Window graphics are versatile and can even be used for interior designs
A window of opportunity
Not only have window graphics and floor graphics taken on a different role during the pandemic for safety purposes, but they have also helped when coming out of a strict lockdown. Window graphics will play a crucial role in enticing customers back into shops and restaurants, with exclamations of sales and offers.
Window graphics will also continue to inform shoppers of any important safety information they need to know about, such as social distancing and how many people are allowed in the store at one given time.
Coffee catch-ups can be more enticing with beautiful and cosy window graphic
Another perk for sign-makers offering a window graphics service is that they will need to be changed, depending on different offerings and campaigns. Not only that, but this type of work can differ depending on the season, meaning that this is a further chance for repeat work for sign-makers.
So, even if the first paragraphs are not enough to convince you, the sign-maker, to get involved with creating window graphics, here is why you should reconsider.
Rob Goleniowski is the head of sales for the UK and Ireland with Roland DG. He explains that businesses across the globe have had to “covid-proof their premises” meaning that more opportunities have come around for sign-makers to get involved with this type of work. “Window graphics have taken on additional uses since the start of the pandemic as a must-have rather than a nice-to-have,” says Goleniowski. “Businesses in all industries, all over the world, have had to covid-proof their premises and have clear social distancing guidelines in place.
“Window graphics have played a vital role in social distancing measures alongside other forms of signage and will continue to be important even after social distancing has become more relaxed.”
Clear signage has become an expectation over the past year and businesses will be more likely to utilise signage and window graphics for various purposes in the future”
A recent Roland DG survey of European shoppers found that 75% are now more aware of signage than they were pre-pandemic. “Clear signage has become an expectation over the past year and businesses will be more likely to utilise signage and window graphics for various purposes in the future,” says Goleniowski.
O Factoid: A Roland DG survey of European shoppers found that 75% are now more aware of signage than they were pre-pandemic O
Safety precautions
Amanda Brown, global marketing manager for Drytac, seconds the view that window graphics are now more important than ever. “Window graphics can communicate with shoppers before they even enter a store,” explains Brown. “This is extremely important to drive business. The graphics can let customers know you are open, are following social distancing guidelines and are happy to welcome them back.”
High-streets need all the help with persuading customers back into store
Brown also notes that the environment in which we shop provides the perfect backdrop for window graphics, as most retail spaces are constructed from glass. “This type of marketing messaging can be very effective,” adds Brown.
Roland DG’s Goleniowski continues to say that signage will play a “pivotal” role in enticing shoppers back into stores. “Window graphics and clear social signage will play a pivotal role in getting consumers back to the high-street and driving customers back into stores,” says Goleniowski. “A 2020 Roland DG survey found that more than 40% of UK shoppers have even stopped visiting stores that have unclear signage on social distancing.
“Social distancing window graphics will be integral for boosting consumer confidence as the high-street reopens, and decorative window graphics will continue to play a role in enticing customers into stores, helping footfall bounce back to pre-pandemic levels.”
Window graphics have taken on a new role during the pandemic – advising on guidelines and social distancing
Mark Mashiter is the managing director of Soyang Europe and says that window graphics are “very important” and that “windows are the first thing the consumer sees before they walk into a shop or restaurant”.
“Window graphics can really help a business stand out from the other retailers, as well as help promote deals or offers that may be running, in such a simple and effective way,” continues Mashiter.
Window graphics can really help a business stand out from the other retailers, as well as help promote deals or offers that may be running, in such a simple and effective way”
As stores open up again, window graphics can promote deals as well as safety
Mashiter also highlights the ability to retain clients, noting that window graphics can be used all year round and changed during the different seasons. He says: “They can be used seasonally and for certain holidays such as Halloween or Christmas – window graphics are very versatile.”
Materials needed
Drytac offers a number of options for sign-makers when it comes to materials and substrates, especially for window graphics. SpotOn is a clear or white PVC solution with dotted adhesive that allows air to escape when applying; SpotOn SynTac is a non-PVC solution using white polypropylene film with the same dotted adhesive pattern; ViziPrint is an optically-clear polyester that utilises a hybrid adhesive technology, making it easy to apply to glass.
SpotOn can be applied by hand without any tools, which means that retail assistants can help with changing over graphics – something that is quite handy when promotions in stores change regularly. ViziPrint can be fitted wet or dry, but for larger window or glass application, it is easier for it to be wet, allowing for the material to be floated into position and making it easier to handle.
Soyang Euope also offers a range of graphics for sign-makers to benefit from. Mashiter explains: “We have a selection of window graphics from optically clear to external window film and self-adhesive viynls.”
Obviously, it is not just the substrate that sign-makers will have to think about when wanting to implement a window graphics service. Goleniowski advises: “For the best results, it is essential to use the correct print equipment and inks with the correct materials. Our experts have developed inks and machines that work in harmony to deliver seamless results. Therefore, ensuring that the correct equipment and materials used will guarantee the best quality output and ensure product longevity.
“Failing to do so, and using cheaper media or inks, will impact quality and result in products that won’t last the distance and potentially prove more costly long-term.”
However, Brown also notes that there has been a slight shift away from “self-adhesive materials towards static cling-type materials, which are far easier and quicker to install and remove”. She also makes a point that, rather importantly, window graphics can “offer a high margin of opportunities for all sign and print businesses”.
“Most ink technologies can be used to create stunning window graphics,” continues Brown. “The addition of white inks in many new machines lends itself perfectly to the creation of effective and creative double-sided messages. In addition, easy-apply adhesive technologies means graphics can be installed quickly.”
Window graphics may have developed a new role with the pandemic having added extra guidelines for social distancing, max capacities and different opening times, but this only makes them more lucrative.
Now is the time to start offering this service, as not only is there a window of opportunity for instructive signage, but there is still the traditional retail side of things – sales, seasonal promotions and general decoration.
This also means that there is the possibility of repeat business, something that is really important as the sign industry itself recovers from the pandemic.
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