Installation for Retail Graphics
Graphics producers have many application choices when it comes to serving the retail space, and many of those choices require installation. Whether it’s floor graphics, window film on street-facing windows, or the silicone-edged graphics, each type of job must be done right. Further, the installation professional may be the only in-person contact that takes place between graphics producer and retailer.
Krystal Miszewski, owner of Candy Wraps Orlando, says her company has seen a huge increase in the installation of wall coverings. Wall coverings can include elements such as barricade wraps for stores under construction, custom wallpapers for hotels and other hospitality spaces, and custom wall wraps. The focus of these elements is heavily on branding, as opposed to decorative elements. “Branding is where it is right now,” she says. She is also seeing an increased use of spot graphics, floor graphics, and bold storefronts to attract customers. “Business owners are focusing on branding, and are using floor and spot graphics to reach customers. It’s refreshing to see it all come to light,” she adds.
One essential element for projects requiring installation is effective communication. Miszewski says the key strategy for companies providing or contracting graphic installation is to ask the right questions up front. “When selling for interior retail spaces,” she says, “there are so many variables. The texture of the wall, the type of vinyl. You need to understand the customer’s end goal.” That’s why a healthy partnership is essential: the graphics producer needs to source the correct materials, and the installer must be adept at handling that material.
Further, she says, pre-installation site visits are essential so client measurements can be verified before the printing is done, the installation team is aware of architectural elements that need to be removed to facilitate installation, and obstacles to work around. “Don’t leave any questions for the installer to have to answer on site,” she says. The need for effective communication between the retailer and the installer is also essential. Retail installs require communication on all sides — from producer, installer, and retailer. Miszewski says this includes knowledge by the retailer that an installation team will be on site, to inspect, measure, or install. In reality, she says, that happens about “50% of the time.”
If you’re attending PRINTING United with goals of expanding your services into, or building your services within wide-format, it is essential to understand that installation is just as important as design, prepress, printing, and finishing. And while you’re here, it’s important to understand not just the wide-format machines that make the print, but also the materials and other technologies that make the print right for its purpose.