Get around the surprisingly common problems associated with wall-graphics installation by using the right materials, tools, and techniques.
By Jim Hingst
For retailers, getting shoppers through the front door is just part of the battle. The next challenge is keeping them there. According to industry studies, within 10 seconds of walking into a retail establishment, shoppers decide whether to stay or go elsewhere.
In those precious few moments, the shopper immediately forms an impression about the store based on its appearance. Lighting, cleanliness, color, and layout all make an immediate and indelible impression on the shopper. One effective way to give a store interior a facelift—an increasingly popular alternative to more costly renovations involving fixtures and other architectural elements—is to install is a colorful wall graphic after giving the surface a fresh coat of paint.
For specialty printing companies, wall-graphics opportunities are not limited to retail stores. Museums, health clubs, schools, day care centers, and offices are also great candidates for programs. Printed wall graphics can give an old location a new look overnight. Remodeling an environment with graphics can also transform the attitudes of employees, students, and visitors.
While painting and applying pressure-sensitive graphics to flat surfaces sounds easy, problems can and do occur. Successful graphics programs depend on selecting the right materials for the application and following a few simple application rules.
Performing a site survey
One of the most important steps in any graphics program is conducting a site survey. Too often, this step is conducted haphazardly or not at all. Before you design a graphic, choose materials, or decide on the most effective manufacturing methods, take the time to visit the store location (or representative locations if a large chain of stores is involved). By conducting a thorough investigation, you will better understand the requirements of the job.
In addition to recording basic information such as the type of wall surface (concrete block, brick, industrial stucco, tile, etc.), the survey can also reveal any potential problems. The information that you or your salespeople collect is critical in designing, estimating, and planning the job. The survey is also an effective sales tool. Your professionalism in investigating the site and asking the right questions can help differentiate you from your competitors, establish a rapport with the prospect, and help you win the business.
Did you enjoy this article? Click here to subscribe to the magazine.