Pop materials: images and colours as communication strategies

Pop materials are widely used for communication, as is known. Using particular images and colors can be a winning strategy

Pop materials

We know what pop materials are and what they are for. Using them correctly, however, can help us a lot to refine our communication and marketing strategies. Before talking about strategies, we must always think about the objectives. In some cases, the material must contain the product (Push) or, in other cases, it must be purely communicative (Pull). It is necessary to work on the specific objectives of the in-store action, to promote and display these advertising materials, to facilitate an experience or to simply inform about news.

The images and colors often recall the values of the brand and the identity of the brand. This is done to give an effective visual impact even in unbranded mode, that is in cases where it is not necessary to make explicit the brand. The most durable materials are useful for improving the styling of the category in the points of sale, when you want to standardize the design of the product display in the area.

In other cases, however, the material becomes lighter. This is the case of the in or out store promotion spot. The promotional desks in sails and self-supporting panels, for example, are often light precisely because they must allow the possibility of being mounted even by figures as hostesses and promoters. Consequently, this explains the reason for their lightness. In this way, not only logistics are optimized, but also set-up costs.

Read also: What are the uses of antique and vintage gas signs?

When, on the other hand, the goal is to give visibility to the brand and the product, you can opt for promotional islands and durable corners, which are thus set up in galleries or points of sale. Here we talk about real installations, which can be useful for interacting with the product and trying it out, TV screens that can create communication with the user, product display areas similar to showrooms.

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