Notes from the aisle
Practical writing on point-of-sale design, production, and trade ops.
Hierarchy that holds on a gondola end
Shoppers give a gondola end about two seconds. Here is how we structure offer, brand, and product so the message survives aisle speed.
Shelf talkers that earn their centimetres
Shelf talkers are easy to over-design. A quieter approach often wins more facings and fewer removals by store staff.
Activation week: what design must hand to ops
Beautiful kits stall when ops lacks an assembly sheet. The design handoff is part of the creative job.