Window of opportunity
In today’s modern, fast-paced world, retailers and brands are having to find new ways of connecting with and capturing the attention of consumers, who are mostly otherwise busy with their smartphone or other digital device.
One method that is proving increasingly popular among retailers is window graphics, which make use of often under-utilised surfaces to reach out to consumers and draw them into a store.
For this reason, this area has proved a particularly popular expansion area for sign-makers and wide-format print companies in recent years. Here, we speak with manufacturers and suppliers to get the inside track on the market and the growth opportunities available.
Take advantage
First up, Epson has a number of print machines suited to producing window graphics and as such is well placed to offer both advice and guidance on how to move into this market. Phil McMullin, head of UK sales at Epson, says if you have good application skills and already own a printer capable of printing white ink, window graphics is an easy add-on service.
Epson says if a company has good application skills and owns a printer capable of printing white ink, window graphics is an easy add-on service
“Windows are often an underutilised advertising medium so persuading your customer to take advantage of their unused glass is sometimes a good opportunity to generate additional profitable business,” McMullin says.
Persuading your customer to take advantage of their unused glass is sometimes a good opportunity to generate additional profitable business”
“However, one thing to consider in this market is that predominately the media applied to windows will be a clear film which means the ability to print a white layer to back the main image is critical. There are a number of printers on the market offering white ink but the opacity of many leaves something to be desired and will result in a poor quality image.”
As to how Epson can help, McMullin highlights the SureColor SC-S80600, which he says continues to be the product of choice for many sign-makers in this area as the “outstanding” opacity of its white ink makes it suitable for window graphics work.
The PrecisionCore TFP printhead fitted to the SC-S80600 allows users to print both dual-layer and three-layer printing in one process, without the requirement to print two or three separate layers.
“This allows the SC-S80600 to achieve class leading registration, meaning that prints are free of white registration bleed misalignments,” McMullin explains, adding: “Additionally, the GS3 ink used in the S-series range has a higher colour density, complimented by faster drying when compared to other inks on the market, allowing the user to achieve the same intensity of colour without the need to double strike prints. This makes printing window graphics quick, easy and profitable to produce.”
Epson’s SureColor SC-S80600 can be used to print a wide range of window graphics
Big impact
Choice of material is extremely important when it comes to working with window graphics as the wrong material could mean disaster for these sorts of projects. Drytac is one of the leading suppliers of films and vinyls suitable for window graphics work, and global product manager Shaun Holdom says it is essential to use the right media.
“Window graphics can make a big impact for retailers, offices, cafes and plenty of other organisations,” Holdom says, adding: “The right design, installed correctly using specialised materials, can make a bold and vibrant statement on both external windows and inside a building.
Alternatively, window graphics can be used to provide privacy or to change the light within a space. It’s a thriving market for graphics companies and designers.
“It’s essential to use the right media for each project. First, it’s crucial to check with the client exactly what they want from their window graphic. Do they need a window graphic that is only visible from the outside, or inside the building as well? This will dictate which material and type of printer to use. Has the customer requested an optically clear finish?
“If so, you don’t want to use a contact clear material. Do the colours need to be totally accurate? Check colour profiling and matching, asking the client to approve any colours before installation – perhaps printing a few colour swatches on the material to examine on site.”
Drytac’s window graphic materials are rated for either indoor or outdoor use and are also compatible with a range of printing technologies. Holdom says it is crucial to ensure the material you are working with is suitable for the type of printer you are running, or you run the risk of not achieving the right level of output quality.
Holdom also advises never to use a permanent adhesive for a temporary graphic as this will cost you later in time and money for removal and clean-up of adhesive residue. In addition, Holdom says users should pay attention to how the material will impact a window, as this could lead to damage and further costs.
“We advise against using a material that will trap heat in a window, as this can cause expansion and shatter the window,” Holdom says, adding: “These include multi-layered block-out materials but do your research and ask the manufacturer if you have any questions at all. They may even have a new product, perfect for your project, that you don’t even know about.”
Picking out some of Drytac’s products, Holdom points to SpotOn, a 4-mil, 100-micron thick vinyl with a ‘dot pattern’ adhesive, which he says makes it simple to fit, reposition, remove, and even reuse. SpotOn is available in clear matte, clear gloss, white matte, and white gloss, and compatible with solvent, eco-solvent, latex, and UV inkjet printers.
Drytac’s SpotOn features a ‘dot pattern’ adhesive that makes it easier to fit, reposition, remove and even reuse
For longer-term window graphics, Holdom recommends ViziPrint Deco +, a 2-mil, 50-micron optically clear PET film with permanent adhesive that allows for crystal-clear graphics, and is available for UV and latex inks for use both indoor and outdoor.
“To create eye-catching two-sided window graphics, simply combine Drytac’s Polar Blockout with a reverse printed clear print media, such as Drytac SpotOn Clear Gloss or Polar Dynamic Clear,” Holdom suggests.
“Polar Blockout is a proprietary 5.9-mil highly opaque layered white polymeric film with a matte finish, engineered for the creation of double-sided window graphics without the need for ink layers or white ink.”
Aiding recovery
Looking at the type of work available, projects in the window graphics sector can range from one-off jobs for a local shop, up to a national campaign for a leading brand. Mid-Cheshire sign specialist Signs 24-7 was recently appointed to deliver a comprehensive window vinyl project by Cheshire West and Chester Council.
The initiative formed part of the council’s re-opening programme, through which it works with partners to support and accelerate economic recovery in the borough following the easing of Covid-19 restrictions.
Signs 24-7 won a contract to produce a range of window graphaics for Cheshire West and Chester Council
The main aim of the scheme, which was initially rolled out across Chester, Ellesmere Port, Northwich and Winsford, was to make high streets, towns and the city centre look more appealing. This included bringing empty commercial units to life with designs and murals to help connect visitors and residents with the places they live, work and spend leisure time.
Signs 24-7 was immersed in the project from end-to-end, taking part in site surveys, creative idea generation, design and artwork, before manufacturing the vinyl designs and installing the prints across the different locations.
“We’re delighted to be working with the Council on this project,” says Wendy Batey-Gray, director of Signs 24-7, which was awarded the contract following a competitive tender process. “Our team all live locally and are incredibly passionate about Cheshire, so to play a part in the borough’s recovery through this scheme is really rewarding.
Cllr Richard Beacham, cabinet member for inclusive economy and regeneration at Cheshire West and Chester Council, adds: “It’s heartening to see that in towns across West Cheshire people are returning and footfall is rising closer to pre-pandemic levels. We are also seeing new independent shops opening and there is a definite appetite from shoppers who are looking to try interesting new things.
O Factoid: Produced in South Korea in 2001, the largest ever window graphic measured 6.760sq m and was installed on the 43-storey COEX building in Sam-Sung-Dong to commemorate the 202 Fifa World Cup. O
“The pandemic has clearly had a major effect on the whole country, and it has obviously meant closures of large chains on our high streets. However, initiatives like this are part of the actions we can take as a council to make sure that a closed shop still has an interesting frontage and lifts the appearance of the area for other local businesses.”
While there is seemingly plenty of work to be had in the window graphics market, there is a significant amount of careful planning and preparation to consider when taking on this sort of work. Using the right materials with high quality printers will ensure you make the most of the opportunities available in this sector.
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