Cutting Through the Clutter
The following article was originally published by Wide-format Impressions. To read more of their content, subscribe to their newsletter, Wide-Format Impressions.
Creating a standout campaign in a busy retail environment is always a challenge. Distracted consumers are so bombarded with messages that they often become immune to the promotions around them. The best promotions combine creative ideas with a detailed understanding of the mind-set of the consumers and the surrounding environment.
In a busy shopping environment most promotions are at eye level making it a cluttered space, so by looking higher and creating something much larger, you ensure that the promotion is seen from a distance and less likely to be missed. Fusion Imaging used both scale and originality to design a wrap of a huge glass elevator shaft in the center of a shopping concourse. This ensured the promotion would be seen from all sides and by more consumers.
