Standing tall
Connecting with consumers in today’s modern and fast-paced world is no easy task. The key challenge for brands, retailers and marketers is how to capture the attention of passers-by when their focus is likely to be elsewhere.
Wall graphics offer a simple, cost-effective way of achieving this, with bright displays almost certain to catch the eye of consumers and draw them to a product, service or even venue. Taking this further, wall graphics are also an ideal way of transforming an interior, again without breaking the bank.
The flexibility of these applications has led to an explosion in demand for this type of work in recent years. With this trend showing no signs of slowing down, how can sign-makers and wide-format print companies ensure they get a piece of the action?
Busy and competitive
First up, KGK Genix, a creative design agency based in London that regularly works with wall graphics, offers an insight into the market and what sign-makers and wide-format printers might expect should they decide to make the move into the sector.
“Since offices and corporate spaces have started to welcome staff back following the Covid-19 pandemic, we’ve certainly seen an increase in companies looking to revamp office interiors to make the workspace more appealing to staff,” explains Graham Pitts, group managing director of KGK Genix.
Graham Pitts, group managing director of KGK Genix, says wall graphics can make a huge difference to the way an interior space looks and feels
“Wall graphics can make a huge difference to the way an interior space looks and feels, having a direct impact on moral and mood. The market is already a busy and competitive environment, but wall graphics aren’t just pigeonholed into the interior office market. The key is to get creative and offer something that makes you stand out from the competition.”
The key is to get creative and offer something that makes you stand out from the competition”
Pitts highlights that perhaps one of the main draws of this sector and why sign-makers and wide-format print businesses should consider diversifying into the market is the array of work on offer from all sorts of sectors.
He explains that wall graphics are not limited to a certain area and instead can be used in a wide range of sectors, both indoors and outside, opening up a whole plethora of potential work and new opportunities to companies.
“Recently we’ve been helping companies across many varied industries with projects that involve wall graphics,” Pitts explains, adding: “From retail, hospitality and logistics management, right through to well-known names in the building and construction industry we’ve been lucky enough to be involved in many creative interior projects.”
Tap into growth
When it comes to taking on this sort of work, sign-makers and wide-format printers should ensure they have the right sort of kit in place to produce these applications. Epson has a number of printers suited to producing wall graphics, including the new SureColor SC-R5000 with 100% water-based resin inks.
Epson’s new SureColor SC-R5000 runs with 100% water-based resin inks
“The advantage of this ink set is that you can print onto a vast range of uncoated media, particularly papers for wall coverings,” comments Phil McMullin, head of sales commercial and industrial printing at Epson UK.
“This means the media is usually lower cost as it hasn’t been coated and that media & ink can be fully recycled after use. As you would expect from an Epson printer the R5000 produces exceptional image quality and very vibrant prints ideal to liven up any environment.”
Looking at the wider market, McMullin explains that much like the overall print sector, the wall graphics segment is being driven by personalisation and customisation. As such, sign-makers and wide-format printers considering a move into the wall graphics areas should be looking to invest in kit that can deliver this work.
O Factoid: The Epson SureColor SC-R5000 uses 100% water-based resin inks O
“If you include wallpapers in the wall graphics basket then the market is booming,” McMullin says, adding: “Manufacturers of wide-format compatible media are competing with each other to expand their offerings and add ever more interesting products to their portfolio.
“They are doing this by offering different textures and finishes, different patterns and a range of adhesives depending on application and life expectancy of the printed product.”
In terms of target markets, McMullin highlights how retailers are now looking to create an “experience” for customers in order to tempt them back to the high street and wall graphics is a cost-effective way to do this.
Additionally, corporate companies are trying to tempt staff back to offices, so using creative wall graphics, McMullin says, is a great way to make the office more inviting, while with people spending more time at home, DIY enthusiasts are spending more money on bespoke printed wallpaper.
“Simply put, any sign-maker who owns a decent wide-format printer needs to be tapping into this growing market,” McMullin says, adding: “Those who don’t own a printer seriously need to consider investing.”
Material world
Turning to the types of materials to consider when working in this sector, Antalis is in a good position to offer support. Mike Collins, product manager for visual communications at Antalis, says the wall graphics market is complex and often challenging having varying requirements, so material choice is critical to success.
“The solution lies with a good consultation process, matching the correct product to the correct surface for the correct application and expectation,” Collins says, adding “For this reason, Antalis has many different solutions which vary from the removable and repositionable.
“These products include Coala Silky Wallcover Textile and Drytac Retac, to the extremely high-tack Drytac Polar Grip and Orajet 3554 Brickstone, to the permanent Coala Walldesign non-woven paste the wall range in different creative embossings.
“There is a strong movement to more environmentally friendly alternatives to PVC. For this reason, Antalis has the Coala Paper Stick and the new Coala PP Stick range of PVC-free vinyl, with a range of adhesives to suit most wall applications.”
For greener alternatives, Antalis offers the new Coala PP Stick range of PVC-free vinyl
For newcomers to the market, or those seeking to enhance their current offering, Collins advises sign-makers to develop skills in specialist areas, which will in turn enable them to target certain types of work.
Coala PP Stick High Tack from Antalis is suitable for use in wall graphics jobs
“Antalis will be running courses later this year from our academy which covers the tools, tips and tricks of vinyls and wallpaper application,” Collins says, adding “We will also be running dedicated courses for more specialist materials such as the new range of Coala Interior Films, which can totally refresh a surface with a completely new look, in designs such as wood, marble, stone, fabric and metal.”
Gruffalo graphics
Looking at wall graphics in action, large-format print and installation specialist MacroArt recently linked up with Twycross Zoo to produce a range of graphics and signs for its new themed area based on beloved children’s character the Gruffalo.
Working in collaboration with themed attraction specialist Richard Matthews Associates, MacroArt produced the graphics for The Gruffalo Discovery Land, an area that covers four acres. The MacroArt team spent more than 40 person-days creating and installing over 850sq m of graphics for the attraction ahead of its opening at the end of March.
Due to the nature of different materials used across the site, MacroArt’s dye-sublimation, UV and bespoke departments worked across the project with the installation team bringing everything together on site.
Sustainability also played a key role, with MacroArt opting for used a combination of PVC-free, recyclable materials and reusable panels wherever possible. In addition, all waste materials were returned to MacroArt for processing through its accredited waste recycling channels.
Mike Hamling, project lead at MacroArt, comments: “The whole team at MacroArt provided a seamless delivery of this impressive operation. It was great to see so many of our departments working so well together to achieve a common goal.”
Ben Watson, graphic designer for Twycross Zoo, who was impressed with the speed and effectiveness of the collaboration, adds: “Bringing a display of this size and complexity to life in such a short time was a real challenge, and I was glad to have the professional team at MacroArt support us in achieving such an impressive result.”
While all the evidence seems to point to opportunities for growth and expansion within the wall graphics markets, there are words of warning from those with knowledge of the sector. Before making the move, first consider whether there is demand for the type of work from your current, or potential customers, if your staff have the relevant skills to produce wall graphics applications and if you have the right equipment and materials to deliver high-quality work to customers.
If you can satisfy all of these requirements and have the confidence to begin producing this work, then expansion into the wall graphics could prove a extremely successful venture for you and your business.
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