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![]() Common Techniques and Tips for Producing POP
By Ed McCarron, InteliCoat Technologies
With the state of the economy leading to cutbacks in advertising dollars, signmakers have no doubt felt the effects. Despite the current financial outlook, an area that has a few eyebrows raised is indoor point-of-purchase (POP) graphics. Although POP displays and graphics are not a novel idea, they represent a major opportunity for sign shops looking to maximize their revenue.
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Applications for POP displays range from soft signage (textiles) to roll-up displays and stands. Typically in demand among the same customer base of retailers who already buy outdoor durable banners from signmakers, the average selling price of POP graphics is 75% higher per square foot than the average selling price of outdoor vinyl. This potential for growth, coupled with the increased availability of media options, creates a substantial market opportunity. By learning about the changes in the industry, signmakers can capitalize on this to create eye-catching indoor POP displays and graphics.
Why POP? Why Now? In addition to meeting this challenge, signmakers considering a re-emphasis on the production of POP displays face a number of environmental factors, including bright lighting and durability, as well as the need to convey messages and attract customers in the fast-paced store aisles where there is only a matter of seconds for retailers to make their mark.
Although it may seem like a daunting task, choosing the right media is critical to producing effective POP displays that meet requirements for image quality and durability. After all, the digital media landscape features a range of assorted weights, textures and finishes that can affect how the final image looks and feel. Below is a tip sheet that outlines the most promising types of POP applications and provides advice on what materials and specifications to use use for the creation of high-quality graphics.
Navigating the Digital Media Landscape Another key factor to consider with roll-up displays is edge curl, which looks unprofessional and diminishes the message conveyed on the sign. Since vinyl, fabrics and other soft substrates are prone to edge curl, it is recommended that an opaque film product that lies perfectly flat be used. Common product constructions for roll-ups include 8 mil block-out polyester film, polypropylene or vinyl banner materials with block-out films providing the best lay flay properties. When it is time to laminate the roll-up display, thinnest laminates are the best choice. Not only does lamination change the image gloss level of the roll-up display, but it also adds durability. It is recommended that liquid coatings be used, or very thin pressure-sensitive adhesives or hot melt laminates.
Fabric Signs For signmakers looking to create fabric POP applications, dye sublimation processes present the best avenue. Rather than direct printing or heat transfer, the sublimation process allows the inks to become part of the fabric - translating into increased durability, as well as the richest color and the softest texture.
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Dye sublimation papers used for high quality sublimation transfers are designed to print a wide gamut of vibrant colors, while enhancing the release of ink during the sublimation process. These specialty media choices also help to produce optimal results and ensure product quality by lowering ink use and expense. The downside of dye sublimation is that it requires special printing and heat transfer equipment. In cases where a print shop may not have this specialized equipment there are direct print textile materials available for both standard solvent inkjet and aqueous inkjet printers. There are a wide variety direct print textiles ranging from very sheer fabrics to heavy flag material. There are even some adhesive back textiles that offer a uniquely soft look and feel for a number of mounted POP display applications.
Pop-Up Stands When constructing a pop-up stand, it is critical for the panel to be both heavy enough to stand firm in the framing and durable enough to be rolled up and shipped to retail outlets. Below are three common ways for completing portable pop-up stands:
A common construction for pop-ups includes direct print onto a 10 mil, opaque backer with frosted polycarbonate laminate, or reverse print on printable polycarbonate with an adhesive-backed laminate. Resulting in an 18 to 20 mil thick imaged panel, this construction can be finished with magnet strips that will adhere to the face frame of the pop-up stand.
Backlit Displays
Polyester backlit films are also becoming increasingly popular among users of solvent printers. There are four parameters to consider when producing graphics for light projection displays: calculation (amount), location (where), application (how) and duration (longevity). This information will determine the best methodology for producing the graphic. Semi opaque materials present the ideal form of media for POP displays because they ensure that there is enough translucency for the graphic to look great under the reflective lighting on the retail floor. The best choices for in-store backlit displays are white films or polypropylene media that offer 90% opacity. Films that feature 40% to 50% opacity are preferred options in lower light environments.
Conclusion
About the Author
McCarron is a frequent speaker at industry conferences, tradeshows, and conventions as well as a member of various industry associations.
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