They way products are displayed in supermarkets varies depending on the type of product as well as which supermarket you’re shopping at, however they usually (in my experience) follow a similar appearance, for example cereals are packed up into shelves and feel very crowded and overwhelmingly colourful especially when compared to the fresh vegetables and fruit which are packed in a more open and plain and less retina attacking space.
I decided to compare the produce and cereal sections of my local Woolworths, the produce section is at the entry to the Woolworths, so that’s where I started. First thing I noticed about the produce section was that it was stacked on waist height tables, avoided most (over-the-top) packaging, save for perhaps a plastic or paper bag (see Figure 1) and used lots of earthy and natural colours and tones to give it a more natural, fresh and open feel. This is especially noticeable when I compared it the cereal isle which was packed with rows and rows of shelves of brightly packaged (and heavily processed) foods such as these Up & Go’s (see Figure 2). I will admit though that I do drink Up & Go’s a lot.
The same feel can be seen in Woolworth’s Macro range of organic foods, which use much duller, less vibrant colours and tones than most regular products to give them a healthier look and feel.
The same feel can be seen in Woolworth’s Macro range of organic foods, which use much duller, less vibrant colours and tones than most regular products to give them a healthier look and feel.
When their products are on special, Woolworths uses bright yellow tags (see Figure 3) that show you the price, how much you’re saving as well as the percentage it is off (the regular price). These tags stick out when going down isles so it is easier to notice when something is on special. Now when a product is new Woolworths utilises white tags with a pink border certain products also have cardboard signs that stick out from the shelf (see Figure 4) Another use of cardboard signs are for things for which Woolworths has dropped the price permanently, for example, Up & Go’s, which are $2.01 cheaper than they were a year ago (according to the cardboard sign) (see Figure 5).
Figure 1: Leafy Produce (Josiah Knoechel, 2015)
Figure 2: Up & Go's Colour Packaging (Josiah Knoechel, 2015)
Figure 3: Vegetables with yellow special tags (Josiah Knoechel, 2015)
Figure 4: NEW Milo cereal lost in the overwhelming bright colours (Josiah Knoechel, 2015)
Figure 5: Up & Go price comparison signs
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