Display Variation
How does the display of products in a supermarket vary?
The major display variation between supermarkets are Woolworths / Coles vs. ALDI.
Woolworths / Coles
ALDI
Woolworths and Coles unpack and display their products on shelves, neatly aligned by their staff - requiring a lot of effort into maintenance and display.
ALDI displays their products still in the bulk packaging boxes and claim it is to give savings to their customers.
Display Communication - Woolworths
What does the display say about the products (ie. how are the vegetables displayed and how does this convey an idea about "freshness")?
Fresh fruit, herbs and vegetables are displayed in a farmers market style, with natural lighting and minimal packaging. The colours are set next to each other in contrast and the product displays are at an angle (Either smaller items in front and larger items at the back or in a tiered setting.) There is often crates or natural looking shelves and tables.
Freshness and healthiness is conveyed through the lack of packaging and the look and feel of a farmers market. The products look like they could have gone straight from the farm to the store. The use of natural shelving like baskets, hemp rope, wooden crates and tables all add to this effect as does the softer lighting. The greenery of these items is interspersed throughout so there is no large patch of red or orange, again adding to the feel as green is associated with leaves, grass, healthiness and freshness.
Breads and baked goods are displayed on racks, or in a wooden shelves as if it were in a small bakery, the baking preparation area is visible. Being displayed on the wooden shelving makes it feel less like a supermarket and more like a small bakery. Breads found in the supermarket are generally felt to be less fresh than from a bakery, this tactic of making it feel more homey has made the products displayed here appear fresher.
The deli appears fresh through the display of the cheeses and meats. The cheeses are made visually appealing by being displayed in their wheels, on wooden boards, tiered and interwoven with each other. The ham legs are set next to the shaved ham to give the appearance of freshness. There is also variety in the containers and bowls used and in the way items are displayed - for example hanging the salami sausages behind the deli - to give the it a less clinical, less supermarket feel.
Lollies, chocolate and candy shelves have a lot of products displayed lower, I imagine this is to catch the eye of children. They are also available near the cash registers - for impulse buyers who are waiting in line, enticing customers at every turn.
The end of aisle displays convey a cheaper than normal price for the items, a bargain.
Visual Queues
What visual clues are given in a supermarket display to make you feel something about a product (ie. excitement because the product is "new" or to give you an idea about the "quality" or "freshness" of a product)?
Bargain bins, crates and end of aisle displays are visual cues to customers that the products featured are on sale or clearance items. This gives shoppers a sense of urgency and a feeling of bargain hunting if they buy those products even if they would never normally do so. Clearance stickers or price reduction stickers on the products in a bright colour or on the shelves draw attention to a cheaper price, it tells the customer this item is on sale or reduced again giving the shopper the feeling of saving money. The cardboard displays that are scattered throughout the store at Christmas, Halloween and Easter (or when something new is released) create excitement and a sense of urgency for shoppers.
References
http://www.mccartneydesign.com.au/Woolworths-Wolli-Creek.html
http://www.streetbuild.com/projects/retail/woolworths/woolworths-kiama/
http://www.afr.com/business/kennett-toasts-coles-over-fresh-bread-20130612-jhjyq
http://www.truelocal.com.au/business/woolworths-ltd/surfers-paradise/photos
http://etbe.coker.com.au/2012/08/29/woolworths-maths-fail/
http://blivingrock.com/tag/cadburys-mini-eggs/
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