You reap what you sow
Major technological advancements in digital printing technologies have given print houses monumental scope in both artistic license, and the variety of substrates this creative capacity permits. The market for soft-signage materials and products is a sector experiencing rapid growth worldwide due to demand across a spectrum of industries and visual cultures that demand high quality, even, artistic like point of sales (POS).
For wide-format printers that wish to diversify, embracing this new technology may prove heavy on initial start-up costs. But with clever consideration of your purchases; ensuring that you future proof their print stock and media by studying new releases you are sure to see results. This will spell profit-inducing success for a wide-format print house, as the opportunity to engage with and claim your share of this lucrative market becomes a reality.
And the growth in demand is not surprising. This technology gives the ability to be bold, employ cotton, polyester and other, even malleable fabrics. Advances in dye sublimation technology—with a staggeringly diverse range of possibilities exhibited at this year’s Sign and Digital UK 2015 exhibition—show how this vivid media is progressively more innovative in its applications every year.
Our style in fashion, architecture, graphic design and our fundamental progressive edge pushes what we deem to be cutting-edge creatively, appealing aesthetically or contemporary in style”
We can observe this in the sort of unquantifiable progression of stylistic sensibilities in society. Our style in fashion, architecture, graphic design and our fundamental progressive edge pushes what we deem to be cutting-edge creatively, appealing aesthetically or contemporary in style. Influencing all elements of visual marketing employed by companies, and the print capabilities demanded of wide-format printers. Now companies, institutions and consumers demand added-value print products that exhibit superior finishing techniques printed onto eminently appealing soft textile substrates.
Growth in demand
These are indeed the areas that have pushed the growth in soft signage. What has been driving this growth in a market once dominated by an original printing method; screen-printing? Is it a progression in aesthetic sensibilities? Is the technology able to print onto soft-materials? Just as our world modernises, the visual aids and point of sale—employed in a commercial setting—so too evolve in respect of quality, design, and texture.
The market for soft-substrate printing shows huge demand from sectors that employ detailed graphical applications. Within vibrant sectors such as clothing manufacture, soft signage, POS, visual communications, and décor, the growth has been huge. And this is not necessarily just driven by companies, but by consumers. These sectors have variability in the scale of their work, nature, and design.
New technology in soft-substrate printing is constantly evolving. Issues such as jamming have become less of a concern today
The strife to replicate what screen-printing can achieve—but through digital means—must be a complex consideration for designers and developers of these innovative wide-format machines. In fact, screen-printing allows the application of the broadest range of ink coatings, at the utmost concentration of ink deposit, and with the greatest colour vibrancy.
The prevalence of highly-superior content has manifest in other sectors. Whether that is in catalogues, magazines or, as marketers, in point of sales displays, giant roller banners advertisements or as huge soft signage, glossy and glimmering as models adorn the huge substrates above Ox-ford Street mega-shops.
There is no denying that technology came first but since our desires and tastes changed towards printing onto textiles. This growth in soft-signage within the print sector – the industry experiencing a detracting share in traditional communication mediums—must have sparked urgency throughout the developers at the progressive labs of Epson, Mutoh, Roland, Xennia, Mimaki, and Konica Minolta as they strive to innovate at a market leading rate.
Progressive companies
Modern technology displays this labour. There is a plethora of versatile ink-jet on the market. And the growth in demand has seen some new companies, as well as established heavyweights in the print world join the technology race.
What was once a technique that was too costly for the mainstream market is gradually edging towards becoming more affordable. However for a company looking to expand into soft-signage, it is not just the initial investment into equipment that a business has to factor into their costs, media, inks, and tools will also impact on the final figure. As the print technology develops so too does the media applicable to it.
Modern technology presents us with various methods for printing onto soft-substrates. Manufacturers are increasingly looking to technology that prints onto textiles, digitally, as opposed to the two-stage sublimation process. Although these machines can be slightly more limited in their scope and final resolution.
Although both methods are suitable for traditional display applications like flags and soft signs, the differences can be sizeable. High-energy disperse inks provide outstanding lightfastness and make them excellent for outdoor applications like outdoor furniture, car upholstery and signage; the production process may seem a lot easier.
However it is important that your machine can handle the media, and importantly, can run efficiently. Although many newly designed printers feature an advanced media feeder to avoid these problems, even tensioning and media-skewing is the least of your worries, more with the printer handle the media. After all it is printing directly onto the end textile, as opposed to transfer paper, so any mistakes could be costly and time consuming.
Dye-sublimation technology
Whilst high-energy disperse inks are an ideal media for outdoor applications, the more detailed dye-sublimation process—using transfer paper—may prove to be infinitely more manageable, minimising dot gain and help with colour stability. Of course, users of the low-energy disperse inks have the advantage of avoiding any limitations in substrate that can be used, due to the material not being able to be passed through the printer, giving a diverse range of applications.
Some companies have sought to consolidate—and make more accessible—these technologies.
As one provider, Gandy Digital confirms, their development of ‘softjet’ signage printers for textile applications has been part of a group of revolutionary manufacturers. This machine provides print, curing (sublimation heaters) and cutting capabilities in a total solution package. The advantage is that a separate finishing heat process is not required therefore there is no additional purchase.
Firms like Gandy Digital provide amazingly compact machines that present an affordable solution for wide-format printers. The firm offers devices such as the Softjet, a roll-to-roll, direct to fabric printer that it says is ideal for applications including indoor and outdoor soft signage, wall graphics, wall coverings, flags, and tradeshow displays.
The cost of digital equipment is decreasing, including dye-sublimation printers suitable for wide-format printing and the various inks and media that accompany it. This means less barriers to entry for small to medium businesses.
Products such as the new Roland Texart CS-64 complements the firm’s Roland RT 640 printing device. The cost of both products would be an enlightening statement for wide-format print houses looking to diversify—at a cost of just over £25,000.
This presents a complete industry-leading package for £25,000. But what about the media, inks, and other factors needed to deliver these products?
Another wide-format product in the form of the Mimaki Tx400–1800D demonstrates the adaptability these printers must exhibit as they deal with differing combinations of media. This is a highly productive direct-to-textile inkjet printer that wholly caters for the range of inks and different media for various applications to various weight, textures and properties.
The Mimaki Tx400–1800D provides a complete one package solution
Textile print and media
Typical of the wide-format dye-sublimation printers on the market, it uses three types of distinct inks married with differing processes, each with its most appropriate application depending on the material. Capable of printing on cotton and polyester the Tx400-1800D seems well suited for an ever-changing and wholly interdisciplinary sector encompassing the sports, apparel, fashion, and indoor furnishings markets.
Dye-sublimation exhibits the most vivid colour gamut
For printing on cotton and other plant-derived fibres including hemp, the machine employs reactive inks; with an appropriate lightfastness for apparel, for fabrics, pigment inks and for disperse printing onto polyester dye-sublimation inks. This machine would be ideal for a wide-format print house looking to expand into the soft-substrate market. But what media would be suitable?
Digitally printing onto garments is pioneering huge innovations in fashion and driving growth
Most HP wide-format machines—combined with the right media—like that offered by Neschen products sold through ArtSystems are designed for use with latex inks. They have a wide variety of applications like street and building advertising, exhibition design, vehicle signage, and both indoor and outdoor event signage. It is generally accepted that inks generally perform better when printing to soft-substrates that have been treated or coated in some manner.
This is why the extensively tested and developed Neschen Products, now distributed by Art Systems is so revered and highly demanded. This media comes in the various specifications, treatments, and coatings that are suitable for different applications. They offer media suitable for water-based, solvent, UV curable, latex, protection films, mount films, display systems, and large-format laminators.
Neschen Media sold by ArtSystems presents a comprehensive portfolio of treated media for soft-textile printing
To reiterate the highly specialised media pieces from self-adhesive vinyl, backlit film, mesh-weaves and wallpaper are specific and tailored in the application, making them so effective. Being specialised to each application produces the spectacularly vibrant results required for a 2015 market.
Duncan Jeffries of Ultra Violet Creative based in Crewe offers some knowledgeable insights into this market following his involvement in the Sign and Digital 2015 exhibition this year. He was part of the team that produced stunning visual aids for Soyang’s Europe stand. The company produced floor graphics that were reverse printed onto their highly regarded G-Floor product using an LED UV curing grand format printer.
Jefferies explains: “This resulted in a spectacular graphic that’s protected, easily fitted and removed and completely seamless. The walls of the stand were created with a combination of Endutex’s Terra Heavy and Terra Light fabrics. These are European made coated polyesters with strong green credentials and are UV printable.
“The Terra Light was used for the central backlit section and as they’re available in widths up to 5m, we were able to achieve an unbroken full-height graphic along the 10m run.”
Jefferies also describes the progression within the soft-signage market, as introduced this is a sector experiencing rapid growth due to changing and evolving consumer tastes.
Soft signage is a huge growth sector for within wide-format printing and it’s being driven by not only the availability and ease of use of new printers and fabrics, but by customer demand too”
He adds: “Soft signage is a huge growth sector for within wide format printing and it’s being driven by not only the availability and ease of use of new printers and fabrics, but by customer demand too. Our clients see benefit from using it in retail environments and exhibition stands not just creatively but logistically as well.
“The fact you can transport printed textiles easily, with reduced potential for damage and simply construct the stand or fit the graphic to the light box is a major advantage over alternative media.”
Pros and cons
Indeed these substrates present major efficiency savings, in terms of logistics, but what pros and cons may some of these inks offer? Whilst UV inks present the ability to print on a wide range of materials, have extremely good lightfastness—meaning how unaffected by sunlight it is—and give off no hazardous vapours, it is still costly.
Additionally it has durability issues, a tendency to toughen fabric and cannot be printed onto flags/duplexed materials, simply due to the sheer density of the ink deposit. True also is that UV curable inks are liquid in state before cured by special UV lamps. The process must be carried out effectively, as human contact with uncured inks can ‘sensitise’ the skin over time and cause serious allergic reactions.
UV Creative produced floor products and guides using an LED UV curing grand format printer for Soyang’s Europe stand
They do not tend to be used in food packaging or clothing, because of the risk of uncured ink migrating though media and contacting food or skin, which is just one disadvantage of this media.
Whilst Latex inks will toughen fabrics and cannot be printed onto flags/duplexed materials, due to the inks density, they exhibit a phenomenally fast drying rate. Also exuding non-hazardous vapours. Certainly—despite any disadvantages that latex ink may pose. It is an ink medium that is pushing the boundaries of soft substrate printing.
Jefferies adds: “The ability to print textiles with flexible UV curable ink is leading to greater adoption of the media by print companies who are utilising existing print hardware rather than having to invest in new systems.”
Dye-sublimation inks have an unrivalled colour vibrancy. Being vivid the inks present a huge colour gamut and a wash-ability applicable when considering transfer using sublimation transfer paper. The unlimited colour spectrum and customisation options available and for different media show why it is so widely used.
O Factoid: Dye sublimation—a common method for printing soft signage—forces the ink to penetrate deep into the fibres of fabric, allowing the textile to survive against everyday wear and tear, and washing. O
Jefferies explains: “Some of the best looking graphics at Sign & Digital UK were produced using the dye sublimation process; printing a reverse image to paper then transferring to a polyester fabric containing an element of stretch. The 8m x 3m suspended banner on Hybrid’s stand was produced in this way and resulted in a smooth finish when fitted into the display system—delivering a lightweight graphic (and therefore reduced rigging costs) that looked striking and professional.”
Visitors were drawn to the Mimaki stand at Sign and Digital UK 2015 which showcased the latest technology
Whilst there are clear advantages this medium works best on treated substrates. Polyester coated fabric is ideal and the substrate must be white or light coloured. Apart from being expensive, this ink’s required diligence and advanced printers to avoid clogging.
Lastly when working with solvent inks, the real advantage of this medium is that they are inexpensive and particularly resistant to abrasion. It is designed for everyday, long term, high volume production runs in an industrial setting. But on the other hand, the medium requires coated or treated textiles for proper adhesion and durability. And for an inexpensive medium there may be other costs in the negotiation of the VOCs/hazardous vapours that the ink exudes, requiring a robust and advanced ventilation system.
For printers looking to diversify into this sector the right combination of media and the availability of it, is key. Neschen products by ArtSystems provide a comprehensive range of media for this ever-expanding and lucrative marketplace. However, this comprehensive choice comes at a price for wide-format printers looking to diversify.
The ability of personnel to precisely comprehend, conceive and implement a range of elements that influence and dictate your company’s brand awareness, recognition and image is as integral as it is indispensable”
With that in mind it must be said that the most progressive companies develop a constant introspection into their processes. The ability of personnel to precisely comprehend, conceive and implement a range of elements that influence and dictate your company’s brand awareness, recognition and image is as integral as it is indispensable. Formulating POS materials, business cards, and banner advertisements, implemented on any medium demand skill.
Largely based on intuition; a key set of interdisciplinary sensibilities that cannot be learned overnight, this type of thinking is increasingly in demand and exhibits a direct correlation to trends in the print industry that demands constant diversification to retain demand and profitability.
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