Exploring the Boom in Silicone Edge Graphics

As the emphasis on brand awareness increases, businesses seek impactful, lasting visuals.  

As a wide-format print service provider, you can help clients achieve these branding goals with the help of silicone edge graphics (SEG).  

“I think brands are putting more of an emphasis on their imagery and, specifically, their lifestyle imagery. We almost live in a culture now where bigger is better, and I think that everybody's going after the same attention. People were looking for more impactful forms of signage in these larger sizes,” says Nick Ford, president and CEO of 40 Visuals in Spring Lake, Michigan. 

SEG is a type of fabric print that has recently boomed in popularity throughout the world of wide-format.  It has a thin silicone beading sewn around the edges of the print, and then the silicone beading tucks into a groove in the SEG frame, stretching the graphic tight and taught. Your result is a sleek and modern graphic that will last long without wear and tear.  

What Makes SEG Different? 

So, what makes SEG different from the rest? How does it set itself apart from other graphics and substrates?  

Darren LoPrinzi, account manager for Wide-format and Imaging from Color Reflections in Philadelphia, Pennsylvania, says that a significant advantage of SEG is that there is dimension when it comes to these displays.  

“I think that for a long time, vinyl graphics on walls, which are as beautiful and exciting as they were in the beginning, have been flat and have that sticker feel that everybody already recognizes. It feels like people now kind of gloss over it,” LoPrinzi says.  

Ford believes that another key difference is the installation process. He says it is easier than installing other graphics because you typically don’t need a team of installers, and the fabric is so soft and flexible that you don’t have to worry about damaging the print when placing it in the SEG frame.  

Alex Khaimov, business director for Printleaf in New York, New York, explains the difference in installation processes like this, “Let’s look at a window or wall decal. You would print that on an adhesive. Then, you would send out an installation team, and they would have to use a squeegee to install the graphic onto a window or wall. In the SEG case, you would install the hardware, and the hardware sits there. All you have to do is print the graphic and then add the graphic to the hardware, and then you could replace the graphic having the hardware still being there.” 

Backlit SEG Frame | Credit: PrintLeaf

This is also optimal because, for retail environments or environments that change their landscape often, the flexibility of SEG makes it easy to swap them out in a quick and timely manner.  

Ford believes that from a shipping and handling standpoint, the fabric's forgiveness is just more practical and friendly to constantly changing environments.  

“Usually what a lot of the retail stores do is they change them every few months whenever they have a new brand advertising with them or a new product that's coming on board, and SEG makes it easier to swap and change out,” says Khaimov. 

And don’t let the fact that the material is soft and stretchy fool you; SEGs are built to last.  

Khaimov says SEG can last months, years even. And his fellow print industry cohorts LoPrinzi and Ford concur.  

“I never had a [SEG] print that just faded over time or didn't look good over the course of years. I have some of my own that have been around forever. And I wouldn't know if they were printed yesterday or if they were printed four years ago,” Ford says.  

Where Does SEG Belong?  

You’ve probably seen retail already sprinkled through this article — at least, I hope you have because that means you’re paying attention. But in all seriousness, what environments besides retail hold potential for SEG?  

If you ask LoPrinzi, he’ll tell you everywhere and anywhere. 

“I think in every case that there's a need for SEG. I almost challenge you to tell me a vertical, and I can't find a way where that's not a great solution,” LoPrinzi says.  

LoPrinzi says that outside of retail, he sees growth in different vertices like colleges and universities, hospitals, and museums. And Khaimov sees potential for auto dealerships and trade show floors.  

Teal Abstract Art hanging in a living room thanks to SEG | Credit: Big Wall Decor

For Ford, he sees potential in the home decor and interior design space. In fact, 40 visuals founded Big Wall Decor, an online store for oversized wall art where they work with independent artists to bring customers art that is “larger than life.”  

“We're selling it directly to the consumer in the wall art wall decor space, versus where traditionally it's just kind of been a commercial product, you still see a mostly canvas and framed print in people's homes, but we've been able to get some traction selling SEG directly to the consumer,” Ford says.  

For Those Just Getting Started  

SEG may sound like a no-brainer, but Khaimov warns there are some hurdles if you’re starting out. Given the size of SEG, it’s more expensive to produce than a vinyl banner or decal. He says some smaller shops may not have the budget for the technologies necessary to produce SEG, i.e., cutters, finishing equipment, dye-sublimation printers, etc.  

If you’re a shop that hasn’t delved into SEG yet, LoPrinzi advises that you do your due diligence with research and not be afraid to ask questions.  

“I would say just find a really good partner that manufactures the frames, and if you’re unsure about something, just ask because they’re happy to tell you. There are multiple wholesalers out there that manufacture the frames. And I would look for somebody who has their **** together as far as graphic templates or some way of making it easy for you to size your fabrics,” LoPrinzi says.  

Ford warns that if your shop hasn’t gotten into SEG yet and if you’re looking into it, it’s not something that happens overnight.  

“I will say that between the finishing process, the cutting, and the printing, it's not something the printer can go out and make a small investment into. There's a bigger barrier,” Ford says.  

He continues, “So I recommend if you're a printer that's not necessarily printing it yet, and you maybe don’t have the capabilities to do it, I would recommend finding a good wholesale partner that you can start to offer to your clients, and then you've built up a little bit of business, and then you get the equipment to do it. And that's what we did initially. We started with SEG, and we weren't manufacturing it. We were sourcing it out. And then once we got known for it with our customers, we invested in the equipment.”