By Shaun Holdom
Social distancing has become standard practice across the world in recent weeks. As businesses and public spaces reopen or prepare for a swell in customer numbers, it’s essential to provide guidance in the form of graphics. Whether they are floor graphics designating where to stand or wall or window decals informing shoppers of a new queuing system, printed messages are a reliable form of direction.
Furthermore, during periods of social change or difficult trading conditions, every business needs to stay relevant. Retailers and other public-facing companies need to grab their customers’ attention — not just once, but time and time again to retain an ongoing, loyal relationship. Installing temporary graphics is an effective, affordable way to regularly refresh a brand and promote up-to-the-minute messages.
Temporary graphics offer almost unlimited creative potential. It’s possible to wrap whole buildings, inside and out, with colorful designs and branded messages. Walls, windows, doors, ceilings, elevators, stairs, floors, shelf edges, counters … you can advertise in 360º. But too many messages can overwhelm customers, so choose your graphics carefully
For the biggest impact, focus on one or two parts of your space, such as the windows or the walls. Refresh them regularly to effectively engage with your market. Changing, focused messaging will engage shoppers longer than will a flood of permanent graphics. Short-term graphics need to be applied quickly and, just as importantly, replaced quickly. Many can be applied by hand with no specialist equipment and can be removed cleanly without leaving adhesive residue. These products can also be layered over existing graphics.
Graphics media also need to withstand the duration of the promotion without fading, ripping, or curling at the edges. They shouldn’t attract attention for the wrong reasons. To meet these requirements, it’s important to use the right graphics media for each job. Using a product just because it sticks to brick or glass can result in problems down the line.
Many self-adhesive films and mounting adhesives on the market have been designed for specific applications, such as window graphics. They will have been developed as an ideal blank canvas for vibrant prints, to be easy to install, to offer durability against everyday wear and tear, and to be simple and clean to remove without residue. And a new product line contains antimicrobial additives to protect graphics and surfaces against bacteria and fungus, even after repeated cleaning.
Many graphics products are designed for multiple applications, but check their suitability for your specific project before use, to ensure compatibility with the surface, environment temperature, cleaning products, and required levels of safety. For instance, only specialist floor graphics media should be used on flooring, as these products have been rated for slip hazards. Other considerations include the need to withstand temperatures in outdoor spaces, compliance with fire ratings for any public space, and environmental guidelines for recycling of used graphics media.
Get your temporary graphics correct now to retain your customers into the future.
Shaun Holdom is global product manager for Drytac.