Signs of the Times - April 2017 - 40
INDUSTRY TRENDS
The International Sign Association
APRIL 2017 EDITION
Print Poised for Continued Growth
If forecasters had been right, printed products
would have gone the way of the horse and
buggy by now. But print is enjoying a bit of
a revival-and sign, graphics and visual
communications companies are wise to pay
attention to the opportunities it presents.
"People don't realize how connected print is
to every part of life," said Denise Gustavson,
Special Projects Editor, Printing & Packaging,
Publishing for NAPCO Media. ISA International
Sign Expo 2017 will discuss the many opportunities that exist in today's print market.
"While many people don't read print newspapers anymore, from the moment you get
up until you go to sleep, a hundred times a
day, you're touching something that has
been printed. From the toothpaste tube to the
bag that you get from McDonald's, people
tend to forget that is print. There are some
things that can never be replaced. You cannot
replace packaging with a digital equivalent."
Today's printers have more opportunities to
expand and remain relevant, thanks to new
technologies. And broader trends affecting
end users provide opportunities for print to
excel.
Personalization and Customization
Forbes magazine identified personalization
as one of the top marketing trends for 2017
and business-to-consumer organizations
must find unique ways of making it happen.
Technology has certainly made it possible
for print to play a role here, Gustavson said.
"That is something that we've seen in commercial print, but it's finally hitting the wide
format space. We're no longer looking at
runs of 50,000 or 100,000 posters. Customization offers a huge opportunity. That's
what brands are looking for and it's what
they're willing to pay for."
She notes that while a large national retailer
may use one printer, it likely won't have a
one-size-fits-all approach to its print project.
"They are doing location-based advertising,
so that a store window will look different in
New York than it does in Florida. They're very
targeted because they know what draws
better in each of those markets."
She also has seen wallpaper get the custom
treatment. When a major corporation holds
its board meeting, it's not unusual for the
hotel boardroom to be wallpapered with the
company's logo and then changed out for the
next occupant. It's an extravagant expense,
but one that some companies are willing to
pay for.
The ISA whitepaper Wide Format Print Trends,
Opportunities & Challenges identified construction as the top area of opportunity for
wide format printers. "Digital printing on
STATS * FACTS
Total print volumes for wide format production graphics in North America are expected to rise from about 460 million square meters (over 4.9 billion square feet)
* * * ISA REPORT / April 2017
Table of Contents for the Digital Edition of Signs of the Times - April 2017
Signs of the Times - April 2017
Contents
From the Editor
St Update
At Large
Technology Review
Shop Ops
Vehicles + Vinyl
Nuts + Bolts
Dogs Like It
Simply Capital
Workflow Watchwords
Strictly Electric: A Presidential Address
New Products
Advertising Index
Last Look
Signs of the Times - April 2017 - Intro
Signs of the Times - April 2017 - BB1
Signs of the Times - April 2017 - BB2
Signs of the Times - April 2017 - Signs of the Times - April 2017
Signs of the Times - April 2017 - BD_L
Signs of the Times - April 2017 - BD
Signs of the Times - April 2017 - Cover2
Signs of the Times - April 2017 - 1
Signs of the Times - April 2017 - Contents
Signs of the Times - April 2017 - 3
Signs of the Times - April 2017 - 4
Signs of the Times - April 2017 - 5
Signs of the Times - April 2017 - 6
Signs of the Times - April 2017 - 7
Signs of the Times - April 2017 - From the Editor
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Signs of the Times - April 2017 - St Update
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Signs of the Times - April 2017 - At Large
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Signs of the Times - April 2017 - Technology Review
Signs of the Times - April 2017 - 25
Signs of the Times - April 2017 - Shop Ops
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Signs of the Times - April 2017 - 28
Signs of the Times - April 2017 - 29
Signs of the Times - April 2017 - Vehicles + Vinyl
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Signs of the Times - April 2017 - Nuts + Bolts
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Signs of the Times - April 2017 - Dogs Like It
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Signs of the Times - April 2017 - Simply Capital
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Signs of the Times - April 2017 - 75
Signs of the Times - April 2017 - Workflow Watchwords
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Signs of the Times - April 2017 - 79
Signs of the Times - April 2017 - Strictly Electric: A Presidential Address
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Signs of the Times - April 2017 - New Products
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Signs of the Times - April 2017 - Advertising Index
Signs of the Times - April 2017 - Last Look
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