Nick Hughes DT Folder

ZOETROPE
NICK
HUGHE
S
HACKETT
TRADITIONAL HACKETT
MODERN LONDON

Old Spice is a men’s grooming company from
back in the 50s. After a decline in sales during
the 70s/80s, it has recently modernized
specific products whilst sticking to the
traditional logo and red theme.
The advertising has been kept similar
showing a topless muscular man wearing
Old Spice. Recent advertising campaigns
such as the man playing the drums with his
muscles could be seen as being quite odd but
they also work because it is something that
sticks in your mind.
Mr. Natty is a fairly new product on the market. It is
also quite exclusive as it only available in certain
hairdressers rather than being in retail shops such as
boots.
Many of the marketing campaigns feature a older
man with a large moustache. The writing also looks
quite old-fashioned and western. One of the
advertisements tells ‘hipsters’ to buy their gum. This
could mean that the target market for Mr. Natty is
hipsters / teenagers. Another view could be that the
images used in the advertising would mean that the
product’s target audience is for older-men. I think
this ambiguity makes the marketing bad.
Hackett is reasonably priced high-class brand
just below the leagues of Ralph
Lauren, Gucci, D&G. It Is perhaps best know
for it’s rugby sweatshirts and other clothes.
The companies fragrances and other grooming
products are not as well known.
The target market for Hackett is probably
someone in a corporate job who is in middle-
class salary. The target age for Hackett
customers are probably going to be around
20s to 30s.
There aren't many marketing campaigns for
Hackett. You rarely see the on TV, Online or
see any point of sale displays in any retail
shops even though they are stocked there.
Hackett seem to use navy, white & red as their
main colours.

LYNX
Shower Gel / Deodorant aimed toward the younger
demographic of about 13-15 year olds. Lynx
advertisements portrayed various ways the products
supposedly helped men attract women. One marketing
campaign claimed to make women turn from ‘nice’ to
‘naughty’. The advertisements also use sex symbols like
Kelly Brook in to attract male attention. The product is
generally used by young teenagers and this shows with
the use of bold, bright colours to attract that
demographic.
L’Oreal Men Expert is a brand aimed at
mainly older people. The brand is trying to
be trendy (e.g. Lynx / Hackett). The
marketing of the product usually is a close-
up of a older actor or model without
wrinkles and a full head of hair. The brands
main competition is Nivea for Men. The
brand of L’Oreal usually uses orange and
blue in their advertising campaigns.
Fish are a unisex hairdressers located in Soho.
Started in 1987. Fish’s marketing is to be
traditional but the design of the tubs and tubes
could be seen to be contradictory as they seem to
be modern.
Fish seems to be targeting a younger audience
due to the use of bright, bold colours and a san
serif font.
The Advertisements also feature men in their late
20s / 30s.

This is the Point of Sale
display for Guinness
World Records. It is
good because it stands
out due to the bright
green colours. It is also
good because it is located
by the stairs where there
is the most footfall.
This is the point of sale for
Fifty Shades of Grey. It is
good because the
particular ‘shade of grey’
and the use of the light
blue is the same as the
grey and blue on the book.
Also, like the Guinness
book is near the stairs
where there is a lot of
footfall.
This is the point of sale
display for the Blackberry
Bold. The difference
between this POS compared
to others is that this was not
designed by the brand of the
product. This was made by
Vodafone. I know this
because it follows
Vodafone’s colours scheme.
This is a good POS because it
is at eye-level and eye
catching due to the bright
blue colours.
This is a point of sale for
what can only be assumed
to be sold by the
department store it was
found. This is a bad point
of sale because it shows
no instructions on how to
purchase or where to
purchase from. This POS
is good because it is
positioned where there is
a lot of footfall.
display for Kobo. It is a good
point of sale because it is
interactive. This allows the
customer to try before they
buy. The problem with this
could be that some people
might stand there on the
Kobo with no intention of
buying. It is also good
because it is positioned on
the aisle which you have to
walk through to get to the
stairs so there is a lot of foot
fall.
This is a point of sale display
for a Justin Bieber branded
perfume. The target age of
the perfume is probably
going to be teenage girls or
other girls who listen to his
music. This point of sale is
good because it uses a actual
sized Justin Bieber cutout to
try and make passers by
think it’s really him at first
glance. It is placed so that
you can see it when you look
into shop.
This is the easily recognizable
National Lottery point of sale
display. It is good because of how
recognizable it is. Also, I think it’s
interactive features are good. They
are good because of the two the
counters you can scribble your
numbers down on. Also, on
normal point of sale displays
having that much information on
a display would be bad but as you
would be standing at a lottery unit
longer than others it is justified.
This is the point of sale display for
Cadbury Chocolate. It features the
iconic purple which Cadbury uses
in it’s marketing. The POS is good
because it is positioned next to the
guiness book. It is good to be
placed here because a lot of kids
like to read the guiness book and
having chocolate next it would
mean a lot of kids would notice it.
display for a new phone
in the 3 shop. I would
not consider this a good
POS unit because it
shows off no branding of
the actual phone it is
advertising. It tells the
consumer absolutely
nothing about the phone
it is supposed to be
incising them to buy.
display for a promotion of a
product at the Body Shop.
It is good because it uses
bright colours of text of
‘50%’. This makes the 50%
stand out and attract
passers by. It will attract
passers by as it is
positioned on an angle
outside the store to ‘reel in’
potential customers
walking down the street.
display for posters of one
direction and Justin
Bieber. The POS displays
the posters that are being
sold in the semi spherical
prism. The point of sale
display is good because it
shows images that would
appeal to young girls and
attract them.
This is a point of sale display
showing off new products from a
soap shop. The point of sale
display features a Buddha which
some cultures see as symbol of
luck. The stores inspiration
comes from China. This POSD
follows the Chinese theme. I
think it is a bad point of sale
display because it doesn't really
stand out and might not get a lot
of attention. I think the point of
sale could be improved by
making the Buddha bigger and
having it slightly outside of the
shop so passers by will notice it.
Point of Sale
Examples

Links FX
LOGICAL
It is logical to make sure
you’re POS stands out in
comparison to the rest of the
competition. This is because
the more you’re point of sale
attracts customers, the more
sales (and therefore profit)
you’ll gain. It is also logical
too advertise the brand in
your point of sale. Without
advertising the brand, how
will customers know what
company the product is
made by? This is crucial if
competitors products are
similar in aesthetics (E.G.
similarity between iPads and
Samsung tablets). It is
logical to have ergonomic
features in your point of sale
display because if the
product is inaccessible or it
is difficult to reach , the
consumer may move to
you're competitors products
or decide not to purchase.
It’s important for you’re
point of sale to have a USP
(Unique Selling Point). This
is because in a retail store
there will be many point of
sales advertising several
similar products, it is logical
to add some unique features
onto your point of sale to
attract attention.
considering the positioning
of your point of sale in
relation to footfall is logical
because the more people
who are attracted or show
interest in your point of sale,
the more customers
purchase the product. So if
you position your point of
sale in a spot where there is
a lot of foot fall, the most
customers you’ll get.
ILLOGICAL
It is illogical to have too much
information on your point of
sale. This is because having too
much information can put off
potential customers as they may
feel that haven't the time to
stand and read all the
information. This is why you
should only add crucial
information. On the other hand,
it is important to make sure you
have enough. It is illogical to not
have enough information as the
customer may want to know
what it is they are being
advertised. For instance, if the
consumer saw a POS for a really
nice aftershave but couldn’t tell
which company made it, they'd
move on. This is also why it is
illogical to not have a branded
POS.
It is illogical to have too much
visual noise (this includes too
bright colours, unreadable font
and too much information and
shapes). If your POS has too
much visual noise, it tends to
look ugly and people would
simply avoid if you can remove
the product from your POS and
walk around with the product
then that is illogical. What's to
stop people taking the product
and sticking it in their pocket?
It is illogical to make the POS too
interactive as the consumer may
just be playing with product
because he can rather than
because he thinking about
purchasing the product. It is
illogical to make your POS rely
on cardboard testers as it smells
differently on cardboard than on
skin. Also, the grooming product
could react differently to
cardboard than on their skin.
Finally, it is illogical to make
your point of sale below eye level
as the customer may not be able
to see it
NEED
The point of sale display MUST
display the product. The POS
must display the product
because the customer will have
to see what they are potentially
buying. The point of sale
display must draw and attract
attention. It must do this
because if the more people are
drawn to it the more attention it
will get. The more attention the
POS gets, the more people are
going to purchase the product
currently advertised. The point
of sale display must clearly
display the brand so the
consumer knows what company
is selling which product as some
products looks familiar and
could get confused. If your POS
doesn't not hold the attention of
the customer then it is not
succeeding. This is why it is a
necessity for your POS to hold
the attention of the customer so
they look at the product and
read the crucial information for
a better chance of the customer
buying the product. The point
of sale must display crucial
information so the customer
knows what he is looking at and
what it does (if it isn't obvious).
The point of sale needs to make
sure the customer can easily
access the product. This is so
the customer can interact with
the product because you’ve got
more of a chance of selling your
product if the potential
customers can touch / feel /
smell / play with it. The point of
sale must finally need to make
sure it has thought of
ergonomic considerations. Eg.
You haven't got to reach up so
high you’re on your tiptoes to
reach the product. It must also
be safe to use.
KEEP
This is what is absolutely
essential to enable the
POS to function properly.
Not what is dictated by the
marketing team. It is
essential that the point
sale advertises the
product. The reason of
this that if it doesn't, it
isn't succeeding because
the purpose of the POS is
to advertise. It is essential
for the POS to let the
customer to interact with
the product. This includes
being able to feel / play
with the product and in
the case of aftershave or
perfume, smell the
product. Usually this is
done by using testers.
Although they aren’t
perfect, testers do give you
a decent idea of what the
aftershave / perfume
smells like. Also, you must
keep the size of the point
of sale eye level or bigger.
In a department store
there will be a ‘sea’ of
point of sale
advertisements and to
have a small point of sale
would be useless. The
point of sale should show
potential customers all of
the products features.
This is because the most
customers want to know
everything about the
product they are buying –
especially if is expensive.
The best way to highlight
its features would
probably not be by having
loads of text but by
making the product
interactive so potential
customers can SEE for
themselves.
SCRAP
Most point of sale are either
fixed or stood up using a
stand. If you scrap the idea
that point of sales have to be
floor bound then that can
open up the possibility of
maybe a point of sale
swinging from the ceiling or
even making a handheld
point of sale. Most higher
class branded grooming
products such as Ralph
Lauren, Calvin Klein and
even cheaper products like
Lynx make their point of
sales around a model and
usually are cardboard
cutouts of a model holding
the after shave. Why not
scrap that? And try
something else like having a
more extravagant POS. Most
aftershave / perfume
companies have similar
branding, so if you are
designing a point of sale for
one of these companies,
wouldn’t it be best to
differentiate your brand from
the rest so you stand out
more? All testers in
aftershave POSs tend to be
made out of cardboard. I
think they should be
scrapped for a more realistic
alternative. I think the next
best alternative is cotton as
cardboard is completely
different to your skin. Cotton
is also, but you wear cotton
when wearing aftershave
(usually) so at least you get a
better idea of what the
aftershave / perfume smells
like when your wear it..
FORM VS FUNCTION
I think POS need to focus
on both. They need to
focus on both because the
point of sale has to look
good to attract customers
and needs to function by
showing off the key
features of the product.
The point of sale needs to
display key and vital
information without
having too much
information. This is
because it needs to
display key information to
inform the customer on
exactly what they are
buying and needs too have
as little text as possible to
stop the POS from looking
ugly and from having too
much visual noise. This
leads into my next point of
that I think the POS needs
to stand out without
having too much visual
noise. The form is that is
uses bright colours and
the function of POS is to
stand out. Having too
many bright colours can
create visual noise
especially with tacky
colours like bright pink,
this could invalidate the
function as customers
would avoid the POS. You
need to be able to pick up
and test the product
without being able to steal
the product. This could be
done by having the
product on a wire and
after you take the product
so far away from the POS,
it stops you. The most
common way companies
let you test the product
with taking it away would
be the use of testers and at
the moment I think that is
the best way to test the
aftershave or perfume.
X FACTOR
When you go to a department
store such as Boots, you will
see hundreds of point of sales
all advertising similar
products. The reason you go
from one rather than another
is because one is better looking
(more aesthetically pleasing)
than another.
I think some examples would
be Samsung and Apple.
Apple's point of sale displays
are minimalistic and only
really display the Apple logo
and the product
name, whereas Samsung have
more text, both work as they
are both aesthetically pleasing.
A X FACOR feature would be
size. A small point of sale
would be pointless and would
easily get lost in the 'sea' of
point of sale displays. A big
point of sale would achieve
what is probably the primary
job a point of sale - to stand
out and attract customers. To
make my point of sale different
than the other point of sales
(therefore to stand out) I will
add a LCD TV screen. This is
similar to the point of sales
made by JML. Other things
added could be sound effects
as this could attract more
customers. In my point of
sale, be different and stand
out, I would like to include
features such as making noises
. This could actually put off
customers though because
hearing a noise repeat over
and over can be very
frustrating. Another feature
could be the use of flashing
lights, this will make my point
of sale stand out. The point of
sale could even have
motorized wheels or move
around on a track dipributing
my fragrance.

Task Analysis
•Social networking and website
•Construction
•Ergonomic
•Price
•Future
Functionality & Features
The function of a point of sale is to advertise and in
some cases distribute a product. Some features of a
point of sale are to let the let the customer test the
product with the use of testers. Some companies do this
tester products and some perfume / grooming
companies provide items like cardboard sticks for the
customer to spray on the product on. Other features of a
Point of sale can be places for the customer to take the
product away from the display and go and pay for it at
the till. This usually only applies for cheaper products
(under £10).
Visibility and Position
The positioning of a point of sale is important as the
more people who see the point of sale, the more people
who buy the product. The point of sale is beast
positioned where there is the most 'footfall'. This is
usually by the entrance as people walking by the shop
could see it inside and because people need to use the
entrance to get inside the shop. Another good position
would be for the point of sale to be near the
lift, escalators or stairs. A good concept would be to have
the point of sale swinging from the ceiling as this would
make it visible for the whole store.
Aesthetics and Branding
The aesthetics of a point of sale how it looks. It
could use different colours to attract customers
but using too bright colours could have the
opposite effect. It could create visual noise. The
point of sale could have moving parts to attract
customers. Also, it could have a TV screen. To
brand the product you would need to have the
colours of the brand - e.g. Hackett's would be
dark red & navy blue.
Target Markets
The target markets of the point of sale are the potential
customers who would buy your product. For instance, the
target market of the point of sale for Lynx, would be 12-16
year olds as they are the people who buy the product.
Also, the target market differs from store to store. If you
are designing a point of sale fro a point of sale in
Boots, then the point of sale would be aimed at women or
mums. As these are the people who shop there. If Lynx
were advertise in Boots, they would advertise for mums as
mums would likely be buying the product for their kids.
Materials
Point of sales can be made out of different materials
such as wood, metal and most commonly cardboard.
Cardboard is used as it is cheaper than wood or
plastic and because it is lighter and easier to
manufacture. Another common material used is
plastic as it is stronger than cardboard and liquid will
not damage the POS.
Safety
Safety is very important in point of sales as there is a lot
of interaction between the point of sale and the
customer. The customer has to be able to test the
product safely. This can be done by rounding the edges
of any handles or any where you touch. Another
important safety feature is for the point of sale to be
secured to the floor (unless its hanging from the ceiling).
This is so it doesn't fall over or knock anything over
around it. Also the product being advertised must be
secured to the point of sale so that it doesn't fall out and
in the case of aftershave - smash.
Sustainability
The materials used could be recycled. Also you
could use materials which decompose. The
company could make a commitment to plant
another tree for every tree chopped down due to
the manufacture of the POS.
The impact of the POS on the environment could
be good if it decomposes quickly, if not, it may be
hard to dispose of.
Environment
The environment of a point of sale will be in
a department store. It will be in kind of shop
the product it is advertising will be sold. E.g.
A POS for a new movie would be in a cinema.
Also, the environment of a point of sale
would be good if it on the walkway near to a
shop. This would untie people to come in and
look around the shop for the product.
Interactivity
The point of sale can be interactive if the customer
has to intact with the Pos if the customer h to
physically grab the product from the POS. Also,
the point of sale can be interactive by having the
customer have to play or try out the product. E.g.
Play on the iPads or try on the aftershave. It could
have a tester
Research Plan
1 what do you want to learn?
2 who will you speak to?
3 where will you conduct research?
4 do you need to conduct anything
beforehand?
5 what are you going to do to complete this
research.
- 10 Minute Oberservation
How is it used?
Positioning?
- environmental snapshot
Colours?
Height?
Where people walk?
- first hand existing design analysis
ACCESSFM
- market research
Current products
Current trends
- competitive products
What else is out there?
- Moodboard
-Product profiling
Look at all kinds of POS
- Cultural understanding

Access FM – Initial Specs
Aesthetics
The aesthetics of a point of sale are important as if the point of sale looks good, it
will inside people to see it. My point of sale needs to be in Hackett's colours as the
point of sale needs to reflect the brand. Certain shapes can be applied to the point
of sale reflecting the brand. My point of sale needs to include the logo as it shows
who as made the product. All of Hackett's advertisements feature the same style.
They are modern with an old fashioned twist. Which is something I need to follow.
Environment
Where the point of sale is placed is important. I will put my
Hackett point of sale near the higher class of aftershaves as this is
where my potential customers will be. It would be pointless me
putting it near the kids section. Also, how sustainable is my
product? I want my product to be sustainable as it can be disposed
of easily. I need to consider the environment of the changing world
around my product. For instance I would include the Union Jack
during the Olympics,
Cost
When creating a point of sale I will need to think about all of the costs involved. One of the
costs will be the materials that I use . As I am doing Hackett, the materials will be expensive
like the product will be,. I will also need to take delivery cost and manufacture cost into
consideration. Size of the product will need to be taken into consideration. This is because the
bigger the product, the more space you require you more floor space you will need.
Customer
The customer of the point of sale will be the customer of the product. I
will need to target the right customer. It would be pointless making a
Lynx point of sale but using traditional writing as it would attract the
customer. Also, it would be pointless having a game like function on a
point of sale meant to attract a older gentleman. The area of the point
of sale needs to be considered, for instance, I will need to place my
higher quality Hackett point of sale in a nicer part of London. Not
where you'd expect a Lynx POS.
Size
The point of sale needs to take anthropometrics into consideration.
I also need to consider that's if the product too big I can create a
hazard and if it topples over I can hurt someone. Also if the size of
the point of sale is too big, it can cost a lot of money to manufacture
due to the amount of extra materials. Also, if the POS is too big then
the price you pay for floor space will be very expensive. Finally, if
the POS is too big then the product will look too small in
comparison.
Safety
The point of sale should be kept out of reach of children. I need to make my point of sale
tall enough to be out of reach of children but to be a comfortable height for the customer
to test the product. The product must also be bolted to the floor. This is so if someone
knocks it, it doesn’t topple over and knock something or someone over. Finally the
corners of the point of sale should be rounded or at least not be sharp.
Features
the features of a point of sale is to advertise the product. Other features include testing the product out
by spraying it on themselves. Another feature could be to watch or listen to the point of sale display
using a TV screen or a speaker in the POS display. Other features could include a game or puzzle to get
to the product, this makes it more interactive.
Materials
The materials used in the point of sale display could be mostly anything. If the point of sale display were
to be there for a long time then I would make my point of sale out of metal as it is strong. Another strong
material would be plastic or wood as they could be used for over a month and is worth investing more
money in the manufacture process. If the point of sale is only going to put up for a short amount of time
then I’d use cardboard as it is cheap and easy to put and throw away. In my point of sale display I will try
to use recyclable products.
My design brief is to design a new point of sale display unit for Hackett – male grooming company. The unit is going to
display 1 or more product from their range. This is because currently there is no advertising for there products. My point of
sale display must clearly identify the Hackett brand.
My design situation is that currently Hackett has no advertising and their products have been dropping in sales because
of this. Hackett need to add some advertising in the stores preferably up London as this is where the target market is.

Assembly & Materials
Questionnaire
Competitive Products
Environmental Snapshot
Customer Profiling
Brand Profiling
Product Profiling
Moodboard

Assembly & Materials
Free-standing glass point of sale
unit. They usually use toughened
glass. These point of sale units are
delivered fully assembled. They can
be reused and can put different
products inside. This type of point of
sale would be hard to dispose of and
would be used more than once.
This is a free standing
acrylic point of sale unit.
They can be used in
portrait, landscape; wall
mounted, free standing,
laid flat on top of a shop
counter or hung from cable
systems.
Sometimes these point of
sales are used as
although they may be
more expensive and
harder to dispose of, they
can be re-used. They are
often long thin rods made
out of aluminum and are
bent and welded to
create a basket shape.
These are perhaps the most common types of point of
sale units. They are made out of cardboard and can
display multiple items. They are usually delivered in a flat
pack. To put the unit up, you‟d need to unfold the
cardboard. The point of sale is cheaper than those of
higher materials but do not last very long as the material
isn't very strong and hasn‟t got long durability. The
product is easily recyclable.
This point of sale unit will be made out of glass.
This type of point of sale unit rotates to
showcase the product and is perfect for
perfumes / aftershaves. It would come fully
assembled. The wood at the bottom of the
point of sale is likely to be made out of a strong
wood such as wood. Also, as the POS is
expensive, an expensive wood would be used.
Some point of sales would be in a
display case on a counter.
Sometimes, the display case would
be part of the point of sale. The
bottom half would be made out of
wood, metal or some cheaper ones
out of plastics. Can be reused.

These are some of the current products on the market made by
Hackett. The most popular and famous is the aftershave called
‘Splash’. The other products include three discontinued
aftershaves known as ‘Bespoke’, ‘Fire’ and ‘Event’. They were
similar to the Polo collection by Ralph Lauren, but were
produced before the Polo collection were released. Finally, the
deodorant was released in a set alongside the ‘Splash’
aftershave.
The Hackett male grooming products have not been as
successful as others such as Ralph Lauren, D&G and Versace.
This could be because the products were not advertised as well
as other brands. You rarely (if ever) saw a TV commercial, point
of sale display or magazine advertisement for any of the
products so the awareness was small.
Some male grooming products such as the ‘Hackett Mayfair
Grooming Kit’ were re-released with the Aston Martin Racing
brand. The Hackett / Aston Martin wash bag is the only
remaining product in Hackett’s male grooming collection. All
the others have been discontinued.
If a product has a Point of Sale Display, does that generally draw
you toward the product?
YES IT DOES
NO IT DOESN’T
IT VARIES
If so, what features of the point of sale display draw you in?
SIZE
BRIGHT COLOURS
SOUND
VIDEO DISPLAYS
OTHER
If not, do you tend to already plan what grooming product you are
going to buy beforehand?
YES, I FIND MY PRODUCT ONLINE
NO, POINT OF SALE DISPLAYS DON’T DRAW ME IN
I JUST BUY AFTERSHAVE ON THE PRICE, NOT
ADVERTISMENTS
Do you buy the same grooming products every time you shop?
YES, ONCE I FIND A FTERSHAVE I LIKE I TEND TO STICK
WITH IT
NO, I AM OPEN TO TESTING OTHER PRODUCTS
NO, I AM OPEN TO OTHER PRODUCTS AS LONG AS IT IS
CHEAP
Is the material used to develop the point of sale display a factor in
whether you are drawn toward it?
YES, A HIGHER QUALITY MATERIAL DRAWS ME IN.
NO, A CARDBOARD P.O.S. CAN DRAW ME IN IF IT IS BOLD.
Is the positioning of point of sale a factor in whether you are
attracted to it?
YES, IF I SEE A POINT OF SALE DISPLAY FROM OUTSIDE THE
STORE, IT’LL DRAW ME IN.
NO, IT DOESN’T MATTER AS I AM USUALLY GOING IN THE
STORE ANYWAY.
Questionnaire

If a product has a Point of Sale Display, does
that generally draw you toward the product?
The results show that point of sale displays entice
people toward the product. Therefore, the point of sale
and advertisements are very important for a product.
The results also show that some people think it varies
whether a product needs a point of sale or not. This
could be due to other ways of customers hearing about
the product such as word of mouth. These results tell
me that I should put a lot of effort into my point of sale
as it is important for the product’s sales.
If so, what features of the point of sale display
draw you in?
the results of this question shows which features of a
point of sale display are important. The results show
that the most enticing feature of a point of sale is if it
uses bright colours. Also, size is an important feature
along with video displays. Sounds was the least circled
choice. This shows that for my design I will need to
make it quite big, use some bright colours and
incorporate a video display. These features will make
my point of sale successful.
If not, do you tend to already plan what
grooming product you are going to buy
beforehand?
The results of this chart shows me that the majority of
potential customers come into the stores without a
product in mind. This means that there is a factor which
gets the customer to buy the product. A small amount
say that that factor is price. This means that it is
advertisement which entices the customer to buy the
product. This charts shows me that I have many
customers to try and entice to my product.
Do you buy the same grooming products every
time you shop?
This graph tells me that few of the potential customers
who go to the stores like boots etc buy the same product
every time. This means that most of the customers who
come in to the store are looking for a new product to try.
Most of these people do not regard price as a factor not to
buy the product. This puts Hackett in a good place as it is
more expensive than other products such as Old Spice.
On the other hand some of the customers say that price is
a factor. Hackett isn't as expensive as Ralph Lauren etc.
so Hackett could appeal to those customers as well.,
Is the material used to develop the point of sale
display a factor in whether you are drawn
toward it?
This graph tells me that customers are attracted to a
point of sale whether it uses a higher quality material or
a lower quality material. In previous graphs, it has
shown me which features are crutial for a point of sale.
The graph tells me that I should make sure that my point
of sale stands out as a priority rather than using higher
quality. As I am designing a point of sale for Hackett, a
higher quality material will be used.
Is the positioning of point of sale a factor in
whether you are attracted to it?
The majority of the customers have said on this chart
that they do not think that the positioning of the Point of
Sale Display is a factor of whether you buy it or not. This
could be because the customers would be coming into
the shop toward the perfume department anyway. This
could also be because some people may not like to see
point of sale display every time they look around.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 >>

Hackett makes a lot of rugby and
polo shirts for their customers.
These (and suits) are their main
clothing styles. The target customer
for Hackett would be someone who
someone who plays rugby and/or
polo as this is who would buy their
clothes. Hackett is a very English
company and that is likely why they
aim at these very English sports. The
sports are also traditional which
mirrors the company.
Other than sports wear, Hackett’s other focus is on suits.
Hackett make good quality suits but they aren’t cheap. The
target customer for these suits would be someone who is in a
corporate world like Canary Wharf. As the suits get more and
more expensive it is safe to assume they are made so as the
customers starts to earn more, he can purchase a better (more
expensive) suit.
Hackett has also branched out from
Rugby and Polo to racing. This is when
they started to sponsor Aston Martin
Racing. You can assume that they have
associated with this brand to raise
awareness and create an association
between Hackett and Racing, similar to
the relationship between Polo and
Ralph Lauren.
Hackett is a company aimed at the well-off English.
It was created in Kensington, West London in 1979.
It has a store there to this day. The brand isn’t an as
big as Ralph Lauren in America and currently has
no stores there. In England, it is recognized as
being in a league lower than that of Ralph Lauren
even though they sell similar products and the
target customers are similar
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 >>

EXPENSIVE
MODERN
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 >>
This is looking at the
competitive products it is
showing me the competitions
products. The different
places where the products
fall (e.g. the higher class
products use a darker colour
scheme and the cheaper
ones using a more colourful
colour scheme). The area in
which Hackett will fall will be
traditional and quite
expensive. The colours used
in this section are browns or
dark greens. This chart
provides me with the
information I need to make
sure I am better than my
immediate competition,

Hackett was founded in 1983 by Jeremy Hackett and Ashley
Lloyd-Jennings from a stall on London's Portobello Road. The
first shop, on the "wrong end" of King's Road, in London Chelsea
district, was selling only used clothes. The company gradually
expanded over several years, increasing the number of branches
and moving from acquiring and selling second-hand clothing to
designing and selling its own items. International expansion began
with the 1989 opening of a Spanish branch in Madrid.
As well as expanding geographically, the company has increased
its range of services. As well as manufacturing and selling clothing
items, Hackett now offers personal and bespoke tailoring, a range
of spectacles, grooming products, and a barbers in their flagship
store in Sloane Street, London. Hackett is associated with high-
profile personalities who are either sponsored or endorsed by the
brand. The Hackett style is inspired by traditional British men's
clothing. Founder Jeremy Hackett describes this approach to
design as "our clothes wear in, not out". Clothing ranges and
styles on offer include polo shirts, rugby shirts and formal/dress
clothing for men and children. In September 2009, Esquire
magazine featured a Hackett tie as one of its top 5 knitted ties.
Ranges are also offered in conjunction with sponsorships and
partners such as Aston Martin Racing, the Oxford and Cambridge
boat race, and the British Army Polo Team. The brand uses
colours such as dark reds and navy blues. Their advertisements
are also made with a black and white colour scheme. The design
of the website, advertisements and clothes would be called as
traditional or classic so this is the theme I will choose for my point
of sale.

These are typical places where a point of sale for a
aftershave product might be found. These places
include The Perfume Shop, Debenhams, Boots,
House of Fraser and even Harrods. These places
look very busy as they often have a lot of point of
sales and also in-store promotions for free gifts
and special offers. My product (Hackett) would be
sold at Harrods as it is too exclusive for
department stores like Boots or Superdrug. Point
of sales are usually situated where there is the
most footfall. For instance, in WHSmith, there are
point of sales by the only stairs going down from
the second floor. This is a good place to put a point
of sale because everyone sees it as they come
down the stairs.

This mood board has shown me the
different colours, styles and themes
Hackett use in their current
advertisements. I can now
incorporate these into my design. I
have found Hackett use a lot of
English themes and use the colours
Red, White and Blue throughout.
Also, some of their adverts are
greyscale so that could be
something I add into my point of
sale.

Moodboard
Competitive
Products
Environmental
Snapshot
Brand Profiling
Customer Profiling
Questionnaire
Assembly & Products
Product Profiling
A - I have found that the main themes of Hackett are
grayscale pictures, traditional sports and features a lot
of English themes. I have to mirror these themes on to
my point of sale display. My point of sale must be big
and stand out against the crowd.
C - I have found the products associated with Hackett
are of a high quality and connote being rich and
successful. As this is, I think, the target market for
Hackett. It would make sense I use these themes in my
design. The cost of the point of sale must not be any
more than the products displayed as this is losing
money.
C - The target customer of Hackett is somebody
between the ages of 25-50. This is quite a large age
difference but the clothes and accessories in the stores
are aimed toward people who are on the road to
achieving great successful.
E - My point of sale must be able to be placed in
different areas of the shop. I think the environment of
my point of sale varies. It would make sense if the shop
puts the point of sale where the most footfall is. But, my
point of sale is of a size that it could be put on a
shelf, on a plinth, or on the store counter.
S - The point of sale must be big enough to be able to
display relevant information such as the brand
identity, history of the brand and where it comes from. It
also must be big enough to be able to fit on a shelf or
the shop counter. It must not be too big as this creates
unwanted visual noise and may put customers off from
buying the product
S – The Safety of the point of sale is important as they
are easily knocked over, spilt on etc.. It is important that
the point of sale be secure when on the plinth or the
shelf. It is also important that the plinth is secure to the
floor. I will also make sure all sharp edges are
smoothened out so no body catches themselves on
them s they can be quite painful. I will also keep the
point of sale away from children , they are often the
culprits of the spills and knocking over so they will be
kept out of reach. Also, children are not the target
audience and do not need to see the point of sale
display.
F - The function of my point of sale is to advertise a
product of Hackett and advertise the brand identity and
history of Hackett. I will achieve this through the use of
images and a timeline around the point of sale.
M - – In my point of sale I will use high quality materials
such as oak wood, aluminum, teak and glass. This
reflects the high quality of the Hackett brand.

AS THE PRODUCT IS CALLED
„SPLASH‟ – I THOUGH THE USE
OF A WAVE WOULD RELFECT
THE NAME.
THIS DESIGN IS AN ICONIC
IMAGE OF TRADTIONAL
CORPORATE LIFE.

THIS INVOLVES THE ASTON
MARTIN PARTNERSHIP WITH
HACKETT
THIS DESIGN IS AN ICONIC
IMAGE OF TRADTIONAL
CORPORATE LIFE.

THIS IS A TRADITIONAL
SUITCASE. IT IS
FEATURED HEAVILY IN
THEIR ADVERTISMENTS.
THIS IS THE TARGET
CUSTOMER LOOKING OUT
OVER THE SKYLINE OF
LONDON.
THIS IS OF A MESSY
APARTMENT BUT A TIDY
BED WITH THE HACKETT
BOTTLE ON TOP.

THIS IS A MODEL OF A
GAME OF RUBGY. IT IS
A SPORT PLAYED BY
HACKETT‟S TARGET
CUSTOMER.
THIS IS A MODEL
OF WESTMINSTER
ABBEY, A PLACE
THAT IS
TRADITIONALLY
ENGLISH.
THIS IS A DESIGN
OF A RELAXING
SCENARIO, I THINK
THE NAME SPLASH
REMINDS ME OF
THE SEA.
THIS IS A 3D VERSION
OF ONE OF HACKETT
ADVERTISMENTS.

THIS IS MY FIRST DESIGN. IT IS OF
A RETRO SUITCASE. THESE
SUITCASES CAN BE SEEN IN THE
OLD AND MODERN HACKETT
ADVERTISEMENTS. THE RETRO
SUITCASE WILL BE A GIOOD
DESIGN AS I CAN THROW IN SOME
RETRO PRODUCTS MIXED IN WITH
SOME NEW PRODUCTS. THIS
COULD SHOW HOW HACKETT IS A
MIX OF A TRADITIONAL PRODUCT
WITH A MODERN TWIST.
THIS IS MY SECOND DESIGN IT IS AN „L-SHAPED‟ DESIGN BUT CAN
BE DEVELOPED INTO MORE INTERESTING SHAPES. THE BASIC
DESIGN IS SUPPOSED TO SHOW HOW THE BRAND OF HACKETT
HAS SUSTAINED FROM THE EARLY 80S USING A TRADITIONAL
THEME TO BEING STILL FAIRLY HIGH REGARED IN THE 2010S. THIS
IS WHY THE POINT OF SALE‟S BACKGROUND SHOWS EARLY
LONDON BUILDINGS AND THEY EVOLVE INTO NEWER LONDON
BUILDINGS. IN THE MIDDLE IS HACKETT WITH THE BUILDINGS
SURROUNDING IT.

1. Aesthetics (Zoetrope)
When looking at my final designs I decided to choose this
because I think it best shows the Hackett brand: British. I
wanted my point of sale to stand out more so I decided
that the standard 'L-shape' was too bog standard. I started
to look at other ways of showing how London had
developed over the years. The zoetrope caught my eye as
this is a traditional way of animating simple objects. Using
this I could actually animate London evolving. To produce
the animation I could draw London evolving on a piece of
paper. This would animate when spun.
I think the traditional side of the zoetrope
will really work for the Hackett point of
sale. I think if I put a modern twist on the
zoetrope it could connote how Hackett is
a traditional brand in a modern-era. I
think my zoetrope will have to my actual
size to look authentic and to appeal to
the customers. There are also bigger
scale zoetropes in places like
Disneyland, Universal Studios etc..
Showing an animation of a character or
multiple characters. I will get inspiration
from these.
2. Materials (Cardboard)
The top half of the point of sale could be made of
cardboard. The cardboard I will use will have to be quite
thick as it is the part of the point of sale that people will be
looking at / touching. This part of the point of sale will be
have to made out of a light material as this will be required
to spin. I made a model of the tubical top half using
cardboard. It was not to the actual size of what I would like
the final product to be but the model showed mr the
process I could use to create it. I found that it would be
easy to create the top half of the point of sale with
cardboard as it is easy to bend, easy to cut into with a
Stanley knife (to create the slits to see through) and easy
to glue. More advantages of cardboard are that it is fairly
cheap compared to other materials. If I were to use
cardboard I could also print the designs of London evolving
onto the card straight away. The problems or
disadvantages with cardboard are that it is relatively weak
and can tear or fold easily. Also, cardboard isn't water
resistant so liquids will saturate and weaken the top half of
the point of sale. So someone were to drop it or spill
anything over it then it would essentially be ruined.

3. Function (Mechanism)
How will the zoetrope spin?
There are many ways of making it spin but I think the easiest
and simplest way would be to make it hand spun. All the user
would have to do is spin the top of the top and look through
the slits. The zoetrope could be placed on a Lazy Susan (aka
Dumbwaiters). Lazy Susan's can be made out of different
materials commonly plastic, wood or in some restaurants
glass. Traditionally, zoetropes are hand spun so if I were to
keep with the traditional theme of Hackett a manual spinning
zoetrope would seem fitting. Another way of making the
zoetrope spin would be to have a motor spinning it constantly.
The motor method is used for 3D zoetropes such as 'Toy
Story Zoetrope' in Disneyland. This is on a bigger scale
than a size I am looking at. Also, the motor method is also
expensive and has more chance of breaking down. I think
overall the easiest method is manually spinning with your
hand as they are easy to spin so even kids can do it, it
increases interactivity which makes it stand out and is
financially cheaper than buying a motor.
4. Materials (Wood)
As the Zoetrope isn't head height, I would
have to have it on a stand of some kind. This
stand would hold up the zoetrope so if you
are in a shop you will see it at head height.
This stand could be made out of a number of
materials but I think as it is a Hackett point of
sale, as high quality aesthetically pleasing
wood like oak would be perfect. If I use oak
wood there will be some advantages such as
it has great strength, prestigious, resistant to
insects and doesn't rot.
Another wood I could use is pine. Pine is cheap but
can be stained to look more expensive. I don't think
using pine would be as effective as Oak or Teak as
it is considered cheap and doesn't fit in with the
Hackett brand.
Teak Wood is another wood which I could
use for the stand. The teak is a good wood
to use because it is hard, dense and very
durable. It's used normally in building boats,
decks, structural work and furniture. Also,
when using teak you do not need to use a
high quality finish as it has a resinous
nature. Teak is the most expensive and
tools need to be sharpened when cutting it
constantly. As it is a high quality wood it
would fit in with the Hackett brand.
I will be using Oak Wood because:
Oak wood has great strength and hardness
It is very resistant to insect and fungal attack
It is aesthetically pleasing.
To stick with a traditional focus of my point of sale, I
have decided to keep the zoetrope manually spun.
This makes the customer feel like they are spinning
a zoetrope from the 1800s.

5. Usability - Placement of Point of
Sale
The positioning of the point of sale is important. In a average
retail store I could put the zoetrope in a lot of places within an
average department store. It depends on if I'm using a stand /
podium or not. If I am using a stand / podium then it would be
best if I put the point of sale on the floor either next to the
entrance / exit as this is where there is a lot of foot fall and
where more people will see and use it. Another place it could
be put if it uses a stand is by the lift, escalator or stairs. This is
because these places are crucial for people to get to the upper
or below floor so it will be a place where you will get allot of
footfall also. Without the stand, the zoetrope is around 45cm
tall. As it is this size, the point of sale could be put on a shelf.
On a shelf the point of sale could still be spun and used as
long it is on a shelf which is at head height. Finally the point of
sale could be put on the table where the customer buys the
product as it is at a usable height and near the cash register.
The point of sale could not be put inside a cabinet or on a low
shelf as the customer would have to bend over to use it and
most probably would walk away. Also, it wouldn't be as easy to
notice.
6. Construction - Adhesives
Epoxy Resin
Epoxy resin is very strong. It is a thermosetting resin which
means once it has dried, it cannot be melted and reused. It
can be used as a coating in some industries. Used in some
paints on boats to protect from bad weather. While drying it
creates cross links.
PVA Glue
Polyvinyl Acetate is good because it dries clear and can be applied
directly from bottle. If cap of glue is left off it won't dry up for a while.
Easy to use as it can be squirted out of a bottle or onto a brush. It is
soluble in water so it can be cleaned up easy. As it is water soluble
when around water the glue is useless. It takes about 24 hours
before the glue is effective. It corrodes metal. It is not effective on
any surface which is non-porous.
Glue Gun
The glue gun is good to use because the actual
gun bit is relatively cheap. Also, the glue gun
glue is stronger than average glue. The glue is
also long lasting. The glue gun can be
dangerous if not used properly. The glue s
gloppy and thick, can cause lumpy surfaces. I
could use the glue gun in my point of sale as I
used in the model making and I found it was
easy to use.

7. Construction - Tools
I will use a Stanley Knife in the
construction of the my point of sale when
I am making the zoetrope tubical top half.
I will use it because it easily cuts into
cardboard. It will be used to create the
rectangle shape which will bend round to
create a tubular shape. I will also use the
Stanley Knife to make the slits where the
user will view the animation.
To cut the wood at the base of point of
sale, I will use a saw. I will a band saw to
cut through the oak. The hegnersaw
wouldn't work as well as the oak is too
strong. A hand saw is inaccurate so I won't
use it for my project as Hackett brand
requires everything to be of a high quality.
To mark out where I will cut on
the cardboard and on the wood I
will use a pencil and a ruler. To
make sure my angles are perfect
for the base I will use a try-
square. I will use these tools
rather than free hand as I want
the lines to be straight and
perfect as the Hackett brand
requires a high quality.
8. Aesthetics - Designing the London skyline
2D Zoetrope
If I were to create a 2D zoetrope I would have to create the
London skyline on to a piece of paper and insert it into the
zoetrope. If I were to create this, I would only be able to one
building evolving. This could work if I use an iconic building
as the metaphor for the whole of London evolving.
3D Zoetrope
A 3D zoetrope would be harder to make although the reward
would be greater. If I choose to make a 3D zoetrope I would
need to make miniature figurines of London buildings e.g.
The Shard getting built, London Eye Spinning and finally a
gentleman walking along with a suitcase.
I think for my point of sale I will create a 2D zoetrope but
with 3D features such as some of the images may be
embossed and I will show more than one building evolving.
I will do this through the use of platforms.
1.Time changing on Big Ben
2.Gentleman with briefcase walking down road.

10. Aesthetics – Finishes
To protect the images in the zoetrope, I
should add another layer. I was thinking
about using plastic as the layer as it is
mostly water resistant. The most common
problem that would affect the point of sale
would be it either falling over or somebody
spilling something over it. To defend
against this I will need to use a strong
plastic like ABS (which has high impact
strength, good toughness, lightweight and
durable) The problem with ABS is that it is
very thick and this could alter the users
perception of the images. Another plastic I
could use would be Poly Carbonate (PC).
Poly Carbonate has good chemical
resistance which means that whatever is
spilt on the plastic will not affect the over
plastic or the paper underneath. The plastic
will also need to be see-through so the user
can see the images. This is where the user
will see the images while they are spinning
round. For this I could use Acrylic. Acrylic is
relatively thin and could be bent around a
shape easily. It is also tough, hard and
durable. I think Acrylic would be the best
choice to use for my design.
9. Materials - Plastics
To make the wood look of a high quality I would use a wood
stain or varnish to improve upon the properties of the wood.
Varnish has little or no colour, is transparent, and has no
added pigment, as opposed to paints or wood stains, which
contain pigment and generally range from opaque to
translucent. In my design, I will use a transparent varnish for
the wood at the bottom Of the point of sale. I will use
transparent because the oak wood is already aesthetically
pleasing so I would not need to change that but I would use
the varnish to add properties such as liquid resistance.
Varnishes are also applied over wood stains as a final step
to achieve a film for gloss and protection. Some products
are marketed as a combined stain and varnish.
11. Wheels
At the bottom of my design I could add wheels. This would make
the usability easier. I will drill the wheels to the oak and make it
easy to wheel around. This will mean that the unit can be pushed
around the store to all the best points (such as the door etc – see
development 5). The wheels I can will made out of plastic (rubber)
and have a metal coating. The metal coating is important as it will
increase the longevity of the wheels meaning that they can be
used for a long time.
Graph shows that the majority of my colleagues do not agree that
wheels would be good for my design.SAFETY
I will use plastic as it is strong
compared to other clear materials
such as glass. This makes the
product more safer as if dropped has
a much less chance of smashing
and causing any harm to any of the
customers.

I will add rubber feet to my design. Rubber is a good
material to use as it is an electrical insulator, tear
resistance and elastic. It is used common on the
soles of shoes. It is used in shoes to stop the person
who is wearing from slipping and sliding over. That is
what I want to use the rubber feet for in my design. It
is somewhat a safety feature of the point of sale
because if somebody falls into the point of sale, the
point of sale will not slide into someone else. If
enough pressure is put on the point of sale It may fall
over but using rubber feet reduces its chances a lot.
Once I have cut the card to size and cut out the prints, I
will paint it complete black. The card must be painted
black as it creates the wall of the zoetrope. This is so the
user doesn‟t see a random blur when the images are
spinning. The scanning of the slits keeps the pictures
from simply blurring together, and the user sees a rapid
succession of images, producing the illusion of motion.
To paint the cardboard I will use acrylic paint. When
painting the cardboard, the water in the paint will weaken
the card but as the paint dries, the cardboard‟s strength
returns. I will lay the card flat when painting and I am told
that I should bend it round to form the drum shape
before it dries.
To create the spinning motion of the upper half of my
point of sale (the zoetrope), I will need to make a Lazy
Susan. To do this I will need to connect a sheet of
wood (oak wood) to a Lazy Susan bearing. To connect
these I will need the use of nuts and bolts. On the
bottom of the Lazy Susan, I will have a slab of Oak
Wood. I will have Oak Wood on the top too (the top half
has the card glued to the wood). The top half will have
a smaller surface are than the top half. I will not need to
use any more nuts and bolts in the construction of the
point of sale.
The colour scheme of the point of sale will use grey,
navy, white and a dark red. These are the colours
featured in Hackett‟s marketing. I will use black (and a
hint of navy blue) as the colour of the upper part of the
point of sale (the zoetrope). This will be resting on a Oak
Wood base. The oak wood will not be coloured (it may
be darkened if a oil based varnish is used). The colours
of the pictures of the London skyline will be black (navy)
and white. This is because drawing the images of the
bulidings over and over would take a long time and it is
because the zoetrope works more effective if the colours
are simple.
12 13
14 15

Another material I could use for the protection of my images is glass. I would need to shape the glass around
my images in a circular and tublicar shape. There are four main methods of shaping glass: blowing, pressing,
drawing, and casting. After the shaping process, annealing is used to increase the strength of the
glass. Tempering and other finishing techniques may also be used to further strengthen the glass. Pressing is
accomplished by dropping a hot gob of glass into a mold, then pressing it with a plunger until it spreads and fills
the inside of the mold. To be pressed, an article must be of such a shape that the plunger can be withdrawn.
Baking dishes, glass blocks, and lenses are often pressed. As with blowing, pressing can be done by hand or
by machine, and with single or multiple molds. Press-and-blow machines use a combination of the pressing and
the blowing methods to form the article. Such machines can produce hundreds of glass containers per hour.
Drawing is the method used for shaping flat glass, glass rod, glass tubing, and fiberglass. Almost all flat glass
produced today is float glass. It is shaped by drawing a wide sheet of molten glass into a furnace containing a
bath of molten tin. This furnace is called a float bath because the glass “floats” in an even layer on the perfectly
smooth surface of the molten tin. Heating in the float bath is carefully controlled to melt out any roughness in
the glass. Because glass turns solid at a higher temperature than tin, it can be moved from the molten tin for
further cooling. When flat glass is shaped in a float bath, both sides come out with a brilliant finish that requires
no grinding or polishing. Casting involves filling molds with molten glass. The glass may be poured either from
ladles or directly from the furnace, or drained from the bottom of the furnace. Casting is used in the production
of architectural glass pieces, art glass, laser glass, and telescope mirrors. Annealing is a process that removes
the stresses and strains remaining in glass after shaping. Most glassware is annealed just after it has been
formed. If it is not annealed, glass may shatter from tension caused by uneven cooling. Annealing is done by
reheating the glass and gradually cooling it according to a planned time-and-temperature schedule.
Tempering is a process in which a glass article that is already formed is reheated until almost soft. Then, under
carefully controlled conditions, it is chilled suddenly by blasts of cold air or by plunging it in oil or certain
chemicals in a liquid state. This tempering treatment makes the glass much stronger than ordinary glass
To attract customers to the Point of Sale I will include a CD player where the
store would put on a compilation of older songs. Not classical songs, older. For
instance, The Beatles. I would create a slot in the oak wood where the CD
Player / Speaker would lay. The sound wouldn‟t be too loud as it would become
annoying for some customers and it could This would attract customers not
only because it is playing music but because the music isn‟t „mainstream‟. Its
different than what you would normally hear in a store and these songs aren't
on the radio often even though they are well known. The reason I‟d use songs
like The Beatles is because:
a)They‟re English. Traditionally English.
b)They‟re Traditional. Recognized as being from 60s.
c)They‟re Iconic. People know them and their songs.
16
17

In my design, I have designed there to be a groove when the
Hackett tasters will lay. The tasters will be a rectangular strip
with a spray of Hackett splash on it. The taster card with
have a design on it. The design will be one of twenty four key
points of Hackett‟s history. The taster wont just be a piece of
paper, it will be quality card as a regular paper wouldn‟t
reflect the brand‟s high quality image. The colour of the
taster would be light blue. The light grey would reflect the
brands colour scheme and would be easy to see the
information.
x3018
On my point of sale I will have many links to social
media such as Face book, Twitter, YouTube etc..
These links would allow customers to „like‟ Hackett on
Face book, „tweet‟ about the Hackett aftershave or
watch the advertisements on YouTube. This is effective
as adding Hackett to Face book, YouTube or Twitter is
free. I will also add a QR code so a user with a
Smartphone (phone, Blackberry, Samsung S3) can
scan it in to access the brands website or other website
relating to the brand or product.
19

Specification Checkpoint 1
• A - I have found that the main themes of Hackett are grayscale pictures, traditional sports and features a lot of English themes. I have to mirror these themes on to
my point of sale display. My point of sale must be big and stand out against the crowd. I HAVE ACHIVED THIS BECAUSE MY POINT OF SALE WILL BE PLACED
ON A PLINTH WHICH CAN BE SITUTATED ANYWHERE THROUGHOUT THE STORE. I HAVE DESIGNED MY POINT OF SALE TO BE ABLE TO BE TAKEN
OFF OF THE PLINTH AND PLACED UPON A SHELF OR COUNTER.
• C - I have found the products associated with Hackett are of a high quality and connote being rich and successful. As this is, I think, the target market for Hackett. It
would make sense I use these themes in my design. The cost of the point of sale must not be any more than the products displayed as this is losing money. I
HAVE ACHIEVE THESE AS I HAVE USED HIGH QUALITY MATERIALS IN MY DESIGN. IN THE DESIGN I HAVE DECIDED TO USE OAK WOOD AS IT HIGH
QUALITY AND LOOKS VERY AETHETICALLY PLEASING. AT SOME POINTS IT COULD BE ARGUED THAT I HAVE NOT ACHIEVED THIS AS IN MY DESIGN
THERE IS THE USE OF CARD WHICH WOULD BE CONSIDERED A RELITIVELY CHEAP MATERIAL. I HAVE USED CARD AS IT IS EASY TO CUT INTO AND
FLEXIBLE AND ITS PERFECT FOR THE BODY OF THE ZOETROPE SECTION OF MY POINT OF SALE.
• C – The target customer of Hackett is somebody between the ages of 25-50. This is quite a large age difference but the clothes and accessories in the stores are
aimed toward people who are on the road to achieving great successful. I HAVE ACHIEVED THIS AS DESIGN IS ESSENTIALLY CLASSIC AND TRADITIONAL. I
HAVE DEVELOPED MY IDEA INTO THE EVOLUTION OF THE TRADITIONAL LONDON IN WHICH HACKETT BASES ITSELF TO THE MODERN DAY
CORPORATE LONDON WHERE MANY OF ITS TAGET CUSTOMERS CAN RELATE. ANYONE OVER THE AGE OF AROUND 25 PROBABLY WOULDN‟T
REALISE HOW NEW SOME OF LONDONS ICONIC LANDMARKS ARE AND SO THE MESSAGE WOULD MEAN AS MUCH TO THEM.
• E – My point of sale must be able to be placed in different areas of the shop. I think the environment of my point of sale varies. It would make sense if the shop
puts the point of sale where the most footfall is. But, my point of sale is of a size that it could be put on a shelf, on a plinth, or on the store counter. I HAVE
ACHIEVED THIS AS MY POINT OF SALE IS ABLE TO BE ON A PLINTH. THIS GIVES THE STOREOWNER THE ABILITY TO PLACE THE POINT OF SALE IN
MANY AREAS OF THE STORE. ALSO I HAVE DESIGNED THE POINT OF SALE SO IT CAN BE TAKEN OFF THE PLINTH AND PLACED ONTO A SHELF OR
THE SHOP COUNTER WHERE PURCHASES ARE MADE.
• S – The point of sale must be big enough to be able to display relevant information such as the brand identity, history of the brand and where it comes from. It also
must be big enough to be able to fit on a shelf or the shop counter. It must not be too big as this creates unwanted visual noise and may put customers off from
buying the product. I HAVE ACHIEVED THIS BECAUSE IN MY POINT OF SALE THE ZOETROPE SECTION CLEARLY SHOWS THE BRAND IDENTITY, THE
HISTORY OF HACKETT, AND FINALLY THE BASES OF THE POINT OF SALE (NOT THE PLINTH) WILL FEATURE THE HACKETT BRAND TIMELINE OF
IMPORTANT EVENTS.
• S – The Safety of the point of sale is important as they are easily knocked over, spilt on etc.. It is important that the point of sale be secure when on the plinth or
the shelf. It is also important that the plinth is secure to the floor. I will also make sure all sharp edges are smoothened out so no body catches themselves on them
s they can be quite painful. I will also keep the point of sale away from children , they are often the culprits of the spills and knocking over so they will be kept out of
reach. Also, children are not the target audience and do not need to see the point of sale display. I HAVE ACHIEVED THIS BY THE USE OF THE PLINTH BEING
AT ADULTS WAIST WHICH IS USUALLY ABOVE THE AVERAGE CHILDS HEAD. THIS KEEPS THE PRODUCT OUT OF REACH OF CHILDEN, I HAVE ALSO
NOT ACHIEVED THIS AS I HAVE KEPT THE EDGES OF THE POINT OF SALE DESIGN TO BE UN-ROUNDED. I THINK THAT USING ROUNDED EDGES
WOULD MAKE MY POINT OF SALE SEEM LESS SOPHISTICATED. I HAVE ALSO NOT DESIGNED A PLINTH TO BE ABLE TO BE BOLTED DOWN. THIS
DEFEATS THE OBJECT OF THE POINT OF SALE HAVING MULTIPLE ENVIRONMENTS.
• F – The function of my point of sale is to advertise a product of Hackett and advertise the brand identity and history of Hackett. I will achieve this through the use of
images and a timeline around the point of sale. I FEEL I HAVE ACHIEVED THIS THROUGH THE IMAGES OF LONDON IN THE ZOETROPE. I ALSO FEEL I
HAVE ACHIEVED THIS IN THE HACKETT LOGO IN THE FRONT OF MY DESIGN. I ALSO FEEL THE ANIMATION PEOPLE WILL SEE WHEN LOOKING IN
THE ZOETROPE WILL REFLECT THE HACKETT BRAND.
• M – In my point of sale I will use high quality materials such as oak wood, aluminum, teak and glass. This reflects the high quality of the Hackett brand. I HAVE
ACHIEVED THIS THROUGHT THE USE OF OAK AS THE MAIN MATERIAL IN MY DESIGN. I HAVE ALSO USED GLASS TO PROTECT THE IMAGES IN THE
CARD ZOETROPE. I HAVE NOT USED ALUMINIUM IN THE DESIGN OF THE POINT OF SALE.

20. Dispensing the Testers
For my point of sale I want the dispensers to be dispensed in
a more unique way than I have originally designed. I could
make it so when the user spins the Zoetrope that it releases
some of the aftershave. This could be an interesting way for
the aftershave to be tested but it could also cause problems.
For instance, if a person with asthma spun the zoetrope it
would automatically spray. It would be unable to know that the
person spinning is asthmatic. Also, if children spun it or it was
spun intentionally It could be released as a surprise and could
get in the eye of a child. If I keep the dispenser the way it is, it
will be minimalistic and therefore be keeping with the further
specification.
21. Aluminum
In my further specification I have said that I would need
to use aluminum in my design. In my design I created a
place around the base of the zoetrope where aluminum
could be applied.
I think if I put aluminum
strips along the side of
the point of sale then
it‟ll look more
expensive, professional
and stick with the
Hackett colour scheme
due to the silver / metal
colour.
I will use a QR code to increase the
interactivity of my point of sale. The QR
code will enable consumers to scan their
phone against the point of sale to take
them to the Hackett website.
I will be able to create a QR simply and easily over many
websites. Here, I have done a mock up of the QR code. I
will print the QR code on the side of the plinth and will
make it relatively small as it the digital-ness of the code
will not fit in with the traditional English theme if the rest of
the Point of Sale.
qrcode.kaywa.com/
Aluminum will be used because it does not rust, it can
be 100 percent recycled and because it is odur-less.
The aluminum is also very lightweight.

23. The Hackett Timeline
To link the point of sale back to the
Hackett brand, I will print off the
Hackett timeline from their website.
The timeline will go around the
point of sale so at what ever point
or angle the consumer is looking at
the point of sale - he will see a fact
about Hackett's timeline.
24. Design of the Animation on First Platform
This is the main part of the point of sale display. This is what the potential customers will intact with and this is also which
makes the point of sale unique. The first platform is the first one the customer will see and this is where they will decide if
they want to stay and test the product.

This is the second animation, it is found in most traditional zoetropes.
Alternative for Second platform, once again, found in most old zoetropes.
25. Design of the Animation on Second Platform
26. Alternative First/ Second platform animation

28. Placement of Product
The product is an essential part of the design as it is what
the point of sale display is advertising and distinguishes it
from other companies and products.
The product being advertised is the Hackett Splash. The
aftershave bottle is quite small and would fit on the top
stage of the interior of the zoetrope.
When the zoetrope spins it could make the aftershave
bottle fall off leading to smashed glass and fluid potentially
destroying the design.
To combat this, I will fix the bottle on to the top stage using
glue. I will use PVA glue as this glue is clear and is strong.
Strong and clear are good qualities for this application
because the clear will mean the aesthetics will not be
altered and the strong means the product cannot be stolen
or fall off unexpectedly.
27. Placement of the Display bottle.
At the moment the point of sale display does not allow
for any products other than the tester. The other product
can be on the shelves near the point of sale.
If the point of sale is situated on a plinth, there could be
shelves cut into it where the products can be.
29. Plinth
This is where the
tester is situated.
The point of sale can be placed on a plinth. if it is put on a
plinth, the plinth can be placed anywhere on the shop-
floor.
A plinth could be modified to have benefits such as cutting
shelves into the plinth to increase space for additional
tester products, products to be sold etc..
There are problems though, for instance, a plinth can
reduce the amount of places (e.g. Shelves) where the
point of sale can be placed. The plinth would increase the
size of the plinth and therefore reduce the portability.

30. Ergonomics 31. Anthropometrics
This shows two possible ways the point of sale can be
displayed in a store. The point of sale is 30cm high and
has a width of 30cm. This means for the point of sale
to stand out it must be placed on either a plinth or a
shelf. The point of sale must be placed where the slits
of the zoetrope part of the point of sale are just below
eye level.
This shows the anthropometrics of my point of sale. It
is a study of the human body and how easy the human
body can use the point of sale and it is important since
my point of sale is very interactive. If the point of sale
is too high the person would have reach up to use the
point of sale and if the point of sale is too low, the
person would have to bend over to use it.
PLYNTH

32. Ways for customer to spin POS. 33. Interesting ways of distributing Testers
To ensure my POS is used efficiently I will need to make
sure the customer can actually use my point of sale. I will
make grooves where the POS can be spun on the walls
of the zoetrope. This will make it easier for the customers
to use it and ensure it used.
The lazy Susan bearing will be quite lubricated ensuring
that the zoetrope will spin at a fast enough speed for the
animation to work. This will require lesser effort from the
customer.
What the customer is
smelling on the card
many not be what it‟ll
smell like in real life but
it‟d be too expensive to
get loads of different
materials for the
customer to try out. So
cardboard is probably the
cheapest and easiest
material to use but I think
I would need an
interesting way of
distributing the testers.
Currently, I would say the way of distributing testers is
pretty lame so I would like to find a more creative way. I
think I would like to tie the testers in with the design.
1. I could make the testers a magnifier glass.
This could let customers see the animation more clearly
and would entice people to use the point of sale and get
the testers.
2. I could put designs of the animation on the testers.
This would highlight the meaning of the point of sale and
customers would remember Hackett and the message of
Hackett every time they see London.
Grooves cannot be used because they would
hinder the aesthetic of the point of sale. Also, I
want to keep the aesthetic to be as similar to a
traditional point of sale as possible.
This is the reason grooves were not added as part
of my design.

34. Colours of Zoetrope 35. Similar Zoetropes.
Hackett colours are generally
Navy, Dark Maroon-y Red and
White but most zoetropes are
black. I may have stray from
typical zoetropes and make my
zoetrope navy blue. This will
display the brand better than
black and also create less
visual noise.
Hackett colours are generally
Navy, Dark Maroon-y Red and
White but most zoetropes are
black. I think the red doesn‟t
look very good, I think people
would be more likely to not use
it if it doesn‟t look good.
The final colour I could use
is black and stay with the
traditional approach to
zoetropes. I am not a fan of
using black so much as it
would put me off personally.
I also don‟t think black is a
colour suited to Hackett.
This video is of a homemade 3D Zoetrope – this
zoetrope features the Lazy Susan mechanism which I
have incorporated into my design. This video shows
how effective a Lazy Susan bearing is on a zoetrope,
it shows how you don‟t need to have a very technician
mechanism to create an effective zoetrope.
http://www.youtube.com/watch?v=0RWBypcS1SY
This is another video of a 3D zoetrope, this zoetrope
uses 3D sculptures rather than images to show it‟s
animation. This brings the animation to life more
creating a better 3D experience but uses a engine to
make the mechanism spin. This would not work for
my zoetrope as the mechanism is too big for the shop
or shelf or even plinth. But, this video is good at
showing how effective using platforms are.
http://www.youtube.com/watch?v=nKPtmXK--bA
My classmates, teachers
and other students from
different subjects agreed
that a navy blue would suit
my POS and so as blue
got the majority vote, I will
use it for my design.

How Big Is It?
37. What is the width of the entire POS? (Base)
I plan to make this part of the point of sale (the base) out of oak. The size of the base is to be
15mm in thickness and 400mmx400mm in size. This leaves enough space for the point of sale to
sit comfortably on the base with enough space for the timeline.
36. What is the length of entire POS?
I plan to make the point of sale about 420-430mm in height. The zoetrope section of the point of sale
will be 400mm and the oak base will be 15mm and I am allowing about 5-20mm for the size of the lazy
Susan.

38. Size of the Inside of the Zoetrope
This is the diameter of the entire
zoetrope. It will 300mm.
The purple arrow is showing the
top / first platform, it‟ll be 50mm
in diameter.
The blue arrow is showing the
second platform. The second
platform is going have diameter
of 100mm.
The orange arrow is showing the
third (bottom) platform. This third
and final platform will be 150mm
in diameter.
39. Will it fit on a shelf?
With a size of 400mmx400mm the point
of sale could easily fit on most shelves
and could also be placed on a plinth
comfortably.
This means the point of sale has a lot
of portability around a shop and can be
placed in a variety of different places.
This is a good trait to have when
choosing where to place it, especially if
the places with the most foot fall varies.

40. Size of the Slits in the Zoetrope 41. More Tester Ideas..
The size of the slits in the zoetrope is important as it
needs to be big enough for every demographic to see
but it also needs to be small enough for the animation
look good.
The slits will be 10mm width and 70mm long. After trail
and error, with a card model I have decided this is the
optimum size of the slits taking usability, ergonomics
and animation into account.
The slits will be 40-50mm apart as if they are too close
together, the animation will not be effective.
I will draw this out with a pencil and ruler.
I could create the testers in the shape
of other Hackett products such as
Shirts, Ties, Bags, Cufflinks etc..
This could be seen as a
marketing tool for
Hackett‟s other
products. This could
potentially bring more
sale of more expensive
items leading to a
growth in the company
and could increase
awareness.

42. Connecting Lazy Susan to both parts of
Zoetropes.
The lazy Susan bearing will be drilled. The top half of
the bearing drilled to the top half of the zoetrope and
the bottom half to the bottom half. The lazy Susan will
be 6” so it‟ll be hidden and unseen.
43. Other ways of showing the timeline.
I could use a video screen in my point of sale. I could
potentially use a video screen. The screen I could use is
an iPad 3 – I could use the Keynote App or save pictures
(Jpeg) and put it on to a slide show which is constantly
playing.
The iPad stand could
be coming out of the
zoetrope in order to
not have to change
the size of the base of
the point of sale.

44. Hackett Logo (Acrylic)
When looking at the design of my product, It didn‟t feel like
a point of sale – well I thought it could at least be
improved. I was wondering what I could do to make my
design look more real.
After going back in to my research, I looked at some of the
point of sales I had looked at previously. I noticed they all
had the logos of the company eg. Ralph Lauren, Lynx etc
as the first thing you look at.
I looked back at my design and I realised that the logo is
what I was missing. I thought long and hard about where
to put this logo so I asked some of my colleagues.
As you can see in the bar chart below, the majority of my
colleagues thought the front was the best place for the
logo to be placed.
I have decided that I will use TechSoft to draw out a logo
and get it lazer cut on acrylic. I will be stuck to the front
face to let customers know that this point of sale is for a
Hackett product.
0
1
2
3
4
5
6
Back Front Sides
Series1
45. Splitting the base, Increasing Size
When looking at how I would make my product, I saw
that I would need to use two pieces of Oak that are
20mm thick to reach the 50mm base rather than one
piece of 50mm thick.
At first I thought this would hinder the look of the product
but after contemplation I decided that I could develop my
design to improve it.
I decided that to improve this, I would split the base up
and raise them using a aluminium dowel. I thought this
would denote the product being lift higher than the others
leading to connotations of superiority.
This is a dramatic change so I decided to a do a
questionnaire to see what other designers thought of this
decision. As you can see, this was a popular decision.

46. Lights
My point of sale needed to stand out more, that was its
main criticism from my peers. I looked back other my
research and decided that I could incorporate lights into
my design. Also, the last bit of my design I developed was
the raising of my base. This created the perfect place for
the lights to be placed.
The LED lights would be glued to the upper side of the
Oak to shine down and outwards of the base.
I used a mains power source over a battery
because if used a battery it would create too
much hassle for the store / Hackett to change
the batteries over. Instead, I used a mains
power source so it wont run out of power.
47. Vinyl Instructions
For the user of my point of sale to know how it works I
will include instructions. Instructions would be „Spin Me‟
on the base of the point of sale so people know how it
works.
I will use vinyl to stick these down and use the colour
black to match the colour of the zoetrope.
I will draw it out using Techsoft and ill also use the
„georgia‟ font.
SPIN ME
48. London Skyline Backdrop
My point of sale didn‟t look complete after rendering it on
Google Sketch Up. I didn‟t feel like it was developed
to point where I was happy so decided that I would
create a back drop for the zoetrope and as it was for
Hackett, I thought the London Skyline was perfect.

Final Design.
Birds Eye View
Side View
POV of Customer
Environmental
Cardboard and wood is environmentally friendly and could easily be
recycled. The cardboard is unable to be re-used as it being sprayed and
cut into. The metal is less environmentally friendly and is harder to
dispose of.
Social
Moral
The idea of the Hackett customer is the tweed wearing, nice clothed man
and some customers may think that this is who they‟ll become after
buying Hackett. This could be misleading people and giving them false
hope. But generally, I do not think there is anything immoral about selling
Hackett as it aimed at people with the lifestyle who can afford it.

Cutting List
Part No. Description Material Length Width Thickness Unit Cost
1 Long Rectangular
Shape.
Card. 800mm 300mm /
2 Wooden Base Oak Wood. 400mm 400mm 15/20mm
3 Circular Shape 1 Pine 50mm 50mm 50mm
6 Testers Card. 50mm 20mm /
7 Circular Base of
Zoetrope
Iron on Veneer 300mm 300mm /
1
2
34
5
6
7

This is the diameter of the entire
zoetrope. It will 300mm.
The purple arrow is showing the
top / first platform, it‟ll be 50mm
in diameter.
The blue arrow is showing the
second platform. The second
platform is going have diameter
of 100mm.
The orange arrow is showing the
third (bottom) platform. This third
and final platform will be 150mm
in diameter.
300mm
150mm
100mm
50mm
Dimensional Drawing

Marketing / Interior of Hackett Store

Manufacturing of Product
For this, I made
sure the font
was the same
for the Hackett
logo.
This is the Hackett
logo letters that will
eventually be made
into the logo.
Here, are the letters carefully placed
on to the clear acrylic rectangular
shape. The letters have been placed
exactly the same as the actual logo.
I also have had to make sure the
lazy susan bearing was put in the
right place so that the bottle and
the vinyl spin can fit.
I have had to make sure my lazy
susan was glue directly on the
middle of the first platform.
I have had to make sure all the
images on the first and second
platform both had a height of
40mm.
1. Cut out a 15mm Acrylic
Tube. (DONE)
2. Cut out two 18x18mm
pieces of Oak Wood.
(DONE)
3. Cut out the platforms
using MDF. (DONE)
4. Spray Paint the Platforms
Black (DONE)
5. On Techsoft 2.0, design
the slits out of vinyl on the
zoetrope and put them on
the acrylic tube (DONE)
6. Spray paint the acrylic tube
black. (DONE)
7. Peel off the vinyl. (DONE)
8. Stick the Lazy Susan on the
Oak Wood. (DONE)
9. Cut out 30mm long aluminium
dowel. (DONE)
10. Stick the dowel between the
two pieces of the Oak Wood
base, raising it. (DONE)
11. Stick the platforms onto the
lazy susan. (DONE)
12. Stick the images onto the
platforms. (DONE)
13. Stick the acrylic tube over the
platforms but not touching the
base, so it can spin (DONE)
14. Stick the acrylic letters of
Hackett onto the clear acrlic
shape. (DONE)
15. Stick the shape (with the
logo) onto the front of your point
of sale. (DONE)
16. Spin the point of sale and
look at the images. (DONE)
Quality Check

A - I have found that the main themes of Hackett are grayscale pictures,
traditional sports and features a lot of English themes. I have to mirror
these themes on to my point of sale display. My point of sale must be big
and stand out against the crowd.
C - I have found the products associated with Hackett are of a high quality
and connote being rich and successful. As this is, I think, the target market
for Hackett. It would make sense I use these themes in my design. The
cost of the point of sale must not be any more than the products displayed
as this is losing money.
C - The target customer of Hackett is somebody between the ages of 25-
50. This is quite a large age difference but the clothes and accessories in
the stores are aimed toward people who are on the road to achieving great
successful.
E - My point of sale must be able to be placed in different areas of the
shop. I think the environment of my point of sale varies. It would make
sense if the shop puts the point of sale where the most footfall is. But, my
point of sale is of a size that it could be put on a shelf, on a plinth, or on the
store counter.
S - The point of sale must be big enough to be able to display relevant
information such as the brand identity, history of the brand and where it
comes from. It also must be big enough to be able to fit on a shelf or the
shop counter. It must not be too big as this creates unwanted visual noise
and may put customers off from buying the product
S – The Safety of the point of sale is important as they are easily knocked
over, spilt on etc.. It is important that the point of sale be secure when on
the plinth or the shelf. It is also important that the plinth is secure to the
floor. I will also make sure all sharp edges are smoothened out so no body
catches themselves on them s they can be quite painful. I will also keep the
point of sale away from children , they are often the culprits of the spills and
knocking over so they will be kept out of reach. Also, children are not the
target audience and do not need to see the point of sale display.
F - The function of my point of sale is to advertise a product of Hackett and
advertise the brand identity and history of Hackett. I will achieve this
through the use of images and a timeline around the point of sale.
M - – In my point of sale I will use high quality materials such as oak wood,
aluminum, teak and glass. This reflects the high quality of the Hackett
brand.
YOUR EVALUATION:
My product does in fact fit most of my specification. The main point of my product is for it to give
out a message about Hackett which I think people should understand when using the product.
The product I think moves away from the specification when it comes down to materials, during
the manufacturing of my product I decided that using acrylic to make the zoetrope head would
be a much better choice than card as it is stronger and spill resistant. I think using less materials
would be better for production. It also makes it cheaper to make. I think my product is
successful y advertised by my point of sale. I have stayed to the specification in regard to the
colours I have used. I stayed with using black as I think it is a classy and more mature colour
compared to a colour which is more bright which could create visual noise.
CLIENT COMMENTS:
„I think this point of sale is good for the store of Hackett. There are some downfall though. For
instance, the unit can only show the two stories on the unit currently. I feel the point of sale by
making the stories interchangeable. Also it would be better if the point of sale could be moved
on its own with a device like a motor. Having said this, the point of sale does fit the ethos of the
company. The design is retro and goes back to the olden times which is where our company
comes from and I think having this unit in our store will remind our customers of this. The point
of sale is innovative and stands out to customers whilst also fitting in with the rest of the
products in the store. The unit is also very sturdy, the acrylic head of the point of sale is sturdy
and lightweight also the oak base is very strong. Overall, I feel this point of sale fits in with the
company but could possibly have a few minor changes.‟
USER COMMENTS:
I think your point of sale is well made and a nice design but the colour black doesn‟t really
stand out to me, I think other colours would be better. Also your design could be much improved
if a member of the public couldn‟t steal the product from where it is sitting so easily. Currently, it
is possible for someone to test the product and walk ouzt with it. Also, I think you could have
allowed your self more room to add in more relevant awareness of Hackett. Your point of sale
isn't as safe as you have included on your final specifications. Your corners are not rounded as
you included on your final specification.
Your design is also good because you do mostly stick to the specification. For instance, the
theme of your point of sale is traditional English – i.e. a working zoetrope. You have also used
high quality materials. For instance, you r design includes oak wood, aluminium and acrylic
rather than wood. Your point of sale is of a size that can be moved around to different areas of
the shop. Your point of sale does in fact advertise the brand of Hackett and it also advertises the
product. „

MODIFICATIONS FOR MASS MARKET
Highlighting The Modifications Needed Before The Product Can Go To Market Based On The Feedback From The Uses Comments And Specification.
„The stories that are shown in the
zoetrope cannot be replaced and
therefore limits the shelf life of the
unit‟ – Client Comments
I would modify this by making a cover
around the animations from a
plastic, probably clear acrylic, so the
animations could be slotted in and out
easily. This increases the life span of
my point of sale display and improving
it.
To create the shape of the
acrylic cover I would need to cut
some acrylic tubing of the
correct size (50mm).
As Hackett is batch production, I would
need to use a less expensive way. I would
not use Injection Moulding as the initial
costs are too much. A less expensive way
would be to use a CNC Machine.
„The point of sale would be
improved if it was spun via motor
rather than using your hands‟ –
Client Comments
I would modify and improve this by
adding a motor. I would have to raise
the oak between my base higher and
could glue a motor there.
I would purchase the motor
separately. To make sure the
motor is secure to the point of
sale I would use Epoxy Resin.
This dries quickly & is very strong.
Rather than use araldite / epoxy resin. The
point of sale would be made on a conveyor
belt where Contact Adhesive would be
squirted onto the surface where the motor
will be placed.
„The use of the colour black doesn‟t
really attract customers and fades
into the background‟ – User
Comments
To modify this I will make brighter
colours of my point of sale. For
instance, I would make a red one and
a blue one as they are still British
colours.
As my point of sale is made using
wood and acrylic as the main parts
these are very easy to colour. Acrylic
can be purchased in a variety of
colours and colours. The colours I
cannot buy can be spray painted.
Wood, also, can easily be spray
painted.
Manufacturers who mass-produce wood
products use automated spray systems,
allowing them to paint materials at a very high
rate with a minimum of employees. Automated
spray systems usually incorporate a paint-
saving system which recovers paint not applied
to the products. Commonly, linear spray
systems are for products which are lying flat on
a conveyor belt and then fed into a linear spray
system, where automated spray guns are
stationed above.
„The product displayed is easy to take
away and steal after use‟ – User
Comments
I would add extra security to improve
my point of sale. I would attach a
security bottle to the oak base and the
aftershave bottle. This way the
customer can hold the bottle, test the
bottle, see how big it is etc but cannot
take it away from the point of sale.
To attach the cable to the point of
sale it would be glued. It would be
glued using araldite as it is very
strong. It could also be glued using
PVA glue as it is strong and it is
clear so would not look
aesthetically displeasing.
This would probably be done on a conveyor belt
like the motor and would use contact adhesive
rather than epoxy resin. This would be done
automatically by machines meaning less labour
needed to produce the product, keeping costs
down.
The point of sale could have
displayed more information about
Hackett and it‟s history. – User
Comments
I would be able to make this change by
increasing the size of my point of sale
base. This would allow to include more
information about Hackett. I would
increasing it to 250mmx250mm.
For me, when making the prototype
I would simply mark out (with a
pencil + ruler) on the wood a bigger
size.
I would use a production. The advantage of
utilizing a production machine is repeatable
accuracy with speed. I would use a JDS Multi-
Router. It is expensive but speedy and time is
money so it‟s a compromise.
Your Point of Sale isn't as safe as
on the specification for instance you
have not smoothened and rounded
your edges‟ – User Comments
I would make my point of sale more
safe in the future my smoothening and
rounding the edges. This would mean
customers could not cut themselves as
easy. When its spinning.
For my prototype I would use some
wet and dry paper to smoothen the
edges of the zoetrope head. For the
wood I would use sand paper to
smoothen it.
For Batch Production I would round the
edges of the wooden base using a belt
sander this is a lot quicker and more effient
but the machine costs a lot of money. For
the edges of the plastic I would make the
mould it is made in smooth so they is no
need to manually round them.

User Comments Before (During Development)
„Your Point of Sale doesn‟t really attract
customers, especially since the colour
of your point of sale is black‟
„Your Hackett logo on the front of your point
of sale is blue (like the original logo) but you‟re
point of sale is black. I don‟t think it looks good
having both a blue logo and a black project, I
think they should match‟.
„Your point of sale design base seems to be
pretty average, it doesn‟t really have a purpose‟.
„Your point of sale use wooden dowel to
hold the two bases apart. I don‟t think a
wooden feels as secure or is a material
of a quality for Hackett‟.
„Having the product on the top of your design
can be dangerous because as your product
Spins it could easily fall off‟.
User Comments After (Final Prototype)
„Now you have included some LED lights in the base
of your point of sale, I think customers would be
attracted a lot more, especially since Hackett isn't
the well-lighted shop‟.
„Now you changed the colour of your
logo it feels more they are matched together.
It makes you project feel more
like it is from Hackett‟.
„Now you have increased the size of the base, it looks
more dynamic. The base now has the opportunity for
much more to be included – like the LEDs you have
added in‟.
„Looking at your product again, I can see that your
point of sale looks more secure. It also feels more
secure than before‟.
„I think it is good that you have moved the position of your
product. The side of the point of sale is good because the
bottle is only small and can easily sit there. This is also a
good improvement because people can read what's on the
bottle because this would be illegible while it is spinning‟.

Photos of Final, Finished Prototype

Nick Hughes DT Folder

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Nick Hughes DT Folder