores polí...Comunidades de Aprendizaje
 
Www.datranmediasurvey2010.com
Www.datranmediasurvey2010.com Www.datranmediasurvey2010.com
Www.datranmediasurvey2010.com Nathan Smoyer
 
Yaşam Günlüğüne Dayalı Bir Kişisel Bilgi Tabanı Sistemi Tasarımı
Yaşam Günlüğüne Dayalı Bir Kişisel Bilgi Tabanı Sistemi TasarımıYaşam Günlüğüne Dayalı Bir Kişisel Bilgi Tabanı Sistemi Tasarımı
Yaşam Günlüğüne Dayalı Bir Kişisel Bilgi Tabanı Sistemi TasarımıMehmet Emin Mutlu
 
Herramientas Internet
Herramientas InternetHerramientas Internet
Herramientas InternetMrGUSVECAST
 
Initiere operare pc
Initiere operare pcInitiere operare pc
Initiere operare pcELENA NITA
 

Andere mochten auch (20)

Taking The No Out Of Innovation Mike Brown 1231639337322878 2
Taking The No Out Of Innovation Mike Brown 1231639337322878 2Taking The No Out Of Innovation Mike Brown 1231639337322878 2
Taking The No Out Of Innovation Mike Brown 1231639337322878 2
 
Preparation
PreparationPreparation
Preparation
 
Conceptos Basicos De La Iformatica 2
Conceptos Basicos De La Iformatica 2Conceptos Basicos De La Iformatica 2
Conceptos Basicos De La Iformatica 2
 
Maridajes de la cerveza
Maridajes de la cervezaMaridajes de la cerveza
Maridajes de la cerveza
 
Prophet of doom islam's terrorist dogma in muhammads own words
Prophet of doom islam's terrorist dogma in muhammads own wordsProphet of doom islam's terrorist dogma in muhammads own words
Prophet of doom islam's terrorist dogma in muhammads own words
 
Semantic code transformations in MetaJS
Semantic code transformations in MetaJSSemantic code transformations in MetaJS
Semantic code transformations in MetaJS
 
Gep Eq11 T9 Preguntas Defining Ocampo
Gep Eq11 T9 Preguntas Defining OcampoGep Eq11 T9 Preguntas Defining Ocampo
Gep Eq11 T9 Preguntas Defining Ocampo
 
Vickie's Angel Walk Golf Outing
Vickie's Angel Walk Golf OutingVickie's Angel Walk Golf Outing
Vickie's Angel Walk Golf Outing
 
Sple en el maratonista amateur
Sple en el maratonista amateurSple en el maratonista amateur
Sple en el maratonista amateur
 
Herramientas Web para la Empresa Colaborativa
Herramientas Web para la Empresa ColaborativaHerramientas Web para la Empresa Colaborativa
Herramientas Web para la Empresa Colaborativa
 
Pdf Propuesta Pedagogica Para Materializacion
Pdf Propuesta Pedagogica Para MaterializacionPdf Propuesta Pedagogica Para Materializacion
Pdf Propuesta Pedagogica Para Materializacion
 
Benchmarking
BenchmarkingBenchmarking
Benchmarking
 
Conceptos Sector Terciario
Conceptos Sector TerciarioConceptos Sector Terciario
Conceptos Sector Terciario
 
Como Instalar o Joomla no micro
Como Instalar o Joomla no microComo Instalar o Joomla no micro
Como Instalar o Joomla no micro
 
Polémica por 82 muertos en cárcel de San Miguel: ¿Más Cárceles o mejores polí...
Polémica por 82 muertos en cárcel de San Miguel: ¿Más Cárceles o mejores polí...Polémica por 82 muertos en cárcel de San Miguel: ¿Más Cárceles o mejores polí...
Polémica por 82 muertos en cárcel de San Miguel: ¿Más Cárceles o mejores polí...
 
Www.datranmediasurvey2010.com
Www.datranmediasurvey2010.com Www.datranmediasurvey2010.com
Www.datranmediasurvey2010.com
 
Yaşam Günlüğüne Dayalı Bir Kişisel Bilgi Tabanı Sistemi Tasarımı
Yaşam Günlüğüne Dayalı Bir Kişisel Bilgi Tabanı Sistemi TasarımıYaşam Günlüğüne Dayalı Bir Kişisel Bilgi Tabanı Sistemi Tasarımı
Yaşam Günlüğüne Dayalı Bir Kişisel Bilgi Tabanı Sistemi Tasarımı
 
Herramientas Internet
Herramientas InternetHerramientas Internet
Herramientas Internet
 
AT
ATAT
AT
 
Initiere operare pc
Initiere operare pcInitiere operare pc
Initiere operare pc
 

Ähnlich wie Nick Hughes DT Folder

As coursework dt
As coursework dtAs coursework dt
As coursework dtrosscapon
 
9 principles of_brandingdxdd
9 principles of_brandingdxdd9 principles of_brandingdxdd
9 principles of_brandingdxddzishu1234
 
Adam Lowton AS DT
Adam Lowton AS DTAdam Lowton AS DT
Adam Lowton AS DTadamlowton
 
Irnbru research task 1
Irnbru research task 1Irnbru research task 1
Irnbru research task 1Ryan Goldsmith
 
Your Shopping Bag is More Important Than Your Radio Spot
Your Shopping Bag is More Important Than Your Radio SpotYour Shopping Bag is More Important Than Your Radio Spot
Your Shopping Bag is More Important Than Your Radio SpotAchim Brauweiler
 
Design tech coursework
Design tech courseworkDesign tech coursework
Design tech courseworkdanpenn254
 
CG Consider In store May 2013
CG Consider In store May 2013CG Consider In store May 2013
CG Consider In store May 2013Simona Straut
 
Fashion Marketing Week 7
Fashion Marketing Week 7Fashion Marketing Week 7
Fashion Marketing Week 7janemonkey
 
Retail Essentials Rajnish Kumar ITC
Retail Essentials Rajnish Kumar ITC Retail Essentials Rajnish Kumar ITC
Retail Essentials Rajnish Kumar ITC rajnish kumar
 
I’m Paying Attention by Jennifer Dini - Stanford Venture Lab Presentation 2
I’m Paying Attention by Jennifer Dini - Stanford Venture Lab Presentation 2I’m Paying Attention by Jennifer Dini - Stanford Venture Lab Presentation 2
I’m Paying Attention by Jennifer Dini - Stanford Venture Lab Presentation 2jenniferdi
 
How to-design-a-memorable-brand-that-catches-on
How to-design-a-memorable-brand-that-catches-onHow to-design-a-memorable-brand-that-catches-on
How to-design-a-memorable-brand-that-catches-onQwiqwiq
 

Ähnlich wie Nick Hughes DT Folder (20)

Dt as cswk
Dt as cswkDt as cswk
Dt as cswk
 
As coursework dt
As coursework dtAs coursework dt
As coursework dt
 
Dt folder 1
Dt folder 1Dt folder 1
Dt folder 1
 
Evaluation unit 6
Evaluation unit 6Evaluation unit 6
Evaluation unit 6
 
9 principles of_brandingdxdd
9 principles of_brandingdxdd9 principles of_brandingdxdd
9 principles of_brandingdxdd
 
Adam Lowton AS DT
Adam Lowton AS DTAdam Lowton AS DT
Adam Lowton AS DT
 
FashionWP
FashionWPFashionWP
FashionWP
 
Irnbru research task 1
Irnbru research task 1Irnbru research task 1
Irnbru research task 1
 
Your Shopping Bag is More Important Than Your Radio Spot
Your Shopping Bag is More Important Than Your Radio SpotYour Shopping Bag is More Important Than Your Radio Spot
Your Shopping Bag is More Important Than Your Radio Spot
 
Zag - Borders
Zag - BordersZag - Borders
Zag - Borders
 
Design tech coursework
Design tech courseworkDesign tech coursework
Design tech coursework
 
Consider In-store
Consider In-storeConsider In-store
Consider In-store
 
CG Consider In store May 2013
CG Consider In store May 2013CG Consider In store May 2013
CG Consider In store May 2013
 
Branding
BrandingBranding
Branding
 
Fashion Marketing Week 7
Fashion Marketing Week 7Fashion Marketing Week 7
Fashion Marketing Week 7
 
Retail Essentials Rajnish Kumar ITC
Retail Essentials Rajnish Kumar ITC Retail Essentials Rajnish Kumar ITC
Retail Essentials Rajnish Kumar ITC
 
I’m Paying Attention by Jennifer Dini - Stanford Venture Lab Presentation 2
I’m Paying Attention by Jennifer Dini - Stanford Venture Lab Presentation 2I’m Paying Attention by Jennifer Dini - Stanford Venture Lab Presentation 2
I’m Paying Attention by Jennifer Dini - Stanford Venture Lab Presentation 2
 
How to-design-a-memorable-brand-that-catches-on
How to-design-a-memorable-brand-that-catches-onHow to-design-a-memorable-brand-that-catches-on
How to-design-a-memorable-brand-that-catches-on
 
Do industry brands matter anymore
Do industry brands matter anymoreDo industry brands matter anymore
Do industry brands matter anymore
 
Dot_2.0
Dot_2.0Dot_2.0
Dot_2.0
 

Kürzlich hochgeladen

MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 

Kürzlich hochgeladen (20)

Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 

Nick Hughes DT Folder

  • 2. Old Spice is a men’s grooming company from back in the 50s. After a decline in sales during the 70s/80s, it has recently modernized specific products whilst sticking to the traditional logo and red theme. The advertising has been kept similar showing a topless muscular man wearing Old Spice. Recent advertising campaigns such as the man playing the drums with his muscles could be seen as being quite odd but they also work because it is something that sticks in your mind. Mr. Natty is a fairly new product on the market. It is also quite exclusive as it only available in certain hairdressers rather than being in retail shops such as boots. Many of the marketing campaigns feature a older man with a large moustache. The writing also looks quite old-fashioned and western. One of the advertisements tells ‘hipsters’ to buy their gum. This could mean that the target market for Mr. Natty is hipsters / teenagers. Another view could be that the images used in the advertising would mean that the product’s target audience is for older-men. I think this ambiguity makes the marketing bad. Hackett is reasonably priced high-class brand just below the leagues of Ralph Lauren, Gucci, D&G. It Is perhaps best know for it’s rugby sweatshirts and other clothes. The companies fragrances and other grooming products are not as well known. The target market for Hackett is probably someone in a corporate job who is in middle- class salary. The target age for Hackett customers are probably going to be around 20s to 30s. There aren't many marketing campaigns for Hackett. You rarely see the on TV, Online or see any point of sale displays in any retail shops even though they are stocked there. Hackett seem to use navy, white & red as their main colours.
  • 3. LYNX Shower Gel / Deodorant aimed toward the younger demographic of about 13-15 year olds. Lynx advertisements portrayed various ways the products supposedly helped men attract women. One marketing campaign claimed to make women turn from ‘nice’ to ‘naughty’. The advertisements also use sex symbols like Kelly Brook in to attract male attention. The product is generally used by young teenagers and this shows with the use of bold, bright colours to attract that demographic. L’Oreal Men Expert is a brand aimed at mainly older people. The brand is trying to be trendy (e.g. Lynx / Hackett). The marketing of the product usually is a close- up of a older actor or model without wrinkles and a full head of hair. The brands main competition is Nivea for Men. The brand of L’Oreal usually uses orange and blue in their advertising campaigns. Fish are a unisex hairdressers located in Soho. Started in 1987. Fish’s marketing is to be traditional but the design of the tubs and tubes could be seen to be contradictory as they seem to be modern. Fish seems to be targeting a younger audience due to the use of bright, bold colours and a san serif font. The Advertisements also feature men in their late 20s / 30s.
  • 4. This is the Point of Sale display for Guinness World Records. It is good because it stands out due to the bright green colours. It is also good because it is located by the stairs where there is the most footfall. This is the point of sale for Fifty Shades of Grey. It is good because the particular ‘shade of grey’ and the use of the light blue is the same as the grey and blue on the book. Also, like the Guinness book is near the stairs where there is a lot of footfall. This is the point of sale display for the Blackberry Bold. The difference between this POS compared to others is that this was not designed by the brand of the product. This was made by Vodafone. I know this because it follows Vodafone’s colours scheme. This is a good POS because it is at eye-level and eye catching due to the bright blue colours. This is a point of sale for what can only be assumed to be sold by the department store it was found. This is a bad point of sale because it shows no instructions on how to purchase or where to purchase from. This POS is good because it is positioned where there is a lot of footfall. This is the point of sale display for Kobo. It is a good point of sale because it is interactive. This allows the customer to try before they buy. The problem with this could be that some people might stand there on the Kobo with no intention of buying. It is also good because it is positioned on the aisle which you have to walk through to get to the stairs so there is a lot of foot fall. This is a point of sale display for a Justin Bieber branded perfume. The target age of the perfume is probably going to be teenage girls or other girls who listen to his music. This point of sale is good because it uses a actual sized Justin Bieber cutout to try and make passers by think it’s really him at first glance. It is placed so that you can see it when you look into shop. This is the easily recognizable National Lottery point of sale display. It is good because of how recognizable it is. Also, I think it’s interactive features are good. They are good because of the two the counters you can scribble your numbers down on. Also, on normal point of sale displays having that much information on a display would be bad but as you would be standing at a lottery unit longer than others it is justified. This is the point of sale display for Cadbury Chocolate. It features the iconic purple which Cadbury uses in it’s marketing. The POS is good because it is positioned next to the guiness book. It is good to be placed here because a lot of kids like to read the guiness book and having chocolate next it would mean a lot of kids would notice it. This is the point of sale display for a new phone in the 3 shop. I would not consider this a good POS unit because it shows off no branding of the actual phone it is advertising. It tells the consumer absolutely nothing about the phone it is supposed to be incising them to buy. This is the point of sale display for a promotion of a product at the Body Shop. It is good because it uses bright colours of text of ‘50%’. This makes the 50% stand out and attract passers by. It will attract passers by as it is positioned on an angle outside the store to ‘reel in’ potential customers walking down the street. This is the point of sale display for posters of one direction and Justin Bieber. The POS displays the posters that are being sold in the semi spherical prism. The point of sale display is good because it shows images that would appeal to young girls and attract them. This is a point of sale display showing off new products from a soap shop. The point of sale display features a Buddha which some cultures see as symbol of luck. The stores inspiration comes from China. This POSD follows the Chinese theme. I think it is a bad point of sale display because it doesn't really stand out and might not get a lot of attention. I think the point of sale could be improved by making the Buddha bigger and having it slightly outside of the shop so passers by will notice it. Point of Sale Examples
  • 5. Links FX LOGICAL It is logical to make sure you’re POS stands out in comparison to the rest of the competition. This is because the more you’re point of sale attracts customers, the more sales (and therefore profit) you’ll gain. It is also logical too advertise the brand in your point of sale. Without advertising the brand, how will customers know what company the product is made by? This is crucial if competitors products are similar in aesthetics (E.G. similarity between iPads and Samsung tablets). It is logical to have ergonomic features in your point of sale display because if the product is inaccessible or it is difficult to reach , the consumer may move to you're competitors products or decide not to purchase. It’s important for you’re point of sale to have a USP (Unique Selling Point). This is because in a retail store there will be many point of sales advertising several similar products, it is logical to add some unique features onto your point of sale to attract attention. considering the positioning of your point of sale in relation to footfall is logical because the more people who are attracted or show interest in your point of sale, the more customers purchase the product. So if you position your point of sale in a spot where there is a lot of foot fall, the most customers you’ll get. ILLOGICAL It is illogical to have too much information on your point of sale. This is because having too much information can put off potential customers as they may feel that haven't the time to stand and read all the information. This is why you should only add crucial information. On the other hand, it is important to make sure you have enough. It is illogical to not have enough information as the customer may want to know what it is they are being advertised. For instance, if the consumer saw a POS for a really nice aftershave but couldn’t tell which company made it, they'd move on. This is also why it is illogical to not have a branded POS. It is illogical to have too much visual noise (this includes too bright colours, unreadable font and too much information and shapes). If your POS has too much visual noise, it tends to look ugly and people would simply avoid if you can remove the product from your POS and walk around with the product then that is illogical. What's to stop people taking the product and sticking it in their pocket? It is illogical to make the POS too interactive as the consumer may just be playing with product because he can rather than because he thinking about purchasing the product. It is illogical to make your POS rely on cardboard testers as it smells differently on cardboard than on skin. Also, the grooming product could react differently to cardboard than on their skin. Finally, it is illogical to make your point of sale below eye level as the customer may not be able to see it NEED The point of sale display MUST display the product. The POS must display the product because the customer will have to see what they are potentially buying. The point of sale display must draw and attract attention. It must do this because if the more people are drawn to it the more attention it will get. The more attention the POS gets, the more people are going to purchase the product currently advertised. The point of sale display must clearly display the brand so the consumer knows what company is selling which product as some products looks familiar and could get confused. If your POS doesn't not hold the attention of the customer then it is not succeeding. This is why it is a necessity for your POS to hold the attention of the customer so they look at the product and read the crucial information for a better chance of the customer buying the product. The point of sale must display crucial information so the customer knows what he is looking at and what it does (if it isn't obvious). The point of sale needs to make sure the customer can easily access the product. This is so the customer can interact with the product because you’ve got more of a chance of selling your product if the potential customers can touch / feel / smell / play with it. The point of sale must finally need to make sure it has thought of ergonomic considerations. Eg. You haven't got to reach up so high you’re on your tiptoes to reach the product. It must also be safe to use. KEEP This is what is absolutely essential to enable the POS to function properly. Not what is dictated by the marketing team. It is essential that the point sale advertises the product. The reason of this that if it doesn't, it isn't succeeding because the purpose of the POS is to advertise. It is essential for the POS to let the customer to interact with the product. This includes being able to feel / play with the product and in the case of aftershave or perfume, smell the product. Usually this is done by using testers. Although they aren’t perfect, testers do give you a decent idea of what the aftershave / perfume smells like. Also, you must keep the size of the point of sale eye level or bigger. In a department store there will be a ‘sea’ of point of sale advertisements and to have a small point of sale would be useless. The point of sale should show potential customers all of the products features. This is because the most customers want to know everything about the product they are buying – especially if is expensive. The best way to highlight its features would probably not be by having loads of text but by making the product interactive so potential customers can SEE for themselves. SCRAP Most point of sale are either fixed or stood up using a stand. If you scrap the idea that point of sales have to be floor bound then that can open up the possibility of maybe a point of sale swinging from the ceiling or even making a handheld point of sale. Most higher class branded grooming products such as Ralph Lauren, Calvin Klein and even cheaper products like Lynx make their point of sales around a model and usually are cardboard cutouts of a model holding the after shave. Why not scrap that? And try something else like having a more extravagant POS. Most aftershave / perfume companies have similar branding, so if you are designing a point of sale for one of these companies, wouldn’t it be best to differentiate your brand from the rest so you stand out more? All testers in aftershave POSs tend to be made out of cardboard. I think they should be scrapped for a more realistic alternative. I think the next best alternative is cotton as cardboard is completely different to your skin. Cotton is also, but you wear cotton when wearing aftershave (usually) so at least you get a better idea of what the aftershave / perfume smells like when your wear it.. FORM VS FUNCTION I think POS need to focus on both. They need to focus on both because the point of sale has to look good to attract customers and needs to function by showing off the key features of the product. The point of sale needs to display key and vital information without having too much information. This is because it needs to display key information to inform the customer on exactly what they are buying and needs too have as little text as possible to stop the POS from looking ugly and from having too much visual noise. This leads into my next point of that I think the POS needs to stand out without having too much visual noise. The form is that is uses bright colours and the function of POS is to stand out. Having too many bright colours can create visual noise especially with tacky colours like bright pink, this could invalidate the function as customers would avoid the POS. You need to be able to pick up and test the product without being able to steal the product. This could be done by having the product on a wire and after you take the product so far away from the POS, it stops you. The most common way companies let you test the product with taking it away would be the use of testers and at the moment I think that is the best way to test the aftershave or perfume. X FACTOR When you go to a department store such as Boots, you will see hundreds of point of sales all advertising similar products. The reason you go from one rather than another is because one is better looking (more aesthetically pleasing) than another. I think some examples would be Samsung and Apple. Apple's point of sale displays are minimalistic and only really display the Apple logo and the product name, whereas Samsung have more text, both work as they are both aesthetically pleasing. A X FACOR feature would be size. A small point of sale would be pointless and would easily get lost in the 'sea' of point of sale displays. A big point of sale would achieve what is probably the primary job a point of sale - to stand out and attract customers. To make my point of sale different than the other point of sales (therefore to stand out) I will add a LCD TV screen. This is similar to the point of sales made by JML. Other things added could be sound effects as this could attract more customers. In my point of sale, be different and stand out, I would like to include features such as making noises . This could actually put off customers though because hearing a noise repeat over and over can be very frustrating. Another feature could be the use of flashing lights, this will make my point of sale stand out. The point of sale could even have motorized wheels or move around on a track dipributing my fragrance.
  • 6. Task Analysis •Social networking and website •Construction •Ergonomic •Price •Future Functionality & Features The function of a point of sale is to advertise and in some cases distribute a product. Some features of a point of sale are to let the let the customer test the product with the use of testers. Some companies do this tester products and some perfume / grooming companies provide items like cardboard sticks for the customer to spray on the product on. Other features of a Point of sale can be places for the customer to take the product away from the display and go and pay for it at the till. This usually only applies for cheaper products (under £10). Visibility and Position The positioning of a point of sale is important as the more people who see the point of sale, the more people who buy the product. The point of sale is beast positioned where there is the most 'footfall'. This is usually by the entrance as people walking by the shop could see it inside and because people need to use the entrance to get inside the shop. Another good position would be for the point of sale to be near the lift, escalators or stairs. A good concept would be to have the point of sale swinging from the ceiling as this would make it visible for the whole store. Aesthetics and Branding The aesthetics of a point of sale how it looks. It could use different colours to attract customers but using too bright colours could have the opposite effect. It could create visual noise. The point of sale could have moving parts to attract customers. Also, it could have a TV screen. To brand the product you would need to have the colours of the brand - e.g. Hackett's would be dark red & navy blue. Target Markets The target markets of the point of sale are the potential customers who would buy your product. For instance, the target market of the point of sale for Lynx, would be 12-16 year olds as they are the people who buy the product. Also, the target market differs from store to store. If you are designing a point of sale fro a point of sale in Boots, then the point of sale would be aimed at women or mums. As these are the people who shop there. If Lynx were advertise in Boots, they would advertise for mums as mums would likely be buying the product for their kids. Materials Point of sales can be made out of different materials such as wood, metal and most commonly cardboard. Cardboard is used as it is cheaper than wood or plastic and because it is lighter and easier to manufacture. Another common material used is plastic as it is stronger than cardboard and liquid will not damage the POS. Safety Safety is very important in point of sales as there is a lot of interaction between the point of sale and the customer. The customer has to be able to test the product safely. This can be done by rounding the edges of any handles or any where you touch. Another important safety feature is for the point of sale to be secured to the floor (unless its hanging from the ceiling). This is so it doesn't fall over or knock anything over around it. Also the product being advertised must be secured to the point of sale so that it doesn't fall out and in the case of aftershave - smash. Sustainability The materials used could be recycled. Also you could use materials which decompose. The company could make a commitment to plant another tree for every tree chopped down due to the manufacture of the POS. The impact of the POS on the environment could be good if it decomposes quickly, if not, it may be hard to dispose of. Environment The environment of a point of sale will be in a department store. It will be in kind of shop the product it is advertising will be sold. E.g. A POS for a new movie would be in a cinema. Also, the environment of a point of sale would be good if it on the walkway near to a shop. This would untie people to come in and look around the shop for the product. Interactivity The point of sale can be interactive if the customer has to intact with the Pos if the customer h to physically grab the product from the POS. Also, the point of sale can be interactive by having the customer have to play or try out the product. E.g. Play on the iPads or try on the aftershave. It could have a tester Research Plan 1 what do you want to learn? 2 who will you speak to? 3 where will you conduct research? 4 do you need to conduct anything beforehand? 5 what are you going to do to complete this research. - 10 Minute Oberservation How is it used? Positioning? - environmental snapshot Colours? Height? Where people walk? - first hand existing design analysis ACCESSFM - market research Current products Current trends - competitive products What else is out there? - Moodboard -Product profiling Look at all kinds of POS - Cultural understanding
  • 7. Access FM – Initial Specs Aesthetics The aesthetics of a point of sale are important as if the point of sale looks good, it will inside people to see it. My point of sale needs to be in Hackett's colours as the point of sale needs to reflect the brand. Certain shapes can be applied to the point of sale reflecting the brand. My point of sale needs to include the logo as it shows who as made the product. All of Hackett's advertisements feature the same style. They are modern with an old fashioned twist. Which is something I need to follow. Environment Where the point of sale is placed is important. I will put my Hackett point of sale near the higher class of aftershaves as this is where my potential customers will be. It would be pointless me putting it near the kids section. Also, how sustainable is my product? I want my product to be sustainable as it can be disposed of easily. I need to consider the environment of the changing world around my product. For instance I would include the Union Jack during the Olympics, Cost When creating a point of sale I will need to think about all of the costs involved. One of the costs will be the materials that I use . As I am doing Hackett, the materials will be expensive like the product will be,. I will also need to take delivery cost and manufacture cost into consideration. Size of the product will need to be taken into consideration. This is because the bigger the product, the more space you require you more floor space you will need. Customer The customer of the point of sale will be the customer of the product. I will need to target the right customer. It would be pointless making a Lynx point of sale but using traditional writing as it would attract the customer. Also, it would be pointless having a game like function on a point of sale meant to attract a older gentleman. The area of the point of sale needs to be considered, for instance, I will need to place my higher quality Hackett point of sale in a nicer part of London. Not where you'd expect a Lynx POS. Size The point of sale needs to take anthropometrics into consideration. I also need to consider that's if the product too big I can create a hazard and if it topples over I can hurt someone. Also if the size of the point of sale is too big, it can cost a lot of money to manufacture due to the amount of extra materials. Also, if the POS is too big then the price you pay for floor space will be very expensive. Finally, if the POS is too big then the product will look too small in comparison. Safety The point of sale should be kept out of reach of children. I need to make my point of sale tall enough to be out of reach of children but to be a comfortable height for the customer to test the product. The product must also be bolted to the floor. This is so if someone knocks it, it doesn’t topple over and knock something or someone over. Finally the corners of the point of sale should be rounded or at least not be sharp. Features the features of a point of sale is to advertise the product. Other features include testing the product out by spraying it on themselves. Another feature could be to watch or listen to the point of sale display using a TV screen or a speaker in the POS display. Other features could include a game or puzzle to get to the product, this makes it more interactive. Materials The materials used in the point of sale display could be mostly anything. If the point of sale display were to be there for a long time then I would make my point of sale out of metal as it is strong. Another strong material would be plastic or wood as they could be used for over a month and is worth investing more money in the manufacture process. If the point of sale is only going to put up for a short amount of time then I’d use cardboard as it is cheap and easy to put and throw away. In my point of sale display I will try to use recyclable products. My design brief is to design a new point of sale display unit for Hackett – male grooming company. The unit is going to display 1 or more product from their range. This is because currently there is no advertising for there products. My point of sale display must clearly identify the Hackett brand. My design situation is that currently Hackett has no advertising and their products have been dropping in sales because of this. Hackett need to add some advertising in the stores preferably up London as this is where the target market is.
  • 8. Assembly & Materials Questionnaire Competitive Products Environmental Snapshot Customer Profiling Brand Profiling Product Profiling Moodboard
  • 9. Assembly & Materials Free-standing glass point of sale unit. They usually use toughened glass. These point of sale units are delivered fully assembled. They can be reused and can put different products inside. This type of point of sale would be hard to dispose of and would be used more than once. This is a free standing acrylic point of sale unit. They can be used in portrait, landscape; wall mounted, free standing, laid flat on top of a shop counter or hung from cable systems. Sometimes these point of sales are used as although they may be more expensive and harder to dispose of, they can be re-used. They are often long thin rods made out of aluminum and are bent and welded to create a basket shape. These are perhaps the most common types of point of sale units. They are made out of cardboard and can display multiple items. They are usually delivered in a flat pack. To put the unit up, you‟d need to unfold the cardboard. The point of sale is cheaper than those of higher materials but do not last very long as the material isn't very strong and hasn‟t got long durability. The product is easily recyclable. This point of sale unit will be made out of glass. This type of point of sale unit rotates to showcase the product and is perfect for perfumes / aftershaves. It would come fully assembled. The wood at the bottom of the point of sale is likely to be made out of a strong wood such as wood. Also, as the POS is expensive, an expensive wood would be used. Some point of sales would be in a display case on a counter. Sometimes, the display case would be part of the point of sale. The bottom half would be made out of wood, metal or some cheaper ones out of plastics. Can be reused.
  • 10. These are some of the current products on the market made by Hackett. The most popular and famous is the aftershave called ‘Splash’. The other products include three discontinued aftershaves known as ‘Bespoke’, ‘Fire’ and ‘Event’. They were similar to the Polo collection by Ralph Lauren, but were produced before the Polo collection were released. Finally, the deodorant was released in a set alongside the ‘Splash’ aftershave. The Hackett male grooming products have not been as successful as others such as Ralph Lauren, D&G and Versace. This could be because the products were not advertised as well as other brands. You rarely (if ever) saw a TV commercial, point of sale display or magazine advertisement for any of the products so the awareness was small. Some male grooming products such as the ‘Hackett Mayfair Grooming Kit’ were re-released with the Aston Martin Racing brand. The Hackett / Aston Martin wash bag is the only remaining product in Hackett’s male grooming collection. All the others have been discontinued. If a product has a Point of Sale Display, does that generally draw you toward the product? YES IT DOES NO IT DOESN’T IT VARIES If so, what features of the point of sale display draw you in? SIZE BRIGHT COLOURS SOUND VIDEO DISPLAYS OTHER If not, do you tend to already plan what grooming product you are going to buy beforehand? YES, I FIND MY PRODUCT ONLINE NO, POINT OF SALE DISPLAYS DON’T DRAW ME IN I JUST BUY AFTERSHAVE ON THE PRICE, NOT ADVERTISMENTS Do you buy the same grooming products every time you shop? YES, ONCE I FIND A FTERSHAVE I LIKE I TEND TO STICK WITH IT NO, I AM OPEN TO TESTING OTHER PRODUCTS NO, I AM OPEN TO OTHER PRODUCTS AS LONG AS IT IS CHEAP Is the material used to develop the point of sale display a factor in whether you are drawn toward it? YES, A HIGHER QUALITY MATERIAL DRAWS ME IN. NO, A CARDBOARD P.O.S. CAN DRAW ME IN IF IT IS BOLD. Is the positioning of point of sale a factor in whether you are attracted to it? YES, IF I SEE A POINT OF SALE DISPLAY FROM OUTSIDE THE STORE, IT’LL DRAW ME IN. NO, IT DOESN’T MATTER AS I AM USUALLY GOING IN THE STORE ANYWAY. Questionnaire
  • 11. If a product has a Point of Sale Display, does that generally draw you toward the product? The results show that point of sale displays entice people toward the product. Therefore, the point of sale and advertisements are very important for a product. The results also show that some people think it varies whether a product needs a point of sale or not. This could be due to other ways of customers hearing about the product such as word of mouth. These results tell me that I should put a lot of effort into my point of sale as it is important for the product’s sales. If so, what features of the point of sale display draw you in? the results of this question shows which features of a point of sale display are important. The results show that the most enticing feature of a point of sale is if it uses bright colours. Also, size is an important feature along with video displays. Sounds was the least circled choice. This shows that for my design I will need to make it quite big, use some bright colours and incorporate a video display. These features will make my point of sale successful. If not, do you tend to already plan what grooming product you are going to buy beforehand? The results of this chart shows me that the majority of potential customers come into the stores without a product in mind. This means that there is a factor which gets the customer to buy the product. A small amount say that that factor is price. This means that it is advertisement which entices the customer to buy the product. This charts shows me that I have many customers to try and entice to my product. Do you buy the same grooming products every time you shop? This graph tells me that few of the potential customers who go to the stores like boots etc buy the same product every time. This means that most of the customers who come in to the store are looking for a new product to try. Most of these people do not regard price as a factor not to buy the product. This puts Hackett in a good place as it is more expensive than other products such as Old Spice. On the other hand some of the customers say that price is a factor. Hackett isn't as expensive as Ralph Lauren etc. so Hackett could appeal to those customers as well., Is the material used to develop the point of sale display a factor in whether you are drawn toward it? This graph tells me that customers are attracted to a point of sale whether it uses a higher quality material or a lower quality material. In previous graphs, it has shown me which features are crutial for a point of sale. The graph tells me that I should make sure that my point of sale stands out as a priority rather than using higher quality. As I am designing a point of sale for Hackett, a higher quality material will be used. Is the positioning of point of sale a factor in whether you are attracted to it? The majority of the customers have said on this chart that they do not think that the positioning of the Point of Sale Display is a factor of whether you buy it or not. This could be because the customers would be coming into the shop toward the perfume department anyway. This could also be because some people may not like to see point of sale display every time they look around. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 >>
  • 12. Hackett makes a lot of rugby and polo shirts for their customers. These (and suits) are their main clothing styles. The target customer for Hackett would be someone who someone who plays rugby and/or polo as this is who would buy their clothes. Hackett is a very English company and that is likely why they aim at these very English sports. The sports are also traditional which mirrors the company. Other than sports wear, Hackett’s other focus is on suits. Hackett make good quality suits but they aren’t cheap. The target customer for these suits would be someone who is in a corporate world like Canary Wharf. As the suits get more and more expensive it is safe to assume they are made so as the customers starts to earn more, he can purchase a better (more expensive) suit. Hackett has also branched out from Rugby and Polo to racing. This is when they started to sponsor Aston Martin Racing. You can assume that they have associated with this brand to raise awareness and create an association between Hackett and Racing, similar to the relationship between Polo and Ralph Lauren. Hackett is a company aimed at the well-off English. It was created in Kensington, West London in 1979. It has a store there to this day. The brand isn’t an as big as Ralph Lauren in America and currently has no stores there. In England, it is recognized as being in a league lower than that of Ralph Lauren even though they sell similar products and the target customers are similar 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 >>
  • 13. EXPENSIVE MODERN 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 >> This is looking at the competitive products it is showing me the competitions products. The different places where the products fall (e.g. the higher class products use a darker colour scheme and the cheaper ones using a more colourful colour scheme). The area in which Hackett will fall will be traditional and quite expensive. The colours used in this section are browns or dark greens. This chart provides me with the information I need to make sure I am better than my immediate competition,
  • 14. Hackett was founded in 1983 by Jeremy Hackett and Ashley Lloyd-Jennings from a stall on London's Portobello Road. The first shop, on the "wrong end" of King's Road, in London Chelsea district, was selling only used clothes. The company gradually expanded over several years, increasing the number of branches and moving from acquiring and selling second-hand clothing to designing and selling its own items. International expansion began with the 1989 opening of a Spanish branch in Madrid. As well as expanding geographically, the company has increased its range of services. As well as manufacturing and selling clothing items, Hackett now offers personal and bespoke tailoring, a range of spectacles, grooming products, and a barbers in their flagship store in Sloane Street, London. Hackett is associated with high- profile personalities who are either sponsored or endorsed by the brand. The Hackett style is inspired by traditional British men's clothing. Founder Jeremy Hackett describes this approach to design as "our clothes wear in, not out". Clothing ranges and styles on offer include polo shirts, rugby shirts and formal/dress clothing for men and children. In September 2009, Esquire magazine featured a Hackett tie as one of its top 5 knitted ties. Ranges are also offered in conjunction with sponsorships and partners such as Aston Martin Racing, the Oxford and Cambridge boat race, and the British Army Polo Team. The brand uses colours such as dark reds and navy blues. Their advertisements are also made with a black and white colour scheme. The design of the website, advertisements and clothes would be called as traditional or classic so this is the theme I will choose for my point of sale.
  • 15. These are typical places where a point of sale for a aftershave product might be found. These places include The Perfume Shop, Debenhams, Boots, House of Fraser and even Harrods. These places look very busy as they often have a lot of point of sales and also in-store promotions for free gifts and special offers. My product (Hackett) would be sold at Harrods as it is too exclusive for department stores like Boots or Superdrug. Point of sales are usually situated where there is the most footfall. For instance, in WHSmith, there are point of sales by the only stairs going down from the second floor. This is a good place to put a point of sale because everyone sees it as they come down the stairs.
  • 16. This mood board has shown me the different colours, styles and themes Hackett use in their current advertisements. I can now incorporate these into my design. I have found Hackett use a lot of English themes and use the colours Red, White and Blue throughout. Also, some of their adverts are greyscale so that could be something I add into my point of sale.
  • 17. Moodboard Competitive Products Environmental Snapshot Brand Profiling Customer Profiling Questionnaire Assembly & Products Product Profiling A - I have found that the main themes of Hackett are grayscale pictures, traditional sports and features a lot of English themes. I have to mirror these themes on to my point of sale display. My point of sale must be big and stand out against the crowd. C - I have found the products associated with Hackett are of a high quality and connote being rich and successful. As this is, I think, the target market for Hackett. It would make sense I use these themes in my design. The cost of the point of sale must not be any more than the products displayed as this is losing money. C - The target customer of Hackett is somebody between the ages of 25-50. This is quite a large age difference but the clothes and accessories in the stores are aimed toward people who are on the road to achieving great successful. E - My point of sale must be able to be placed in different areas of the shop. I think the environment of my point of sale varies. It would make sense if the shop puts the point of sale where the most footfall is. But, my point of sale is of a size that it could be put on a shelf, on a plinth, or on the store counter. S - The point of sale must be big enough to be able to display relevant information such as the brand identity, history of the brand and where it comes from. It also must be big enough to be able to fit on a shelf or the shop counter. It must not be too big as this creates unwanted visual noise and may put customers off from buying the product S – The Safety of the point of sale is important as they are easily knocked over, spilt on etc.. It is important that the point of sale be secure when on the plinth or the shelf. It is also important that the plinth is secure to the floor. I will also make sure all sharp edges are smoothened out so no body catches themselves on them s they can be quite painful. I will also keep the point of sale away from children , they are often the culprits of the spills and knocking over so they will be kept out of reach. Also, children are not the target audience and do not need to see the point of sale display. F - The function of my point of sale is to advertise a product of Hackett and advertise the brand identity and history of Hackett. I will achieve this through the use of images and a timeline around the point of sale. M - – In my point of sale I will use high quality materials such as oak wood, aluminum, teak and glass. This reflects the high quality of the Hackett brand.
  • 22. AS THE PRODUCT IS CALLED „SPLASH‟ – I THOUGH THE USE OF A WAVE WOULD RELFECT THE NAME. THIS DESIGN IS AN ICONIC IMAGE OF TRADTIONAL CORPORATE LIFE.
  • 23. THIS INVOLVES THE ASTON MARTIN PARTNERSHIP WITH HACKETT THIS DESIGN IS AN ICONIC IMAGE OF TRADTIONAL CORPORATE LIFE.
  • 24. THIS IS A TRADITIONAL SUITCASE. IT IS FEATURED HEAVILY IN THEIR ADVERTISMENTS. THIS IS THE TARGET CUSTOMER LOOKING OUT OVER THE SKYLINE OF LONDON. THIS IS OF A MESSY APARTMENT BUT A TIDY BED WITH THE HACKETT BOTTLE ON TOP.
  • 26. THIS IS A MODEL OF A GAME OF RUBGY. IT IS A SPORT PLAYED BY HACKETT‟S TARGET CUSTOMER. THIS IS A MODEL OF WESTMINSTER ABBEY, A PLACE THAT IS TRADITIONALLY ENGLISH. THIS IS A DESIGN OF A RELAXING SCENARIO, I THINK THE NAME SPLASH REMINDS ME OF THE SEA. THIS IS A 3D VERSION OF ONE OF HACKETT ADVERTISMENTS.
  • 30. THIS IS MY FIRST DESIGN. IT IS OF A RETRO SUITCASE. THESE SUITCASES CAN BE SEEN IN THE OLD AND MODERN HACKETT ADVERTISEMENTS. THE RETRO SUITCASE WILL BE A GIOOD DESIGN AS I CAN THROW IN SOME RETRO PRODUCTS MIXED IN WITH SOME NEW PRODUCTS. THIS COULD SHOW HOW HACKETT IS A MIX OF A TRADITIONAL PRODUCT WITH A MODERN TWIST. THIS IS MY SECOND DESIGN IT IS AN „L-SHAPED‟ DESIGN BUT CAN BE DEVELOPED INTO MORE INTERESTING SHAPES. THE BASIC DESIGN IS SUPPOSED TO SHOW HOW THE BRAND OF HACKETT HAS SUSTAINED FROM THE EARLY 80S USING A TRADITIONAL THEME TO BEING STILL FAIRLY HIGH REGARED IN THE 2010S. THIS IS WHY THE POINT OF SALE‟S BACKGROUND SHOWS EARLY LONDON BUILDINGS AND THEY EVOLVE INTO NEWER LONDON BUILDINGS. IN THE MIDDLE IS HACKETT WITH THE BUILDINGS SURROUNDING IT.
  • 32. 1. Aesthetics (Zoetrope) When looking at my final designs I decided to choose this because I think it best shows the Hackett brand: British. I wanted my point of sale to stand out more so I decided that the standard 'L-shape' was too bog standard. I started to look at other ways of showing how London had developed over the years. The zoetrope caught my eye as this is a traditional way of animating simple objects. Using this I could actually animate London evolving. To produce the animation I could draw London evolving on a piece of paper. This would animate when spun. I think the traditional side of the zoetrope will really work for the Hackett point of sale. I think if I put a modern twist on the zoetrope it could connote how Hackett is a traditional brand in a modern-era. I think my zoetrope will have to my actual size to look authentic and to appeal to the customers. There are also bigger scale zoetropes in places like Disneyland, Universal Studios etc.. Showing an animation of a character or multiple characters. I will get inspiration from these. 2. Materials (Cardboard) The top half of the point of sale could be made of cardboard. The cardboard I will use will have to be quite thick as it is the part of the point of sale that people will be looking at / touching. This part of the point of sale will be have to made out of a light material as this will be required to spin. I made a model of the tubical top half using cardboard. It was not to the actual size of what I would like the final product to be but the model showed mr the process I could use to create it. I found that it would be easy to create the top half of the point of sale with cardboard as it is easy to bend, easy to cut into with a Stanley knife (to create the slits to see through) and easy to glue. More advantages of cardboard are that it is fairly cheap compared to other materials. If I were to use cardboard I could also print the designs of London evolving onto the card straight away. The problems or disadvantages with cardboard are that it is relatively weak and can tear or fold easily. Also, cardboard isn't water resistant so liquids will saturate and weaken the top half of the point of sale. So someone were to drop it or spill anything over it then it would essentially be ruined.
  • 33. 3. Function (Mechanism) How will the zoetrope spin? There are many ways of making it spin but I think the easiest and simplest way would be to make it hand spun. All the user would have to do is spin the top of the top and look through the slits. The zoetrope could be placed on a Lazy Susan (aka Dumbwaiters). Lazy Susan's can be made out of different materials commonly plastic, wood or in some restaurants glass. Traditionally, zoetropes are hand spun so if I were to keep with the traditional theme of Hackett a manual spinning zoetrope would seem fitting. Another way of making the zoetrope spin would be to have a motor spinning it constantly. The motor method is used for 3D zoetropes such as 'Toy Story Zoetrope' in Disneyland. This is on a bigger scale than a size I am looking at. Also, the motor method is also expensive and has more chance of breaking down. I think overall the easiest method is manually spinning with your hand as they are easy to spin so even kids can do it, it increases interactivity which makes it stand out and is financially cheaper than buying a motor. 4. Materials (Wood) As the Zoetrope isn't head height, I would have to have it on a stand of some kind. This stand would hold up the zoetrope so if you are in a shop you will see it at head height. This stand could be made out of a number of materials but I think as it is a Hackett point of sale, as high quality aesthetically pleasing wood like oak would be perfect. If I use oak wood there will be some advantages such as it has great strength, prestigious, resistant to insects and doesn't rot. Another wood I could use is pine. Pine is cheap but can be stained to look more expensive. I don't think using pine would be as effective as Oak or Teak as it is considered cheap and doesn't fit in with the Hackett brand. Teak Wood is another wood which I could use for the stand. The teak is a good wood to use because it is hard, dense and very durable. It's used normally in building boats, decks, structural work and furniture. Also, when using teak you do not need to use a high quality finish as it has a resinous nature. Teak is the most expensive and tools need to be sharpened when cutting it constantly. As it is a high quality wood it would fit in with the Hackett brand. I will be using Oak Wood because: Oak wood has great strength and hardness It is very resistant to insect and fungal attack It is aesthetically pleasing. To stick with a traditional focus of my point of sale, I have decided to keep the zoetrope manually spun. This makes the customer feel like they are spinning a zoetrope from the 1800s.
  • 34. 5. Usability - Placement of Point of Sale The positioning of the point of sale is important. In a average retail store I could put the zoetrope in a lot of places within an average department store. It depends on if I'm using a stand / podium or not. If I am using a stand / podium then it would be best if I put the point of sale on the floor either next to the entrance / exit as this is where there is a lot of foot fall and where more people will see and use it. Another place it could be put if it uses a stand is by the lift, escalator or stairs. This is because these places are crucial for people to get to the upper or below floor so it will be a place where you will get allot of footfall also. Without the stand, the zoetrope is around 45cm tall. As it is this size, the point of sale could be put on a shelf. On a shelf the point of sale could still be spun and used as long it is on a shelf which is at head height. Finally the point of sale could be put on the table where the customer buys the product as it is at a usable height and near the cash register. The point of sale could not be put inside a cabinet or on a low shelf as the customer would have to bend over to use it and most probably would walk away. Also, it wouldn't be as easy to notice. 6. Construction - Adhesives Epoxy Resin Epoxy resin is very strong. It is a thermosetting resin which means once it has dried, it cannot be melted and reused. It can be used as a coating in some industries. Used in some paints on boats to protect from bad weather. While drying it creates cross links. PVA Glue Polyvinyl Acetate is good because it dries clear and can be applied directly from bottle. If cap of glue is left off it won't dry up for a while. Easy to use as it can be squirted out of a bottle or onto a brush. It is soluble in water so it can be cleaned up easy. As it is water soluble when around water the glue is useless. It takes about 24 hours before the glue is effective. It corrodes metal. It is not effective on any surface which is non-porous. Glue Gun The glue gun is good to use because the actual gun bit is relatively cheap. Also, the glue gun glue is stronger than average glue. The glue is also long lasting. The glue gun can be dangerous if not used properly. The glue s gloppy and thick, can cause lumpy surfaces. I could use the glue gun in my point of sale as I used in the model making and I found it was easy to use.
  • 35. 7. Construction - Tools I will use a Stanley Knife in the construction of the my point of sale when I am making the zoetrope tubical top half. I will use it because it easily cuts into cardboard. It will be used to create the rectangle shape which will bend round to create a tubular shape. I will also use the Stanley Knife to make the slits where the user will view the animation. To cut the wood at the base of point of sale, I will use a saw. I will a band saw to cut through the oak. The hegnersaw wouldn't work as well as the oak is too strong. A hand saw is inaccurate so I won't use it for my project as Hackett brand requires everything to be of a high quality. To mark out where I will cut on the cardboard and on the wood I will use a pencil and a ruler. To make sure my angles are perfect for the base I will use a try- square. I will use these tools rather than free hand as I want the lines to be straight and perfect as the Hackett brand requires a high quality. 8. Aesthetics - Designing the London skyline 2D Zoetrope If I were to create a 2D zoetrope I would have to create the London skyline on to a piece of paper and insert it into the zoetrope. If I were to create this, I would only be able to one building evolving. This could work if I use an iconic building as the metaphor for the whole of London evolving. 3D Zoetrope A 3D zoetrope would be harder to make although the reward would be greater. If I choose to make a 3D zoetrope I would need to make miniature figurines of London buildings e.g. The Shard getting built, London Eye Spinning and finally a gentleman walking along with a suitcase. I think for my point of sale I will create a 2D zoetrope but with 3D features such as some of the images may be embossed and I will show more than one building evolving. I will do this through the use of platforms. 1.Time changing on Big Ben 2.Gentleman with briefcase walking down road.
  • 36. 10. Aesthetics – Finishes To protect the images in the zoetrope, I should add another layer. I was thinking about using plastic as the layer as it is mostly water resistant. The most common problem that would affect the point of sale would be it either falling over or somebody spilling something over it. To defend against this I will need to use a strong plastic like ABS (which has high impact strength, good toughness, lightweight and durable) The problem with ABS is that it is very thick and this could alter the users perception of the images. Another plastic I could use would be Poly Carbonate (PC). Poly Carbonate has good chemical resistance which means that whatever is spilt on the plastic will not affect the over plastic or the paper underneath. The plastic will also need to be see-through so the user can see the images. This is where the user will see the images while they are spinning round. For this I could use Acrylic. Acrylic is relatively thin and could be bent around a shape easily. It is also tough, hard and durable. I think Acrylic would be the best choice to use for my design. 9. Materials - Plastics To make the wood look of a high quality I would use a wood stain or varnish to improve upon the properties of the wood. Varnish has little or no colour, is transparent, and has no added pigment, as opposed to paints or wood stains, which contain pigment and generally range from opaque to translucent. In my design, I will use a transparent varnish for the wood at the bottom Of the point of sale. I will use transparent because the oak wood is already aesthetically pleasing so I would not need to change that but I would use the varnish to add properties such as liquid resistance. Varnishes are also applied over wood stains as a final step to achieve a film for gloss and protection. Some products are marketed as a combined stain and varnish. 11. Wheels At the bottom of my design I could add wheels. This would make the usability easier. I will drill the wheels to the oak and make it easy to wheel around. This will mean that the unit can be pushed around the store to all the best points (such as the door etc – see development 5). The wheels I can will made out of plastic (rubber) and have a metal coating. The metal coating is important as it will increase the longevity of the wheels meaning that they can be used for a long time. Graph shows that the majority of my colleagues do not agree that wheels would be good for my design.SAFETY I will use plastic as it is strong compared to other clear materials such as glass. This makes the product more safer as if dropped has a much less chance of smashing and causing any harm to any of the customers.
  • 37. I will add rubber feet to my design. Rubber is a good material to use as it is an electrical insulator, tear resistance and elastic. It is used common on the soles of shoes. It is used in shoes to stop the person who is wearing from slipping and sliding over. That is what I want to use the rubber feet for in my design. It is somewhat a safety feature of the point of sale because if somebody falls into the point of sale, the point of sale will not slide into someone else. If enough pressure is put on the point of sale It may fall over but using rubber feet reduces its chances a lot. Once I have cut the card to size and cut out the prints, I will paint it complete black. The card must be painted black as it creates the wall of the zoetrope. This is so the user doesn‟t see a random blur when the images are spinning. The scanning of the slits keeps the pictures from simply blurring together, and the user sees a rapid succession of images, producing the illusion of motion. To paint the cardboard I will use acrylic paint. When painting the cardboard, the water in the paint will weaken the card but as the paint dries, the cardboard‟s strength returns. I will lay the card flat when painting and I am told that I should bend it round to form the drum shape before it dries. To create the spinning motion of the upper half of my point of sale (the zoetrope), I will need to make a Lazy Susan. To do this I will need to connect a sheet of wood (oak wood) to a Lazy Susan bearing. To connect these I will need the use of nuts and bolts. On the bottom of the Lazy Susan, I will have a slab of Oak Wood. I will have Oak Wood on the top too (the top half has the card glued to the wood). The top half will have a smaller surface are than the top half. I will not need to use any more nuts and bolts in the construction of the point of sale. The colour scheme of the point of sale will use grey, navy, white and a dark red. These are the colours featured in Hackett‟s marketing. I will use black (and a hint of navy blue) as the colour of the upper part of the point of sale (the zoetrope). This will be resting on a Oak Wood base. The oak wood will not be coloured (it may be darkened if a oil based varnish is used). The colours of the pictures of the London skyline will be black (navy) and white. This is because drawing the images of the bulidings over and over would take a long time and it is because the zoetrope works more effective if the colours are simple. 12 13 14 15
  • 38. Another material I could use for the protection of my images is glass. I would need to shape the glass around my images in a circular and tublicar shape. There are four main methods of shaping glass: blowing, pressing, drawing, and casting. After the shaping process, annealing is used to increase the strength of the glass. Tempering and other finishing techniques may also be used to further strengthen the glass. Pressing is accomplished by dropping a hot gob of glass into a mold, then pressing it with a plunger until it spreads and fills the inside of the mold. To be pressed, an article must be of such a shape that the plunger can be withdrawn. Baking dishes, glass blocks, and lenses are often pressed. As with blowing, pressing can be done by hand or by machine, and with single or multiple molds. Press-and-blow machines use a combination of the pressing and the blowing methods to form the article. Such machines can produce hundreds of glass containers per hour. Drawing is the method used for shaping flat glass, glass rod, glass tubing, and fiberglass. Almost all flat glass produced today is float glass. It is shaped by drawing a wide sheet of molten glass into a furnace containing a bath of molten tin. This furnace is called a float bath because the glass “floats” in an even layer on the perfectly smooth surface of the molten tin. Heating in the float bath is carefully controlled to melt out any roughness in the glass. Because glass turns solid at a higher temperature than tin, it can be moved from the molten tin for further cooling. When flat glass is shaped in a float bath, both sides come out with a brilliant finish that requires no grinding or polishing. Casting involves filling molds with molten glass. The glass may be poured either from ladles or directly from the furnace, or drained from the bottom of the furnace. Casting is used in the production of architectural glass pieces, art glass, laser glass, and telescope mirrors. Annealing is a process that removes the stresses and strains remaining in glass after shaping. Most glassware is annealed just after it has been formed. If it is not annealed, glass may shatter from tension caused by uneven cooling. Annealing is done by reheating the glass and gradually cooling it according to a planned time-and-temperature schedule. Tempering is a process in which a glass article that is already formed is reheated until almost soft. Then, under carefully controlled conditions, it is chilled suddenly by blasts of cold air or by plunging it in oil or certain chemicals in a liquid state. This tempering treatment makes the glass much stronger than ordinary glass To attract customers to the Point of Sale I will include a CD player where the store would put on a compilation of older songs. Not classical songs, older. For instance, The Beatles. I would create a slot in the oak wood where the CD Player / Speaker would lay. The sound wouldn‟t be too loud as it would become annoying for some customers and it could This would attract customers not only because it is playing music but because the music isn‟t „mainstream‟. Its different than what you would normally hear in a store and these songs aren't on the radio often even though they are well known. The reason I‟d use songs like The Beatles is because: a)They‟re English. Traditionally English. b)They‟re Traditional. Recognized as being from 60s. c)They‟re Iconic. People know them and their songs. 16 17
  • 39. In my design, I have designed there to be a groove when the Hackett tasters will lay. The tasters will be a rectangular strip with a spray of Hackett splash on it. The taster card with have a design on it. The design will be one of twenty four key points of Hackett‟s history. The taster wont just be a piece of paper, it will be quality card as a regular paper wouldn‟t reflect the brand‟s high quality image. The colour of the taster would be light blue. The light grey would reflect the brands colour scheme and would be easy to see the information. x3018 On my point of sale I will have many links to social media such as Face book, Twitter, YouTube etc.. These links would allow customers to „like‟ Hackett on Face book, „tweet‟ about the Hackett aftershave or watch the advertisements on YouTube. This is effective as adding Hackett to Face book, YouTube or Twitter is free. I will also add a QR code so a user with a Smartphone (phone, Blackberry, Samsung S3) can scan it in to access the brands website or other website relating to the brand or product. 19
  • 40. Specification Checkpoint 1 • A - I have found that the main themes of Hackett are grayscale pictures, traditional sports and features a lot of English themes. I have to mirror these themes on to my point of sale display. My point of sale must be big and stand out against the crowd. I HAVE ACHIVED THIS BECAUSE MY POINT OF SALE WILL BE PLACED ON A PLINTH WHICH CAN BE SITUTATED ANYWHERE THROUGHOUT THE STORE. I HAVE DESIGNED MY POINT OF SALE TO BE ABLE TO BE TAKEN OFF OF THE PLINTH AND PLACED UPON A SHELF OR COUNTER. • C - I have found the products associated with Hackett are of a high quality and connote being rich and successful. As this is, I think, the target market for Hackett. It would make sense I use these themes in my design. The cost of the point of sale must not be any more than the products displayed as this is losing money. I HAVE ACHIEVE THESE AS I HAVE USED HIGH QUALITY MATERIALS IN MY DESIGN. IN THE DESIGN I HAVE DECIDED TO USE OAK WOOD AS IT HIGH QUALITY AND LOOKS VERY AETHETICALLY PLEASING. AT SOME POINTS IT COULD BE ARGUED THAT I HAVE NOT ACHIEVED THIS AS IN MY DESIGN THERE IS THE USE OF CARD WHICH WOULD BE CONSIDERED A RELITIVELY CHEAP MATERIAL. I HAVE USED CARD AS IT IS EASY TO CUT INTO AND FLEXIBLE AND ITS PERFECT FOR THE BODY OF THE ZOETROPE SECTION OF MY POINT OF SALE. • C – The target customer of Hackett is somebody between the ages of 25-50. This is quite a large age difference but the clothes and accessories in the stores are aimed toward people who are on the road to achieving great successful. I HAVE ACHIEVED THIS AS DESIGN IS ESSENTIALLY CLASSIC AND TRADITIONAL. I HAVE DEVELOPED MY IDEA INTO THE EVOLUTION OF THE TRADITIONAL LONDON IN WHICH HACKETT BASES ITSELF TO THE MODERN DAY CORPORATE LONDON WHERE MANY OF ITS TAGET CUSTOMERS CAN RELATE. ANYONE OVER THE AGE OF AROUND 25 PROBABLY WOULDN‟T REALISE HOW NEW SOME OF LONDONS ICONIC LANDMARKS ARE AND SO THE MESSAGE WOULD MEAN AS MUCH TO THEM. • E – My point of sale must be able to be placed in different areas of the shop. I think the environment of my point of sale varies. It would make sense if the shop puts the point of sale where the most footfall is. But, my point of sale is of a size that it could be put on a shelf, on a plinth, or on the store counter. I HAVE ACHIEVED THIS AS MY POINT OF SALE IS ABLE TO BE ON A PLINTH. THIS GIVES THE STOREOWNER THE ABILITY TO PLACE THE POINT OF SALE IN MANY AREAS OF THE STORE. ALSO I HAVE DESIGNED THE POINT OF SALE SO IT CAN BE TAKEN OFF THE PLINTH AND PLACED ONTO A SHELF OR THE SHOP COUNTER WHERE PURCHASES ARE MADE. • S – The point of sale must be big enough to be able to display relevant information such as the brand identity, history of the brand and where it comes from. It also must be big enough to be able to fit on a shelf or the shop counter. It must not be too big as this creates unwanted visual noise and may put customers off from buying the product. I HAVE ACHIEVED THIS BECAUSE IN MY POINT OF SALE THE ZOETROPE SECTION CLEARLY SHOWS THE BRAND IDENTITY, THE HISTORY OF HACKETT, AND FINALLY THE BASES OF THE POINT OF SALE (NOT THE PLINTH) WILL FEATURE THE HACKETT BRAND TIMELINE OF IMPORTANT EVENTS. • S – The Safety of the point of sale is important as they are easily knocked over, spilt on etc.. It is important that the point of sale be secure when on the plinth or the shelf. It is also important that the plinth is secure to the floor. I will also make sure all sharp edges are smoothened out so no body catches themselves on them s they can be quite painful. I will also keep the point of sale away from children , they are often the culprits of the spills and knocking over so they will be kept out of reach. Also, children are not the target audience and do not need to see the point of sale display. I HAVE ACHIEVED THIS BY THE USE OF THE PLINTH BEING AT ADULTS WAIST WHICH IS USUALLY ABOVE THE AVERAGE CHILDS HEAD. THIS KEEPS THE PRODUCT OUT OF REACH OF CHILDEN, I HAVE ALSO NOT ACHIEVED THIS AS I HAVE KEPT THE EDGES OF THE POINT OF SALE DESIGN TO BE UN-ROUNDED. I THINK THAT USING ROUNDED EDGES WOULD MAKE MY POINT OF SALE SEEM LESS SOPHISTICATED. I HAVE ALSO NOT DESIGNED A PLINTH TO BE ABLE TO BE BOLTED DOWN. THIS DEFEATS THE OBJECT OF THE POINT OF SALE HAVING MULTIPLE ENVIRONMENTS. • F – The function of my point of sale is to advertise a product of Hackett and advertise the brand identity and history of Hackett. I will achieve this through the use of images and a timeline around the point of sale. I FEEL I HAVE ACHIEVED THIS THROUGH THE IMAGES OF LONDON IN THE ZOETROPE. I ALSO FEEL I HAVE ACHIEVED THIS IN THE HACKETT LOGO IN THE FRONT OF MY DESIGN. I ALSO FEEL THE ANIMATION PEOPLE WILL SEE WHEN LOOKING IN THE ZOETROPE WILL REFLECT THE HACKETT BRAND. • M – In my point of sale I will use high quality materials such as oak wood, aluminum, teak and glass. This reflects the high quality of the Hackett brand. I HAVE ACHIEVED THIS THROUGHT THE USE OF OAK AS THE MAIN MATERIAL IN MY DESIGN. I HAVE ALSO USED GLASS TO PROTECT THE IMAGES IN THE CARD ZOETROPE. I HAVE NOT USED ALUMINIUM IN THE DESIGN OF THE POINT OF SALE.
  • 41. 20. Dispensing the Testers For my point of sale I want the dispensers to be dispensed in a more unique way than I have originally designed. I could make it so when the user spins the Zoetrope that it releases some of the aftershave. This could be an interesting way for the aftershave to be tested but it could also cause problems. For instance, if a person with asthma spun the zoetrope it would automatically spray. It would be unable to know that the person spinning is asthmatic. Also, if children spun it or it was spun intentionally It could be released as a surprise and could get in the eye of a child. If I keep the dispenser the way it is, it will be minimalistic and therefore be keeping with the further specification. 21. Aluminum In my further specification I have said that I would need to use aluminum in my design. In my design I created a place around the base of the zoetrope where aluminum could be applied. I think if I put aluminum strips along the side of the point of sale then it‟ll look more expensive, professional and stick with the Hackett colour scheme due to the silver / metal colour. I will use a QR code to increase the interactivity of my point of sale. The QR code will enable consumers to scan their phone against the point of sale to take them to the Hackett website. I will be able to create a QR simply and easily over many websites. Here, I have done a mock up of the QR code. I will print the QR code on the side of the plinth and will make it relatively small as it the digital-ness of the code will not fit in with the traditional English theme if the rest of the Point of Sale. qrcode.kaywa.com/ Aluminum will be used because it does not rust, it can be 100 percent recycled and because it is odur-less. The aluminum is also very lightweight.
  • 42. 23. The Hackett Timeline To link the point of sale back to the Hackett brand, I will print off the Hackett timeline from their website. The timeline will go around the point of sale so at what ever point or angle the consumer is looking at the point of sale - he will see a fact about Hackett's timeline. 24. Design of the Animation on First Platform This is the main part of the point of sale display. This is what the potential customers will intact with and this is also which makes the point of sale unique. The first platform is the first one the customer will see and this is where they will decide if they want to stay and test the product.
  • 43. This is the second animation, it is found in most traditional zoetropes. Alternative for Second platform, once again, found in most old zoetropes. 25. Design of the Animation on Second Platform 26. Alternative First/ Second platform animation
  • 44. 28. Placement of Product The product is an essential part of the design as it is what the point of sale display is advertising and distinguishes it from other companies and products. The product being advertised is the Hackett Splash. The aftershave bottle is quite small and would fit on the top stage of the interior of the zoetrope. When the zoetrope spins it could make the aftershave bottle fall off leading to smashed glass and fluid potentially destroying the design. To combat this, I will fix the bottle on to the top stage using glue. I will use PVA glue as this glue is clear and is strong. Strong and clear are good qualities for this application because the clear will mean the aesthetics will not be altered and the strong means the product cannot be stolen or fall off unexpectedly. 27. Placement of the Display bottle. At the moment the point of sale display does not allow for any products other than the tester. The other product can be on the shelves near the point of sale. If the point of sale is situated on a plinth, there could be shelves cut into it where the products can be. 29. Plinth This is where the tester is situated. The point of sale can be placed on a plinth. if it is put on a plinth, the plinth can be placed anywhere on the shop- floor. A plinth could be modified to have benefits such as cutting shelves into the plinth to increase space for additional tester products, products to be sold etc.. There are problems though, for instance, a plinth can reduce the amount of places (e.g. Shelves) where the point of sale can be placed. The plinth would increase the size of the plinth and therefore reduce the portability.
  • 45. 30. Ergonomics 31. Anthropometrics This shows two possible ways the point of sale can be displayed in a store. The point of sale is 30cm high and has a width of 30cm. This means for the point of sale to stand out it must be placed on either a plinth or a shelf. The point of sale must be placed where the slits of the zoetrope part of the point of sale are just below eye level. This shows the anthropometrics of my point of sale. It is a study of the human body and how easy the human body can use the point of sale and it is important since my point of sale is very interactive. If the point of sale is too high the person would have reach up to use the point of sale and if the point of sale is too low, the person would have to bend over to use it. PLYNTH
  • 46. 32. Ways for customer to spin POS. 33. Interesting ways of distributing Testers To ensure my POS is used efficiently I will need to make sure the customer can actually use my point of sale. I will make grooves where the POS can be spun on the walls of the zoetrope. This will make it easier for the customers to use it and ensure it used. The lazy Susan bearing will be quite lubricated ensuring that the zoetrope will spin at a fast enough speed for the animation to work. This will require lesser effort from the customer. What the customer is smelling on the card many not be what it‟ll smell like in real life but it‟d be too expensive to get loads of different materials for the customer to try out. So cardboard is probably the cheapest and easiest material to use but I think I would need an interesting way of distributing the testers. Currently, I would say the way of distributing testers is pretty lame so I would like to find a more creative way. I think I would like to tie the testers in with the design. 1. I could make the testers a magnifier glass. This could let customers see the animation more clearly and would entice people to use the point of sale and get the testers. 2. I could put designs of the animation on the testers. This would highlight the meaning of the point of sale and customers would remember Hackett and the message of Hackett every time they see London. Grooves cannot be used because they would hinder the aesthetic of the point of sale. Also, I want to keep the aesthetic to be as similar to a traditional point of sale as possible. This is the reason grooves were not added as part of my design.
  • 47. 34. Colours of Zoetrope 35. Similar Zoetropes. Hackett colours are generally Navy, Dark Maroon-y Red and White but most zoetropes are black. I may have stray from typical zoetropes and make my zoetrope navy blue. This will display the brand better than black and also create less visual noise. Hackett colours are generally Navy, Dark Maroon-y Red and White but most zoetropes are black. I think the red doesn‟t look very good, I think people would be more likely to not use it if it doesn‟t look good. The final colour I could use is black and stay with the traditional approach to zoetropes. I am not a fan of using black so much as it would put me off personally. I also don‟t think black is a colour suited to Hackett. This video is of a homemade 3D Zoetrope – this zoetrope features the Lazy Susan mechanism which I have incorporated into my design. This video shows how effective a Lazy Susan bearing is on a zoetrope, it shows how you don‟t need to have a very technician mechanism to create an effective zoetrope. http://www.youtube.com/watch?v=0RWBypcS1SY This is another video of a 3D zoetrope, this zoetrope uses 3D sculptures rather than images to show it‟s animation. This brings the animation to life more creating a better 3D experience but uses a engine to make the mechanism spin. This would not work for my zoetrope as the mechanism is too big for the shop or shelf or even plinth. But, this video is good at showing how effective using platforms are. http://www.youtube.com/watch?v=nKPtmXK--bA My classmates, teachers and other students from different subjects agreed that a navy blue would suit my POS and so as blue got the majority vote, I will use it for my design.
  • 48. How Big Is It? 37. What is the width of the entire POS? (Base) I plan to make this part of the point of sale (the base) out of oak. The size of the base is to be 15mm in thickness and 400mmx400mm in size. This leaves enough space for the point of sale to sit comfortably on the base with enough space for the timeline. 36. What is the length of entire POS? I plan to make the point of sale about 420-430mm in height. The zoetrope section of the point of sale will be 400mm and the oak base will be 15mm and I am allowing about 5-20mm for the size of the lazy Susan.
  • 49. 38. Size of the Inside of the Zoetrope This is the diameter of the entire zoetrope. It will 300mm. The purple arrow is showing the top / first platform, it‟ll be 50mm in diameter. The blue arrow is showing the second platform. The second platform is going have diameter of 100mm. The orange arrow is showing the third (bottom) platform. This third and final platform will be 150mm in diameter. 39. Will it fit on a shelf? With a size of 400mmx400mm the point of sale could easily fit on most shelves and could also be placed on a plinth comfortably. This means the point of sale has a lot of portability around a shop and can be placed in a variety of different places. This is a good trait to have when choosing where to place it, especially if the places with the most foot fall varies.
  • 50. 40. Size of the Slits in the Zoetrope 41. More Tester Ideas.. The size of the slits in the zoetrope is important as it needs to be big enough for every demographic to see but it also needs to be small enough for the animation look good. The slits will be 10mm width and 70mm long. After trail and error, with a card model I have decided this is the optimum size of the slits taking usability, ergonomics and animation into account. The slits will be 40-50mm apart as if they are too close together, the animation will not be effective. I will draw this out with a pencil and ruler. I could create the testers in the shape of other Hackett products such as Shirts, Ties, Bags, Cufflinks etc.. This could be seen as a marketing tool for Hackett‟s other products. This could potentially bring more sale of more expensive items leading to a growth in the company and could increase awareness.
  • 51. 42. Connecting Lazy Susan to both parts of Zoetropes. The lazy Susan bearing will be drilled. The top half of the bearing drilled to the top half of the zoetrope and the bottom half to the bottom half. The lazy Susan will be 6” so it‟ll be hidden and unseen. 43. Other ways of showing the timeline. I could use a video screen in my point of sale. I could potentially use a video screen. The screen I could use is an iPad 3 – I could use the Keynote App or save pictures (Jpeg) and put it on to a slide show which is constantly playing. The iPad stand could be coming out of the zoetrope in order to not have to change the size of the base of the point of sale.
  • 52. 44. Hackett Logo (Acrylic) When looking at the design of my product, It didn‟t feel like a point of sale – well I thought it could at least be improved. I was wondering what I could do to make my design look more real. After going back in to my research, I looked at some of the point of sales I had looked at previously. I noticed they all had the logos of the company eg. Ralph Lauren, Lynx etc as the first thing you look at. I looked back at my design and I realised that the logo is what I was missing. I thought long and hard about where to put this logo so I asked some of my colleagues. As you can see in the bar chart below, the majority of my colleagues thought the front was the best place for the logo to be placed. I have decided that I will use TechSoft to draw out a logo and get it lazer cut on acrylic. I will be stuck to the front face to let customers know that this point of sale is for a Hackett product. 0 1 2 3 4 5 6 Back Front Sides Series1 45. Splitting the base, Increasing Size When looking at how I would make my product, I saw that I would need to use two pieces of Oak that are 20mm thick to reach the 50mm base rather than one piece of 50mm thick. At first I thought this would hinder the look of the product but after contemplation I decided that I could develop my design to improve it. I decided that to improve this, I would split the base up and raise them using a aluminium dowel. I thought this would denote the product being lift higher than the others leading to connotations of superiority. This is a dramatic change so I decided to a do a questionnaire to see what other designers thought of this decision. As you can see, this was a popular decision.
  • 53. 46. Lights My point of sale needed to stand out more, that was its main criticism from my peers. I looked back other my research and decided that I could incorporate lights into my design. Also, the last bit of my design I developed was the raising of my base. This created the perfect place for the lights to be placed. The LED lights would be glued to the upper side of the Oak to shine down and outwards of the base. I used a mains power source over a battery because if used a battery it would create too much hassle for the store / Hackett to change the batteries over. Instead, I used a mains power source so it wont run out of power. 47. Vinyl Instructions For the user of my point of sale to know how it works I will include instructions. Instructions would be „Spin Me‟ on the base of the point of sale so people know how it works. I will use vinyl to stick these down and use the colour black to match the colour of the zoetrope. I will draw it out using Techsoft and ill also use the „georgia‟ font. SPIN ME 48. London Skyline Backdrop My point of sale didn‟t look complete after rendering it on Google Sketch Up. I didn‟t feel like it was developed to point where I was happy so decided that I would create a back drop for the zoetrope and as it was for Hackett, I thought the London Skyline was perfect.
  • 54. Final Design. Birds Eye View Side View POV of Customer Environmental Cardboard and wood is environmentally friendly and could easily be recycled. The cardboard is unable to be re-used as it being sprayed and cut into. The metal is less environmentally friendly and is harder to dispose of. Social Moral The idea of the Hackett customer is the tweed wearing, nice clothed man and some customers may think that this is who they‟ll become after buying Hackett. This could be misleading people and giving them false hope. But generally, I do not think there is anything immoral about selling Hackett as it aimed at people with the lifestyle who can afford it.
  • 55. Cutting List Part No. Description Material Length Width Thickness Unit Cost 1 Long Rectangular Shape. Card. 800mm 300mm / 2 Wooden Base Oak Wood. 400mm 400mm 15/20mm 3 Circular Shape 1 Pine 50mm 50mm 50mm 4 Circular Shape 2 Pine 100mm 100mm 50mm 5 Circular Shape 3 Pine 150mm 150mm 50mm 6 Testers Card. 50mm 20mm / 7 Circular Base of Zoetrope Iron on Veneer 300mm 300mm / 1 2 34 5 6 7
  • 56. This is the diameter of the entire zoetrope. It will 300mm. The purple arrow is showing the top / first platform, it‟ll be 50mm in diameter. The blue arrow is showing the second platform. The second platform is going have diameter of 100mm. The orange arrow is showing the third (bottom) platform. This third and final platform will be 150mm in diameter. 300mm 150mm 100mm 50mm Dimensional Drawing
  • 57. Marketing / Interior of Hackett Store
  • 58. Manufacturing of Product For this, I made sure the font was the same for the Hackett logo. This is the Hackett logo letters that will eventually be made into the logo. Here, are the letters carefully placed on to the clear acrylic rectangular shape. The letters have been placed exactly the same as the actual logo. I also have had to make sure the lazy susan bearing was put in the right place so that the bottle and the vinyl spin can fit. I have had to make sure my lazy susan was glue directly on the middle of the first platform. I have had to make sure all the images on the first and second platform both had a height of 40mm. 1. Cut out a 15mm Acrylic Tube. (DONE) 2. Cut out two 18x18mm pieces of Oak Wood. (DONE) 3. Cut out the platforms using MDF. (DONE) 4. Spray Paint the Platforms Black (DONE) 5. On Techsoft 2.0, design the slits out of vinyl on the zoetrope and put them on the acrylic tube (DONE) 6. Spray paint the acrylic tube black. (DONE) 7. Peel off the vinyl. (DONE) 8. Stick the Lazy Susan on the Oak Wood. (DONE) 9. Cut out 30mm long aluminium dowel. (DONE) 10. Stick the dowel between the two pieces of the Oak Wood base, raising it. (DONE) 11. Stick the platforms onto the lazy susan. (DONE) 12. Stick the images onto the platforms. (DONE) 13. Stick the acrylic tube over the platforms but not touching the base, so it can spin (DONE) 14. Stick the acrylic letters of Hackett onto the clear acrlic shape. (DONE) 15. Stick the shape (with the logo) onto the front of your point of sale. (DONE) 16. Spin the point of sale and look at the images. (DONE) Quality Check
  • 59. A - I have found that the main themes of Hackett are grayscale pictures, traditional sports and features a lot of English themes. I have to mirror these themes on to my point of sale display. My point of sale must be big and stand out against the crowd. C - I have found the products associated with Hackett are of a high quality and connote being rich and successful. As this is, I think, the target market for Hackett. It would make sense I use these themes in my design. The cost of the point of sale must not be any more than the products displayed as this is losing money. C - The target customer of Hackett is somebody between the ages of 25- 50. This is quite a large age difference but the clothes and accessories in the stores are aimed toward people who are on the road to achieving great successful. E - My point of sale must be able to be placed in different areas of the shop. I think the environment of my point of sale varies. It would make sense if the shop puts the point of sale where the most footfall is. But, my point of sale is of a size that it could be put on a shelf, on a plinth, or on the store counter. S - The point of sale must be big enough to be able to display relevant information such as the brand identity, history of the brand and where it comes from. It also must be big enough to be able to fit on a shelf or the shop counter. It must not be too big as this creates unwanted visual noise and may put customers off from buying the product S – The Safety of the point of sale is important as they are easily knocked over, spilt on etc.. It is important that the point of sale be secure when on the plinth or the shelf. It is also important that the plinth is secure to the floor. I will also make sure all sharp edges are smoothened out so no body catches themselves on them s they can be quite painful. I will also keep the point of sale away from children , they are often the culprits of the spills and knocking over so they will be kept out of reach. Also, children are not the target audience and do not need to see the point of sale display. F - The function of my point of sale is to advertise a product of Hackett and advertise the brand identity and history of Hackett. I will achieve this through the use of images and a timeline around the point of sale. M - – In my point of sale I will use high quality materials such as oak wood, aluminum, teak and glass. This reflects the high quality of the Hackett brand. YOUR EVALUATION: My product does in fact fit most of my specification. The main point of my product is for it to give out a message about Hackett which I think people should understand when using the product. The product I think moves away from the specification when it comes down to materials, during the manufacturing of my product I decided that using acrylic to make the zoetrope head would be a much better choice than card as it is stronger and spill resistant. I think using less materials would be better for production. It also makes it cheaper to make. I think my product is successful y advertised by my point of sale. I have stayed to the specification in regard to the colours I have used. I stayed with using black as I think it is a classy and more mature colour compared to a colour which is more bright which could create visual noise. CLIENT COMMENTS: „I think this point of sale is good for the store of Hackett. There are some downfall though. For instance, the unit can only show the two stories on the unit currently. I feel the point of sale by making the stories interchangeable. Also it would be better if the point of sale could be moved on its own with a device like a motor. Having said this, the point of sale does fit the ethos of the company. The design is retro and goes back to the olden times which is where our company comes from and I think having this unit in our store will remind our customers of this. The point of sale is innovative and stands out to customers whilst also fitting in with the rest of the products in the store. The unit is also very sturdy, the acrylic head of the point of sale is sturdy and lightweight also the oak base is very strong. Overall, I feel this point of sale fits in with the company but could possibly have a few minor changes.‟ USER COMMENTS: I think your point of sale is well made and a nice design but the colour black doesn‟t really stand out to me, I think other colours would be better. Also your design could be much improved if a member of the public couldn‟t steal the product from where it is sitting so easily. Currently, it is possible for someone to test the product and walk ouzt with it. Also, I think you could have allowed your self more room to add in more relevant awareness of Hackett. Your point of sale isn't as safe as you have included on your final specifications. Your corners are not rounded as you included on your final specification. Your design is also good because you do mostly stick to the specification. For instance, the theme of your point of sale is traditional English – i.e. a working zoetrope. You have also used high quality materials. For instance, you r design includes oak wood, aluminium and acrylic rather than wood. Your point of sale is of a size that can be moved around to different areas of the shop. Your point of sale does in fact advertise the brand of Hackett and it also advertises the product. „
  • 60. MODIFICATIONS FOR MASS MARKET Highlighting The Modifications Needed Before The Product Can Go To Market Based On The Feedback From The Uses Comments And Specification. „The stories that are shown in the zoetrope cannot be replaced and therefore limits the shelf life of the unit‟ – Client Comments I would modify this by making a cover around the animations from a plastic, probably clear acrylic, so the animations could be slotted in and out easily. This increases the life span of my point of sale display and improving it. To create the shape of the acrylic cover I would need to cut some acrylic tubing of the correct size (50mm). As Hackett is batch production, I would need to use a less expensive way. I would not use Injection Moulding as the initial costs are too much. A less expensive way would be to use a CNC Machine. „The point of sale would be improved if it was spun via motor rather than using your hands‟ – Client Comments I would modify and improve this by adding a motor. I would have to raise the oak between my base higher and could glue a motor there. I would purchase the motor separately. To make sure the motor is secure to the point of sale I would use Epoxy Resin. This dries quickly & is very strong. Rather than use araldite / epoxy resin. The point of sale would be made on a conveyor belt where Contact Adhesive would be squirted onto the surface where the motor will be placed. „The use of the colour black doesn‟t really attract customers and fades into the background‟ – User Comments To modify this I will make brighter colours of my point of sale. For instance, I would make a red one and a blue one as they are still British colours. As my point of sale is made using wood and acrylic as the main parts these are very easy to colour. Acrylic can be purchased in a variety of colours and colours. The colours I cannot buy can be spray painted. Wood, also, can easily be spray painted. Manufacturers who mass-produce wood products use automated spray systems, allowing them to paint materials at a very high rate with a minimum of employees. Automated spray systems usually incorporate a paint- saving system which recovers paint not applied to the products. Commonly, linear spray systems are for products which are lying flat on a conveyor belt and then fed into a linear spray system, where automated spray guns are stationed above. „The product displayed is easy to take away and steal after use‟ – User Comments I would add extra security to improve my point of sale. I would attach a security bottle to the oak base and the aftershave bottle. This way the customer can hold the bottle, test the bottle, see how big it is etc but cannot take it away from the point of sale. To attach the cable to the point of sale it would be glued. It would be glued using araldite as it is very strong. It could also be glued using PVA glue as it is strong and it is clear so would not look aesthetically displeasing. This would probably be done on a conveyor belt like the motor and would use contact adhesive rather than epoxy resin. This would be done automatically by machines meaning less labour needed to produce the product, keeping costs down. The point of sale could have displayed more information about Hackett and it‟s history. – User Comments I would be able to make this change by increasing the size of my point of sale base. This would allow to include more information about Hackett. I would increasing it to 250mmx250mm. For me, when making the prototype I would simply mark out (with a pencil + ruler) on the wood a bigger size. I would use a production. The advantage of utilizing a production machine is repeatable accuracy with speed. I would use a JDS Multi- Router. It is expensive but speedy and time is money so it‟s a compromise. Your Point of Sale isn't as safe as on the specification for instance you have not smoothened and rounded your edges‟ – User Comments I would make my point of sale more safe in the future my smoothening and rounding the edges. This would mean customers could not cut themselves as easy. When its spinning. For my prototype I would use some wet and dry paper to smoothen the edges of the zoetrope head. For the wood I would use sand paper to smoothen it. For Batch Production I would round the edges of the wooden base using a belt sander this is a lot quicker and more effient but the machine costs a lot of money. For the edges of the plastic I would make the mould it is made in smooth so they is no need to manually round them.
  • 61. User Comments Before (During Development) „Your Point of Sale doesn‟t really attract customers, especially since the colour of your point of sale is black‟ „Your Hackett logo on the front of your point of sale is blue (like the original logo) but you‟re point of sale is black. I don‟t think it looks good having both a blue logo and a black project, I think they should match‟. „Your point of sale design base seems to be pretty average, it doesn‟t really have a purpose‟. „Your point of sale use wooden dowel to hold the two bases apart. I don‟t think a wooden feels as secure or is a material of a quality for Hackett‟. „Having the product on the top of your design can be dangerous because as your product Spins it could easily fall off‟. User Comments After (Final Prototype) „Now you have included some LED lights in the base of your point of sale, I think customers would be attracted a lot more, especially since Hackett isn't the well-lighted shop‟. „Now you changed the colour of your logo it feels more they are matched together. It makes you project feel more like it is from Hackett‟. „Now you have increased the size of the base, it looks more dynamic. The base now has the opportunity for much more to be included – like the LEDs you have added in‟. „Looking at your product again, I can see that your point of sale looks more secure. It also feels more secure than before‟. „I think it is good that you have moved the position of your product. The side of the point of sale is good because the bottle is only small and can easily sit there. This is also a good improvement because people can read what's on the bottle because this would be illegible while it is spinning‟.
  • 62. Photos of Final, Finished Prototype