Changeability
As mentioned, the sign industry has long represented a major market for magnetic sheeting. It has endured due to innovations in configurations and applications. At one point, for example, the most popular use for magnetic graphics was to attach them to vehicles.
“This made it easy for a vehicle to have two different personalities,” says Kanis, “and it’s a lot easier afterward to remove a magnet than it is to strip off a pressure-sensitive vinyl wrap.”
Only in the past decade have POP displays become the predominant application for magnetic graphics. One driving force in the retail sector is the increasing frequency of promotional campaigns, where graphics must be changed out quickly.
With magnetic-receptive systems, the changeable graphics are adhered to a magnetic base material, rather than being magnetic themselves.
“Studies show consumers’ attention is drawn to things that change, so it’s in retailers’ interest to refresh their graphics regularly,” says Cirigliano.
Another factor has been the rise of magnetic-receptive systems, whereby graphics are adhered to a magnetic base material, rather than being magnetic themselves.
“Some stores cover their walls with magnetic sheeting, so magnetic-receptive graphics can be placed anywhere,” Kanis says. “It’s not uncommon to change them every four to six weeks. The staff can easily take them down and put up new ones. In fast-food restaurants, the same guy who flips the burgers is installing the graphics! That’s why magnetic-receptive signage is one of the hottest things in the market today.”
“Magnetic-receptive materials tend to be lighter and may be easier for some presses to print than magnetic sheets,” says Cirigliano. “I used to work for a fast-food chain and I know what a chore it used to be for restaurant staff to change the graphics. Now, if you run out of a special promotional item, you just pull the poster down. These are the kinds of situations where magnetic-receptive graphics really make a difference.”
Going mainstream
Today, mainstream graphic substrate manufacturers are helping meet the increased demand. Ultraflex, for example, began offering magnetic-receptive print media about a year ago.
“There’s a growing market for new and interesting ways to digitally print retail graphics,” says Kylie Schleicher, Ultraflex’s marketing manager.
The company also works with another original equipment manufacturer (OEM), Xcel Products, to source rolls of magnetic sheeting to serve as a base for changeable graphics.
“Some retailers keep a magnetic base in place on their walls,” says Schleicher, “but there are also rigid display boards available with a magnetic layer or, for that matter, magnetic paint that contains iron filings, so those are other options for coating the walls. Then, shipping the graphics themselves, which are printed on light, rollable magnetic-receptive media, costs less than it would to ship rigid graphic boards.”
With files from MagX America, Magnum Magnetics and Ultraflex. For more information, visit www.magxamerica.com, www.magnummagnetics.com and www.ultraflexx.com.
