A cardboard display is one of those packaging elements that work to drive sales even before the customer reaches for the product. Well-designed, it catches the eye at the shelf, organizes the display, and shortens the path from „I see” to „I buy.” In practice, however, this is a concept that encompasses many different structures—from a simple floor display to a countertop display, up to elaborate promotional stands for several types of goods.
In this article, we explain the differences between various types of cardboard displays, where they work best, and what to consider when designing such a medium for a specific product. If you are looking for a ready-made corrugated cardboard solution tailored to your product range, check out our offer as well. SRP packaging and POS materials, where we mass-produce this type of structures.
What is a cardboard display stand and what function does it serve in sales
A cardboard display is a corrugated board structure designed to present products at the point of sale. Unlike ordinary transport packaging, its primary task is not merely to protect the goods, but above all to display them – it is meant to highlight the product so that the customer notices it, reaches for it, and makes a purchasing decision without the help of a salesperson.
That is why cardboard displays are classified in the broader category of POS (Point of Sale) materials, which are media operating directly at the point of sale. We write about this in more detail in the article POS Materials – What Are They and How Do They Work at the Point of Sale?, where you will find more about the mechanisms of impulse buying. In this text, we focus on the displays themselves—their structures and the design process.
A good advertising display achieves three goals simultaneously: it presents the product in a visually appealing way, makes it easier for store staff to quickly place goods on the shelf, and enhances brand recognition through printing. From the perspective of the manufacturer and distributor, one more thing matters—the structure must withstand transport, assembly, and daily use on the sales floor without losing stability.
Types of cardboard displays – an overview of structures
Cardboard displays, advertising stands, and displays – in the industry these terms are often used interchangeably, although they hide different structures. The choice of the appropriate type depends mainly on the exhibition location, product size, and order scale. Below are the most commonly used types of cardboard displays.
Floor display stand
A floor display is a freestanding structure placed directly on the store floor, usually at the entrance, at the end of an aisle, or in a promotional zone. This type of store display works well for seasonal campaigns, introducing new products to the market, and driving impulse sales of larger quantities of a single product. A structure of this type requires a solid base and an appropriately selected cardboard weight, as it must support the weight of the entire assortment throughout the entire display period.
Shelf-Ready Packaging – retail-ready packaging
SRP (Shelf Ready Packaging) displays are a two-part solution: the bottom part of the carton serves as a display, while the top part protects the merchandise during transport. Once it arrives at the store, simply tear off the lid along the perforations, and the ready-to-display carton goes directly onto the shelf, without having to transfer the products to a separate display unit. We describe this solution, which combines logistics and display in a single design, in detail on the page SRP and POS packaging.
Counter Display
A smaller version of the display stand, placed at the checkout counter or shop counter. It works well for small products bought on impulse just before finalizing the purchase—sweets, accessories, small cosmetics. Due to the limited display space, the construction must be compact and at the same time rigid enough to hold several dozen pieces of the product without deformation.
Multi-level advertising displays
Advertising stands with multiple shelf levels allow for the display of a broader assortment of a single brand in one place. This type of construction is often used in retail chains at so-called promotional islands and in specialty stores, where the presentation of the entire product line matters rather than a single SKU.
Hanging display
A less common, but effective form of display for lightweight and small-format products. Hanging displays are mounted on a shelving unit or a special rack, which saves floor space in the store while maintaining product visibility at the customer's eye level.
Practical application of cardboard displays
Cardboard displays most frequently appear where the purchasing decision is made directly at the shelf rather than beforehand. This applies especially to:
- food and FMCG industry – during the launch of new products, seasonal promotions, and tasting campaigns,
- the cosmetics industry—in product line presentations and displays at checkout counters,
- household chemicals and drugstores—where the ability to quickly stock large quantities of merchandise is key,
- tool industry – regarding accessories and small equipment displayed in DIY stores.
You can find more about the specifics of packaging for individual sectors on the website industry-specific solutions, where we show how we match the structure to a specific product type and distribution channel.
It is worth emphasizing that the cardboard display primarily serves as a tool for short- and medium-term sales activities. For permanent shelf display, more durable solutions are more frequently used, whereas corrugated cardboard wins where low unit cost, fast production, and the possibility of regular replacement for a new campaign matter.
How to design a cardboard display stand for a specific product
Designing a display stand begins not with its appearance, but with the parameters of the product it is meant to showcase. Below are the most important stages of this process.
- Product and display location analysis. At the start, it is necessary to determine the weight, dimensions, and shape of a single piece, as well as the number of products the display is supposed to hold simultaneously. The destination location is equally important—a structure for a narrow aisle near the checkout is designed differently than one for an open space at the store entrance.
- Structural selection. At this stage, it is decided whether a ready-made template from the FEFCO catalog will work or if the product requires a custom die-cut. An unusual product shape, the need to stabilize heavier items, or a combination of transport and display functions are signs that it is worth considering individual project or a structure like die-cut box fitted precisely to the shape of the product.
- Selecting the type and weight of corrugated cardboard. The heavier and more varied the product range, the higher the weight and the thicker the corrugation needed to maintain the structure’s stability throughout the entire display period, not just when it is first set up.
- Graphic design and print. The display is an advertising medium, so the print—most often flexographic, using up to 4-color technology—should be visible from an appropriate distance and consistent with the brand's visual identity. It is also worth including space for logistical and commercial information if the structure also serves as a transport packaging.
- Prototype and stability test. Before starting mass production, it is worth verifying the prototype physically – to check whether the structure holds the assumed weight, whether it is easy to assemble, and whether the product looks in it as planned at the graphic design stage.
Cardboard, weight, and strength—what to look for
The choice of material has a direct impact on how long a cardboard display will maintain its stability on the sales floor. In practice, several types of corrugated board fluting are used:
- E-flute – thin, good for lightweight items and fine prints requiring precision,
- B-wave – universal, most commonly chosen for standard store displays,
- C-grade – thicker, used for heavier assortments and floor structures,
- EB wave (double-wave) – for the most heavily loaded structures, where maximum stiffness is essential.
The wave itself is not everything, however – the basis weight of the cardboard and the number of layers (3- or 5-layer) are equally important. A well-chosen design takes into account not only the weight of the products when set up, but also the air humidity in the store and the time the display is supposed to stand on the sales floor without replacement.
Cardboard display vs. SRP packaging – the most important differences
Cardboard displays and SRP packaging are often confused, although they serve slightly different functions. SRP packaging is created primarily as a transport carton that, after removing the lid, becomes a ready display—its main task is to speed up the work of warehouse and store employees. A cardboard display, especially a floor or counter display, is designed from the start with exhibition and visual impact in mind, rather than bulk transport.
In practice, the boundary between these solutions tends to be blurred – some designs combine both functions. A full overview of this issue, along with technical information on sheet dimensions and formats, can be found on the website SRP packaging and POS materials.
What does the price of a cardboard display depend on
The cost of producing a cardboard display depends on several variables that are worth considering as early as the budget planning stage:
- the need to create a cutting die – for an individual design, this is a one-time cost added to the first order,
- print run size – the larger the series, the lower the unit cost of a single structure,
- print area – the number of colors and the printed surface affect the production cost,
- type and weight of cardboard – thicker, multi-layer materials increase the cost, but enhance the durability of the structure.
An exact price quote is always best determined individually, after specifying the product parameters and the exhibition location – this avoids a situation where the structure turns out to be over-engineered or too weak for the needs of a specific campaign.
Summary
A cardboard display is a sales tool, not a packaging accessory – which is why it is worth designing with the same thought as the product packaging itself. The choice between a floor display, a counter display, an SRP display, or a multi-tier stand depends on the display location, the nature of the product, and the scale of the sales campaign. It is also crucial to match the cardboard and structure to the actual weight of the assortment so that the display maintains its stability throughout its entire period of use.
If you are planning to implement a dedicated cardboard display for your product, contact us and ask for a free quote - we will advise which construction and format will work best in your point of sale.
Frequently Asked Questions
Can a cardboard display be ordered with advertising print? Yes. Flexographic printing up to 4 colors is standardly used directly on corrugated board, including the logo, brand colors, and commercial communication elements.
What is the difference between a display stand and an advertising stand? In practice, these terms are often used interchangeably. An advertising stand is usually a larger, free-standing floor structure, whereas a cardboard display is a broader concept that also encompasses smaller forms, such as counter or hanging displays.
How long does it take to produce a cardboard display from design to manufacturing? The lead time depends on the complexity of the structure and the need to create a die-cutter. Typically, it takes anywhere from several to over a dozen business days, starting from the approval of the design and the quote.
Is it worth ordering a prototype before mass production? Yes, especially for a custom design. A prototype allows you to verify the structural stability and print appearance before the full production run is approved.
