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Accentuating Art


Display Systems Offer Prime Presentation


By Cassandra Balentine


Part 2 of 2


Framing and mounting systems enable print service providers (PSPs) to present customers with a finished, ready-to-display product. Additionally, they offer the chance for added revenue as customers elect to switch out signage.


In addition to offering a more complete graphic, David Williams, North American market manger, Innova Digital Art, points out that the inclusion of mounting and/or framing solutions allow PSPs to market a product that is at a higher value than a standard print.


“In a challenging economy, all digital printers are vigorously pursuing ways to generate more income from a smaller population of customers,” says Ric Brady, president/CEO, ProEDGE Increased customer satisfaction and a more professional look is achieved by finishing raw edges with some type of frame.


David Pountney, marketing director, Pizazz International Limited, suggests that by providing mounting, PSPs provide customers with a complete solution and become a one-stop shop.


“Making a product yourself can be much more cost effective than having to hire out the same kind of work,” recommends Jeff Lucido, director of sales, IT Supplies.


In Action

The affect a display system has on the final presentation of a print is impressive. While talk of framing edges and standoffs isn’t always as exciting as a discussion on what it takes to produce a crisp, vibrant print, it is an important factor in the final impression a piece makes on the viewer.


DigitalFusion is a premiere professional digital photographic services company specializing in state-of-the-art studio and location digital capture, equipment rental and Phase One sales, retouching, CGI, printing, scanning, fine art and archival digital capture, digital processing, online editing through DF Studio, digital archiving, graphic design services, and an online art sales and rental program.


The company’s The Gallery Store division is an online destination and Web store that showcases collectable photography and images from both established and emerging photographers and artists. It is designed so buyers of art and photography can discover new imagery from a variety of providers.


DigitalFusion also offers high-quality digital print making. The team works closely with clients to select the appropriate type of printer, inks, and media to effectively realize the desired visual experience. The company’s custom printing services include large format printing up to 43x90 inches; giclée inkjet and photographic sublimation printing technologies; a variety of print media including traditional photo paper, fine art paper, watercolor paper, canvas; and professional framing and mounting.


With more than 13 years of digital print making, the PSP utilizes printers from Eastman Kodak Company, Epson, and Fujifilm North America Corporation. Its services have been called upon by leading photographers to create everything from postcards and gift prints to limited edition fine art reproductions to wall-sized prints for museums.


Hugh Milstein, co-founder/president, DigitalFusion, understands that the way in which the company’s fine art prints are framed and displayed is part of the overall presentation, and it shouldn’t be an afterthought. He explains that the new age of photography expands creative possibilities.


The company recently released a series of limited edition prints from Carl Jung’s The Red Book. The project is a hybrid of new and old concepts. The prints represent a journal that Carl Jung kept to document and capture his dreams. “100 years later we’re giving this life in the form of prints,” explains Milstein.


“The truth is we could have traditionally framed the collection. However, they are museum-quality pieces. They need to be handled in a special way,” he continues.


To help capture the essence of the work, DigitalFusion wanted to present the prints as if they were floating off the wall. With the help of Pizazz, they selected non-reflective acrylic custom standoffs that match the acrylic of the frames produced when a customer buys a set.


Milstein notes that the presentation style was also approved by the C.G. Jung Institute in Zürich, Switzerland.


“The signage industry always plays with acrylics and methods for display, but it took the collision of photo chemistry’s demise and the adoption of inkjet printing into the fine art world to make these products available,” he explains.


The Art of Display

Fine art is meant to be displayed and admired. While the beauty lies in the creativity and vibrancy of the output, the method in which art is presented is essential to the overall experience. A variety of solutions are available. From fine art to point of purchase, display systems complete the application. PSPs passionate about print don’t stop at production, they offer framing and/or mounting solutions that provide a complementary effect.


Click here to read part one of this exclusive online series, Presentation Considerations.

Click on the link above to get more information on the vendors mentioned in this article.


Mar2013, Digital Output DOFR1303

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