As part of the «Price of the Discount» project, we studied how sales influence consumers. We presented the results of our work at the «Days of New Fashion» event in the «Tsvetnoy» department store.
We investigated the discount policies of brands across different price segments, compared their approaches to sales, and analyzed the statistics.
Based on this research, we created an exhibition installation inspired by the aesthetics of retail sales, aiming to convey the core idea of the project within the exhibition space.
The main metric for the project was the customer survey. With its help, we studied how people react to discounts, how much a price reduction affects the desire to purchase an item, and whether they are willing to pay the full price for it.
01 / CONCEPT
Sales surrounds us everywhere, but have we considered how they change our perception of value?In the project «The Price of Discount, ” we explored the influence of discount policies on consumer behavior and brand perception.
02 / BOOTH CONCEPT
We designed the installation around the aesthetics of a sale, utilizing red price tags, promotional signage, and elements from a retail display.One side of the booth was dedicated to the research findings, featuring an informational poster with graphs and conclusions.The other side featured an interactive zone complete with T-shirts, a «SALE» garland, and a voting area for visitors.Our goal was for the booth to not only communicate about discounts but also to visually evoke the atmosphere of a big sale.
Sketch
03 / MATERIALS PREPARATION
We created most of the elements ourselves: we printed posters, cut out price tags, prepared decorative details, and gathered voting materials.
For the presentation of the research portion, we used butcher paper with uneven edges, creating the effect of a torn advertisement displayed in a shop window.
We separately made a red «SALE» sign, a large «50% OFF» element, and small fabric T-shirts.
The display was completed with a white T-shirt bearing the red inscription «SALE, ” placed on a mannequin.
04 / EDITING
We used white metallic mesh panels as the base onto which the prepared materials were attached.
On the first side, we displayed an informational poster and decorative elements, and next to it, we placed a mannequin.
The second side was styled as an interactive display case: we hung a «SALE» garland, pinned up t-shirts, and set up a question with multiple-choice options.
In the lower section, we installed five ballot boxes for voting, and on the side, we placed a pocket with slips of paper for participants.
05 / EXHIBITION SURVEY
At the «New Fashion Days, ” we decided to continue collecting data through an interactive poll, supplementing the main survey with visitors' reactions to the exhibition.
Participants were asked to complete the sentence:
„When I see a large discount from a brand, my first thought is…“
For their answer, we offered five options: — „I already have the card“ — „Suspiciously generous“ — „I’ll wait for Black Friday“ — „Is that even allowed?“ — „I’m just here to look“
Visitors took a yellow slip of paper and dropped it into the receptacle under their chosen option.
In this way, we were able to augment the research with a small interactive element and discover what associations discounts evoke in the exhibition’s audience.
07 / RESULTS
The result of our work was an exhibition stand where the study of discount policy was transformed into a visual and interactive composition.
We independently developed the design, manufactured the decorative elements, and assembled the stand.
The consumer survey data remained the foundation of the project, and the exhibition voting served as its continuation, allowing us to involve the audience in the research on purchasing behavior.
Team:Daria Dotsenko — Visual design and assemblyDeveloped the stand concept. Was responsible for manufacturing elements, decoration, and installation. Participated in the analysis and researchBožena Kachan — Research and analyticsConducted customer surveys and processed the results. Participated in the concept development and assembly of the stand.The final decoration and installation of the stand were done collaboratively.
