Using short-term graphics for timely, impactful messages
Authored by Shaun Holdom, Global Product Manager, Drytac
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 to stand apart, or wall or window decals informing shoppers of a new queuing system, printed displays are 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 – and 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 colourful designs and branded messages. Walls, windows, doors, ceilings, elevators, stairs, floors, shelf edges, counters – you can advertise in 360º. However, with so many options to choose from, it’s possible to overwhelm customers.
Instead, choose your graphics carefully for the biggest impact. Focus on one or two parts of your space – for instance the windows or the walls – and refresh them regularly to engage with your market more effectively, and more long-term, than a flood of permanent graphics. Short-term graphics need to be applied quickly and, just as importantly, replaced quickly too. Drytac has a large selection of short-term graphic solutions that can be applied by hand with no specialist equipment – and no need to hire a professional installer – and can be removed cleanly without leaving adhesive residue. These products can also be layered over existing graphics, speeding up installation further.
Graphics media also need to withstand the duration of the promotion without fading, ripping or curling at the edges. In short, 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 its sticks to brick or glass can result in problems down the line.
There are a lot of self-adhesive films and mounting adhesives on the market that 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. For example, Drytac SpotOn vinyl films feature adhesive arranged in a unique dot pattern that assists air egress, removing bubbles upon application and easing removal. Drytac SpotOn White and Drytac SpotOn Clear monomeric PVC films perform brilliantly on window glass, showcasing promotional messages at their best, and can be repositioned and removed easily without leaving smears.
Similarly, Drytac ReTac Smooth 150 polymeric PVC film is coated with ReTac ultra removable and repositionable adhesive which makes it easy to get the installation of wall and window graphics just right. Alternatively, Drytac WindowTac is a clear, double-sided mounting adhesive with a unique embossed release liner, that allows printed temporary graphics to be easily installed onto glass, acrylic and other non-porous surfaces.
Drytac has also recently launched Protac Antimicrobial in the UK, a new laminating film that contains antimicrobial additives to protect graphics and surfaces against bacteria and fungus. These growth inhibitors are added to the film during the manufacturing process to ensure even distribution and durability throughout the life of the graphic, even after repeated cleaning. Protac Antimicrobial is suitable for graphics installed in hospitals, schools, restaurants and retail environments where hygienic is crucial.
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, importantly, required levels of safety. On flooring, only specialist floor graphics media should be used as these products have been rated for slip hazards, for example. In any public space it’s essential to use media that has a fire rating too. For outdoor applications in extreme temperatures, product ranges such as Drytac Polar may offer the extra durability you need. There may also be environmental guidelines to follow, so check how used graphics media can be recycled. For advice, get in touch with a Drytac expert.
Get your temporary graphics correct now to retain your customers into the future.