A long journey

The wide-format sector now seems to evolve every day and there are many changes that have happened along the way since it kicked into high-gear during the 90s; some small and others big, but they are still outstanding in this business.

Though it is not just the market that has become more complex. Customers now demand more, and the market has only encouraged these demands. According to FESPA’s marketing manager, Lynda Sutton: “In our Print Census, 54 percent of respondents said that their customers are asking for versioning and personalisation.”

Sutton adds: “This customisation trend, combined with short runs and on demand production, is driving demand for digital wide-format technology, as well as consumer demand for bespoke applications such as interior décor and vehicle graphics.”

Innovative technology

Wide-format is a fast paced environment as businesses are sourcing new and more efficient technologies. With customers being savvier, sign-makers are also looking for the latest business solutions to meet the needs of their customers.

John de la Roche, national sales manager, sign and graphics at Hybrid Services, says: “Since the introduction of digital methods into the graphics arts display segment of printing industry, wide-format has extended the opportunities that were only possible with the help of analogue production equipment.”



Sutton also agrees with the fact that wide-format is still extending more opportunities despite its maturity, explaining: “The wide-format industry is changing, and the business owners who are most optimistic about the future are those who understand that they need to identify ways to add new applications or acquire new customers.  
 
“The advent of digital printing technology really pushed the boundaries of wide-format print, with new products being produced that weren’t previously possible with analogue technology.”

Over the past few years, there has been a slight change in position when it comes to the dynamics of the relationship between customers and print-service-providers; this could be due to the fact that today's customers are looking for creative solutions to their projects, and not looking for suppliers.

“The dynamic for print has progressed so that greater innovation and creativity can be incorporated into applications,” says Marc Verbiest, international public relations manager of EFI.

Verbiest adds: “This has driven the development for greater versatility and flexibility which is now demanded by printers users and their end customers.”

Verbiest also mentioned that although wide-format print is still developing, it is not going in the same fast pace as it was a decade ago. This is largely due to the fact that today’s technology is reaching a point where it cannot progress that much further in big leaps without some major break-through.

However, the key to continuing growth in the graphic and industrial market may be found in the refinement of inks, print-heads, feed mechanisms, materials, and the ability for semi- and fully-automated lines.



Most people that buy wide-format printers are commercial customers, who need a more detailed printer that will be able to print for decorative or promotional purposes.

According to de la Roche, some of the key areas of development are functionality, performance, and flexibility. This is due to the fact that nowadays print quality is almost a given from the established wide-format printer manufactures.

“As digital print customers leverage the benefits of the technology, the demands increase. Marketers are using the capabilities of digital print to consistently fine tune their messages, create attractive buying environments and do all they can to get consumers to open their wallets,” says de la Roche.

On demand

Speaking to the experts, they are all still confident that wide-format printing has the potential to improve business productivity significantly for thousands of businesses.

“Rather than printing and holding stock, companies can very quickly respond to demand for specific items with a wide-format digital workflow,” states de la Roche.


He also mentions one advantage that wide-format brings to businesses is the fact that ‘the master is now the digital files’.  
 
He adds: “An inventory made up purely of blank product or media significantly reduces risk, allows companies to trial products, designs or colourways and cuts down on waste or profit reducing stocks sales.

“That said, wide-format digital production is a relatively mature technology in the wallcoverings, textile, and home furnishings markets.”

Another way to improve business productivity through wide-format is the fact that you can print high volumes, on demand.

“Mimaki has a hard-won reputation for responding to market demands with highly innovative technology and we are seeing that in practice across the board. Take Mimaki’s CJV150-75 ‘entry-level’ integrated solvent printer/cutter. It's able to deliver a huge range of applications for a relatively small investment,” says de la Roche.

FESPA’s Sutton expands: “This mass customisation and on-demand society means that printers today are more challenged to deliver new creative and bespoke applications, while at the same time reducing costs and remaining competitive.

“Wide-format print technology is reflecting these trends by enabling businesses to be competitive, have shorter turnaround time and be able to print on demand.”

According to Verbiest: “Users need to have an eye on versatility and know how to bring additional print options into their workflow while maintaining profitability through good management principles and making optimum use of their print engines.”

Follow the leader

That said, wide-format printers also come with challenges for the less experienced printer. It is wise for new users of wide-format printers to investigate market demands, locally and nationally.

A common mistake is to emulate the jobs being produced by the print-house ‘across the street’ and to take a ‘me too approach’, says Verbiest, adding: “It is also important that today’s display producers and sign-makers need to build into their service offering a full range of features that complement the market sector being targeted.”

Although it is important to know the requirement for a design service, the most important part is to make sure that the right type of wide-format printer is purchased, as this plays a major role for a newcomer’s success into the wide-format sector. And though challenges do not only come to people that are new to wide-format printers, well established companies also have to overcome obstacles in the sector.



Sutton also warns that with so much technology on the market, businesses need to stand out from one another: “Companies need to keep up with developments in the industry to stand out from the competition.

“Whether that’s focusing on a niche such as printed interior or vehicles graphics, or offering a broad spectrum of solutions, businesses need a clear USP.”

More opportunities

Wide-format printing is considered by many as one of sign-making’s largest sectors. For many companies, wide-format printers are ideal for their work. However, de la Roche reinforces the idea that the sector has become established in itself: “While wide-format print is still experiencing growth, its position as a production method has stabilised and levelled out in terms of investment patterns and the numbers of printers sold and installed annually.”

He continues: “Growth can best be determined by calculating the amount of wide-format media that is printed every year, and this shows a steady increase as printing machines are faster and more efficient, and volumes of finished print per day also show a year-on-year rise.”

However, Sutton believes that the reason why wide-format print is one of print industry’s largest growth areas is due to the number of applications it can be applied to—allowing sign firms to expand into new markets well outside their core focus.

O Factoid: Wide-format printers are generally known to support a maximum print roll width of between 18" and 100"—anything above this is considered super-wide. O

Sutton concludes: “Regardless of whether it is analogue or digital, innovations in both materials and technologies mean that almost every surface is now viable for printing.

“Together with value propositions such as on-demand manufacturing, higher quality and lower environmental impact, this evolution is driving a transition to higher-value applications. It is also an industry where printers producing one application are able to expand into others.”

It seems that whilst wide-format is now a concrete and mature part of the wider sign-making economy in the UK, it is still seeing significant growth due to a mix of demand and technology advances stimulating product diversification. Perhaps the most salient piece of advice to pass onto you dear reader though is this: while many of you will be heavily involved in this sector, it is well worth getting back on the road and investigating some new wide-format technology horizons that could help lift your business from ‘me too’ to a ‘brave few’.

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