Customer Demands Are Driving Innovation in Pressure-Sensitive Media

Calls for variety, ease of use, and more sustainable options in pressure-sensitive products are leading the way.

Pressure-sensitive laminates and media are a cornerstone of the printing industry. They are characterized by an adhesive that is activated by light pressure rather than heat, water, or solvents. Pressure-sensitive laminate (also known as cold laminate) is a protective film that adheres to surfaces via applied pressure and is ideal for use with heat-sensitive substrates. Pressure-sensitive media is a printable material that typically consists of three layers: the printable facestock, the adhesive, and then a backing paper or film that is removed from the adhesive when ready to install.

Although pressure-sensitive products have been in the market for decades, innovations driven by customer demand for variety, ease of use, and more sustainable options continue to offer improvements.

Sustainability

Traditionally, most pressure-sensitive media and laminates have been made of PVC (polyvinyl chloride), the world's third most widely produced synthetic plastic. It is also widely considered to be the most environmentally damaging plastic because it is not biodegradable, is difficult to recycle, and can leach dangerous chemicals into the environment.

“In some geographies, local laws and regulations are pushing more and more customers toward sustainable solutions,” said Seth Bullock, product manager, Branding Graphics at Avery Dennison Graphics Solutions, a leading manufacturer of pressure-sensitive vinyl films and digital identification materials.

Bekie Berg, senior product manager at Flexcon — which makes high-quality, pressure-sensitive labels, tapes, and functional materials — says membership in organizations like the Sustainable Green Printing Partnership can also influence printers to seek greener options. She notes that manufacturers and brands are also leading the way in sustainability. “The request for eco-friendly media tends to be driven by the brand to help reduce the carbon footprint, and it provides them with a level of commitment to the environment,” Berg says. “Consumers are increasingly aware of their purchasing power and are committing to companies and/or products that are making eco-friendly/sustainable decisions.”

So, just what PVC-free options are on the market, and are they truly a suitable replacement for PVC? It depends most on the application.

For Jay Kroll, director of Product Education for General Formulations (PRINTING United Expo Booth C523), a global manufacturer of pressure-sensitive print media with a cross-platform portfolio of film and laminate solutions, PVC-free films still have their limitations, especially for demanding applications.

“Most PVC-free films perform well on flat, short-term applications but are not there yet for conformability, durability, and removability at scale,” he says. “Polyester and polypropylene films have been part of the graphics market for years and are well-suited to certain flat or short-term applications. Polypropylene in particular has grown as a sustainable option. TPU (polyurethane) films are gaining ground for highly conformable applications, but they come in close to double the cost of comparable vinyl, which makes them essentially non-viable for short-term or budget-sensitive work.”

Berg agrees that costs for PVC-free films can be prohibitive to some printers, but she thinks the options have come a long way, “Early developments in PVC-free films resulted in stiff films that did not meet the performance requirements for vehicle wraps. There are now PVC-free options that offer conformability, outdoor durability, and longevity required for vehicle wraps.”

In addition to polypropylene, Berg also points to polyolefin films as an alternative to PVC, such as Flexcon WindowDeco™ 6270. “The handle of these films is more rigid than traditional PVC and are ideal for larger size and flat panel graphics,” she said.

Alex Wixted, commercial innovation platform manager at Avery Dennison Graphics Solutions, believes there are effective PVC-free options already on the market. He gives the example of the company’s DOL 7460 PVC-free overlaminate film, which is a polyurethane-based film manufactured with Avery’s new ADReva Technology, giving it superior durability and ultra-conformability in an eco-friendly solution. “[It] offers up to six years vertical and three years horizontal durability in hot and dry climates, making it right on par with the durability PVC films offer,” he says.

Either way, Kroll cautioned printers that working with PVC-free films can require different preparations. “Ink compatibility is the first question to ask. Many PVC-free films require specialty coatings to work with anything other than UV ink sets,” Kroll says. “Testing before committing a job to new material is necessary. The workflow assumptions that work for vinyl often don't translate cleanly to PVC-free alternatives.”
Berg agreed. “Before switching to PVC-free products, printers should understand that adjustments will need to be made to their equipment,” she said. “These options require a surface treatment for printing solvent inkjet and HP Latex.

“PVC-free substrates do not have the same heat tolerances as vinyl, they will likely require them to build or download customer ICC profiles, and even the processes of finishing, die cutting, etc. may require some modification.”

Fortunately, PVC-free solutions continue to improve. “I expect to see PVC-Free solutions continue to expand and become more affordable, offering improved durability and ease of install in a more eco-friendly package,” Bullock says. “For removable promotional films especially, I expect to see a shift towards more sustainable solutions, as currently, these PVC short-term films create a large amount of un-recyclable waste.”

Beyond PVC-free materials, printers working with pressure-sensitive media are also looking at other sustainable solutions. “The conversation is maturing past ‘is this PVC?’ into something more meaningful—what is the full lifecycle of this graphic, from raw material sourcing to print, installation, and end of life?” Kroll says. “The most credible sustainability work is happening at the manufacturing level reducing VOCs, responsible sourcing, and lifecycle awareness.”

Improvements in Efficiency & Cost

Print shop owners are also looking for products that make their installs easier and improve the bottom line.

“Cost is the loudest driver right now, as global economic uncertainty is making every line item on a job more scrutinized. But right alongside that is the skills gap,” said Kroll. “The industry is growing faster than its talent pipeline in some markets, which means materials need to be as installer friendly as possible—more air-egress channels, more forgiving adhesive systems, longer durability.”

Bullock agrees, “At the end of the day, an easy and fast install with a reliable product is going to save the customer time on the install and limit the amount of material scrapped, which is going to lead to increased profits.”

As a result, many manufacturers have started to offer premium products at a better price and to develop products with the goal of simplicity. “That question is the driving force behind our product development: Does it make the job easier, more reliable, or more profitable for the installer?” Kroll says. “For application-specific solutions, GF 226HTR WallMark is a strong example — it’s a durable, one-step wall graphic solution with a proprietary high-tack removable adhesive that grips well on both high- and low-energy surfaces while remaining cleanly removable. It also doesn't require a laminate, which simplifies the project, reduces material cost, and takes some of the risk out of the install.”

Kroll also points out that laminates are improving, and General Formulations’ Economy Solutions are delivering durability that used to require a premium product. In addition, functional laminates that were once considered specialty, like dry-erase and anti-graffiti coatings, are now becoming standard in many product lines, which can also favorably affect pricing.

Application Variety

Application needs are also spurring change in pressure-sensitive media and laminates. Kroll says it’s not so much that one or two applications are pushing change, but rather, a shop’s needs for a little bit of everything, “The common mix isn't concentrating in a few applications; it's diversifying.”

It’s also not all about creating new products. As demand for some applications increase or shops get into different vertical markets, they may discover solutions new to them but not the market. “There's a wide world of application-specific solutions that many sign shops can discover through expanded distributor conversations or education events,” Kroll says. “The opportunity isn't always a new product launch; sometimes it's as simple as looking beyond your current go-to materials and finding there may be a better solution for the application.

“The better question for any shop owner is: ‘What problem does this solve for me — does it simplify my project, reduce my cost, reduce my risk, or improve the reliability of my install?’”

Of course, education also plays a large role in the exposure and adoption of certain solutions, and Kroll said customers are clamoring for more education and hands-on interaction with new materials.

Bullock says most pressure-sensitive applications are still going to be in commercial branding, especially fleet wraps and wall and floor graphics. “Vehicle wraps remain the major driver of this market, but there has been a spike the last year or so in removable promotional graphics, and I expect this will continue with the World Cup and upcoming Summer Olympic events,” he says.

Kroll agreed, “Vehicle graphics remain a cornerstone — that's not changing. But wall graphics are genuinely catching up, and window graphics continue to grow with the sheer variety of available materials and applications. The trend isn't that wraps are slowing down; it's that walls and windows are accelerating.”

To see the widest selection of pressure-sensitive products, explore the aisles at PRINTING United Expo, September 22-25 in Las Vegas.