Avoid costly redesigns and miscommunication—here’s how to brief your display vendor with precision, whether you’re building a countertop tester tray or a freestanding floor unit.
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Most display projects fall apart not at the design stage—but at the briefing stage. A lack of clarity on dimensions, SKU load, usage duration, or finish preferences leads to endless sample revisions, inconsistent builds, or over-budget shipments.
With the right structure, your brief becomes the blueprint for visual success—accelerating sampling, reducing costs, and aligning expectations across design, production, and rollout.
✅ Summary: Counter and Floor Displays Require Different Briefing Logic
A countertop display focuses on close-range interaction, size efficiency, and elevated finish. A floor display must consider shopper visibility, weight-bearing structure, and multi-component assembly.
Your display brief should cover:
- Project objective
- Footprint & SKU capacity
- Material and finish preferences
- Reusability or duration
- Power, signage, and packing needs
At Samtop, we work with brands to turn creative intent into spec sheets that save sampling time and reduce errors across global vendors.
✍️ What to Include in a Display Brief (By Type)
🛍️ Countertop Display Brief Essentials
| Spec | What to Include |
|---|---|
| Placement | Bar / POS / freestanding surface |
| Size limit | E.g. Max W 400mm × D 250mm |
| SKU layout | E.g. 6x lipsticks + 1x serum |
| Structure | Foam slot? Magnetic tray? Mirror zone? |
| Lighting | Rechargeable LED? Side-backlight? |
| Branding | Magnetic header? UV-printed logo? |
| Finish | E.g. matte acrylic + satin frame |
| Usage time | Campaign or semi-permanent? |
| Storage logic | Stackable? Disassemblable? |
| Ref images | Moodboard or sketch photo |
📌 Pro tip: Include a hand height diagram or real product placement photo to help vendor simulate shopper interaction.
🧱 Floor Display Briefing Must-Haves
| Spec | What to Include |
|---|---|
| Location | In-store island / endcap / backwall |
| Dimensions | E.g. H 1200mm × W 500mm × D 400mm |
| Weight support | E.g. Must hold 20kg |
| Assembly | Knock-down? One-piece? Modular? |
| Lighting | Plug-in or battery powered? |
| Graphics | Vinyl wrap? Header card? |
| Brand zones | Etched plate / foil logo / side panels |
| Seasonal upgrade | Swap top unit or base wrap? |
| Shipping format | Flat-pack? Pallet? Foam protection? |
| After-use | Stackable crate or warehouse returnable? |
📌 Visualize the shopper POV from 2–3 meters and add a reference image with the store environment to test context.
🧪 Real-World Example: Counter Glorifier Brief
Project: Glow Serum Counter Tray
Objective: Highlight product trial at beauty bar
Specs:
- Size: 320 × 200 × 250 mm
- Products: 1x 50ml + 2x mini testers
- Finish: Frosted acrylic + brass logo
- Lighting: USB-C LED halo
- Branding: Magnetic card + UV print
- Quantity: 200 units (10 pilot markets)
- Duration: 6-month campaign
- Timeline: 3D → Sample → Mass production in 6 weeks
→ Need more real project specs? See our rollout kits
🧩 Common Mistakes to Avoid
- Forgetting packaging dimensions (affects shipping cost)
- Ignoring plug or lighting source at retail site
- Not specifying removable parts or reusability intent
- Relying only on text (sketches and photos go a long way)
💬 FAQ
Q: I don’t have a CAD file—can I still brief clearly?
✅ Yes. Use hand sketches, product photos, and basic sizing tables.
Q: Should I mention logistics in the brief?
✅ Absolutely. Flat-pack, pallet, or foam protection all affect production design.
Q: What if I want the vendor to propose the design?
✅ Submit a Creative Intent Brief with campaign theme, tone, SKU logic, and placement visuals.
Q: Can I use the same brief for both counter and floor displays?
✅ No—each needs specific structure, shipping, and brand engagement logic.
✅ Conclusion: The Brief Builds the Display Before Production Begins
✔️ A great brief = fewer revisions + better samples
✔️ Counter displays focus on touch, finish, compactness
✔️ Floor displays require structural logic and shipping foresight
✔️ Always align on timeline, use case, and reusability
At Samtop, we help transform vague ideas into detailed briefs and mockups that vendors can actually build—on time, on budget, and on brand.
📩 Need Briefing Templates or Spec Kits?
We provide:
- Counter vs. Floor Brief Templates (.doc/.xls)
- Material + finish sample boxes
- Sketch to 3D proposal flow
- International vendor-ready briefing packs
📧 Email: [email protected]
🌍 Website: www.samtop.com
