A Very Effective Advertising Location

By Author: Leonard Simmons
Total Articles: 152
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You may have seen floor graphics in the supermarket. Say you were in an aisle looking for the croutons. You spot a colorful decal underfoot, telling you that a particular brand of salad dressing is in the fresh produce department. You were exactly who the advertiser was targeting. They not only told you about their product and showed you an eye catching photo of it; they told you that it was fresher than the competition, and where to go find it. They were hoping to accomplish two things: to bring your attention to their salad dressing, and to pull you away from the other brands near the croutons.

Floor messaging is a quickly growing trend in signage that can be not only advertising, but also directional, forewarning or informational. You may be walking around an indoor flea market and see a brightly colored arrow with the word “restrooms,” This is a typical directional application, as would be the words “food court”. The food court graphic might show a product suggestion like a big hot dog or burger. You may see a sign beneath the foot traffic of a building that says, “Caution, floor may be slippery” ...
... with a picture of an off-balance cartoon person. That is a good example of forewarning. If you are at the aquarium you may see a striking graphic picture underfoot showcasing a picture of a leaping dolphin with a message that says “Dolphin show daily at 1:00 PM. Tickets at ticket counter in main lobby.” That is informational.

People in crowded pedestrian or shopping areas have a tendency to look ahead and around when they walk. If something appears suddenly under foot the attention is snapped to it quickly. That is why these graphics get attention. People think for a split second that it is something to avoid stepping on. Once they identify it as a sign it almost always gets read. That is because it is a solo presentation and has their attention captured at that point.

Graphics on the floor are a very effective way of communicating. They are utilizing space that has been long overlooked. While products compete to be right in the face of consumers, their eyes are always watching where they step. These graphics are also UL listed for high traffic areas and ADA compliant for public buildings. It is basic communication that continues to grow even in an era of high tech informational technology.

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