Peering through the looking glass
As Christmas approaches, seasonal window graphics once more hit stores and businesses throughout the UK.
In fact, the entire post-summer season is a time for window graphics and displays to thrive as high streets and towns become illuminated with autumnal and winter-themed decorations.
Window graphics are of course embraced all year long, but it’s now that print and display companies see a surge in demand for seasonal graphics as shoppers are enticed from the cold streets into warm retail stores. The classic window display has become a staple of Christmas shopping but has also been used to celebrate the likes of autumn and Halloween as these times of the year have become more popular.
More and more window graphics have embraced seasonal changes as spring and autumn colours have come into fashion
Many businesses will focus purely on point of sale (POS) and retail graphics, especially in sale seasons. From boutique businesses to large retailers, window graphics can capture the attention of the public in several ways, whether it be in-person or on social media, companies are looking to go bigger and bolder with their branding.
So, how can print businesses look to expand into this market, and what examples are there for them to follow?
Value in vinyl
One company that has ensured it has used window graphics to not only reflect its business, but also the time of year, is Hobs Repro. With many branches throughout the UK, the print company has cleverly used its premises to showcase its capabilities with its own branded window graphics that change depending on the time of year.
“Hobs has provided high-quality print solutions throughout the UK since 1969 and proudly holds a Royal Warrant for services to the Royal Household,” says group marketing manager, Feargal McKenna.
“Our expert team has worked across thousands of window graphic installations over the years. These projects have spanned a variety of sectors, from the AEC (architecture, engineering, and construction) market to the creative industries, and everything in between.”
For Hobs, the changes in retail, as well as the styles and types of graphics people are going for has hugely changed the needs of clients.
McKenna adds: “Over the years we’ve found that our clients’ needs have diversified, and whilst we always provided wide-format black and white printing, the purchase of colour machines, flatbeds and precision cutters has really opened the doors to what we could provide for our customers, including vibrant and intricate window graphics.
“Investing in technology as well as our people has been integral to our development as a business over the years. Our expert team has a knowledge base and level of experience that is unmatched, which continually delivers beyond our clients’ expectations.”
For Hobs, investment in machinery has been core to how the business diversified and met the needs of its customers. As energy prices rise, and costs continue to tighten, undoubtedly businesses will have to re-evaluate how best they can position themselves in key markets.
Printers will now utilise and invest in equipment largely if it means a substantial return on investment, meaning that those in the window graphics sector must deliver top quality products in order to remain competitive.
Rachael Hunt, head of marketing and business development at Visual Print and Design, says: “It can be hard to transition into this area if you don’t have the resources available. We have been able to partner with various signage companies so we can not only print the graphics but install them, a service that many of our customers have required for window graphics.”
O Factoid: Despite the impact of the cost-of-living crisis, findings from Alfresco Life show 73% of people still feel they want to treat themselves, while 67% are prioritising going out and socialising O
Speaking about how the company has evolved, Hunt adds: “Visual Print and Design is an independent, award-winning commercial printer, print management, and design company with offices in Lincoln and Glasgow.
“Since 2009, we have traditionally produced printed materials, large-format, and promotional merchandise but expanded into signage in 2019 after winning a big contract with a local authority.”
Visual Print and Design has produced printed materials, large-format print, and promotional merchandise since 2009
As businesses have expanded their signage portfolio this has naturally led many to window graphics.
McKenna comments: “We’ve found great success working within window graphics across our diverse client base as it requires a huge commitment of our investment. We’ve helped to support local businesses advertise their new premises with engaging graphics, as well as updating branding for massive entities such as STV HQ and Cartier shop fronts.
“We can’t wait for our vibrant Christmas graphics to be unveiled,” says McKenna, adding: “Hobs is delighted that businesses of all sizes are seeing the benefit of utilising high-quality window graphics to elevate their brands and bolster their own trading.”
Apply carefully
Deciding on which aspects of your business to commit to, and what to expand into, is a big question as costs change, and the future looks more and more uncertain.
Questions around sustainability and how to keep your business eco-friendly are also increasingly important as these decisions can make or break a business in 2022/23. Many customers and buyers are becoming more diligent and selective than ever over the companies and businesses they work with based on the ethics of the company in question.
Hunt says: “Like with traditional print materials, more and more businesses are concerned about their impact on the environment through print. That is why we are now looking to invest in materials that are PVC-free and where possible, even biodegradable, and compostable.”
Sustainability is now a huge focus so offering PVC-free alternatives will help in securing contracts and tenders
The NHS, Universities, and public buildings are all looking for sustainable credentials from the materials and processes that go into their output. When it comes to window graphics, this can change the costs of materials you purchase, the way you recycle them, and the types of machinery you may use.
Drytac, a producer of adhesive-coated products sees the importance of costs and changing markets on a daily basis as it works with its many customers and partners.
Academy manager at Drytac, Gareth Newman, says: “Before making a move into any new market sector, it is hugely important for print service providers to carry out due diligence and properly research the sector they are moving into. Do they have the right sort of machinery to produce this work? Do their workers have the required skillset to complete high quality jobs? Will they need to carry out any sort of specialist training?”
Advising businesses which are looking to move into window graphics, Newman adds: “When it comes to window graphics, there are other factors printers need to consider, such as if their printing equipment has the ability to meet certain trends that are now very apparent in the market.
“Make sure you are researching your current print machine capabilities such as if they have white ink for optical clear window graphics. If white ink isn’t an option, then you will need to look at using a clear media and backing this up with white vinyl or block out media.”
Newman also emphasises the importance of offering window graphics as part of an overall package to customers who may not have thought about enhancing their window display.
“Educate your current customers about the benefits of window graphics and how they speak to their customers visually and highlight/represent your business before any of your employees have a chance to do so.”
Educate your current customers about the benefits of window graphics and how they speak to their customers visually and highlight/represent your business”
Circling back to the importance of materials and sustainability, Newman adds: “The material you are using to print on is critical; get this wrong and you risk the entire job. Not only does the piece need to look the part when completed, it needs to be able to stand the test of time. For example, applications being installed on the outside of a window need to be able to handle constant exposure to the elements.”
Hunt agrees that materials and knowledge are key to approaching window graphics. “The biggest learning curve we had was increasing our understanding of the various materials available and ensuring we recommended the most suitable and cost-effective solution. We realised early on that our customers are unlikely to know exactly what they need and will need sound advice and recommendations.”
As an international manufacturer of adhesive-coated products, including graphic films, window films, double-sided tapes, self-adhesive print media, label stock, industrial adhesives, and heat-activated and pressure-sensitive laminates and mounting adhesives, Drytac has seen a number of developments in materials and its own products.
Newman states: “Window graphics is one of our specialist areas and we are proud to offer a wide range of high-grade products and solutions for our customers operating in this market. These include both permanent and removable window films.
Drytac products offer a range of benefits such as Weathershield films which are outdoor durable for seven years
“ViziPrint is our collection of optically clear windows films with ultra-removable and high-grade permanent adhesives. Products in this range are suitable for all sorts of window graphics jobs, both indoors and outside.
“Our SpotOn range of materials is also full of ideal solutions for window graphics applications, be it advertising campaigns or decorative displays. These clear and white bubble-free window films with a dot-pattern adhesive are easy to install and do not leave any residue when removed.”
The change in high streets to become more experiential and unique in its approach to customers has also meant that window graphics have changed. With the increase in e-commerce and less need for printed media when compared to digital alternatives, many printers have moved into the display market.
Newman adds: “While there has been a lot of movement in this market in recent years, with many printers moving into the sector, the vast number of opportunities and work available means that there is still a lot of growth left.
“Many of the techniques used in sign-making can be transferred over to window graphics production. It all comes down to how you adapt your operations to be able to take on this sort of work. By partnering with a specialist provider, you can ensure you are working with the highest quality materials and producing eye-catching work that will leave customers wanting more.”
Looking to impress
Working within the window graphics sector means celebrating successful projects and using your work to demonstrate your expertise to further attain clients.
The past year has seen a variety of impressive projects that can help inspire and captivate the imagination.
McKenna says: “We’ve worked on some truly amazing client work this year, however we have to mention our own window graphics. We have taken a new approach to our own window graphic displays this year, and rather than tell you what we can do, we wanted to put our money where our mouth is. We have had a constant rotation of seasonal graphics to form wider support to our other services, but also to show off what can be achieved through the power of window graphics.”
When asked about standout projects from Visual Print and Design, Hunt says: “Our work for Buckinghamshire Council saw us install signage as well as window graphics across multiple sites. We knew exactly what they needed after carrying out a comprehensive audit and establishing the most impactful, yet efficient way to showcase their new brand.”
Speaking about the work Drytac has been involved with, Newman adds: “We have worked with Vancouver-based Premier Graphics on a number of window graphic jobs in recent years. These applications show both the quality and flexibility of our ViziPrint and SpotOn products.
“Premier Graphics used Drytac’s ViziPrint Impress Clear film to produce a striking festive-themed window graphic for local skincare business Project Skin MD. Project Skin MD challenged Premier Graphics to design, print, and install the intricate window graphic for its state-of-the-art skincare facility in South Granville, Vancouver.”
Speaking about how the company achieved a clean and seamless appearance, Newman says: “Premier Graphics selected Drytac’s ViziPrint Impress Clear and printed the detailed design using white ink on a Konica Minolta AccurioWide UV Printer. Developed for application on glass and other smooth, flat surfaces, ViziPrint Impress Clear is suitable for trouble-free, bubble-free wet installation.
“Another project saw Premier Graphics use Drytac SpotOn White Matte to carry out an impactful window graphics project for vegan food business The Very Good Food Company.
“Premier Graphics was approached by The Very Good Food Company and construction firm Pacific Solutions Contracting in late 2020 to produce window graphics to cover up building work taking place at a retail location in Mount Pleasant, a neighbourhood in Vancouver BC.”
The project that Premier Graphics undertook demonstrates the variety of work that can be undertaken in the industry, but also the importance of considering the different environments and looks that can be achieved upon application.
Just as Hobs Repro has used bold colours and timely graphics to reflect work and topics that are at the forefront of clients’ minds, Premier Graphics used its solutions to fit the needs of a specific business. This is something that both businesses are able to demonstrate through examples of their work, and demonstrating they are experts in their craft.
“The project challenged Premier Graphics to create graphics that offered a high impact and high contrast design, but also allowed adequate ambient light to pass into the building to assist with ongoing construction work inside,” says Newman, who adds: “The graphics also needed to cover window panels measuring 21ft tall.
“Premier Graphics selected Drytac SpotOn White Matte monomeric PVC film, a solution that is specifically designed for short-term applications such as point-of-purchase retail signage and enables easy bubble-free application on a wide variety of smooth interior surfaces, windows, glass and more.”
Whether it be windows that are 5ft or 200ft tall, the range of projects available to print and display companies are vast, however the market remains competitive and challenging due to the current business climate.
However, as stated by Newman, the industry still has plenty of room for growth, and recent data and surveys into Christmas spending habits put retailers and businesses in positive positions to make the most of the festive periods and carry the success of seasonal work into the new year.
Your text here...
