Winter-ready window graphics

by all | 22 November 2013 8:30 am

By Jodi Sawyer
In Canada, more often than not, the year’s busiest retail season coincides with some of the most challenging weather conditions. According to statistics collected by trade associations like the National Retail Federation (NRF), many retailers achieve a disproportionate 20 to 40 per cent of their overall annual sales in just a few weeks before and during the holiday season, when average temperatures often drop below 0 C (32 F) and winter precipitation falls in various treacherous forms. These short weeks—made shorter by fewer hours of daylight—can make or break a retail business. As such, there is all the more need to stand out and attract shoppers into stores by commissioning bright, colourful window graphics from sign shops.

This raises the quandary of how to keep the season bright during deep, dark winter, when holiday promotions rely heavily on window graphics. The impact of the seasonal weather must be taken into consideration before implementing any such advertising campaigns.

It is therefore important sign shops, print-service providers (PSPs) and media suppliers to collaborate with retailers from the initial stages of planning, well before the holidays, to ensure they have the right materials, the application surfaces are compatible and correctly prepared and the printed graphics will remain as vibrant toward the end of the promotional campaign as they are at the beginning.

Inside and out
As at other times of year, pressure-sensitive vinyl graphics for window advertising applications need to be easy to install and then stay adhered throughout a wide range of temperatures, resisting yellowing and fading, until they are just as easy to remove, leaving no residue behind. Additional factors to consider as winter approaches include the expected ambient and surface temperatures of the location and time of installation.

Another issue is to which side of the window the graphics will be applied—the inside or the outside surface. The decision will require consideration of durability, esthetics, local regulations and protective graphic finishing.

If a promotional campaign entails occasional window display graphic changes with new product visuals during its run, for example, then an indoor-surface application is probably the best-suited option, when weather conditions outdoors are not conducive to frequent changes. Perforated window graphic materials are designed for such indoor applications, with a 70/30 or 60/40 perforation ratio (i.e. printable area to see-through area) allowing the brand images to be viewed from outside, while also allowing people inside the store to see out through the windows.

Indoor window vinyl applications are advantageous in preventing vandalism and ensuring easy access to the graphics even when the window is not on the ground floor. Some retail locations are themselves not on the ground floor and need window graphics all the more to catch the attention of passersby across the street.

Also, some municipalities have imposed ordinances limiting the application of graphics on the outside surfaces of buildings. In these cases, the installer’s choice has already been made from the outset.

In areas where such ordinances do not apply, when a retailer wants window graphics to last an entire season without changes, outside installation may well be a feasible choice, thanks to materials that can withstand harsh winter weather (as long as they are installed properly, in accordance with the manufacturer’s instructions).

Most window films can be printed with graphics through a variety of ways, including solvent-based and ultraviolet-curing (UV-curing) screenprinting; solvent, eco-solvent and UV inkjet printing; conventional and UV offset printing; and aqueous, solvent and UV flexographic printing. In some cases, a primer is necessary first.

The prints will retain their vibrancy if properly protected. Overlaminates will be useful in protecting images against abrasion when severe precipitation could affect the window graphics, while others with UV-inhibiting properties can prevent image fading. Signmakers are a valuable resource for retailers at this stage, ensuring the correct inks, preparations and overlaminates are selected.

Cold or hot?
It is worth keeping in mind that exposure to winter elements does not always mean sub-zero temperatures for window graphics.

Windows exposed to sunshine can become warmer than the ambient temperature throughout the day. Depending upon their specific graphic design, up to 95 per cent of solar radiation can be absorbed by dark printed graphics, which will rapidly increase the temperature not only of the film, but also of the glass. This can affect both exterior and interior surface applications, even when the graphics only cover a small portion of a window’s area.

In some cases, this phenomenon can lead to thermal expansion and even breakage of the glass if the window pane is tightly mounted to its frame. It is therefore advisable to try to avoid large areas of dark and light contrasting shades in window graphics.

Surface preparation
To make sure window graphics last throughout the winter, whichever surface the pressure-sensitive adhesive films are to be applied will first need to be clean. This may seem obvious, but there are a lot of surface-related considerations at this stage, whether installing indoors or outdoors.

Testing
It is always recommended to test the intended surface before full installation. The signmaker should ask the business owner or manager if any type of wax, rain repellant or anti-graffiti chemical has been used on the windows. If so, they will need to be thoroughly cleaned again before graphic application.

Tinting or anti-scratch coatings should be detected early as well, as these can sometimes be damaged later on during the graphic removal process. Any interior windows that tend to develop condensation should also be avoided.

The graphic material should be tested for adhesion with the window surface in a clean, inconspicuous area and allowed to ‘dwell’ for 72 hours. If it shows signs of lifting, it may need to be re-squeegeed. And if it still lifts after re-squeegeeing, an edge sealant may be needed.

Cleaning
Generally, an orange or other citrus-based cleaner, degreaser or high-strength cleaning solvent can be used. And the window’s surface will need not only to be thoroughly cleaned, but also properly dried, before any application of graphics.

Ammonia-based cleaners should be avoided. It is best to mix a soapy solution with four teaspoons of detergent to one gallon of lukewarm water, making sure detergent contains no lotions, creams, fragrances or other additives that could impede proper adhesion of the window graphic.

As a final step, the glass should be cleaned with rubbing alcohol and immediately wiped dry with paper or lint-free towels.

[3]Installation and removal
Depending upon the size of the window area to be covered by the promotional graphics, the sign shop and/or the retailer may choose to commission the services of a third-party professional graphics installer.

Generally, there are two methods of installation: wet or dry. A professional graphics wrapper should know which of the two installation methods is right for the local environment. One of the most influential factors is the ambient temperature at which the films can be applied to the glass for proper adhesion.

The wet installation method is best for an ambient temperature of 18 C (64 F) or warmer and is highly recommended for large, full-window murals. The advantages of wet application include the ability to ‘slide’ the graphic into the proper position and reduce air bubbles, wrinkles and static buildup. Some graphic products, including clear films, may appear too ‘milky’ for a while after installation, but should clear up over time, depending on humidity levels and air temperature.

The dry installation method’s main advantage is it can be used in cooler ambient temperatures, as low as 10 C (50 F) unless otherwise specified by the graphic film’s manufacturer. It will result in no ‘milky’ appearance, but offers only minimal time for repositioning a graphic, so the initial alignment will be crucial.

A thicker-gauge window graphic material, such as a 0.15-mm (6-mil) film, will generally be easier to handle and position properly during installation, especially for a novice installer, than a thinner-gauge material, such as a 0.05-mm (2-mil) film.

Eventually, the time will come to remove the window graphics. This can usually be accomplished by inserting a putty knife under a corner of the material and carefully lifting the graphic away from the glass in fairly large pieces. If there is any residue left behind, the person lifting the graphic should also be able to remove it by ‘picking’ at it with the adhesive side of the just-removed film.

Alternative materials
In addition to vinyl films for window graphics, there are also ‘greener’ non-vinyl alternatives that are phthalate-free, such as polyolefin films. These are produced using less solvent content.

If the retailer wants a ‘painted on glass’ look for the window graphics, a super-clear non-vinyl film—for either indoor or outdoor application—may be beneficial. Given its clarity, it allows different images to be printed on specific areas as desired, eliminating the need to die-cut them individually.

Shining through
Keeping window graphics looking sharp and staying put throughout the challenges of the winter elements need not be a worry, so long as promotional campaigns start with the right materials, clean surfaces and proper installation. PSPs and media suppliers are working together to ensure these colourful images will outshine the dreariness of a gloomy winter day.

Jodi Sawyer is a market development specialist for Flexcon, which manufactures pressure-sensitive, adhesive-coated films. For more information, visit www.flexcon.com[4].

Source URL: https://www.signmedia.ca/winter-ready-window-graphics/

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