Drytac has a range of products suitable for both floor and wall graphics jobs
Building for success
While large parts of the industry were hit hard by the Covid-19 pandemic, there were some areas that actually saw growth, amid huge demands for certain types of applications and products.
Two of these areas were floor graphics and window graphics. The spike in demand for floor graphics was driven by social distancing and one-way system markings, while wall graphics saw a rise in demand as people took to interior décor projects while locked down.
Looking ahead, can we expect these markets to expand and are there still opportunities for growth, both for companies looking to move into the sector for the first time and those businesses that are already established and producing work?
Unique applications
First up is Drytac, which stocks a wide range of films and vinyls suitable for both floor and window graphics. Shaun Holdom, global product manager at Drytac, says what makes floor graphics so unique is that they can be used in almost any environment.
Drytac offers a number of entry-level products to help sign-makers looking to move into the market
“If there is one thing that is unquestionable about floor graphics, it is that consumers do take notice of these applications – something that was very clear to see when it came to social distancing markers and one-way systems,” Holdom says, adding: “After all, customers are always looking down at their phone, so why not give them something else to look at and showcase your products at the same time?
“Now there is a relative normality coming back to business, it’s all about working with the client to understand the space they have and introducing them to options that can be both effective and creative.
“Using a combination of graphics on floors, walls and windows, you can guide customers around any environment. Rather than focusing on specific elements, creatives can create a whole concept in each location utilising the space on windows, walls and floors.”
Using a combination of graphics on floors, walls and windows, you can guide customers around any environment”
Holdom builds on this and says newcomers to the market should be looking to target repeat customer and jobs, with a focus on the hospitality, education and restaurant markets, all of which will likely require both floor and wall graphics.
With this, he draws attention to some of Drytac’s entry-level products that will help sign-makers looking to move into the market. These include its range of SpotOn vinyls, which he says are easy to apply and remove, and suitable for wall and floor graphic jobs.
Holdom also recommends the ReTac range of polymeric removable vinyl products that feature permanently peelable adhesive that can be removed cleanly years after application.
While these products are also suitable for companies already established in the market, he also points to some more advanced products. These include Polar Grip, a high tack adhesive backed PVC designed for rough walls, as well as Polar Street FX, an aluminium film designed for rough walls and floors.
“Companies need to understand what materials are available for both the short term and longer term and work those into marketing concepts with their creative teams,” Holdom says, adding: “Working with the customer’s marketing plan is an effective way of creating a long-term relationship with the end-user customer and building a customer base which keeps returning.”
Seeing the value
Elsewhere and Antalis has a wide range of entry-level and advanced materials for the wall and floor graphics markets. Chris Green, director of visual communications at Antalis, says while the last 18 months have shown just how effective wall and floor graphics can be as communications tools, these applications are showing growth in other areas.
“Now, marketers are beginning to see the value of floor graphics for carrying marketing messages, particularly as more of us spend time looking down at our phones while we walk, the floor has become valuable marketing real estate,” Green says.
“The growth of the interior design and decoration market has seen demand for bespoke and personalised wall graphics, whether in the form of wallpaper, film or vinyl – the scope and potential is huge.
“With bricks and mortar stores rapidly losing ground to online, there is a real need for retailers to create stores that offer shoppers something a little more experiential, and wall decoration is a very effective way of doing that, whether through helping to create in-store zoning or ensuring that every surface is on brand.”
O Factoid: Data from Energias Market Research suggests the global wall graphics market could be worth $10.43bn (£7.55bn) by 2025 O
For new entrants to the market, Green recommends speaking with existing customers to see what requirements they might have, before considering the type of equipment you need to make a successful transition. On this, Green also notes whether upskilling might be required.
“Installation of floor and wall graphics requires a certain amount of skill, and an understanding of certifications and public liability, particularly with regard to floor graphics,” Green says.
Turning to products and for newcomers, Green recommends one-part systems over more advanced two-part systems, which require a slip-proof overlaminate. Antalis offers one-part floor graphics such as Coala Floor and Wall, Coala Walk and Wall, Drytac Spot On Floor and Polar Street FX for indoor and outdoor floor graphics with full slip resistance certification.
Coala Wall from Antalis can be used for a range of wall graphics jobs
“If you are thinking of entering this market, a good place to start is within the Drytac and Coala ranges which offer a number of adhesive high tack products for difficult surfaces and easy-apply options, which allow quick and easy fitting for wall graphics,” Green says.
For those already established in the sector, Green says companies should be looking at the sustainable side of work in order to address rising demand for greener work. Antalis has developed its Green Star System, which is designed to make choosing products based on their sustainability credentials much easier “By 2030, we aim for 75% of our products sold to be rated three stars or above,” Green says, adding: “We’ve introduced a number of new wallpapers that are recyclable, but the big area for this sector is PVC-free products. Our sustainability guide and recently launched eco samples box are good places to start when looking for sustainable visual communications products.”
Addressing trends
As well as speaking to suppliers, it is also important to get an insight from companies that are already active in the market in order to get a view from the frontline. Jeff Bufton, head of operations at Signs Express, says many branches across the franchise network have been offering wall and floor graphics solutions for some time and are feeling the benefits as a result.
“Signs Express has been offering wall and floor graphics solutions for many years as we feel it is important to offer our customers a convenient and comprehensive service for all signage products,” Bufton says.
Signs Express Harlow digitally printed this bespoke wallpaper for the Kelly Group
Bufton acknowledges that floor graphics have seen a temporary spike over the last 18 months due to their use during the pandemic, but he does not expect this to be sustained as the world starts to return to normal.
“The last 18 months have seen a massive uplift in floor graphics requirements bringing a comparatively niche market very much to the forefront for more companies,” he says, adding: “Now that social distancing measures have been eased, we do expect to see this market contract, but it will be busier than before lockdown as there is now an increased awareness of how effective this medium can be.
On the flip side, he says wall coverings is a stronger market and he sees this continuing in the long-term due to the versatility and bespoke options the solution offers.
“As many businesses have been closed or working with reduced resources and many refurb projects put on hold during this period, we have seen a general decline in demand for wallpapers and graphics. Now that staff are returning to offices, non-essential retail opens up and projects are restarting we are already starting to see an uplift in this sector.”
There is no question that both the wall and floor graphics market offer opportunities to companies looking to expand, but it is critical to ensure you have the right level of skill and knowledge to make the move, as well as work with high quality materials to achieve the best possible output.
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