The Human-Centered Design of Grocery Signs.
I’ll admit that I don’t spend a lot of time reading signs around me. I may even be desensitized to them? When I go grocery shopping I have a list of items I’m already familiar with. If I’m browsing, I pay more attention to a product’s packaging than the store’s ability to promote it. Shelf signs are nothing more than big price tags, but what else did you expect?
Everything is trying to get our attention: from products to advertisements, and event notifications on your phone. So in places like grocery stores, how is anyone product supposed to stand out from the rest? Especially if it’s new or sounds kind of weird. Well, that’s my job.
I’ve been working as a Sign Artist for Trader Joes while I pursue my career in Interaction and User Experience Design. However, what started out as a job to make ends meet, turned into me discovering ways to incorporate Human-Centered Design outside of the digital spectrum. Let me explain.
If you’ve been inside any Trader Joe’s store you’ll notice that it doesn’t look like your average Grocery Store. It’s bright, colorful, and very nautical themed. However, what you may not have noticed is that everything from the murals on the wall, to the signs above your favorite products, are completely hand-made.
You might be thinking…no way someone wrote that. I pinky promise, I wouldn’t lie to you. Every store has an Art Team made up of Crew Members who spend most of their shift designing signs, changing prices, and coordinating the store aesthetic based on the theme of the month. We’re not hidden from the public eye though! We still work the register, answer customer questions, and do our best to make your shopping experience as enjoyable as possible.
But how do these signs use Human-Centered Design? Well, a lot is taken into consideration when it comes to optimizing the customer experience, and this includes the displays. At Trader Joe’s the customers are our users, and we think about how you will not only perceive us but the company as a whole.
Signs are all designed with a purpose in mind. Stores are meant to reflect their neighborhoods, giving them a personalized feel that makes this particular location, yours. Signs also reflect the intent of the artist. I personally want my signs, especially the bigger ones, to create excitement and curiosity in customers when it comes to new products. I’ve always identified as a foodie, and this job has been a way for me to share a bit of myself with our customers.
The Key Features of a Human-Centered Sign:
- Straight forward
- Every sign has the same 4 things: Product name, Price, Size and Value Message. Signs differ from designs, but they are all consistent with providing customers with their basic needs when shopping. - Delivers Value
- The “Value Message” I mentioned before is often overlooked but well thoughout by the artist. It can be the flavor palette, product texture, pairing suggestions and sometimes a fun pun just there to make you smile. Overall, it’s our Call to Action on why this product is great and how you can use it. - Legible
- Similar to the first feature, but easier said then done. While I do love a good font, the important part is whether or not a customer and even read it. Practicing our handwriting is just as important as intricate designs, because if it’s not legible, it serves no purpose. - Colors that Compliment
- Color Theory is always important, but making sure colors pop pop under the fluorescence store lighting in the store is a skill. This comes with a lot of iterations over multiple signs. You begin to learn what needs more than one layer, and what Posca marker you just need to chuck. - Inviting
- Overall, it should be fun and interesting to look at. It’s a work of art on it’s own and we make several masterpieces a day.
I hope the next time you see the signs at your local Trader joes, you’ll appreciate the time and effort the team went through to share some of their favorite products with you. Happy Shopping!
