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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.
LYNXShower 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 FXLOGICALIt 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.
ILLOGICALIt 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
NEEDThe 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.
KEEPThis 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.
SCRAPMost 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 FUNCTIONI 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 FACTORWhen 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 & FeaturesThe 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 PositionThe 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 MarketsThe 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.
MaterialsPoint 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.
SafetySafety 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.
SustainabilityThe 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.
EnvironmentThe 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.
InteractivityThe 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 OberservationHow is it used?Positioning?
- environmental snapshotColours?Height?Where people walk?
- first hand existing design analysisACCESSFM
- market research Current productsCurrent trends
- competitive productsWhat else is out there?
- Moodboard
-Product profilingLook at all kinds of POS
- Cultural understanding
Access FM – Initial Specs
AestheticsThe 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,
CostWhen 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.
CustomerThe 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.
SizeThe 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.
SafetyThe 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.
Featuresthe 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.
MaterialsThe 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 & MaterialsQuestionnaireCompetitive ProductsEnvironmental SnapshotCustomer ProfilingBrand ProfilingProduct ProfilingMoodboard
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 DOESNO IT DOESN’T
IT VARIESIf so, what features of the point of sale display draw you
in? SIZE
BRIGHT COLOURSSOUND
VIDEO DISPLAYSOTHER
If not, do you tend to already plan what grooming product you are going to buy beforehand?
YES, I FIND MY PRODUCT ONLINENO, 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 PRODUCTSNO, 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.
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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
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EXPENSIVE
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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.
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 IS A SCALE MODEL OF THE
UK. REFLECTING HACKETT’S
HERITAGE.
THIS IS A 3D VERSION OF
ONE OF HACKETT
ADVERTISMENTS.
THIS INVOLVES THE ASTON MARTIN PARTNERSHIP WITH
HACKETT
THIS IS A 3D
MODEL OF ONE OF
HACKETT’S
PREVIOUS
SUMMER
ADVERTISMENTS.
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.
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.
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 attackIt 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 - AdhesivesEpoxy 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 GluePolyvinyl 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 GunThe 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 ZoetropeIf 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 ZoetropeA 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 – FinishesTo 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. WheelsAt 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.
SAFETYI 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 glassTo 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 PlatformThis 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.
Back Front Sides0
1
2
3
4
5
6
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
EnvironmentalCardboard 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
MoralThe 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 MARKETHighlighting 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 awooden feels as secure or is a material of a quality for Hackett’.
‘Having the product on the top of your designcan 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
