Media brands

The wide-format digital print business is fragmented in terms of the types of suppliers, hardware used to produce applications, and the types of media used for printing. As a result, many print media brands are in use today.

Wide-format print media is an important component of professionally produced signs and graphics. Printed media reflects a company’s marketing message, so consistency and quality are paramount. Most shops select their print media based on practical characteristics like quality, performance, and stability. These characteristics essentially equal value in signage and graphics parlance—shops want their customers to be happy with the graphics they produce. Other important media characteristics include colour gamut, calibration, and minimal waste.

Conclusion

When it comes to purchasing wide-format printing products and services, today’s signage and graphics professionals have more choices than ever before. New printing technologies have created a number of profitable opportunities within this dynamic marketplace. Due to innovative latex/UV flexible inks and sublimation/
pigment technologies, the growth potential has expanded by leaps and bounds within the sign industry.

Mass customization continues to be a driving force behind all digital printing growth. Retail environments offer a rich branding opportunity for inkjet-printed items like wall coverings, curtains, back- and front-lit tension fabric displays, umbrellas, flags, and table throws. Rigid media printing technologies for wall décor, flooring, and point-of-sale (POS)/point-of-purchase (POP) signage increase these branding capabilities further.

As the sign graphics industry matures and further expands into new business categories, numerous products will play a role in the multi-dimensional opportunities of tomorrow. To gain a foothold in this rapidly evolving market, businesses must be receptive as well as agile. They must be willing to invest the time and money to learn about the various textile printing methods. This market offers
a number of viable avenues for small entrepreneurial digital printing companies as well as huge sign/exposition companies. The key is to develop a production and pricing strategy that works for one’s business.

Steve Urmano is director of InfoTrends’ wide-format printing consulting service and develops annual global market forecasts for hardware and supplies used in the wide-format graphics market. This article is based on a white paper he prepared for the International Sign Association (ISA). For more information, contact him via e-mail at steve.urmano@infotrends.com or visit www.signs.org/research to read the complete report.