Maximum visibility: The world of window, wall, and floor graphics

by marika_gabriel | 18 November 2024 10:00 am

By Ginny Mumm

In today’s competitive print marketplace, print shop owners (PSPs) are constantly seeking ways to expand their product offerings and attract new clients. One such lucrative avenue is the production of window, wall, and floor graphics. These versatile and impactful graphics not only enhance esthetic appeal but also provide practical benefits for various environments, including hospitality and retail spaces, corporate offices, and residential interiors.

According to Markets and Markets¹, “The growth of the large-format printer (market) is driven by the increased demand in advertising and décor applications.” The global large-format printer market is projected to grow from $8.1 billion in 2023 to $10.4 billion in 2028, reflecting a compound annual growth rate of five per cent.

To further explore the advantages of offering window, wall, and floor graphics, along with the latest advances in tech, inks, software, and media for this market, we spoke with Roland DGA regional sales manager for Canada, Don Ross.

Ginny Mumm (GM): What are some of the main advantages for PSPs of offering window, wall, and floor graphics? 

Don Ross (DR):  There are several key reasons for PSPs to consider offering window, wall, and floor graphics. One of the primary reasons is the diversification of revenue streams. PSPs may already have a steady business printing banners, election yard signs, stickers, and decals, but they may be overlooking lucrative opportunities for producing window, wall, and floor graphics using the same equipment and inks.

Modern digital printing technologies enable the production of high-resolution graphics with vibrant colours and intricate details that adhere to windows, walls, and floors. This allows for custom designs, photographic reproductions, and complex patterns that enhance visual communication.

GM: How are these applications influencing manufacturers, and what innovations are they offering to address this market?

DR: Each of these applications is being addressed by manufacturers with innovative printing technology, media, software, and inks. There is also an increasing focus on using sustainable and eco-friendly materials for these types of graphics. Polyvinyl chloride (PVC)-free films, recyclable materials, and non-toxic inks are being employed to create environmentally responsible products that do not compromise quality or durability.

• Wallcoverings: Wallcoverings are experiencing a significant growth spurt. Wallpaper is no longer your grandmother’s floral prints on the wall—instead, it is infinitely customizable, from colours to patterns and textures.

Roland DG’s Dimensor S printer, for instance, allows you to do what no other printer can do: print completely customized 3D textured designs without layering inks. It has the capability to print and control structure simultaneously when used in combination with DG DIMENSE inks and media. In addition, the system is C1 fire-rated and is an environmentally-friendly print technology based on latex inks and PVC-free structure-forming DG DIMENSE print media.

• Window films: Window graphics are not only decorative but can also be designed to provide ultraviolet (UV) protection and improve energy efficiency. Films that block harmful UV rays help protect interiors from fading and damage, while solar control films reduce heat gain, contributing to energy savings and improved indoor comfort.

Another type of innovation in window displays includes projection mapping and LED window displays, which can transform windows into dynamic canvases. These technologies enable the display of animated content, interactive visuals, and changing advertisements, creating eye-catching and engaging experiences for passersby.

• Floor graphics: Floor graphics media have progressed to the point where they image well and provide nonslip, nonskid surfaces, making them safe to walk on. Floor graphics became increasingly popular during COVID-19 as retailers were obliged to promote safe distancing. Now clients see the ongoing advertising benefits of installing floor graphics.

GM: Are there software products that make designing these graphics easier?

DR: VersaWorks Raster Image Processing (RIP) software comes included with every Roland DG wide-format printer. It is easy to navigate and offers a wide range of features. Some of our small office, home office (SOHO) market devices include basic design software. However, other than printing an image from a phone, Adobe Illustrator and Corel Draw are still the most popular design programs. All these programs are supported by online tutorial resources. 

Artificial Intelligence (AI) has also permeated the world of graphic creation to the point where a computer can easily generate an attractive design with a few keystrokes or verbal commands. It is another tool for the true graphic artist, and for those of us, such as myself, who couldn’t draw if my life depended on it—it’s turning us into amazing artists.

GM: How would you recommend PSPs who haven’t yet offered window, wall, or floor graphics approach this market?

DR: As with any new product focus, print shop owners need a plan to approach this market. When developing such a plan, the PSP should be asking the following questions: How can I enhance my online presence to reflect that our shop can deliver these types of graphics? How am I reaching out to the community to communicate this new facet of our business?  How can I focus on one commercial sector and physically or virtually knock on doors? 

One good way to start your outreach is by focusing on a niche market—such as weddings.  Many social halls and wedding planners are doing bustling business post-COVID and are now looking to incorporate floor graphics and window graphics into these events. 

GM: What do you see ahead for the window, wall, and floor graphics market?

DR: There’s plenty on the horizon in each segment of this market that will allow PSPs to continue providing vibrant graphics solutions that enhance their clients’ branding, create engaging environments, and attract customers.

Windows

Media and design opportunities for window graphics will continue to expand. Here are some of the most popular and up-and-coming window film styles:

• Perforated window films: The usage of these films is on the rise. Also known as one-way vision films, “perf” allows for graphics to be displayed on the outside while maintaining visibility from the inside. These films are commonly used for advertising on vehicle windows, retail storefronts, and office buildings, providing privacy without blocking natural light.
• Frosted and etched glass films: Also popular, frosted and etched films mimic the appearance of sandblasted or acid-etched glass at a fraction of the cost. These films are used for privacy, decorative purposes, and branding, offering a sophisticated and elegant look for office partitions, conference rooms, and retail spaces.
• Smart window films: While these films are specialized applications not typically in the purview of a small sign shop, being aware of the application and knowing where to source them can lead to contract opportunities. Smart window films can change their opacity with the application of an electrical current, allowing for dynamic control of privacy and light. They are used in modern office environments, healthcare facilities, and residential applications to create adaptable spaces. Touch-sensitive films can also be integrated into windows for interactive displays and customer engagement.

Wall graphics

Wall graphics are seeing incredible innovation in terms of texture, and the opportunities to provide customized wall coverings and tactile surfaces will only increase over the coming years.

• Brick and cinder block walls: Advanced and innovative materials and inks can decorate brick and cinder block walls, providing new possibilities for indoor and outdoor graphics.
• Textured wall coverings: The newest printers and inks can add a tactile dimension to interior spaces. Techniques such as embossing, flocking, and the use of materials such as fabric, grasscloth, and metallic finishes create depth. Three-dimensional wall panels—made from gypsum, wood, or plastic—offer a sculptural element that enhances the visual impact of the room. 
• Magnetic wall coverings: Magnetic media allow for easy installation and removal, making it simple to update designs or change displays. Modular systems, composed of interchangeable panels, offer flexibility and adaptability for dynamic environments such as retail spaces and corporate offices.
• Acoustic wall coverings: These materials combine esthetic appeal with sound-absorbing properties. Often made from fabric, felt, or specialized foam, they help to reduce noise levels and improve acoustics in spaces such as offices, restaurants, and theatres.

Floor graphics

Floor graphics will continue to offer opportunities for advertising and engagement.

• 3D floor graphics: Using anamorphic techniques, these graphics create the illusion of three-dimensional objects or scenes on flat surfaces. They are particularly popular in retail environments, trade shows, and public spaces to attract attention and enhance the user experience.
• Interactive floor graphics: With the integration of sensors and interactive technologies, floor graphics can now respond to movement and touch. These are often used in museums, exhibitions, and commercial spaces to provide interactive experiences for visitors.
• Augmented reality (AR): AR floor graphics combine physical graphics with digital content, viewable through smartphones or AR viewers. This technology is used for marketing campaigns, educational purposes, and entertainment, offering a dynamic and immersive experience.

There is plenty of opportunity for PSPs who are just beginning to think about offering window, wall, and floor graphics, as well as for those who already do. Adding or expanding your offering of these popular graphics will help your shop capitalize on new business opportunities, diversify revenue streams, and strengthen your position in the market.

Notes

¹ Read more about the Market and Market report on the growth of large-format printing: https://www.marketsandmarkets.com/MarketReports/large-format-inkjet-printers-lfp-market-523.html[4]

Ginny Mumm is a freelance consultant for digital inkjet printer/cutter provider Roland DGA. For more information, visit www.rolanddga.com[5].

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