Setting the scene
No matter what sort of environment you are dealing with, walls offer something of a blank canvas to retailers and brands, the opportunity to spread their message to the masses, or simply overhaul the look of an interior to make it more inspiring for staff.
When printed, all graphics are an excellent way of transforming blank walls into something a little more interesting and eye-catching, with demand for wall graphics having spiked in recent years for this exact reason.
But how can print-service-providers (PSPs) take advantage of this trend? Here, we look at the steps you can take to move into the wall graphics market and analyse some of the kit and materials you need to make this a successful venture.
Differentiate environments
First up, Drytac offers a wide range of self-adhesive solutions for wall and floor graphics, working with customers around the world on all types of projects. Shaun Holdom, global product manager at Drytac, says digital wallcoverings have become very popular through all verticals.
Drytac says digital wallcoverings allow the branding and marketing of all types of space
“Digital wallcoverings enable the branding and marketing of all types of space; they also provide the opportunity to brighten up an environment or change its entire feel within a day,” Holdom explains,
“Much of these are being used in hospitality and retail applications such as lobbies and restaurants as businesses are looking for different ways to differentiate their environments.”
Digital wallcoverings enable the branding and marketing of all types of space”
Holdom advises that before jumping headfirst into wall graphics, it is important to take a look at your business and staff to ensure you have the knowledge and technical skills to produce and install this type of work, emphasising the latter skill in particular.
“There are easy-to-install products that can be completed by the end-user, which are ideal for short-term removable graphics,” Holdom says, adding: “There are also products that require an experienced installer as these products have permanent adhesive and are designed for long-term use where durability is key.
“If they aren’t easy to install, brand owners need to pay extra for professional installation, especially for permanent and long-term wallcoverings. This is needed to ensure they see a return on their investment on their durable graphics.”
Holdom goes on to outline the types of wallcoverings he sees are ideal for display and POP as opposed to décor purposes. Matte, he says, is a more popular option in retail as the lighting will reflect off gloss finishes, as well as assist in covering up imperfections in walls where gloss finishes will draw attention.
If the customer is looking for a quick, clean and easy to apply solution, Holdom says peel and stick products are the ideal type of adhesive. Then there is the issue of the base material; Holdom says paper is more dimensionally stable than traditional PVC vinyl, but less durable, harder to install and harder to clean in environments where hygiene and cleanliness is crucial.
Holdom goes on to advise on overlaminate, explaining that this will only be needed in some applications. He says: “Overlaminates add durability and also can prevent scratches and scuffs to the underneath graphic. If an overlaminate is used, the ink technology is not as important.”
Picking out some of the solutions available from Drytac, Holdom highlights ReTac Smooth 150, a polymeric PVC film that enables users to install, remove and reposition graphics without leaving residue on the surface.
Also from Drytac, ReTac Textures is an embossed film that allows for installing, removing and repositioning on walls inside home, business, retail, and display environments. The product is available in sand, linen, canvas, woodgrain and a number of other images.
Finally, Polar PET 170 is scuff- and tear-resistant polyester film designed for short-term indoor applications where the printed graphics remain visible and vibrant. The white, ink-receptive film has a textured, matte finish that Holdom says is perfect for directional notices, retail promotions, POS advertising and decals.
Area for expansion
Another solutions supplier in the wall graphics market is Soyang Europe, which also has a range of products on offer for this type of work. Mark Mashiter, managing director of Soyang Europe, agrees that wall graphics is a good expansion market for print companies.
Soyang Europe says wall graphics is a good expansion market for print companies
“It is a great area for expansion because bespoke wallcoverings can be used anywhere, by anyone – be it for home décor, interior design or for business applications,” Mashiter says, adding: “There are plenty of areas to look at. Here at Soyang Europe, we are targeting the seamless wallcovering market with non-PVC materials from the Solar Range and the Endutex range.”
Building on this, Mashiter offers an insight into the latest developments from Soyang Europe in this area, again focusing on its commitment to addressing a demand for greener products from both its own customers and the end user or client.
O Factoid: Solar F05 from Soyang Europe can be printed using solvent, eco solvent or latex technology O
Solar F05 is a new, non-PVC material that can be used for seamless graphics within the wall graphics market. The product can be printed using solvent, eco solvent and, for those PSPs keen to go ever greener with their work, water-based latex technology.
Soyang Europe is targeting the seamless wallcovering market with non-PVC materials
Also available from Soyang Europe is the new Endutex, non-PVC range, as well as Polycril GW, another product that Mashiter says is also suitable for seamless graphics projects. Again, both of these products are compatible with solvent, eco solvent and latex printing, and meet the requirements of the EN-13501-1 FR flame retardant standard.
Delving further into the Soyang Europe range and the company is also the distributor for the Desardie of products for narrower-width conventional wallcoverings. Some of these options, Mashiter points out, have antimicrobial properties for use in areas such as hospitals and restaurants, further extending the reach of PSPs.
Growing market
PSPs looking at this market will also need to consider the type of printer they are using to produce graphics. HP offers a number of suitable printers for wall graphic work including the HP Latex 700 and 800, which Daniel Martinez, general manager of HP’s large-format business, describes as “great options” for PSPs looking to enter the wall graphics market.
“These printers provide high levels of flexibility and allow for customisation, meaning each project can be personalised to different specifications,” Martinez says, adding: “These printers support a huge spectrum of creative designs, with broad substrate choice and same-day delivery of odourless indoor prints.”
Martinez also highlights the HP Latex 115 and the L300 Series. The Latex 115 print and cut plus solution is an entry-level product that Martinez says enables a range of odourless applications, while the L300 Series allows for versatility in small places and can take on high quality jobs.
“Wall graphics is a growing market and recent years have shown that the sector is full of opportunities for PSPs,” Martinez says, adding: “The rising demand for new interior décor applications throughout Covid-19 led an increasing number of PSPs to scale up their offering, and it’s not too late for those that are yet to enter the market.
“In addition to increasing demand for new applications, the expectation on materials is also evolving. In the new world of work, offices need to become hubs for employee experience, so we are seeing heightened demand for attractive and easy-clean interior office décor. The workplace is now a designated space for social interaction, providing more opportunities for print firms to innovate and enhance the ‘in-office’ experience, curating an inspiring environment.
“A further application trend is compartmentalisation; using areas in smart ways, for example sectioning rooms off to indicate different use, increasing the printable square footage for art pieces and wall coverings. Public space design has evolved, and we are now looking to create and design spaces that speak to all types of people.”
Going into further detail on HP’s options, Martinez picks out models better suited to PSPs that are already active in this market. These include the HP Latex R Series printers, a range that comprises the R2000 Plus, the R1000 and the R1000 Plus.
“These are latex hybrid printers that print on a large scale, providing unmatched quality and unprecedented colours on rigid material for sustained production environments,” Martinez says.
“Like the HP Latex 700 and 800 series, they offer bright white HP Latex Ink, as well as app-based smart printing to increase productivity and allow businesses to generate higher profits. The R Series allows established businesses to meet high levels of demand, both in terms of output and quality of production for both rigid and flexible applications.”
HP says its HP Latex 700 and 800 are “great options” for PSPs looking to enter the wall graphics market
While work and opportunities for growth in the wall graphics market appear to be in good supply, the message from manufacturers and suppliers appears clear: ensure you have the right kit and materials to take on this work before making a move into the sector.
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