New textiles and wallcovering printing opportunities created by HP Latex Ink Technology
Since their launch, HP Latex Ink Technologies have transformed the digital large-format printing market. First, they have provided a solution that answered the environmental requirements of print service providers (PSPs) and end-users alike. Secondly, by increasing the number of markets available through the versatility of the latex ink process, they have opened new revenue streams for PSPs including outdoor and indoor applications for schools, hospitals, hotels, restaurants and even enclosed spaces like elevators.
Two sectors where HP is offering new solutions for PSPs using latex ink printers include textiles and wallcoverings.
Support for textile printing has grown over the last few years with the availability of new media, and new solutions for wallcoverings were announced at Heimtextil, on January 9, in Frankfurt.
HP’s textile and wallcovering solutions allow HP Latex Ink printer users to enter the lucrative new markets of custom or versioned interior décor and produce a range of high-value items from mounted canvas photos, graphics on glass, soft furnishings, wallcoverings and fabrics.
Furnishing and interior décor applications like upholstery, window treatments, bedding, office furniture and wallcoverings can lead PSPs to provide new services for existing customers and attract new ones.
Why textiles?
PSPs and their customers may question why signage that was successfully printed for years on PVC, vinyl, paper and other substrates should now be printed on textiles. There are a number of reasons, including: cost-effectiveness, logistics, aesthetics, environmental considerations, profitability and business development reasons.
There are also benefits for the end-users as well.
One of the immediate benefits of using textiles is that they have distinct textures that can enhance graphics and provide a premium appearance. Textiles can be easily handled, cut, stitched and mounted on different shaped frames to provide dynamic signage and displays. They are also lightweight compared to standard substrates like PVC. Moving and mounting graphics printed on textiles may require fewer people, and the surface of textiles can be more forgiving to abrasion than PVC, vinyl and paper.
Textiles printed with HP Latex Inks are also odourless and thus able to be used in indoor environments as well as outside. Another benefit is that textiles, including polyesters as well as natural fibres, are generally recyclable.
A new world with wallcoverings
Wallcoverings are also part of the dynamic interior decoration market, and HP is strongly supporting PSPs who wish to enter this market with new software solutions, finishing devices from HP partners and a variety of media to meet customer requests.
While there has already been great interest and activity in using HP Latex Inks for wallcoverings – using, for example, HP PVC-free Wall Paper to produce bespoke wall papers – the launch of the HP WallArt solution at Heimtextil 2013 can help many more print service providers and wall paper manufacturers extend their services into the custom décor market.
HP WallArt art is a cloud-based service for PSPs and wall paper manufacturers with HP Latex Ink printers to enable them to design wallcoverings to customer specifications and print to fit specific locations.
Apart from the freedom to generate designs and images for retail, commercial and residential spaces, HP WallArt enables designers to enter precise dimensions so that design elements can be arranged around doors, windows and other architectural features. HP WallArt customers can also render realistic visualisations of wallcoverings using their own content for backgrounds, objects and text with advanced image quality as well as scaling features. HP WallArt requires no special software or infrastructure support, and the cloud-based files provide convenient client reviews and approvals, keeping all parties involved throughout the process.
Using HP Latex Ink printers to produce wallcoverings is not restricted to HP WallArt. Computer aided design and manufacturing (CAD/CAM) software from HP partner AVA can be used for file preparation for both wallcoverings and textiles.
AVA also provides a RIP that delivers increased colour control, reduced ripping times and a seamless workflow from file preparation to printing. The software also automatically generates cut marks for the cutter, provided by HP finishing partner Fotoba International. The Fotoba XLD 170 WP device, designed specifically for wallcovering applications, executes precise edge panel cutting on a wide range of media.
Wallcoverings generated either using HP WallArt or AVA software and HP Latex Ink printers may be produced on more than 25 wall décor media, including coated, uncoated, non-woven, vinyl, paper and PVC-free wall paper substrates.
Using wallcoverings and textile printing to build your business
A good deal of success in today’s marketplace depends on differentiation. With printers using HP Latex Inks, it is possible to grow beyond the limits of traditional sign and display products. With their ability to be used in enclosed places and with print quality that looks great up close, PSPs using HP Latex Ink Technology can differentiate themselves and their customers with wallcoverings and printed textiles that provide a level of distinction previously not feasible in commercial and retail spaces.
Talking to existing customers about trying something new in their retail premises can be fruitful. For example, using textile graphics in retail clothing and fashion stores can complement the retailer’s messages while custom wallcoverings can amplify the ambience and brand image.
In practical business terms, textile and wallcovering printing can present excellent opportunities for PSPs: They will have the familiarity with their HP Latex Ink printers; many new projects may be found through their existing customer base; they will be able to differentiate themselves in their market place; custom wallcovering and textile printing are premium added-value applications that also have high perceived value, and, HP and its prepress, finishing and media partners are supplying an end-to-end solution with expert support.
With textile and wallcovering printing, the same environmental propositions exist as with sign and display work carried out on HP Latex Ink printers: use of water-based ink; reduced waste (print only what you need); lower set-up costs compared to conventional textile and wallcovering printing; cost-effective short-run, fast-turnaround production; and potential savings on logistics and warehousing.
These are benefits enjoyed, directly or indirectly, by both PSPs and end-users, and the ability to provide “that something extra” also applies to both in the competition for customers. With a textile and/or wallcovering offering, PSPs are well-positioned to become “heroes” to their customers, by providing something new and distinctive that enhances their enterprises.
For sales enquiries please call: 0800 408 0784, or visit www.hp.com/go/designjet
www.hpwallart.com