average, customers first notice products when they stand four feet away
from a fixture or wall display. Also, it has been shown that the best
viewing angle is 15% below the horizontal. Consequently, the best
average eye-height is 51 inches to 53 inches from the floor. This is the
most effective space in which to stock and display products and is
referred to as the "impact zone."
impact zone contains the average eye-height and is 3.5 feet to 6.5 feet
from the floor. Place items in this zone that you want to be noticed
The area above the
impact zone is called the "top zone" and is 6.5 feet and higher.
Products in this space will not be noticed as readily but, after
customers view what’s below, they will move to this zone. It’s a good
place to stock extras of what’s stocked below or related products.
"bottom zone" is 3.5 feet or less and is usually the last area
customers notice. It’s a good place to show items in bulk and back stock
of goods you’ve placed on the wall or adjacent fixtures.