Products that are located in aisles are arranged in a hierarchy with leading brands receiving better placement than others. Popular products are usually placed towards the tops of the shelves where customers are more likely to notice them as they are at roughly eye level. Essential products are often placed at the ends of aisles as research has shown that customers have a tendency to only travel part of the way down each aisle. Supermarket specials, promotional products and new products are often displayed in their own individual structures that are usually placed on the ends of aisles or at the front of the store. These displays are usually large, colourful and hard to miss, giving the product extra special exposure.
Supermarkets are designed to be welcoming and make customers feel at home in a relaxed environment. Supermarkets and brands use a number of tactics to make customers feel a certain way about a particular brand, product or display. The use of colour is very important in attracting a buyers attention and it is often thought that different colours will invoke different emotions and have an effect on peoples purchases. Yellow is said to be the colour that is commonly associated with hunger. The fruit and vegetable section is arranged like no other and is always placed towards the front of the store. It is important for this particular section to promote an idea of quality and freshness that is commonly associated with healthy eating and also perishable foods. Unlike products in other sections, most fruits and vegetables are not packaged and their displays are often spread out giving customers the opportunity to look, touch and evaluate the products for themselves.
Supermarket displays use bright colours, large fonts and attractive imagery to inform customers and make them feel a certain way about a product. Coles currently have a special display set up for some Uncle Toby's Oats that not only promotes the products but also the brands key values and identity. Uncle Toby's products are often associated with being healthy and the display uses imagery and text that are not seen on the products packaging to help convey the brands values. It is of key importance for a display to stand out but to also demonstrate the brands value and why customers need to purchase their product.
