Although we often look up to signs, growth in the floor graphics market is casting our glance downwards
We are quite lucky here in our industry when we are looking for markets that are experiencing growth—mainly because we have a whole host of options to choose from. Be it vehicle wrapping or wide-format print, the number of sectors that have seen substantial expansion in recent years shows just how vibrant our industry
is.
Another such sector is that of floor graphics, which has not only seen those already in the market enjoy expansion, but also experienced an influx of other companies that have diversified into the market. The reason for this expansion is simply down to the amount of work available across a number of different industries.
With this expansion comes an increased demand for the technology and materials required to complete floor graphics jobs. With this in mind, what sort of new kit is available on the market and how can it help those in this vibrant sector further boost their service offering?
Bright future
One manufacturer that is particularly active in this sector is Roland DG, which has a range of printing technology well suited to producing floor graphics. Rob Goleniowski, business manager for sign and graphics at Roland DG UK, says that the company is experiencing significant demand for such products due to growth within the wider retail sector.
Goleniowski comments: “The whole signage for retail sector is booming—from point-of-purchase and point-of-sale signage and banners, to floor and window graphics—as sign-makers, printers, agencies and their retail customers develop more creative and innovative ways to attract, engage and excite customers.
“Floor graphics play a fundamental part in this process, helping bring continuity to the customer journey and experience in-store and increasingly in public spaces such as public transport terminals. Sign-makers are also becoming ever more adventurous as new substrates come onto the market, which in turn is driving demand from customers for more new, creative and exciting floor graphic applications."
O Factoid: Since the introduction of electrostatic printers, printing companies have been encouraging the possibilities of floor graphic advertisements O
“We believe this is one of the bright spots for the signage industry over the coming years. Retailers are working hard to increase and enhance the in-store customer experience to slow the drift away from the high street to online purchasing and all in-store graphics including floor graphics play a key role in enhancing this experience."
“Floor graphics also benefit from a their more traditional role as a ‘way finder’ and guide for customers looking for find specific areas in a store, so this combination of creative visuals and practical purpose means demand for this particular application will continue to grow.”
We believe this is one of the bright spots for the signage industry over the coming years”
With this in mind, Goleniowski goes on to highlight some of the products Roland DG has on offer that could support those operating within the floor graphics sector. These include the desktop VersaSTUDIO BN-20, an entry-level printer/cutter Goleniowski says is well suited for smaller-format floor graphics.
Also on offer are the VersaCAMM SP-i and VersaCAMM VS-i printer/cutters, in addition to the SOLJET PRO 4 XF-640 and the VersaEXPRESS RF-640 print-only high performance devices.
Products on offer from Roland DG that can support those in the floor graphics sector include the new Soljet Pro 4 XF-640
Goleniowski also issues a nod towards the manufacturer’s creative centre, where visitors cannot only learn more about the various technology on offer from Roland DG, but also find out about growth opportunities across various sectors.
Mike Collins, product manager for sign and display at Antalis, says floor graphics has evolved to become a key area for marketing and advertising companies
He adds: “Roland DG is recognised across the retail signage industry as a pioneer and a company that leads the way in developing new applications that help sign makers and their retail customers engage with consumers. Our own Creative Centre is packed with examples of engaging retail applications, and this is often used by sign markers and printers who want to show their retail customers all the options open to them when using Roland’s wide-format technology.”
Evolving market
In addition to production equipment, companies in this sector should consider what materials they will use to create floor graphics. This is where suppliers such as Antalis can help, with a wide selection of solutions on offer. Mike Collins, product manager for sign and display at Antalis, says the floor graphics market has enjoyed steady growth in recent years and has evolved to become a key area for those in the marketing and advertising sectors.
Collins comments: “The floor graphics market place has consistently increased as it become common to fully utilise advertising space. I think we are likely to see continued growth as new, easy-to-apply materials and cost effective solutions become available to those in the sector."
I think we are likely to see continued growth as new, easy-to-apply materials and cost effective solutions become available to those in the sector”
“Antalis is finding that customers are choosing innovative product solutions, moving away from the cheapest possible solution to the best one. It is our job to provide information and advice on how our products perform with the application in mind allowing the customer to make informed decisions.”
Antalis has various options on offer to support those in the floor graphics sector
Leading on from this, he draws attention to some of the products on offer from Antalis that could support those looking to get ahead of the competition in the busy floor graphics market. He points such companies in the direction of the Antalis Drytac range, which features a host of products well suited to this sector.
Drytac Emerytex 125mic, which Collins says is proving particularly popular with customers at present, is a non-glare, scuff resistant PVC that features a pebble texture. Also available from Antalis is the Drytac scuff-guard, a thick 150mic with a heavy PVC coating and texture for extensive footfall.
Collins adds: “Both of these products come with an R10 slip rating and a guarantee when matched with Drytac Floortac print vinyl."
“Short-term floor display options include polypropylene matched systems that can be recycled and specialist one part solutions including Coala Walk and Wall, a textured vinyl suit-able for adhesion to floors and walls.”
Strong growth
Elsewhere, MACtac has been manufacturing adhesive products for over 50 years, supplying solutions for use in visual communications, signage, decoration, labelling, and the packaging and assembly industry. Chris Martin, country manager for MACtac UK, says the company has identified significant growth in the floor graphics sector—not just in the UK but across the wider European market.
MACtac has been supplying adhesive products to those in the floor graphics sector for more than 50 years
He comments: “Throughout Europe and particularly in the UK, MACtac and its distributors have enjoyed strong growth in the floor graphics sector in recent years and this we believe is for a number of key reasons."
“First, as a leading manufacture of media, MACtac has been working extremely hard to highlight new and exciting ways in which convertors and end-users can exploit our products, particularly for decorative interiors."
“As a consequence, the market has become increasingly aware of the exciting opportunities for creative installations in any environment instead of the more obvious and existing retail and POS sector."
Antalis has experienced substantial growth within the floor graphics market in recent years, with demand for its various products on the up
“Furthermore, converters have been employing more of their own in-house creative designers and so end users are being encouraged by design agencies who are showing a more open mind towards new an imaginative ways of utilising our floor graphic options for the interior or exterior."
“As a knock on effect we are seeing ever more complex work that complements our Wall Décor products such as the very successful WW300.”
Leading on from this, Martin high-lights a number of other products that MACtac has launched in recent times in response to growth within the sector. Such solutions include the StreetLAM and FloorGrip for exterior floor graphics.
MACtac has reported increasing growth within the UK and European floor graphics markets
Expanding on these two options, Martin also speaks about other solutions on offer from MACtac: “We now offer the interior decor market for retail, commercial and other environments the widest choice from a 1 month “PVC free” constructions through to three, six, nine and twelve-month options with various printable vinyl combinations.
“In addition, increasingly we are seeing an interest in internal floor graphics applied direct to carpet, and here we offer a three-month option utilising our WW300.
“MACtac has achieved the necessary British and/or European Fire and Slip Tests standards required on a range of its Products which further cements their wider use.”
With all the evidence pointing to ongoing growth in the floor graphics market, it seems that this sector of the industry is showing no signs of slowing down. If you take into account the wider usage of such materials, in addition to the increasing production of floor graphics by companies across our industry, then there is every chance that this sector could remain a key growth market for some years to come.
Although we are encouraged to keep our head high rather than looking down at our feet, maybe dropping your head to see the work beneath your feet might prove useful on this occasion.
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