Wide Format Imaging

Vehicle graphics are one of the hottest applications in the wide-format industry right now. It seems like everyone is getting involved, but before you take the plunge into vehicle graphics, what's the current state of the vehicle graphics market and how to do see it changing over the next 12 months? What's the number one thing wide-format print providers needs to consider? What are the top three things wide-format print providers should look for in a substrate for vehicle graphics? We asked these questions to our industry panel. Their answers are included below.

1. In your opinion, what is the current state of the vehicle graphics market and how to do see it changing over the next 12 months?
Mike Barthel, product marketing manager, GBC- Commercial Laminating Solutions Group: Based on the economy and recent market trends, the vehicle graphics market should see a gradual increase over the next 12 months. Historically, when businesses are experiencing an economic crunch, business promotion is the last fund cut, allocating dollars to business promotion through graphics and signage. When a company limits its visual awareness, they are limiting new client potential. Because vehicle graphics are, in essence, rolling advertisements reaching more of the general public in a less targeted approach, we expect gradual growth.

Judy Bellah, public relations manager, CLEAR FOCUS Imaging Inc: Vehicle wraps are growing in popularity. One of the initial restraints for small shop owners, in particular, was the high cost of wide-format digital equipment. The introduction of more affordably priced printers in the past few years, however, has allowed many companies to enter this lucrative and rapidly growing niche.

Some of the factors that continue to drive the market include:

• Advertisers' desire to reach more consumers through mobile marketing and other newer ad forms instead of through traditional channels such as television and print.
• Desire by consumers to personalize their vehicles and, in some cases, earn some extra cash by becoming ads-on-wheels. In fact, we wouldn't be surprised to see even more personal autos transformed into advertising vehicles as a way of offsetting higher gas prices.
• Ongoing technological advances in printers, inks, substrates and other materials used to produce vehicle wraps.
• Reductions in the price of printers and consumables.
• An increase in the number of vehicle wrap training seminars offered.

Tim Boxeth, market development manager, 3M Graphics Market Center: The vehicle graphics market continues to show strong growth. I anticipate continued healthy growth as more and more small business owners realize the value of vehicle advertising and as consumers seek personalization of their vehicles and boats. I also see new vehicle wrap technology expanding capabilities.

Dave Harris, director of sales, Region 2 / Vehicle Wrap Specialist, R Tape: The vehicle graphics market is currently a very immature market with significant growth to come. In the long term, I believe, the vehicle graphics market will change the way advertising is done. We may even see the large media conglomerates seek to acquire wrap companies to add to their advertising portfolios. Available vehicle wrap materials are very advanced and highly technical and specialized. Over the next 12 months, more companies will develop their talents in two main areas: design and application.

The biggest challenge is the economy. There are good and bad scenarios: The good is, vehicle wraps will be the most affordable and will provide the biggest bang for the buck, therefore redirecting money from other more traditional advertising formats such as TV, radio and common print. On the downside, with pressures on American companies to do things more cost-effectively, many new and inexperienced wrap companies and digital print companies that don't specialize in wraps could jeopardize the industry by using inferior materials and improper applications. This could cause consumers to, in general, view vehicle wraps negatively. One bad wrap can damage the entire industry, giving us a bad rap. Those who accept jobs out of desperation can negatively impact the vehicle graphics market. It is this reason why your second question is so important!

West Jenkins, sales manager, Southeast region, LG Chem America, Inc: The vehicle graphics segment of the sign industry is the fastest growing, and one of the most exciting segments of the entire industry. Vehicle and boat wraps are allowing many individuals and businesses to realize a fantastic new short term or long term advertising medium. With vehicle graphics you have a rolling billboard for your business or service that is seen by hundreds of potential customers every day. Whether you have a full wrap or a partial wrap done for your personal or company vehicle or boat, over the next 12 months these eye catching, business generating graphics are going to continue to grow.

Martin Kugler, corporate communications manager, Hexis: The vehicle graphics market is definitely a fast growing market with a tendency towards specialist applications such as micro-perforated one-way vision window films and special effects laminates. We also believe that the use of time saving structured adhesives with air egress channels will become more widespread. Besides higher specs printers and new innovative media we anticipate more relevant input from ink technology. Beyond material considerations we are also convinced that in the future training of the people involved in all stages of the graphics chain will become more specific. Finally, manufacturers will have to cope with the demand for sustainable development and come up with environment-friendly products and ideas.

Gabe Maxwell, director of print media, Arlon: Vehicle graphics have been the hot topic in our industry for the past 18 months. Over the next year, I see this trend continuing as more players start entering the market. More sign shops will start offering this service and vinyl manufacturers will continue to refine their product offering. The interesting thing to watch for are how the UV inks improve. I would expect more flexible UV inks in the near future that can do almost everything a solvent ink can do.

Marcel Medved and Stan Holt, business development managers, Continental Grafix: The vehicle graphics market will continue strong growth. This will be driven by businesses learning that wraps are one of the best advertising methods for the dollar (especially in a slow economy), prices are pushed down by increased competition and designs are improved through experience and better software.

Molly Waters, sales support manager, Avery Dennison Graphics Division North America: The current state of the vehicle graphics market appears to be very strong. I have the opportunity to communicate with printers on a regular basis and one common topic of conversation is vehicle wraps. Some of these businesses are looking at getting into the market and others are already doing this type of work. I do have concerns about how this market will do in the next 12 months given the slow down of our economy, specifically for those that are doing custom work for personal vehicles. The advertising side of the wrap market may hold steady.

I decided to ask two of my friends in the industry (Robby Burnett and Dustin Noble from Wrap Experts) their thoughts on this as they also speak with printers on a daily basis. Both Robby and Dustin commented that the current market is booming and continues to grow on a daily basis. Both indicated that companies still need to advertise their business/product and since vehicle wraps is a cost effective advertising medium they felt that this part of the business would at least hold steady if not continue to grow. Robby commented that it is possible that the customized side will hold steady or grow because if people are willing to spend several thousand dollars on a set of wheels they will most likely be willing to spend more to complete the look to fully customize their vehicle. Dustin also commented that there are a lot of opportunities for advertisement for companies as car manufacturers begin to introduce their new greener products. What better way to make these vehicles more visible than to wrap them and bring attention to them.

Jason Yard, marketing application specialist, MACtac Graphic Products: I think the vehicle graphics market is definitely becoming saturated; however, the amount of quality graphic installations still has a long way to go. It seems that there are many shops and independent installers that are pushing the envelope of the market, and right now, there are some exciting new developments that will distinguish the basic installation from the quality installation. In order for a printer to set themselves apart in this industry, they need to recognize and develop a unique style or concept that will help take vehicle wraps to the next level.

2. What is the number one consideration a wide-format printer should consider before adding vehicle graphics to their portfolio?
Barthel: To have an experienced installation team. A great amount of technique and understanding of how the film must conform to the vehicle is necessary to produce a satisfactory finished product, maximize raw material usage, and eliminate scrap on re-worked sections. The team needs to work together to take into account areas of distortion, graphic limitations and final appearance.

Bellah: Wide-format print providers considering making the leap into vehicle wrap production need to do their homework as they will be making a substantial investment in time and equipment, and will most likely be undergoing a significant learning curve. Do they have the staff, equipment and space needed to handle design, production and installation in-house? Have they researched existing and future market potential for vehicle wraps in their area; competition; print equipment, software and consumables requirements; and installation training if needed?

Fortunately, there is a growing number of resources, including fellow wide-format printers, vehicle wrap academies, professional installation associations (e.g., PDAA), and trade associations such as SGIA and ISA, that can help companies determine whether adding vehicle graphics to their services suite is a wise or worrisome move.

Boxeth: This is a great question for wrap shop owners. I'll assume you already have a solvent printer and cold laminator. It seems simple, but make sure you have proper resources and knowledge to actually provide the graphics. Be certain either you or someone on your staff is trained on vehicle design, layout, material selection, printing/laminating, and installation. Practice on your own vehicle(s). You must have your own vehicle(s) wrapped before you can sell wraps to others.

Harris: There are two things a wide-format printer must consider before adding vehicle wraps to their offering. Design is number one. It is a must that wide-format printers have the ability to 'design to fit.' While the industry is making designers' lives easier with better computers, advanced design software and texture CDs, if wide-format printers do not know how to properly lay out the hundreds of differently-shaped vehicles for maximum aesthetics and visual appeal—including text legibility and proper color use—they will not be able to command maximum dollars available per job. This includes talent who can advise clients, and especially ad agencies, about how and why a layout of their choice either works or doesn't work on the vehicle of their choice.

The second most important consideration is application training. Wide-format printers must get an education in Vehicle Wrap Application. Vehicle wraps generally are a six-month to three-year application. Vehicles go through all types of chemical, weather and atmospheric conditions and only a proper application, especially around corners, bumpers, body moldings, or other tricky parts are going to survive. There is no trial and error anymore. They must learn the proper techniques and it is best to choose a training venue that is sponsored by the product manufacturers, such as the major film manufacturers, or trade associations. Conformability, durability, laminates, liquids, and proper application techniques will all become part of their selling tools to their clients and will reward them a long-term satisfaction. If everything is done correctly, they can expect to see up to 60 percent repeat business and 30-50 percent annual growth that vehicle wrap professionals are enjoying today.

Jenkins: The number one consideration of a wide-format printer should be: Can my shop equipment and personnel handle all phases of doing vehicle wraps. Do you have a good printer and laminator? Do you have indoor space to bring the vehicle in and do the work? Do you have the right design software, specialized media and tools? Can you get installers that are trained and/or certified to do the installation? Doing vehicle wraps takes a lot of careful pre-planning, good design, and expert installation to make it a profitable addition to any shop portfolio.

Kugler: A wide-format printer adding vehicle graphics to his portfolio needs:

1. To be in control of the complete production chain, from the layout and the choice of materials, the color profiling, printing and laminating process right to the final application on the vehicle. Only if he masters the complete chain, can he offer a quality product and service that will perform for a long time and ensure customer satisfaction.
2. To train his staff
3. To ensure his customers understand what results they can expect from a given set of equipment and printing media.

Maxwell: Make sure you get the proper training up front. Proper training includes how to apply and set the vinyl properly, but also includes how to design wisely and also how to properly price your labor and design work. The biggest problem I see with some of the newer players is they don't consider design and labor when pricing a job, and they end up losing money on the project.

Medved and Holt: Design and installation are the keys to success. Just buying a printer will not put you into the wrap market. Working with an existing wrap provider may be a better course for many smaller shops. On average wide format digital printers run at about 50 percent of capacity, which means there are already more printers in the market than needed.

Waters: Do your homework. Is there a market for vehicle wraps in your area? If yes, is there room for one more competitor? I have seen that vehicle wraps haven't become as popular in the Midwest as they have on the East and West coasts and cities such as Dallas, TX.

If there is a market and it makes sense for you to get into the business, make sure you do your homework on what a good selling price for your product and service are. If you are too expensive people will go someplace else, if you are too cheap you won't make any money.

Yard: Before adding vehicle graphics to your portfolio, as a printer, you should consider training and education. These two critical items go hand-in-hand and once you've received an ample amount of both—then comes practice. Unfortunately, there are too many shops jumping into full vehicle graphic installations without learning the basics. Many printers believe they can get started with little to no practice, and since it is very costly, they often don't hone the skills necessary to become expert installers. This results in many small shops across the country delivering average or below average installation jobs, therefore bringing down the expectation and quality levels that the industry needs. After talking with and training many graphic installers, they agree—there is no substitute for proper training courses and the completion of several practice applications before putting vehicle wrapping on your resume.

3. What are the top things wide-format print providers should look for in a substrate for vehicle graphics?
Barthel: (1) Color stability and bond of the digital print to the substrate; (2) Suitable adhesive properties (repositionability, removability, anti-air entrapment characteristics); and (3) Conformability of the product to the complex (and at times very sharp) curves of the vehicle.

Bellah: 1. Quality remains one of the primary factors that ultimately determines the success (or failure) of a wrap. Be sure to select quality substrates that are designed specifically for the surface to which they will be applied and that will last for the required duration of the campaign.

If the vehicle windows will also be wrapped, we recommend a window film with a 50/50 perf pattern; a 70/30 pattern (30 percent open) will reduce the driver's visibility and may not be in compliance with state or Federal vehicle regulations.

2. Users should become familiar with the substrate's adhesive characteristics to minimize surprises during installation. An overly aggressive adhesive can make a difficult job even more challenging as it grabs the surface and doesn't allow any repositioning. On the other hand, an adhesive that doesn't stick adequately may begin to lift. Proper prepping of the vehicle's body and window surfaces is critical.

Boxeth: 1. Make sure the material is suitable for any curvature on the vehicle and offers the required dimensional stability and durability.

2. Make sure the adhesive offers the required features. Slideability/positionability and repositionability are important for installation ease, and even more critical in warmer temperatures. An air release system is also critical for eliminating bubbles and wrinkles. And, of course, strong adhesion is important from the first minute to several years down the road. Last but not least, the adhesive must offer easy removal when it's time to re-wrap.

Harris: You need the right product for the application. Know your job and all the products, media, and inks that are available. You should spend time testing and trialing the vast array of products available.

Air egress films: There are many available and settling for the cheapest is not an option. Depth and width and pattern of the air channel are all very important to understand. They make a difference in appearance and speed of application. In combination with your air-egress print media, be sure you also understand your options in overlaminates. The industry demands a "paint-like" finish. Make sure you are using the right print film and overlaminate to make your job shine!

Jenkins: The top three things a wide-format printer should look for in a substrate for vehicle graphics are: 1. Excellent print quality of the media; 2. Proper media and laminate compatibility ensuring excellent workability during application; and 3. A good air egress adhesive system that allows for repositionability during application, a good permanent set after application, yet good clean removal from the vehicle when it's to change the graphics.

Kugler: The substrate should above all meet the end-user's expectations and perform in effective way to the intended purpose.

Maxwell: Printability. Conformability. The ability to stay down on rivets and deep channels without any primer or prep work.

Medved and Holt: Quality, ease of installation and removal, and price. Put price first only if you want to eat Advil like candy. Using quality products may mean a slimmer margin of profit in the short term, but it is the only way to build a business long term."

Waters: Having a film with air egress properties will really help [companies entering the market] as they are learning the tricks of the trade.

In most instances people want very high quality prints with a nice glossy finish (just like automotive paint). Since customers will be paying a lot of money for a wrap they want a high quality product.

Clean and easy removal. Vehicles that are wrapped to advertise a company's product or service are generally leased. This means that after the lease is up the graphic has to be removed before it is returned to the leasing company.

Yard: Look closely at features and benefits when searching for a primary substrate. The technical characteristics are what make a good product.

There are several good vehicle wrapping materials out there, but not all of them are backed by a warranty. This is especially important to note when using third party inks or different printers. A big mistake many print providers make is going with the most inexpensive vinyl they can find, only to realize they aren't covered if anything should go wrong.

Make sure you select a company that has the resources to provide you with the correct ICC profiles, training, and technical support, and will stand behind their products even after you purchase them. You may not need these resources every day, but when you do, you'll be glad you didn't buy the bargain basement vinyl.