By Olivia Cahoon
Digital print offers endless options when it comes to point of purchase (POP) and display signage. From temporary signs to advertising, retail, and event graphics, digitally printed POP presents a versatile and cost-effective solution for customers and vendors.
POP displays are particularly popular in retail and entertainment environments. Print service providers (PSPs) offering this service should be prepared to help clients get creative and stand out from competitors. Everything from banners, floor graphics, hanging signs, and wallcoverings are used in promotional advertising to boost business and profit.
Above: PRI Graphics created graphics for the Crayola Experience in Chandler, AZ with the help of its Canon devices.
Printers in Phoenix
Established in July 2002, PRI Graphics is a family owned digital print, display graphics, and construction document printing company based in Phoenix, AZ. It started with two employees and offered construction document print and distribution services to architects, engineers, and contractors (AEC) from a 5,000 square foot workspace. The shop’s AEC services originally represented nearly 100 percent of the business.
PRI Graphics now has 24 employees operating in a 15,000 square foot facility. The PSP still offers the same services to the AEC industry, but this now only represents about 30 percent of overall revenue. The rest of the business consists of large and small format display graphics and signage related products.
While PRI Graphics started in 2002, the owners offered colored graphic printing beginning in the 1990s when they owned Ace Reprographics, Inc., which was sold in 1999 to Lason, Inc. “We used color graphic printers to provide presentation material to the AEC, legal, and graphics industries at that time,” shares David Perkinson, president, PRI Graphics.
In 2006, the PSP purchased its first flatbed printer, an Océ Arizona—now owned by Canon Solutions America—after recognizing the need to enter new markets to expand its product offering and customer base. “Flatbed printing opened a new world to us at that time,” explains Perkinson.
Display & POP Solutions
Among its offerings is display and POP work. PRI Graphics digitally prints 100 percent of its display and POP graphics. “We’re happy with the digital print path we’ve taken,” shares Perkinson. Digital printers primarily consist of Canon and HP Inc. equipment for quality, durability, and service response. For POP printing, it currently uses a Canon Colorado 1650, Canon Arizona 6160 XTS, and a Canon Arizona 2280 XT. PRI Graphics also has several HP Latex and PageWide printers for its flexible print needs.
PRI Graphics’ Canon devices are paired with OEM inks and toners. “We recognize the benefits of using OEM products,” adds Perkinson. “They provide reliability and consistency.”
Software consists of an Onyx Graphics, Inc. RIP, which Perkinson believes is excellent software with great support. “It does everything we need and it’s well known in the industry so new hires are usually familiar with its capabilities and features.” For finishing, the PSP relies on two digital router/cutters—a Zünd and Summa F Series F1612.
The Crayola Experience
In 2019, Crayola’s professional team approached PRI Graphics for help with its Crayola Experience attraction in the Chandler Fashion Mall located in Chandler, AZ.
The Crayola Experience is a family destination with 20,000 square feet of interactive, creative play. The center offers 19 hands-on experiences. Crayola’s professional team reached out to the PSP because it needed a local digital print shop to support the project’s fast pace and provide the flexibility to perform difficult and timely installation.
PRI Graphics took on the job knowing it would be a large and detailed-oriented project. “There was no room for error or inconsistency,” admits Perkinson.
The PSP used its Canon digital printers and all of its finishing equipment. According to Perkinson, the shop selected the Canon devices because it believes the color quality and longevity as well as color consistency are superior. “We needed to profile the colors and provide the color output that Crayola expected.”
PRI Graphics printed and installed a variety of signage. The site not only includes interactive experiences but an attached retail store. Overall, it is filled with eye-catching display graphics that wrap machines, walls, floors, and pillars as well as hanging signs. Much of the printing was completed on 3M Commercial Solutions’ vinyl.
Perkinson says all of the challenges associated with a multi-faceted, quick turnaround project were present. The PSP spent many hours with both the design and construction teams to ensure the graphics were perfectly designed, printed, and installed to meet the scheduled grand opening date.
PRI Graphics completed the job on time and in two months. The Crayola team was pleased with the end result as well as the PSP’s professionalism. PRI Graphics continues to provide services for the company.
Digital print helps retailers and entertainment companies achieve the perfect setting. With the right equipment, PSPs can satisfy clients’ display and POP needs with colorful, interactive pieces.
Jun2020, Digital Output