The Benefits of Becoming Graphic Installer Certified

If you’re a wide-format producer that offers graphic installation services, or if you’re a wide-format shop that outsources installation, consider these three words: Graphic installation certification.

Right now in our industry, finding ways to stay competitive is crucial. You may think you have a steady hand and that you’re great at what you do – but even if you are great at what you do, it’s not the same as being able to tell a customer that you’ve proved it.

So, we chatted with some industry experts about the benefits of getting certified. Here’s what they had to say.

It helps build your book of business

Ray Weiss, vice president of eLearning and Certifications for PRINTING United Alliance, says one major motivator for getting certified is the business opportunities that come along with it.

“Let’s face it, everyone wants more business, right?” Weiss says. “They're hoping that by being on your directory, somebody's going to find them, and that's why a lot of them do it on the manufacturers as well. If you're on 3M's directory and somebody's looking for a 3M installer, they're going to call somebody who's certified in that directory.”

Ken Burns, Owner of Axis Installations, echoes a similar sentiment. He says that if a customer is looking to use specific materials from specific manufacturers, they are going to look to company directories and find people who are certified.

Chad Munroe, co-founder of Get Graphic in Springdale, Arkansas, says that being 3M certified has helped him get business in the door. However, he warns that if new business is your sole reason for getting certified, you may want to go back to the drawing board.

“If you're going to get certified for the simple fact that you're going to sit back at your shop and wait for jobs to come through the door, you're getting certified for the wrong reasons,” Munroe says.

Munroe continues, “Don't lean on certifications, thinking that you're going to sit back in your shop and wait for jobs to come to you just because you're certified. Use your certifications to market yourself, and use them to make yourself better, and by doing that, that's what's going to drive the type of work through your door that you want to do.”

Being PDAA Certified vs. Manufacturer Certified

And even though 3M is a popular certification, there are other certification programs available – let's break them down.

You can get certified through manufacturers like Arlon Graphics, Avery Dennison, and, of course, 3M. In these cases, you’re working exclusively with products of those companies. Then there’s getting certified through the Professional Decal Application Alliance (PDAA), part of PRINTING United Alliance, which allows you to work with different films from all across the industry.

“In our certification, we try to use different films," Weiss says. So, for an installer, when they come in for a PDAA training, they're going to get a film they've maybe never worked with before. So, they're going to learn how to really install film well, and that is a differentiator. When I try to think about what really differentiates us from Arlon, 3M, or Avery, it comes down to the fact that you don't know what you're going to walk into."

Burns, who is chairman and a trainer for PDAA, agrees that one of the major advantages of getting PDAA certified is being able to train with a broad range of materials. Burns also believes that those who take the time to become PDAA certified are truly interested in bettering themselves at their craft, as opposed to just trying to make more money.

“For us, it's more about proving that you can work with anything. So that's what the PDAA benefits are. But overall, I think it just shows it differentiates installers that are educating themselves and trying to become better at the craft versus people that are just out there to make money,” Burns says.

It Boosts You and Your Customer’s Confidence

Even though more business never hurts anyone, Weiss mentions that the confidence you gain while training to get certified is priceless.

“I think sometimes people kind of lose sight of the fact that it’s just more confidence,” Wiess says. “Maybe you'll learn a technique that helps you speed up your installation. Usually, in these certifications, you're going to learn about new tools. You're going to learn about new techniques. You know you're going to learn the proper way to install something so that you have less failures.”

Also, new business coming in is great – but only if you can keep up with it. Weiss says that when you take the time to become PDAA certified (or just certified in general), the skills you fine-tune help you tackle more jobs in the long run. Wiess says he’s had experiences with people who have gotten certified, and who shared that once they completed the course, they were able to wrap a wall in one hour as opposed to four.

As for Munroe, he believes you can be great at what you do, but taking the time to get certified can help open your eyes to techniques or other things you never knew before.

“I've never taken a training where you can't pick up a new tip or a new trick or something that makes you better, faster, stronger, and more efficient as an installer,” Munroe says.

And I would be remiss if I didn't mention the peace of mind that being certified can bring your customers.

“Especially if you’re PDAA certified, and you’re not manufacturer-driven, but are just purely technique-driven – that lets your customers know that you’ve got the newest techniques under your belt, and I’m sure that helps put them at ease,” Burns says. “But also, if a client is an Arlon shop or a 3M shop, their knowing you know how to work with those materials is also a bonus.”

It Builds Camaraderie

One particular perk of becoming certified that is often overlooked is the community it builds. In our industry, a sense of belonging and community can go a long way, and getting certified can help you build strong and long-lasting relationships. As Wiess puts it, it’s a sense of camaraderie that you don’t typically get elsewhere.

“We have a PDAA booth (#818 at the 2025 PRINTING United Expo in Orlando, Florida, Oct. 22-24) at the show, and it's not just that certified installers are there, but it's also a place where they all can come together and hang out. So, you know you're kind of developing this community as part of that,” Wiess says.