Avoid Delays, Cost Overruns, and Design Errors by Bridging the Communication Gap
By Yan Luo | Samtop Display
Miscommunication between brands and display suppliers is one of the most common reasons retail display projects face delays, cost overruns, and quality issues.
Custom display projects are fast-paced and complex. Many brands and suppliers speak different “languages,” which leads to delays, errors, or budget overruns.
From mismatched Pantones to missed shipping deadlines, small communication errors become costly failures at scale. A beautiful render means nothing if the result is off-brand or late.
Clear, visual-first, checklist-based communication prevents 90% of issues. This guide shows you where most projects go wrong — and how to fix it without adding workload.
🔍 How to Avoid Miscommunication Between Brands and Display Suppliers
1️⃣ Unclear or Incomplete Briefs
Problem:
Supplier receives a vague note like “We need a counter tester for our serum.”
Risks:
- Wrong materials, structure, or scale
- Multiple quote revisions and sampling delays
✅ Fix:
- Use structured RFP template (dimensions, budget, deadlines, photo references)
- Attach moodboards, store photos, and rollout scope
- Download Samtop RFP Template →
2️⃣ Logos and Branding Files Not Ready for Print
Problem:
Logo provided as a .JPG or low-res PNG.
Risks:
- Poor logo sharpness
- Wrong colors (no Pantone code)
- Rejected samples
✅ Fix:
- Always send vector files (.AI, .EPS, .SVG)
- Provide PMS codes, fonts, style guide
- Confirm final logo placement with print preview
3️⃣ Visual Expectations Not Matched Physically
Problem:
Render showed matte finish; sample came in gloss. Navy turned cobalt.
Risks:
- Full rework of samples
- Timeline lost
✅ Fix:
- Approve real spray panels (physical or photo)
- Confirm materials under daylight + warm light
- Annotate renders with expected finishes
4️⃣ Packaging and Assembly Not Clearly Defined
Problem:
Client assumes “tool-free,” “pre-assembled,” or “eco-packaged,” but it's not in scope.
Risks:
- Setup issues in-store
- Costly surprises in packaging phase
✅ Fix:
- Define: pre-packed, grouped by region, or individual
- Request setup diagram or QR video
- Confirm unboxing steps during sampling
5️⃣ Timeline Misalignment
Problem:
Client needs delivery in 4 weeks — but never tells the supplier.
Risks:
- Rushed sampling
- Air freight costs
- Campaign delay
✅ Fix:
