Make a show of it
Exhibition and event graphics have become one of the most popular applications for wide-format print. Sophie Matthews-Paul explains what you need to do to turn heads.
Thus, participants of exhibitions view these essentials either as a temporary advertising vehicle designed to lure punters to their stand, and which can be discarded after the event, or with greater reverence if they plan to use the same piece of print, year in and year out. The decision lies with cost, ease of storage and the likelihood of information remaining the same or needing updating for subsequent shows.
For outdoor events, where size and the ability to withstand the elements are both important factors, the types of display which can be produced are, again, governed by the materials on which they are produced and a possible repeat use factor. This latter consideration can be accommodated at the design stage with changeable information, such as dates and times, being used sparingly across a graphic spread of output to minimise the amount of print needing to be produced in subsequent years.
Fortunately for display producers, wide- and superwide-format applications required in high visibility positions at events are also governed by up-to-the-minute branding criteria and, perhaps, regular changes in sponsorship. Even the slightest variation in a logo or style will necessitate a reprint; ultimately, this output is designed of course not only to promote a specific occasion and its backers but, also, to confirm awareness to the casual viewer.
The result is that event and exhibition graphics fall into two distinct areas, these being the one-off product which will be forgotten about once its immediate life-cycle has expired and the more durable product which can be used again and again.
Formerly the province of aqueous-based inkjet printing, particularly when their overall life span was only like to be that of a few days, exhibition displays have flourished as technologies have developed to make them more than a poster stuck onto a back wall. Coupled with clever design, the humble event booth has also evolved from being a four-cornered box containing the products and services of those taking part into all-encompassing schemes involving lighting, furniture, fixtures and fittings as well as basic carrots for a show's visitors.
Events in general spread far wider than exhibition confines and, wherever there is perceived benefit to be gained from using promotional material, so opportunities abound for more innovation to be incorporated into associated displays. National fixtures, such as sport, are prime-time television viewing and, with ability for sponsors and the advertising of others to be decked around arenas and, even, applied to the grass, every available empty space has the potential to be filled with text and images. And, as wide-format printing machines become more versatile in terms of inks and materials, so the opportunities for graphics have become ever more diverse and innovative.
Again, with quality in mind, there is a dichotomy between those displays utilised for distance viewing at events and products which promote, at close quarters, an exhibitor's products and services at a trade or public fair. The former of these is often challenged these days by digital signage which is becoming increasingly popular at football stadia and similar venues, but print still holds it own in terms of covering large areas with non-changing information and isn't reliant upon a constant power supply for it to function. Using 5m wide printers to produce single pieces of output is certainly an attraction in terms of size and appearance once installed. Materials which are both light in weight yet tough and durable add to the safety factors needed when considering giant installations in public places.
For exhibitions there is the need for higher quality to be produced and for it to be presented in such a manner that, despite its possible short-term life, it still needs to be tough enough to cope with the rigours of a crowded show hall. Today's banner materials have improved enormously over their predecessors with many offering fire ratings as well as stability when used in pop-up and pull-down frames.
For superwide graphics used to obtain maximum impact at the largest sizes to make them unmissable at outdoor events, the choice of ink type for output is less relevant; many of the older 5m machines using solvent-based formulations are still earning a living by producing these applications. The same isn't true for smaller exhibition displays where they are being used in an interior environment. Thus, there has been an increase in popularity for eco-solvent printers for this type of application, particularly as the latest chemistries have eliminated the odours formerly associated with banner production. Certainly this is a huge market for HP's latex printing technologies but printers, such as those from Seiko I Infotech and Epson, are also offering more durable finishes than their aqueous-based counterparts but without the smell.
In terms of materials, banner products in a range of qualities and sizes abound in the wide-format market. Depending on the framing system being used, this media can include back-lit and other specialist options and is widely available from UK suppliers and via the Internet. Often there is the decision to protect and enhance graphic output with an overlaminate which can also prevent the edges of a display from curling once in place, providing a good finishing touch with added quality.
Everyone is familiar with seeing the atypical framing systems employed for exhibition graphics but more innovative trends which claim to have better green credentials are also now emerging as alternatives to aluminium, steel and other conventional structures. Companies are now exploring renewable materials, such as bamboo which is known for its strength and the fact that it can be harvested annually without destroying forestry. Available in this country from suppliers such as Redcliffe Imaging and Eurostand, as more people become aware of the possibilities of using such a low impact forest-friendly product, its popularity is certain to soar.
From a small exhibition banner at a trade show to a giant superwide application in-situ at a national outdoor venue, this is a market segment which has seen considerable growth as a feasible display option with much credit due to the evolution of wide-format digital print. It is sometimes difficult to comprehend that, prior to the arrival of inkjet, the options available to this sector were based on analogue methods of print or the use of computer-cut graphics onto sign-making media. Today, with the choice of materials and construction being complemented by innovative concepts and design parameters, effective event graphics are certain to continue in popularity and are valuable revenue streams for display producers of all sizes.
Damage limitation
Two of the latest films to be launched by Seal Graphics are Base Stoplight 190 and Jet Guard Crystal Lite. Although designed to be used in conjunction with each other as part of a complete display solution, they are both equally usable as stand-alone products. The first, which contains a light-blocking core, is a low-cost solution for pop-up displays and other short term applications using heated roller laminators. The second product is a light weight but hard wearing over-laminate with a crystal textured finish, also for use with heated laminators. It offers excellent scratch-resistant properties and is suitable for general lamination of photographic and inkjet media in short term applications.
A matter of ethics
Essex-based Eurostand Display, a trade-only supplier, has introduced its planet range as a way of providing a greener alternative to conventional display systems. These products are roll-ups, tensioned banner and literature display stands manufacturing using on renewable, high quality bamboo.
Sam Mooney, Eurostand Display's national account manager, has worked closely with his trade clients and says the demand from greener consumers is showing an upward trend. "There's definitely been an increase in the number of people consciously and deliberately seeking out ethical options when making their consumer choices," he states. "With our Planet range, people get enormous satisfaction from being given the opportunity to choose products that align with their own ethical values."
The Eurostand products are also protected with an eco-friendly lacquer coating to enhance their look and feel. This has passed rigorous testing under the Reach regulations, the European legislative direction on chemicals and their safe use. "Properly treated bamboo is ideal for display products as it doesn't swell, shrink or mark in the manner of hardwood," concludes Mooney. "It is also lightweight, durable and elegant - our Planet range comes with a five-year guarantee."