Wave your flag
Soft signage is arguably one of the most diversified areas of the sign and graphics industry, with companies active in this segment producing a wide range of applications for clients in all sorts of markets.
From flags fluttering high above buildings, to giant banners adorning the side of buildings, the amount of work on offer in this area explains why it is so popular among sign-makers of all shapes and sizes.
This does, however, mean that competition for work is incredibly fierce and it is critical that sign-makers differentiate themselves in order to stand out. Here, we look at how the latest technological and material developments can help businesses gain an advantage in this busy segment.
Growing demand
First up, HP has a range of printer options on offer to those sign-makers that are already established in the soft signage market, as well as those looking to move into the sector and access the many opportunities available, particularly within the interior décor segment.
“The decorative print market is growing rapidly as homeowners and businesses look to enhance and customise their homes, workplaces, and brands,” HP says, adding: “Whether for a teenager’s bedroom, an office creative space, or a hotel lobby, today’s generation is gravitating toward solutions that offer adaptable, personalised services and environmentally responsible products.
“The growth in demand for printed décor presents an exciting market opportunity. Thanks to digital printing, you can provide the level of flexibility and customisation customers in this high-margin sector require.”
Within HP’s portfolio of solutions is the HP Stitch range, including the S300, S500 and S1000 models. The HP Stitch S300 64” printer has a maximum production speed of 34sq m/hr and top production quality speed of 22sq m/hr, while the HP Stitch S500 64” model can run at a top speed of 110sq m/hr and 43sq m/hr in quality mode.
O Factoid: The HP Stitch S1000 dye-sublimation printer has a top production speed of 220sq m/hr O
The HP Stitch S1000 is the largest option in the range, measuring in at 126” wide with a 10l cartridge size. The machine has a top speed of 220sq m/hr and 130sq m/hr in quality mode, which HP says opens up all sorts of projects for users.
The HP Stitch S1000 can print in high quality in speeds of up to 130sq m/hr
“HP Stitch dye-sub printers offer vibrant and accurate colours across the fleet,” HP says, adding: “They are ideal for large-format textile printing and allow applications such as curtains, cushions and upholstery,”
Launched in May 2021, the HP Stitch S1000 measures in at 126” wide and has a 10l cartridge
Aside from the print hardware, it is critical for sign-makers to consider the materials they are working with in this market. HP recognises this and offers a wide range of media for use in soft signage work.
“To achieve extraordinary results, it’s essential to pair the right media and printing technology,” HP says, adding: “That’s why HP offers a wide range of media that is designed and tested to work in sync with HP printing technologies. And with more than 2,000 media profiles available, you can get vibrant and accurate colours across your interior decoration jobs in just a few clicks.”
HP adds that sign-makers should also consider the rising demand for more sustainable and planet-friendly work in the soft signage market. For the green-minded businesses and their clients, HP recommends its HP Latex inks, which, as a water-based technology, is a more sustainable option than other methods.
“Water-based HP Latex inks offer an attractive environmental and health profile to both print-service-providers and their customers,” HP explains, adding: “With credentials addressing criteria related to human health and environmental considerations, HP Latex Inks produce odourless prints that are ideal for interior spaces, such as hotels, restaurants, hospitals, or homes.”
Profitable market
Elsewhere and specialist wide-format print solutions provider CMYUK has a host of printer and materials options available to those looking to strengthen their soft signage offering. Robin East, commercial director at CMYUK, says soft signage can be a very profitable business for companies that get it right when it comes to the type of kit they have in place.
Robin East, commercial director at CMYUK, says soft signage can be a very profitable business for sign-makers
“Soft signage is being adopted everywhere and markets are moving towards greater textile infrastructure, so sign-makers would be fool hardy not to offer it,” East says, adding: “It really is about keeping up with how customers are marketing and promoting themselves.
Soft signage is being adopted everywhere and markets are moving towards greater textile infrastructure, so sign-makers would be fool hardy not to offer it”
“The core elements that sign-makers need to consider before moving into soft signage are the materials that are used such as backlit, frontlit, blockout and display. They also need to get to grips with the tension frame systems that are available and sewing kedar (silicon edging). CMYUK offers several simple automated sewing machines for this purpose.”
One factor sign-makers in this market should keep in mind, East advises, is sustainability. The environment is at the top of the agenda for corporates and brands, all of which have green targets that need to be met, and sign-makers must ensure they are offering a planet-friendly service.
“Soft signage is a compelling environmental story: textiles can be recycled and less prone to damage,” East comments, adding: “They are easier and lighter to transport and reduce your carbon emissions footprint.
“CMYUK offers a comprehensive and proven range of post-consumer recycled polyester and non-PVC materials. We work with our customers to ensure they are using the correct textiles for the applications they offer.
“At CMYUK, we also offer a personal consultative approach, providing customers with absolutely everything they need, both in terms of equipment and materials, to match their current requirements and future aspirations.”
New opportunities
Another major supplier of materials for soft signage work is Soyang Europe. Mark Mashiter, managing director of Soyang Europe, says getting material choice right is critical if sign-makers are to produce quality soft signage applications.
“Soft signage opens up new markets for businesses with UV and latex print technology for products used for indoor decoration such as lightboxes, wall art, exhibition stands, and more,” Mashiter says.
“If soft signage is produced using dye-sublimation technology, it enables customers to fold crease-free material for easy transport and installation, thus avoiding costly carriage and install costs.
“Sign-makers may also need to consider that some textiles can only be printed using dye-sublimation technology for certain applications, meaning different water-based printing machines and fixation units. They might also need to learn the skill of sewing for Silicone Edge Graphics (SEG) to fit into frames.”
Soyang has a full range of materials for soft signage including flag, beach flag, display, backlit textiles, black back, wallcovering and tent materials, with the capability to both produce and supply these materials in widths of up to 5.05m, depending on the type of application.
Soyang has a range of materials for soft signage including flag, backlit textiles, wallcovering and tent materials
The company is also a manufacturer and distributor of a wide range of materials that hold the OEKO-TEX Global Recycling Standard, while some materials are made from both virgin and recycled yarns.
“The company has a large stockholding here in the UK in its 70,000sq ft warehouse in Altham for next day delivery,” Mashiter says.
It is clear that there are plenty of opportunities for growth in this sector, both for those sign-makers already established in the market and those looking to move into the area for the first time. However, the core advice from those in the know is to ensure you have the right kit in place before you start and work with tried and trusted materials that will allow you to produce quality work for your customers.
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