Point-of-sale materials: correct color and layout are mandatory.
When clients are in front of the shelf, the brand has only a few seconds to be recognized, and the point-of-sale item is the only thing that works on your behalf.
You should definitely prepare the correct colors and layouts, not as an option. The point of sale is where the physical presence of the brand meets the actual purchase decision, so POSM (point of sale materials) with incorrect colors or layouts will disrupt the identity at the most crucial moment. It is mandatory to export print files in the correct CMYK color system and closely adhere to the key visuals used in other channels.
- You go through channels such as supermarkets, markets, or on-site campaigns.
- Need to synchronize with the key visuals of other channels so that buyers recognize the same campaign.
- You operate online without a physical point of sale.
Point-of-sale materials, or POSM (Point of Sale Materials, which includes all display and identity items at the point of purchase), are not just for show. This is the final physical presence of the brand before the customer makes a purchase decision. If the standee has the wrong color, the banner is overloaded with text, or the decal uses an old logo, then all the branding efforts on previous channels are weakened at the most critical moment.
Why the point of sale is an essential layer that cannot be overlooked
Byron Sharp in How Brands Grow distinguishes between two types of brand presence: mental availability (the brand being recalled when there is a need) and physical availability (the brand being present at the right place and time when customers are ready to buy). Point-of-sale materials are a layer of that physical presence. They only work effectively when they carry the right identity assets built across other channels. If inconsistent, customers cannot connect the brand they saw on social media with the materials in front of them on the shelf.
Research from POPAI indicates that a significant portion of purchase decisions is made right at the store. The specific figure is still debated in the industry, but this observation is consistent: shelves are not passive places; they are where brands can win or lose in just a few seconds.
Four easy mistakes when preparing point-of-sale items
- The color system is incorrect when printed. Screens display in RGB, while printers use CMYK. Exporting screen design files directly for printing will result in color discrepancies compared to the identity system. Print files must be converted to CMYK and tested before large-scale printing.
- Piling on too much information. Items on the shelf are only seen for a few seconds. Standees or banners stuffed with too many words, prices, and messages at once will convey nothing. Prioritize one main message and large, clear brand assets.
- No accounting for viewing distance: Logos and messages must be large enough to be read from the actual distance of customers standing in front of the shelf, not from the design screen distance.
- Each print run from a different printer, colors drift. Without a standard color specification and a requirement for test prints for comparison, print runs will gradually differ even when using the same file.
When is it worth a full investment, and when can it be lighter?
Selling through channels with physical shelves: supermarkets, store chains, fairs, pop-ups, partner sales points. This requires investment in POSM with correct colors and layouts. The materials are the only representation of the brand at that point; there are no salespeople to tell the story instead.
Pure online sales, without physical points of sale: POSM is not a priority. However, if there are items included with the order, such as boxes, labels, or thank-you cards, those are also brand touchpoints and need to be consistent with the identity system, even if on a smaller scale.
The viewpoint of Sinh Vũ
The point-of-sale materials are one of the six categories that Sinh Vũ delivers in the campaign visual project. Sinh Vũ outputs files in the correct CMYK system, closely adhering to the original key visual, for standees, banners, decals, and shelf tags in the right colors and layouts consistent with other channels in the same campaign. The selection of printers, construction, and actual implementation at the point of sale is carried out by your team or partners; Sinh Vũ does not intervene in that process.
A brand needs to be present in both memory and at the point of purchase. Point of sale materials serve as the bridge between the two, and they only work when they carry the correct identity signals that have been established.
Draw from Byron Sharp's thinking framework, How Brands Grow, applying it in Sinh Vũ's practice.
In summary: preparing point-of-sale materials in the right color and layout is not an optional cost if you have a physical point of sale. This is a condition for brand identity to function correctly at the right place and time of purchase.
Decision checklist
Topic: Do point-of-sale materials need to have the right colors and layout? Sinh Vũ guide, sinhvu.com
Select each item you find appropriate, then print or save as PDF to take with you.
If you have marked most of the signs above, this is the time to discuss in more detail. Sinh Vũ can help you review and propose a direction.
References
Byron Sharp, How Brands Grow (Ehrenberg-Bass Institute). POPAI Shopper Engagement Study (qualitative insights, specific numbers are still debated in the industry).
Frequently asked questions
Why does the design file look great on screen but the printed version has color discrepancies?
The screen displays colors in the RGB system, while the printer uses the CMYK system. These two systems reproduce colors based on different principles, so if you export an RGB file directly for printing, the colors will shift, possibly appearing lighter, darker, or off-tone compared to the original. What needs to be done is to finalize the print file in the correct CMYK system and print a color proof before producing large quantities.
Is it necessary to use the same printer for all batches?
Not required to use the same printer, but you need to maintain the same color specifications. Each printer has different machines and inks, so without a standard file and clear color guidelines, print runs will gradually lose color consistency. The solution is to keep a record of standard colors and request test prints for comparison before each run.
If selling online without a physical point of sale, is there a need to worry about POSM?
If purely online and without a physical point of sale, POSM is not a priority. However, if there are fairs, pop-ups, or deliveries with items going to customers, those items still serve as brand touchpoints and need to be consistent with the identity system.