It was not surprising to anyone at Roland DGA how our smart and talented customers were able to react quickly to changes in the sign market by embracing new applications and print solutions. The reality is that the sign market has never been static and has always required innovative thinking, but now more than ever, there is a business need be open and flexible to new regulations, trends, and interests.
The News View’s and How To’s blog recently talked to Roland DGA Digital Print Manager, Daniel Valade, and Roland DGA Product Manager of eCommerce & Supplies, Lily Hunter about new applications and identifying new opportunities in 2020.
Big Sign Shops are Thinking Smaller, While Small Sign Shops are Thinking Bigger
Daniel Valade has recognized a shift in sign and graphics in a unique sign and graphics environment right now where it’s important to think differently about output. Looking at the industry as a whole and what Roland DGA customers are expanding into, sign and graphics providers are beginning to reassess their products and recognize a need to facilitate niche markets as well as core large format ones. This applies as much to the bigger shops as it does to the smaller shops, as Daniel explained, “Personalization is more expensive for sign shops who have ten employees or more in comparison to leaner, smaller businesses who can charge less to personalize items. However, we’re seeing bigger businesses dedicating resources to niche personalization services like facemasks and t-shirts, while smaller shops are upgrading from BN-20’s to TrueVIS machines to print larger, signage applications and expand their products to include items like floor graphics and signage for canopies and outdoor dining.”
As a small graphics studio or a large sign shop, it’s definitely worth considering that there’s a place for each of these production models and that the need for flexibility is critical right now.
“We’re seeing bigger businesses dedicating resources to niche personalization services like facemasks and t-shirts, while smaller shops are upgrading from BN-20’s to TrueVIS machines to print larger applications and expand their products to include items like floor graphics and signage for canopies and outdoor dining.”
Signage applications like custom-branded outdoor canopies, pop-up tents, and umbrellas are something that both small shops and bigger shops might consider offering right now.
Floor Graphics aren’t Just for Social Distancing Applications
Daniel continued to explain that while applications like floor graphics are obviously not new, they’re something that has suddenly come-into-view for many people because of a need for social distancing floor signage to generate fresh new interest for customers and clients. Daniel said, “I have seen some great new applications that most people may not have considered, such as the Roland DG user who is printing on temporary wall graphic material and applying it to floors as a Persian rug graphic.”
The idea of offering faux rugs, tiles, and other floor graphic applications has a lot of reach not only as décor product for households, but also for restaurants and other places of business who want to make a big impression as they start opening up again. These types of niche applications are born from a situation where people are having to think creatively and find their own space in the market.
“I have seen some great new applications that many people may not have considered, such as a Roland DG user who is printing on temporary wall graphic material and applying it to floors as a Persian rug graphic.”
New Material for New Types of Signage
Lily Hunter is also recognizing broad changes in the sign and graphics market, especially in regard to new materials being used and the opportunities that products like antibacterial overlaminate represent. While companies like Ritrama and Drytac are developing overlaminate film products with an antimicrobial agent to inhibit the growth of microorganisms, she described how this new overlaminate film has huge implications for the sign and graphics market, “Everyone from hospitals and schools to restaurants and offices are looking to make their environments safer. This not only means adding essential new safety signs and social distancing signage with antibacterial overlaminate but also re-installing old signage to bring it in-line with specific company standards as a precaution against bacteria spread.” She added, “The good news is that limited amount of shops adding this overlaminate product to their sign and graphics output right now, so there is real opportunity to be an early adopter.”
Lily also described how she can foresee antibacterial laminate material becoming more commonly requested by customers for restaurant menus, handouts in hospitals, displays in grocery stores and many more application possibilities and how being one of the first sign shops in your locality to offer this service, could make a big difference to a business, “Sign and graphics providers should be reactive to what’s happening in their neighborhoods— identifying customer needs that aren’t being met in the local marketplace with antibacterial signage and products, social distancing signs, company branded outdoor dining tents and canopies, and other products that other shops aren’t offering.”
“Everyone from hospitals and schools to restaurants and offices are looking to make their environments safer. This not only means adding essential new safety signs and social distancing signage with antibacterial overlaminate but also re-installing old signage to bring it in-line with specific company standards.”
Many businesses like movie theaters, gyms, hotels and bars are in the unfortunate position to have to remodel or close down for periods-of-time. This means that sign and graphics providers can offer their services for essential signage items, as Lily explained, “Products like fence screens for construction sites and barricade graphics that are becoming far more common. There is a real need for these types of practical sign items with specific instructions, branding and messaging on— this is not something that most shops would immediately think of as a new revenue source.”
“Products like fence screens for construction sites and barricade graphics that are becoming far more common. There is a real need for these types of practical sign items with specific instructions, branding and messaging on— this is not something that most shops would immediately think of as a new revenue source.”
Taking Sign and Graphics Deeper Indoors and Further Outdoors
There is a dichotomy in the types of signs and graphics that people are producing right now that reflects the situation that many of us find ourselves in. While people are spending more times indoors, businesses like gyms and restaurants are trying to take their operations outdoors with a need for outdoor signs, graphics, and canopy products. While talking about this contrasting situation, Lily described how people are looking to make their household more customized, “People are in their homes more and they’re looking to make their household environments as comfortable and personalized as possible, therefore, products like custom duvet covers, pillowcases, sheet sets, shower curtains, children’s play tents, pet beds, and other décor items have increased in popularity and I’m seeing more examples of sign and graphics businesses showcasing these applications.”
Dye-sublimated pillows for custom home applications— there has been market trend towards custom décor items to beautify interiors as people spend more time at home.
She also explained how this is also true for gardens and outdoor home areas, “In addition to wanting to spruce up their garden areas with products like permanent pool and patio signs, people are also having to reassess their careers and are starting up home businesses— signage for patios, garden flags, garage door and wall graphics are all in demand.” She added, “Sign and graphics providers may also want to consider new applications like garden signage for birthday parties, family gatherings, and events that have become very popular recently.”
“People are in their homes more and they’re looking to make their household environments as comfortable and personalized as possible, therefore, products like custom duvet covers, pillowcases, sheet sets, shower curtains, children’s play tents, pet beds, and other décor items have increased in popularity and I’m seeing more examples of our sign and graphics businesses showcasing these applications.”
- See our special Roland DGA social distancing signage application page for further info about social distancing signage and other essential new large format applications.
