Photo Courtesy of Avery Dennison® Graphics
By Jim Hingst
Floor Graphics AKA Floor Decals Represent a $2 Billion Market for the Sign and Point-Of-Purchase Industries. Jim Hingst Explains the Opportunities, Material Requirements and Application Techniques...
By Jim Hingst
The Growing Market For Floor Graphic Applications
Walk
into a grocery store and try not to notice floor graphics conveying an
advertising message. This ground-level POP signage has gained popularity
because it stimulates sales. That's why so many grocery and discount stores use
floor decals to announce their hottest specials and introduce new products.
Unheard of a few years ago, sales for this new medium are projected to reach $2
billion within five years.
 |
| Photo courtesy of Avery Dennison. |
Why Floor Decals Are Effective
Consumers
notice the graphics, read their messages and respond at the cash register.
Floor graphics are as effective as more conventional P.O.P. marketing displays in
stimulating sales of impulse products, such as snack foods, by as much as 10%.
Sales for some consumer products are reportedly 20-30% higher at stores with
floor graphics.
Some
of the success can be attributed to the medium's novelty. Still, others believe
that ground-level advertising is effective because most people naturally focus
their eyes downward, looking where they walk as they push their shopping carts.
As an
advertising medium, floor graphics complement and reinforce other advertising
messages and campaigns. Compared to newspapers, outdoor advertising, radio and
TV, floor graphics are cost-effective, with prices in the range of $12 per sq.
ft. for the printed piece. By dovetailing with other marketing programs, floor
graphics strengthen brand recognition. Plus, by reinforcing an advertising
message, these graphics influence buying decisions -- most consumers don't
choose which brand to buy until after they enter a store.
Other Markets for Floor Graphics
Grocery
stores aren't the only venue for floor graphics. Museums, shopping malls,
nightclubs, airports and exhibit halls also use floor graphics to provide
directions and promote products.
Sporting-event
sponsors often use floor decals as short-term sign- age, and, in warehouse or
manufacturing environments, floor graphics can remind or warn workers of
possible hazards.
With
the floor decals market growing, a few companies specialize in this new form
of advertising. Although large screenprinting
shops produce many such programs, sign shop
owners aren't excluded from this emerging market. Digital printing is ideal for
short-run graphics for promotions or clearance sales.
When
designing an identification program for small retail businesses, include floor
graphics in the store's décor package. They should be part of your standard
sign program, along with window graphics, wall graphics, fleet identification
and aisle signage.
Floor Graphics 101
Floor
graphics are ideal for almost any store with smooth, nonporous flooring.
Acceptable flooring surfaces include vinyl and ceramic tile, sealed concrete
and finished hardwood floors.
When
designing floor decals, use big, bold and colorful graphics that will grab
shoppers' attention. Photos and 3-D effects successfully generate visual impact
and buying interest, and die-cut graphics are usually more interesting -- and
effective -- than square-cut patches. Lettering should be bold enough for
consumers to quickly read, with simple layouts featuring minimal words to
communicate messages most effectively. If possible, white and light colors
should be avoided in the design, because scuff marks and grime are visible on
light backgrounds.
Floor Graphics Materials
Companies
such as Avery Dennison and 3M™ offer a wide range of materials for floor decals. These materials typically entail a vinyl print-media layer and
slip-resistant overlaminate that
must meet demanding requirements. Various floor-graphics materials are designed
for standard, digital-printing technologies.
Because
store personnel often install the applications, select a user-friendly adhesive
system. Ideally, the adhesive should be repositionable, so the graphic can be easily
installed at a wide range of temperatures. However, it must have a strong bond
that won't peel off the floor. When removed, the marking should detach with
little or no adhesive residue.
Like screen printed
graphics, these substrates are often affected by temperature and humidity.
Ideal shop conditions are ambient temperatures of 65-75° F and 45-60% humidity.
When screen printing, the print media should be removed from its packaging, sheeted
and allowed to relax at least 24 hours prior to printing. The conditioning
period also allows the liner to stabilize by gaining or losing moisture.
Overlaminates for Floor Graphics
Floor
graphics must withstand the extraordinary abuse of foot traffic, dirt, grease,
grit and chemical cleaners. Several overlaminates are
specially designed for floor-graphics applications.
To
ensure a floor graphic is slip-resistant, overlaminates are
rigorously tested. The standard industry test, the American Standard forTesting Materials (ASTM) D2047 exam, checks the coating's coefficient of
friction. In layman's terms, this is the force required to move one material
over another. In short, the ASTM test measures the traction pedestrians could
expect when walking on a floor graphic.
Polycarbonate
and vinyl -- most of which are pressure-sensitive -- are often used as overlaminate
films for floor graphics. Printed graphics should only be laminated after the
inks are thoroughly dry. In high humidity, extra curing time may be required.
Heat-activated
overlaminates are
also available. Clear protective films can be applied to encapsulate the front
and back of the paper print. The overlaminates
overlap the print on all sides by 1/4 in. or more to form a waterproof barrier.
Polycarbonate
films without an adhesive coating are also used to produce floor graphics. A
mirrored or reverse image can be printed on the film's second surface. After
the ink is completely dry, a mounting adhesive is laminated to the print. In
this construction, the film serves as both the print and overlaminate.
Applying Floor Graphics
Installing
floor decals is similar to installing other pressure-sensitive, vinyl graphics material. Prior to vinyl application, inspect floors for broken or loose tiles and
uneven surfaces. To ensure good adhesion, floors must be cleaned using a
commercial floor cleaner, such as a citrus-based product. Grease and tar can be
removed with rubbing alcohol. Before the solvent evaporates, wipe the floor dry
with a clean, lint-free cloth to prevent residue that could affect adhesion.
Use
common sense when positioning the graphic. Although today's overlaminates are
durable, they won't withstand continuous forklift and heavy-equipment traffic.
In addition, graphics shouldn't be installed in areas that may get wet, such as
in an entrance way. While overlaminates must
meet slip-resistance standards, wet graphics can become hazardously slick.
Floor graphics
applications should always be applied dry; never use application fluid. To
prevent edge lifting, always squeegee the graphics' edges twice. Following the
installation, wax the graphics and floor surface to seal the edges and prevent
moisture from seeping between the graphic's layers and floor surface.
RELATED ARTICLES
Pressure Sensitives 101 Made Easier
A High Tack Solution for Problem Graphics
Problems Transferring Graphics?
Taking Marketing to the Streets
A High Tack Solution for Problem Graphics
Problems Transferring Graphics?
Taking Marketing to the Streets
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 325 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
Thank For Sharing! Such a Great Information About Floor Decals Printing Services. We Are Offer Floor Decals Printing Services in Los Angeles. IF You Want to Get Printing Services in Los Angeles. So Please Visit Our Website Today!
ReplyDeleteWow.. Nice blog shared with us. Choose PrintMagic to get all your promotional products printed. We offer several kinds of decals and clings and to ensure you can cover all the surfaces in an aesthetic and with the most beautiful manner. Our custom floor graphics are also made of using durable material that also allows your unique design to shine and catch the attention of people as they pass by. They are extremely useful for big brands that are serious about having a great marketing strategy and provide a cost-effective and also attractive way to reach out to customers!
ReplyDeleteNice blog shared with us. At Print Magic, you can get brilliant quality For Street And Sidewalk Decals that are perfect for every use. And With full of color decal printing on the front, And they are also available in several sizes and shapes with the option for contour cut and shape, and by allowing companies to properly utilize its customization qualities. You can order one or more floor decals from us depending on the number you need and also avail quick shipping times, as well as great customer and unique design services!
ReplyDelete
ReplyDeleteGreat Post!!
Thanks for sharing this wonderful post with us. Searching for custom banners in Los Angeles led me to this fantastic service! I needed a banner for a special event, and their attention to detail was impressive. The design process was smooth, and they worked with me to ensure it matched my vision perfectly.