Can we even use those words in the same sentence? In my first display job, I worked with a veteran designer who used to joke about “making trash." His point was that the products we make will eventually end up in the trash and that we shouldn't take the job pressure too seriously. We made “major makeup” displays (the plastic fabricated makeup and fragrance displays used in department stores). We created some beautiful counter-top displays that lasted years, but the comment really stuck with me.

Sustainability is a term thrown around everywhere, but what does it mean? If you search with Google, you’ll literally get over a billion results. We know interest in learning about sustainability is strong.

If you are on this page, you are probably thinking about POP displays. Before you hire a consultant, commission a sustainability impact statement, or get rated by an independent agency, let’s talk about what sustainable displays can mean for your business.

The US EPA defines sustainable manufacturing as “the creation of manufactured products through economically sound processes that minimize negative environmental impacts while conserving energy and natural resources."

Our approach is to create the maximum effect with minimal resources. There are cost savings, time savings, and ecological benefits to such a simple sustainability strategy.

We want to make it easy for you. I’ve outlined these steps to help you focus on the economic and environmental dimensions of sustainability for POP displays.

7 Steps To Make Displays More Sustainable:

1-Start With Your Creative Strategy

Every project starts with some kind of creative brief. Sometimes those briefs are sophisticated multi-page documents; other times it’s a quick conversation that can be summarized on a post-it note. In any case, you should be capturing some business objectives for the project. Let’s assume one of those objectives is cost. You will also have others. Put them in your brief.

Low-cost and efficient manufacturing requires you to think about the waste factor of materials. How those materials are sourced, fabricated, shipped, used, and disposed of also affects cost.

Embrace designs that can be constructed efficiently. You should be considering the product lifecycle and the health of shoppers, plant workers, and retail associates.

Human health concerns include making displays stable so that they don’t fall over on shoppers; eliminating sharp corners; and other hazards. No one should be hurt making, setting up, or using a display.

At Display Catalyst, we try to steer decisions early in our development process to create better outcomes. Incorporate this thinking into the design brief as part of your definition of success. Elegant problem solving uses simple and cost-effective approaches.

2-Material Selection

Picking the right materials will help make your display long-lasting and align with your sustainability goals. Stick to materials that come from renewable and recycled sources and that can be recycled themselves. The big four you should consider are: steel, wood, paper, and plastic.

Steel is one of the most sustainable building materials we use. It is environmentally conscious because, once made, it can be recycled and used forever. Whether it’s sheet, tube, or wire, it is light, durable, and can be transformed into any shape. Steel is the most recycled material in the world. More steel is recycled each year than aluminum, paper, glass, and plastic combined. Learn more at: https://www.steel.org/sustainability/

Wood is both a sustainable and a renewable resource. When proper forest management and harvesting practices are followed, wood will be available indefinitely. It is suitable for a broad range of applications and can be readily sourced and processed. You will most likely find engineered wood materials like MDF and hardboard used in display production. Learn more at: https://forests.org/

Paper is another one of the most universally recycled products on the planet. It’s not perfect (no material is), but the industry-quoted rate for recycling corrugated is over 90%. In fact, nearly half of all US recycled paper goes into making containerboard (the medium for corrugated board). Learn more at: https://www.afandpa.org/

Plastics are extremely manufacturable. All plastics are technically recyclable, but the reality is limited to local collection. PET (1) and HDPE (2) are the most commonly recycled plastics; others labeled (3) to (7) may or may not be accepted. In the display and exhibit industry, PVC (3), PET (1), Styrene (6), and Acrylic (7) are commonly used. My personal preference would favor PET over acrylic and styrene over PVC. Be sure to label them appropriately and make these parts removable for disposal. Acrylics and polycarbonates are least likely to be accepted for recycling; use them sparingly and consider your business case.

Be aware that there is a growing selection of renewable materials (cotton, bamboo, compostable plastic, etc.), but they often come at a premium price and may not be economically viable. Remember, simple is better!

3-Use Responsible Suppliers

I know you are interested in reducing costs and waste. Work with suppliers who think the same way. This mindset directly increases efficiency, protects the environment, and makes your budget go further. Suppliers who invest in new equipment and energy savings measures are often the ones who also invest in improving water quality and working conditions. Inquire with your suppliers about their efforts to reduce energy consumption, manage carbon emissions, prevent pollution, and implement innovative initiatives.Make sure their sustainability strategies align with your own; one size doesn’t fit all.

At Display Catalyst, we not only design and source with these strategies in mind, we also make use of them internally. Our offices are home-based, with a remote workforce, which eliminates commuting and work expenses while also improving work/life balance. We utilize energy-efficient lighting, reuse and refit fixtures and furniture whenever possible, and keep all of our work in the cloud. It may seem small, but it’s an intentional part of our overall philosophy.

4-Pack-Out And Shipping

Your packaging supplier will have a designer who will propose the right solution. You must provide the strategy as well as the success criteria. Do you want to save shipping costs (think fuel) at the possible expense of assembly labor, or do you want to save setup time at the potential expense of shipping costs? Here are some options to think about:

Shipping fully assembled:

Advantages

• Fully set-up implies better compliance for installation
• Usually save time and money by sending labor to the manufacturer rather than the retail associates
• Note: You will always have some store-level assembly, even if it’s just loading product.

Disadvantages

• Empty displays have a lot of empty space. This translates to larger cartons, fewer units per truck, and higher transportation costs.

Partially set up:

Advantages

• Ships smaller for better truck load quantities; uses less packaging than fully set up displays.

Disadvantages

• Some in-store setup is required.

Shipping fully KDF (Knock Down Flat):

Advantages

• typically the least expensive packaging

Disadvantages

• More setup labor is required, and some packages may be prone to damage.

5-Store Assembly And Set Up

Who is going to set up your display? This is as important as how complicated the process is and how long it takes. As the old saying goes, "time is money!"

Assembly details really matter. Using tools usually implies a slower and more complicated procedure. If a screwdriver is needed, add it to the package! Use clear, pictorial instructions.

Get your team involved in the process before they have to be on the floor surrounded by shoppers, boxes, and confusing instructions. They will have some insight into how to improve the process; leverage this experience. I have seen displays thrown away rather than set up because the associate said “it will take too long."

6-Selected Use Of Lighting And Technology

Video and lighting can really enhance a shopper's experience, but be aware of the added costs and pitfalls. Do you have a support plan to replace batteries or memory cards? If your permanent display uses AC power, are you using energy-saving components? Be sure to do the analysis to know how much power you will consume.

Above all, make sure the components can be separated for service and recycling!

7-End Of Life

Properly disposing of outdated displays is crucial. Remember the “3-Rs”: repair, reuse, and recycle, the key attributes of sustainable design and the circular economy.

Repair: Design your permanent and semi-permanent displays so they have replaceable parts. Damage can happen in the store; make sure repairs can happen when the need arises.

Reuse: Permanent and semi-permanent displays are meant to be refilled. Every product turn makes for a more efficient and sustainable display. Graphic refresh kits can make your display useful for more seasons. When the display period is over, encourage retailers to reuse it for something else.

Recycle: Most importantly, plan for recycling. A single-material display can be the easiest to recycle, but use assembly and fastening strategies to allow dismantling of multi-material displays. By separating the different materials, retailers can properly dispose of outdated displays.

In Summary:

Sustainability is a popular term, but it means different things to different people. Use your business objectives to define what it means to you.

The POP display industry is a long way from implementing a “circular economy," but using some of these tips can foster sustainability in your projects. Sustainability should allow you to reap the rewards of lower costs, maximized results, and a lower impact on the planet.

Let me know how I can help you sustainably build your next retail display project.

John Colby
Founder, Display Catalyst LLC

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If you have ever followed a recipe, you know you have to be consistent to get consistent results. Cooking time, temperature, and ingredient mixing are all factors that make one cake great and another a gooey mess.

We produce displays that sell your product to shoppers in the physical world. You know that managing the development of anything requires some discipline. It is important to get the right results, and it is also important to get those results efficiently. You want to avoid wasting your own effort, and you need results. We want to be efficient in getting you a solution and delivering consistent results.

There are a lot of disciplines involved: marketing, sales, design, engineering, project management, manufacturing, etc. Every one of these teams has a process. Our business challenge is linking them all together to deliver great displays while making your life easier. 

• Our input is your request, problem, or business opportunity.
• Our output is an executed solution, taking the form of a display, signage kit, or branded environment that solves a problem for you.

In simple words, we do the following:

1. We work with you to define the problem.
2. We create a plan to solve the problem and propose a solution.
3. You approve the solution, and we execute the deliverables.
4. We ensure that the work is done correctly.

(Circle back on each step as needed.)

Our Process

Years of developing projects, managing teams, and mapping business processes have given me insight into the 4 stages needed to get your POP display project to market.

Scope > Define > Build > Deliver

Scope:

• We work together to identify the problem.
• We create a project brief describing the problem and success criteria.
• We propose a statement of work (SOW) outlining our steps to solve the problem.

Define:

• We research issues and collect visual reference for the brand, competition, and location.
• We propose solutions through sketches and renderings.
• We get your feedback and make adjustments to the creative brief if needed.
• We refine the concept and present a plan to you with a budget to execute it.
• We create a prototype of the solution, including a formal timeline and the costs for execution.

Build:

• When you are ready to move forward, we enter into a formal agreement to execute the solution.
• We work with our suppliers and vendors to create the solution.
• We manage any risks and confirm timing along the way.
• We complete the solution and have it ready for delivery.

Deliver:

• We ship the solution to your warehouse, DC, store list, or representative.
• We offer installation services to complete the set-up at retail.
• We will confirm and report compliance with the setup.

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We offer full turn-key services, but we can also work à la carte.If you have a concept from your ad agency or perhaps your own retail set-up team, we can work with you as needed.

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What this means to you

• As a client, you will know what to expect and when.
• You will see progress, and be able to communicate with stakeholders with confidence.
• You will control expenses.
• You will see consistent results.

Following a process isn’t a chore; it’s a choice. If you ever baked a cake, you knew to bring your dry ingredients together separately from your butter, sugar, and eggs. This process helps you achieve a smooth and uniform batter. If you propose solutions before knowing a clear business problem, you will waste time and money developing a useless plan.

We know one size doesn’t fit all, but a good process allows you to adapt to different situations.

Talking about “process” is usually pretty boring. For better context, let me show you how our process delivers value quickly. Take a look at our case studies or just reach out for a quick consultation.

We can talk process, methods, design thinking, or just trade chocolate cake recipes; please let me know. I am happy to share and learn.

 John Colby

Founder, Display Catalyst LLC

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Set the Stage for Success:

Project brief, design request, scope document, request form, job ticket, etc. All these phrases refer to the document we drop on the development team to start a project. A project that should meet the client's needs with a level of quality.

Back in the day, I worked for a company that actually used a version of the POPAI creative brief. It was comprehensive and frequently came in with nothing filled in except a note to “come see me” from the salesperson. Later, we simplified the “project request form” to a checklist of deliverables: renderings, pricing, prototypes, production, and a line for dates. In both cases, the project manager, design manager, and designer would all sit down with the salesperson to discuss what was needed and ask all the questions. Meeting and discussing is an excellent approach, and a unifying document gives everyone a roadmap for success.

The project triangle:

The project triangle is a model of constraints in project management. You’ll often hear “good, fast, or cheap, pick two.” This old quote tries to capture the constraints of the project triangle. The reality is that you don’t actually pick two; you end up choosing priorities; the other doesn’t go away!

Scope, time, and cost directly affect quality, and balancing these constraints creates the best solutions. Focus your efforts on the success criteria to avoid out-of-scope, out-of-time solutions.

“Scope refers to what must be done to produce the project's end result. In this example, it is your solution and the actions to create it. A well-defined project will have success criteria and still leave room for different solutions.

“Time” refers to the amount of time available to complete the project. This includes the development, proposal, and approval processes, as well as the tooling, manufacturing, and shipping times. Holidays, 3rd party approvals, and changes need to be accounted for.

“Cost” is the budgeted amount available for the project. Beware of projects that have no budget. It may be true that a budget wasn’t yet established, but every project has to pay off. Know the retail value of the product moved by the display and plan an appropriate percentage of value.

Use a brief that covers each of these elements to plan early for success:

To get it right, we work in teams, balancing the constraints in the project triangle with a unifying vision. This vision is expressed in the creative brief. Infuse this document with strategy, and don’t just focus on scope without considering time and cost.

Make your briefing short and concise with clear goals, leaving room for different solutions.

A Free Resource:

Most people don’t want to fill out paperwork if they think it’s a waste of time. Lucky for you, we developed a display project brief to help you organize your thoughts into easy-to-digest sections.

Use this link to download a copy for yourself, and read on to learn how to use it. Use our form as is, or steal it and make it your own.

1. ‍Client section: The team needs to know the person championing the project, what brand and product line they represent, and how to get in touch with them. You may want to include a project number if you use them; that way, you can track projects with all this information.‍
2. Project Overview: The Why and What of the Project. These two questions should provide you with a framework for evaluating any proposals. Why are you doing this project now? What do you hope to achieve (and can it be measured)? These are key elements of scope
3. ‍Location and budget: where you will be installed, how many you will need, and a project budget (The cost components). Skip this at your own risk. If the champion doesn’t have a budget, try to estimate one that makes sense. Think about the payout.‍
4. Product details: these practical details will not only help you determine the final size of your project but are also a quick way to help you measure pay-out (divide your cost by your retail value to see a pay-out percentage).‍
5. Graphic details: Key visuals, brand guidelines, and assets should be shared. Use links or server locations to give your design team access. Call out the tone, style, and general attributes of the visuals, as well as any specific claims to use.
6. ‍Audience: Who is the shopper or target of the display? General attributes are good; psychographics or personas are better! We want to know what motivates the shopper.‍
7. Timing: is the third element of the project triangle. It is imperative to know the delivery date of the project. Knowing any key dates will help you develop a workback schedule and plan your effort. You will quickly learn how to identify high-risk projects.
   

‍Some Final Words of Advice:

By now, you should see how the brief sets the stage for success and builds the project triangle. Share this information with all your team members and update it throughout the project, especially after each client review.

• Use the scope elements to evaluate your solutions, stay on track, and avoid scope creep. Your design team will appreciate your not being “too prescriptive” in your request, so leave room for experimentation.
  

• Timing is everything when it comes to promotions. It is critical to create a workback schedule. Include time for decisions and multiple rounds of changes. Consider market conditions for material sourcing.
  

• Having a cost discussion early in the project is the best way to ensure project viability. I’ve seen cases where a budget is provided and quickly reduced, as well as when an idea is so good that the client goes beyond the budget to make it happen. The vast majority of projects stay at or below the stated budget.

There you have it: scope, timing, and budget captured in one document. Keep in mind that this tool is meant to foster high-quality discussion; it will not eliminate meetings; it will make your meetings better.

If you want to talk process, methods, design thinking, or anything else, please reach out; I love to get feedback. “Come see me.”
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John Colby
Founder, Display Catalyst LLC
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For more information:
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Interesting links to people who study the topics of design briefing and the project triangle:
Peter Philips, Creating the Perfect Design Brief: How to Manage Design for Strategic Advantage
Microsoft's take on the project triangle
Villanova University discussion "the iron triangle of project management"