Using Synthetic Papers for Store and P.O.P. Graphics

Learn why synthetic papers are  a viable alternative to vinyl films for  store graphics and Point-Of-Purchase applications.

Synthetic papers are gaining greater acceptance as a viable alternative to vinyl films for many demanding store graphics and Point-Of-Purchase applications. Synthetic papers are plastic films engineered to look like paper, feel like paper and print like paper. 

The big difference is that synthetic paper outperforms traditional paper. They resist water, grease and chemicals. Exposed to the sun, they exhibit minimal yellowing. Above all, unlike regular paper, synthetic paper doesn't tear. That makes them a great choice for outdoor promotional applications, such as window posters, pump toppers and banners.  

“The new synthetic paper is very easy to process,” says John Danio, VP of Marketing for the Nekoosa Holdings companies. “Synthetic paper, such as our Synaps OM product, is printable on offset presses and HP Indigo presses. Synthetic paper is also printable on wide format UV and latex inkjet printers.  And just like paper, you can steel rule die cut, guillotine cut and drill the synthetics.”

Product constructions for synthetic paper includes many different base materials, such as high density polyethylene, polypropylene, polystyrene and biaxially oriented polyester. Hybrid products combine synthetic and cellulose fibers. Some of these films are top coated; others are not. Synthetic paper is also available as pressure sensitive alternatives to vinyl films.

Danio believes that graphics printed on synthetic paper provides retailers with  marketing opportunities to integrate traditional print  into an increasingly digital world. “We see a tremendous value in incorporating augmented reality with traditional printed POS displays,” he says. “The augmented  reality experience  provides the shopper with an interactive experience that better explains the features and  benefits of a product.  For retailers selling premium products, high quality POS graphics and an interactive experience can help justify a higher selling price.” Danio explains that many shoppers enter a store undecided. Nearly 70% of the final decisions are made on the store floor.

Whether retailers use printed synthetic paper in conventional or unconventional marketing promotions, eye-catching store graphics effectively deliver your marketing message.  “The versatility of synthetics, which are available in numerous  thickness,  increases the range of applications for print providers and their customers.”

Outdoor applications for synthetic papers include graphics for pump toppers, banners and window graphics. Colorful exterior graphics can help retailers build store traffic by attracting attention to store locations, complementing marketing themes and promoting sales specials. Used outdoors, these dimensionally stable polyester films can withstand extremes of heat and cold, rain and snow, and the bleaching effect of UV light without the use of a laminate.

“Synthetic paper printed with UV or latex inkjet inks provides excellent outdoor durability,” asserts Danio. “The robust top coating won’t flake off, so it doesn’t need a protective overlaminate. If our printed Synaps graphics get dirty, you can wipe them clean with a mild, non-abrasive detergent and water. In most cases the graphics look as good as new.”

For outdoor graphics and other demanding applications, polyester based synthetic paper provides unmatched performance.  As a thermoset plastic, polyester resists heat better than thermoplastics, such as polypropylene, polyethylene and polystyrene, which tend to deform at higher temperatures. Polyesters also provide better chemical resistance, dimensional stability, rigidity and tear resistance.

Used for in-store marketing, Danio states that polyester synthetic paper is  perfect for banner stands, cooler door graphics, shelf talkers and Point of Purchase posters. “Ideal applications for Synaps synthetic paper is in roll up banner stands and for hanging posters,” he says. “Polyester is very dimensionally stable, which means that it lays flat and stays flat during fabrication and the entire service life of the application.”

In printing, dimensional stability ensures exceptional registration so imagery and color reproduction is spot on. Registration is especially critical in production of multiple panel large format graphics requiring panel to panel match. Pressure sensitive synthetic papers can be applied to smooth flat walls. Tasteful wall graphics can create an inviting environment, which is conducive to the shopping experience. “What researchers have discovered is that once a shopper has walked through the front door of a store,” Danio says, “they make an unconscious decision  within the first 11 seconds whether they are going to stay or leave the store.” That’s how an investment in environmental graphics can directly affect a company’s top line and bottom line.

A major selling point, when using synthetic papers for wall graphics, is that they are PVC free. “There are no phthalates, no lead and no chlorine used in making our Synaps synthetic papers,” states Danio. Synthetic papers printed with UV or latex inkjet inks provide retailers with a greener solution for wall graphics, banners and Point-Of-Purchase posters and displays. “Today’s environmentally conscious consumer is very concerned about the effects of toxic chemicals on their health and the health of their children,” he adds. “As a manufacturer, we try to address those concerns, by providing safer and more environmentally responsible print media solutions.”

Top coated products, such as Nekoosa’s Synaps® OM, are compatible with UV and latex inkjet inks, as well as screen print inks. The ink receptive top coating promotes faster drying, which is critical when printing roll to roll.

For some extremely demanding applications, clear coating or lamination may be appropriate. Many synthetic papers will withstand outdoor applications. That doesn’t mean that the printed image is fade resistant. Printers may explore fade resistant inks.

As you are investigating the requirements of a job, make sure that you fully understand how the graphic will be used. Will the graphic be exposed to direct sunlight? How will the graphic be cleaned? Will the print be subjected to abrasion?

By conducting a thorough sales survey, you will better understand the customer’s needs, so that you can provide a product solution that satisfies his or her expectations. The survey process will also allow you to probe for dissatisfaction with their current supplier.

Conclusion. Whenever a store graphics job requires resistance against tearing, chemicals, grease and water, synthetic paper is the right choice. Today, a broad range of products is available to printers, each with its own unique physical properties and advantages. Synthetic papers provide printers with new sales opportunities to produce large format graphics, such as  pressure sensitive window posters, roll up banner stands, Point-Of-Purchase prints and tradeshow graphics.

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About Jim Hingst: After fourteen years as Business Development Manager at RTape, Jim Hingst retired. He was involved in many facets of the company’s business, including marketing, sales, product development and technical service.

Hingst began his career 42 years ago in the graphic arts field creating and producing advertising and promotional materials for a large test equipment manufacturer.  Working for offset printers, large format screen printers, vinyl film manufacturers, and application tape companies, his experience included estimating, production planning, purchasing and production art, as well as sales and marketing. In his capacity as a salesman, Hingst was recognized with numerous sales achievement awards.

Drawing on his experience in production and as graphics installation subcontractor, Hingst provided the industry with practical advice, publishing more than 150 articles for  publications, such as  Signs Canada, SignCraft,  Signs of the Times, Screen Printing, Sign and Digital Graphics and  Sign Builder Illustrated. He also posted more than 485 stories on his blog (hingstssignpost.blogspot.com). In 2007 Hingst’s book, Vinyl Sign Techniques, was published.  Vinyl Sign Techniques is available at sign supply distributors and at Amazon. 

© 2016 Jim Hingst