Tips

Design of the Times is the year’s most anticipated Awards Competition, and the competition is fierce. To get the edge, check out these pointers submitted by past Design of the Times Judges and the editors of Shopper Marketing.

• Take the time to read through the Competition Rules, Categories and Campaign Types. Be sure you understand the requirements and adhere to them to avoid confusion or disqualification. If you have questions, please contact Laura Carlson at (847) 675-7400, x173 or on our contact page.
• Increase your chances of winning by submitting entries in multiple Retail Category/Campaign Type combinations. Tailor your contest materials for each submission appropriately to showcase how they perform in the various categories.
• Use a photo that accurately depicts how the display would look in the field. On your Entry Board, use a high-quality photo printed on photo-quality paper. If possible, use a photo that shows the display merchandised in a store setting. Keep in mind, too much touch up work on a photo may reflect poorly on the entry. Furthermore, do not submit drawings, illustrations or renderings as the main photo. It must be a photo of the actual display.
• Take advantage of the back of the entry board to include additional photos taken from multiple angles, assembly instructions, technical details, etc. You can also include renderings and illustrations on the back. Judges look for these, and sometimes, this extra touch can make all the difference.
• Provide clear and concise answers to the questions on the Contest Declaration. Keep in mind, there are hundreds of entries being judged. Reading wordy, content-barren text is time-consuming and frustrating for Judges, and can potentially negate the positive qualities of the display. State the goal; describe the project; state a measurable result.
• Be sure to provide quantitative, results-oriented information on the Contest Declaration. Entries that do show results reflect more positively on Judges. Results are extremely important and of primary focus. The display may have great graphics or structural design, but if it doesn’t sell product then it is not worth the cost.
• Avoid using vague phrases like “Most successful implementation ever,” “We are not allowed to provide results,” or “Results unknown.” If necessary, state results with the caveat, “Results are for contest use only, keep confidential.”
• Pictures don’t always speak for themselves. If your display has a special effect, a demonstration process or an interactive element, describe how it works.
• Make sure your entry board materials are aesthetically pleasing and neat, and that your Contest Declaration is well written. Content is most important, but a nice presentation helps as well.
• Merchandise the display set up in the Design of the Times Gallery. If the merchandise is of high value, merchandise the display with empty boxes or photos of the product. This helps the Judges get a comprehensive view of the display.

Questions? Contact Laura Carlson at (847) 675-7400, x173 or on our contact page.