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Putting the POP in Displays

Media, Ink, and Finishing Options

Part 3 of 4

By Gretchen A. Peck

Any print service supplier intending to cater to the retail market must comprehend the importance of the consultative sale. Print businesses in this line of work need to offer a comprehensive understanding of their customers’ businesses and brands; and offer knowledgeable and thoughtful suggestions on how best to promote their products. They must provide professional and skilled installation; and constantly look for new and creative ways to promote their customers’ brands.

Clients may turn to print suppliers to recommend new substrates and ink techniques used to set their point of purchase (POP) displays apart from others. It is beneficial to have a knowledgeable staff on hand to make specific recommendations on what brands of media or architectural designs match the aesthetic and the budget.

Fresh ideas
Responding to trends in the POP space, many well known media suppliers are introducing new materials to the market.

3M Graphics Market Center, for example, suggests that its 3M Scotchcal Changeable Translucent Graphic Film IJ63-20 is a great choice for point of sale applications, like restaurant menus and other short-term campaigns. Available in 54-inch wide rolls, the clear adhesive, translucent, 3.2-mil non-cast film is compatible with solvent, eco-solvent, and UV-curable inks and printers.

R Tape Corporation now offers 48-inch widths of its Vinylefx metallized vinyl, which promises to become quite popular for POP jobs.

"One trend is the use of metallic enhanced laminates, like our Enhancer Brilliant Crystal, in high-end department store POP displays," notes Mary Ann Kucera, product marketing manager, MACtac Graphic Products. "Our Enhancer Series offers elegant finishes and elevates short-term promotions.

"Indoor POP displays and short- to medium-term outdoor displays require media that is durable enough to withstand some environmental wear, while offering the most bang for your buck given the length of time the display will be in place," Kucera counsels.

Where and how a point of sale graphic is displayed dictates production. Prints meant to be viewed at a considerable distance, for example, may require a different resolution than graphics viewed up close. Similarly, a POP design not susceptible to certain environmental challenges—sun, moisture, and handling by the consumer, or isn’t intended to be displayed for great lengths of time, may not require any special overlaminate or protective coating.

Media is an essential element to a POP display. Depending on the type of media used, a graphic could be placed on a floor, wall, or ceiling. Additionally, overlaminates can determine whether a graphic will last months or years. Next week one print service provider discusses the media, inks, and hardware used to create their customers’ POP graphics.

Click here to read Part 1 of this exclusive online series, The Power of POP.
Click here to read Part 2 of this exclusive online series, POP Workhorses.

Nov2008, Digital Output

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