Struggling to make displays that stand out? You spend a lot on them, but customers just walk by. Let's look at the simple secrets to making great displays.

A good retail display grabs attention instantly, clearly communicates the product's value, and makes it easy for customers to buy. It combines creative design with a strong structure and a clear, simple message. It must be relevant to the target shopper and the retail environment.

It sounds simple on the surface, but getting it right takes careful thought. Over my 16 years in this business, I've seen many great ideas fail because of small mistakes. But I've also seen simple designs achieve incredible results. So, you want to know how you can do it yourself? Let's break it down into practical steps you can follow.

How do I make a good shop display?

You have a great product but don't know where to start with the display? A poor design can make even the best products invisible. Here’s a simple process to follow.

To make a good shop display, start by defining your goal and target audience¹. Then, create a design that tells a clear story using color², lighting, and hierarchy. Ensure the display is well-placed, sturdy, and has a clear call to action³. Keep it simple and focused.

From my experience, the best displays are born from a clear plan, not just a creative spark. You have to think like both a designer and a customer. Before my team and I even open our design software⁴, we ask a few basic questions. This simple step saves us a lot of time and money later.

Know Your Goal and Audience

What is the number one thing you want this display to do? Is it to launch a new product, clear old stock, or build brand awareness? The answer changes the entire design. At the same time, think about who you are talking to. A display for kids' toys will look very different from one for luxury cosmetics. You have to speak your customer's language.

Tell a Story with Design

Your display should tell a story in three seconds or less. Use color²s, images, and a few powerful words to communicate what your product is about. For example, for a coffee brand, we used warm brown tones and images of roasted beans to give a cozy, aromatic feeling. The story was "rich, comforting coffee."

Focus on Structure and Placement

A beautiful design that falls over is a failure. The structure⁵ must be sturdy enough to hold your products and withstand a busy retail environment. I always tell my team, "It has to stand before it can sell." Also, think about where it will go in the store. Aisle-end displays, or POP displays, need to grab attention from multiple directions.

Which example describes a good retail display⁶?

Theory is good, but seeing it in action is better. It’s hard to picture what "good" looks like. Let me share a real-world example of a display that worked perfectly.

A great example is a cardboard floor display for a new organic snack brand. It used earthy colors and graphics of ingredients, telling a story of health. It had multiple tiers for easy access, a clear "Try Me!" sign, and was made from recycled material, reinforcing the brand's message.

I remember working with a client who was launching a new line of organic fruit bars. They wanted to communicate "natural" and "healthy" instantly. We designed a floor-standing display unit (FSDU) made entirely from recycled cardboard. This immediately connected with their eco-conscious target audience¹. The design used green and brown color²s and featured large, high-quality photos of fresh fruits. The header card had a simple, bold message: "Pure. Simple. Energy." Each shelf was angled slightly downward, making the bars easy to see and grab. The most important part was its structural integrity; it was light enough to ship flat but strong enough to hold 50 pounds of product. It was a complete success because every element worked together to tell the same story.

Here is a quick comparison:

What makes an effective display?

Some displays just work better than others. It often feels like magic, but it’s not. It’s about understanding a few key principles of how people shop and see things.

An effective display combines three core things: visibility⁷, information, and appeal. It must be seen from a distance, quickly explain what the product is and why it's needed, and use attractive design elements like color² and shape to draw the customer closer for the final purchase.

An effective display works like a funnel. It has to pull people in from afar and guide them all the way to picking up the product. In my 16 years of designing displays, I've learned that effectiveness comes down to a few psychological tricks⁸ that you can build into your design. It's not about being complicated; it's about being smart and direct.

The Power of Color

Color is the first thing a shopper's brain processes. Bright colors like red and yellow can grab attention and create a sense of urgency. Blue and green can create a feeling of trust and calm. The key is to use colors that fit your brand and stand out from the store's background. Don't use ten different colors. Pick two or three and use them strategically.

A Clear, Instant Message

Most shoppers are in a hurry. They will not stop to read a long paragraph. Your display needs a headline that is short, bold, and easy to understand. Five words is a good goal. This headline should explain the main benefit of your product. For example, instead of "Our Scientifically Formulated Skincare," try "Glow in Just 7 Days." It's simple, direct, and promises a result.

The Importance of Hierarchy

A good display guides the eye. Think about what you want the customer to see first, second, and third. Usually, it's the main image or headline first, then the product itself, then the price or call to action. You can use size, color², and placement to create this path. The most important element should be the biggest or brightest.

What is essential for successful merchandise display⁹?

You're ready to design, but what are the absolute must-haves? Missing these essentials can cause your entire project to fail. Let's list the non-negotiable elements for success.

The essentials for a successful merchandise display are a strong structure⁵ that holds the product safely, clear branding¹⁰ that is instantly recognizable, and a simple message with a direct call to action. It must also be easy to assemble and appropriate for its retail location.

Overlooking the basics is the most common mistake I see. A display can have the most beautiful graphics in the world, but if it's hard for store staff to set up, or if it collapses after a day, it’s a failure. These essentials are the foundation of your entire project. As a designer, your client depends on you to get these right. At my company, we have a checklist for every project to make sure we never miss these critical points. They are the difference between a display that looks good on a computer screen and one that actually works in a real store.

Here are the absolute essentials and why they matter:

Conclusion

A great retail display⁶ is a silent salesperson. Focus on clarity, strong branding¹⁰, and your customer's needs, and you will turn shoppers into buyers every time.