Five seconds or less to capture their attention.
Point-of-Purchase (PoP) design is meant to be eye-catching and convey easily digestible snippets of information. The rule I was taught is “five seconds or less.” Essentially, if the design can’t be understood in five seconds or less, it’s not effective.
My time at the Cincinnati Enquirer involved a lot of split-second decisions. Designs needed to be completed on same-day deadlines a lot of the time, which required reusing previous designs with slight alterations. Due to the time constraints, there was very little conceptualizing outside of short meetings in the morning. Most advertisements were completed in a matter of a few hours. Occasionally, the design briefs would allow for some creative freedom, which is visible in the more illustrative pieces.