Michael Ryan: New Perspectives on Signage

In less than a month we’ll be opening the door to European Sign Expo 2023 at Messe Munich, Germany, from 23-26 May 2023, under the event strapline ‘New Perspectives’. This highlights the need for businesses to move on from ‘survival mode’ by sharing ideas and experiences and looking at problems from different angles to see business opportunities. 

But what are the new perspectives and key trends driving the signage and visual communications sector and what opportunities and challenges are sign-makers currently facing?

Michael Ryan, head of FESPA Global Print Expo and the European Sign Expo recently had the opportunity to speak to Paul Lovelock, Managing Director at Leatherhead, UK-based DMA Signs, an architectural and way-finding sign manufacturing business, and James Mavi, Sales & Marketing Director at branding solutions expert Astley in Gateshead, UK. They discussed their perspectives on the latest trends, challenges and opportunities.

What, in your opinion, are the biggest trends in signage at the moment?

Paul Lovelock: We’ve really noticed a big uptake in recycled, recyclable and reusable substrates for signage, so we’ve been putting a lot of our efforts into researching and developing new techniques to print on eco substrates and with eco inks.

We’re doing a lot of this research in-house and it’s been great, if sometimes challenging, to be able to work with new and non-conventional materials to meet our customers’ demands for more environmentally friendly signage.

Our in-house R&D department is a big part of what we do and has proved to be a strong selling point during the pandemic, by enabling us to constantly evolve and move with the industry.

James Mavi: Yes, sustainability is one of the hottest topics in our industry right now and we’ve also been getting a lot of requests for more environmentally friendly alternatives. We believe that there’s an opportunity for growth by offering sustainable solutions to clients and leading the way for more innovation in this area.

As more products are coming to market at a competitive price, it’s now easier for our customers to incorporate this type of eco-friendly signage.

Paul Lovelock: Digital signage is another growth market worth exploring, from our perspective. Coming out of the pandemic, I think a lot of signage companies struggled as their offering was so specialised to a specific application, industry or use. There’s a huge opportunity to diversify and learn – don’t rely on just one customer or application.

James Mavi: We’re also continuing to see a big move towards digital signage, but rather than replacing more traditional products, a lot of our customers are asking for digital to complement their existing signage, which enables increased flexibility and control for our clients.

Integration of new technology into physical environments is also definitely a growth area, so whether it’s VR experiences triggered via QR codes or the use of digital hardware to display messaging, this continues to be a rapidly growing area within our industry.

Which challenges are your customers currently facing?

Paul Lovelock: The opportunities brought on by the rising demand for sustainability create the challenge of finding more eco-friendly solutions without extra cost. Our customers want more sustainability without having to pay more, so we need to find processes and ways of working that are still profitable for us.

James Mavi: Like the rest of us, our clients are feeling the impact of the cost-of-living crisis as their customers are spending less. Therefore, it’s become more important than ever to create experiential environments to sell products and capture footfall.

What technological innovations are you expecting to see at European Sign Expo 2023?

Paul Lovelock: I’m really excited about European Sign Expo 2023 as I’m looking into some new investments in direct-to-board and fine art printing and there are always a lot of new and exciting machines on show.

James Mavi: I’m expecting to see a lot of 3D signage as well as solutions for AR and VR integration. I’m hoping to also explore digital holographic and floor interactive displays.

What is your ‘New Perspective’ on the signage industry?

Paul Lovelock: The signage industry is very healthy at the moment and I think collaboration between sign-makers is playing a big part in this. We’re no longer working in silos competing with each other, but trying to work together for the overall good of the industry.

I think this synergy between companies is helping us all be more flexible and adaptable. The ‘New Perspectives’ strapline captures the opportunities to broaden your scope of work and explore new sectors and materials for business growth.

James Mavi: The print and signage industry has had to develop so much in response to the pandemic, but it has always been a sector that responded quickly to suit consumer trends. One of our core strategies is to help our clients support their brand with the latest developments within their own individual sectors.

This means ensuring we identify opportunities and offer innovation as part of our partnership with them. It’s an exciting landscape to be a part of at the moment and we’re looking forward to seeing what comes next!