Point-of-sale design for sales: visual merchandising as a driver of attraction

17/06/2025

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POS Communication

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Point-of-sale design for sales: visual merchandising as a driver of attraction

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When the sales come around, the point of sale is transformed into a veritable shopping war zone. Customers know what they are looking for: opportunities. But how do we stand out from the saturation of stimuli? Visual communication is the key to attract, inform and convert.

Visual merchandising adapted to the sales period

During sales campaigns, the design of the point of sale must remain consistent with the visual brand identity. Far from losing strength, this period is key to reinforce branding and attract customers with strategic visual communication. At INSTORE we help to enhance the visual impact of the retail space without sacrificing the promotional message. We do this through effective solutions such as:

Adhesive vinyls with powerful typography and colour contrasts that capture attention from the first glance.

Hierarchical promotional signage for shop windows and hotspots, facilitating customer navigation.

Large-format banners that unify the shop’s aesthetics and give prominence to the sales campaign.

In short, visual communication in sales is not just decoration: it is a key tool for strategic retail design, loyalty and conversion.

What elements of visual communication should not be missing?

During promotional seasons, every element of the point of sale must work in favour of conversion. Well-designed visual communication enhances the customer experience, guides the shopping journey and maximises the impact of offers. These are the most effective resources in retail during sales:

1. Signs and directional signage
They guide the customer seamlessly to key discount areas. Promotional signage should be clear, intuitive and visible even at busy times.

2. Price and percentage signs
Signage should prioritise legibility and colour contrast. In sales, discounts must be visible from several metres away, which requires powerful typography and visual hierarchy.

3. Promotional vinyls in shop windows
Shop windows have a strategic function: to attract from the outside. For this reason, sales stickers should be eye-catching and direct, using keywords such as ‘-50%’, ‘last days’ or ‘limited stock’.

4. Activation zones or special corners
Spaces designed with temporary POS, displays or promotional totems that centralise the most aggressive offers. They are ideal for highlighting star products, encouraging impulse buying and reinforcing the campaign message.

5. Dynamic digital signage

Increasingly in demand, display content offers flexibility to change messages and engage with movement and light. A recent study published in the Journal of Business Research examines how the use of digital signage to highlight discounts influences consumer response, even when the products being promoted are not located directly next to the screen.

Colours, fonts and graphic design in promotional period

During sales campaigns, graphic design at the point of sale plays a decisive role in attracting attention and driving purchases. To maximise its impact, we recommend applying these visual principles:

Warm, vibrant colours such as red, orange or yellow, which generate a sense of urgency and highlight key messages.
Bold fonts and direct messages, such as ‘-50%’, ‘Last units’ or ‘Today only’, which reinforce the call to action.
Sharp contrasts to ensure legibility from any point along the customer journey.

However, all these visual resources must be aligned with the visual identity of the brand. The aim is not to transform the space into a visually chaotic bazaar, but to create an attractive, coherent and conversion-oriented environment. The balance between promotion and brand image is the key to effective graphic design in sales.

The importance of the visual journey for point-of-sale design

During sales, the shop should facilitate customer movement. Visual communication should accompany the route, mark hot spots and highlight key products.

Is your retail outlet ready to stand out visually in the upcoming sales season or will it just be another one in the crowd?

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