F is for FOCAL POINT

What is a Focal Point and what role does this play in influencing shopping behaviour? A retail focal point is a place where we would like shoppers’ eyes to stop. It gives them an idea of what to expect to find inside the store, or in other cases, within a particular section of the shop. In essence, a focal point is a the centre of interest. Hence, effective retailing uses this to engage shoppers- be in communicating the shop’s product selection, expected values or simply to make customers fall in love with whatever product the business wishes to promote at that time.

The example below of a focal point predominantly uses the colour red to draw the eyes from the front of the display all the way to the back wall. I have also taken the opportunity to invite the eye to view adjacent displays or as some of my students have commented, to tie the entire section together.

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