The Ins and Outs of Window Graphics

When it comes to making a building or retail site stand out, it’s hard to compete with the impact of a window graphic. Their placement can work twofold as they can both decorate an existing window dressing or can add a new layer to what would otherwise be a quite generic part of a building.

In order to keep improving installation, print quality, and design potential, producers of window graphic materials have continued to innovate and release new products to the market. On top of this, many of these companies have also given their advice to those new to window graphics or the industry.
Here, we take a look at some of the latest products, as well as the advice from businesses regarding installation.

Finding the Right Solution

A well-known manufacturer of adhesive coated products, Drytac has been a go-to for window graphic materials for a long time. In 2023 Premier Paper become an exclusive stockist of Drytac for the UK and Ireland, making Drytac products more available in both locations.

In order to improve the use of its products and improve knowledge within the industry, Drytac has discussed several elements of window graphics within the past year to answer common misconceptions and queries. One area it recently placed emphasis on is the difference between first and second surface graphics.

In essence, the choice between first and second surface is choosing whether to apply a graphic on the indoor or outdoor side of a window. First surface installations are applied on the outside of the window with the adhesive on the back of the material, while second surface is applied on the inside with the adhesive on the front of the application. Drytac says both options bring advantages and disadvantages, all of which should be considered before installation.

When it comes to first surface, Kieran Blacknall, operations manager at Drytac says: “These graphics often offer a greater visual impact as they are not behind glass. This means they do not face issues such as glare from sunlight that can make some window graphics placed behind glass harder to see and the text trickier to read.”

The main issue with first surface can be an obvious one, which is exposure to weather as the graphics can be exposed constantly to the elements and face potential damage. First surface can also come with a lot of considerations regarding zoning sign allowances, which can vary from location to location.

In October 2024, The Bradford Civic Society raised concerns over a window vinyl that was potentially installed without the right planning permission due to the location being a Conservation area dating back to the 1870s. The graphics were installed on a Betfred shop on Market Street which led to an investigation by the local council.

“Turning to second surface projects, unlike first surface pieces, they are protected behind the glass, meaning they can be displayed all year round without installers having to worry about damage from the weather,” says Blacknall.

“There is also the additional benefit of compliance with zoning rules; graphics installed inside stores are exempt from zoning allowances, allowing shops to maximise their window presence without falling foul of regulations.”

Drytac has acknowledged that the downside of second surface graphics is the fact they are behind glass, meaning they are not as clear. However, the company points out that many advancements have been made in materials and techniques to overcome these challenges.

Blacknall says: “Printing the artwork mirrored on a clear film, such as SpotOn Clear, Polar Premium Clear, or ReTac Clear PET, allows the graphic to be viewed clearly from outside the building. Pairing this with an opaque product like Polar Blockout or Polar Blockout UV enhances image clarity, minimises transparency, and enables the creation of double-sided window graphics. These solutions are ideal for applications such as push-pull signage, offering an effective option for bi-directional advertising campaigns.”

A recent launch by Drytac, Polar Frost Air, which was released globally in February, has demonstrated the innovations and new properties available in window graphics. The solution was used earlier in the year by Nettl at Digiprint Bath and Chippenham for a set of first surface graphics on a new pasta shop in Bristol.

Nettl used the product due to its two-sided PE coated release liner which has bubble-free technology designed for decorative glass applications.

Ben Gregory, director of Nettl at Digiprint, says: “We selected Polar Frost Air for the excellent ease of install, but also because it can be printed easily with our HP Latex printers. It was important that the view was obscured but still looked high quality with a classic feel.”

“The customer was impressed with the quality and speed that we could produce and install this branding project. They have already placed orders for new graphics once open, as well as both internal signs and graphics, as a result of this initial project.”

On top of this project, Nettl at Digiprint used Polar Premium Air self-adhesive vinyl to create a set of graphics for shopping centre, Milsom Place, in Bath. The location is not only a well-known shopping area but also the venue in which Channel 4’s First Dates is filmed.

Many units at the centre required branding when they were being refurbished which meant Nettl had to cover construction but also enhance the space and draw interest from passers-by. “The easy to fit, bubble-free technology made installation a breeze and with the classic matte finish, it gave a high-end look,” says Gregory, adding: “Additionally, the Drytac Polar film performed brilliantly in the freezing temperatures we were experiencing during application.”

The work Nettl undertook meant it was entrusted with more signage and wayfinding work with the shopping centre in the future, demonstrating the importance of wowing customers with effective and durable window graphics.

Further Releases and Applications

When it comes to recent material releases for window graphics, a big emphasis has been put on PVC-free alternatives. A supplier of signage media, Dorotape, has recently released Glass Apeel to cater to those looking for PVC-free products.

The product has been designed as an alternative to traditional static cling vinyl, which Dorotape says can degrade and deteriorate in different conditions. Glass Apeel is also made without volatile organic compounds (VOCs) and can be stored and reused multiple times, according to the company.

The product features a non-sticky underside with a unique microporous layer that expands the film’s surface area, creating a “grip-like feel” without adhesive. Dorotape says that when applied to smooth surfaces such as glass or metal, the film aligns with the surface, which keeps it in place. The product has been described as easy to remove as it can be peeled from one corner, at which point the alignment breaks, releasing the grip to the surface and leaving no residue behind.

Speaking about its release, Michael Ingram, managing director of Dorotape, says: “We have been looking to expand our range of environmentally friendly digital print window films for the last six months and Glass Apeel is the perfect choice for anyone wanting to print promotional advertising on to glass.”

We have been looking to expand our range of environmentally friendly digital print window films for the last six months and Glass Apeel is the perfect choice for anyone wanting to print promotional advertising on to glass

The product is available in four different versions including both a frosted and transparent option which can be front, or mirror printed. Glass Apeel White blocks out a reported 99% of light for use on windows and smooth metal surfaces. Finally, the Solar option is a transparent film designed to help maintain an even indoor temperature.

Recent events such as FESPA Global Print Expo and WrapFest have highlighted a number of products that have been released in the graphic and wrap space from brands like 3M and Avery Dennison. Another brand in this space is Contra Vision, which recently highlighted the use of its printable window film on the interior of a special train made to celebrate 200 years of the modern railway.

The celebration dubbed Railway 200 saw Network Rail commission a five-carriage train ‘moving-exhibition’ which will tour the UK showcasing the history of the railway. Graphic supplier for fleet, railway, and architectural products, Aura Brand Solutions, provided all the wrapping for the project including the windows of the train, which had to be colour matched to the frames and doors in order for the design to blend in seamlessly.

The project included a number of interior window wraps, which Aura tested extensively to make sure that the prints would retain their vibrancy while still allowing plenty of natural light in.

Aura chose 3M films for much of the project, but utilised Contra Vision printable window film for the interior window wraps. According to its manufacturer, the film boasts the ability to achieve vibrant prints and strong adhesive qualities, alongside quick removal abilities with minimal tearing.

As evident by the projects mentioned here, along with the materials and products recently released, there is far more that can be achieved in the world of window graphics. Working with your clients and expanding your range of materials will not only lead to more work, but will also lead to more creative projects that attract more customers.