The Big Picture - March 2014 - (Page 12)
The Whys and Wherefores
Of Interior Décor
By Craig Miller
üsseldorf, Germany, isn't a location I would typically
refer to as my ideal vacation spot in November. After
all, I'm used to temperatures in the mid-50s and sunny
skies at that time of the year here in Vegas. Yet this is just
what I'm considering. Why? Because the Printed Interior
Decoration (PID) conference (printedinteriordecoration.
org) takes place there, November 26-27.
"The conference will look closer at the state-of-the-art
printing solutions on home textiles, ceramics, flooring,
wallpapers, wallcoverings, wall murals, glass-decoration
solutions, furniture, upholstery, and many other solutions,"
according to the event's website. Cool!
I want to be there for two reasons. First, I love going
to international conferences. It's great to meet colleagues
from outside the US; plus I get a fresh perspective on our
industry and bring home some fresh ideas.
Second, our company has been producing printed
interior-decoration products for nearly 20 years - this has
become a very important market segment for us. I'm hoping by going to PID I can mingle with company owners
and managers who are experts in this arena. I believe it's
simply unwise for anyone who owns a large-format digital
printer to ignore the interior-decorating market. There are
plenty of reasonably easy-to-produce, printed interior-décor
products available. And, profit margins in this market
niche are significantly better than selling printing signs or
vehicle wraps, to name just two product categories.
It's all about the wall
Wallcoverings - aka wallpaper - are the natural starting
point when it comes to printed interior décor. The good news
CRaIG MIllER is a principal shareholder in
Las Vegas-based Pictographics, (pictographics.net) where he is also director of military
and law-enforcement projects, the company's defense-contracting division.
THE BIG PICTURE March 2014
is almost anyone with a wide-format printer can produce
wallcoverings, but keep in mind that I'm not talking about
sheets of decal vinyl like we would use for a bus wrap. I don't
consider decal vinyl stuck on walls to be interior decorating.
Sheets of sticky-back vinyl are fine for temporary wall graphics - but the big problem with "decal-based" wallcoverings is
that they're so thin they'll reveal every surface irregularity.
True wallcoverings come in multiple textures from suede to
stucco, up to an 18-mil thickness.
Digitally printed, interior-decorating wallcoverings really require panels that install with wallpaper paste or other
adhesive and have a perfect butt seam. The standard widths
for wallcoverings are 27 and 54 inches; digitally printed
wallcoverings are typically 55 to 56 inches in width and are
cut down to 54 inches for installation.
Now, in considering a digitally printed wall, the first
thing that might naturally come to mind is a mural. And
although wall murals were once very popular, these supersized pictures on walls have become somewhat passé for interior décor. Instead, the growing demand is for decorative
and step-and-repeat patterns - visually appealing designs
featuring exacting color palettes.
A few more points about wallcoverings:
* Most of the walls we produce are 10-feet tall or less;
so wide expanses of printed wallcoverings can be produced
without a seam. Admittedly, it takes an amazing paperhanger to work with pieces this big, but we've found that
customers go nuts over printed walls with no seams.
* The availability of printable metallic and chrome
substrates has been a hot development in wallcoverings.
When these are used in conjunction with white ink, you
can produce some truly amazing effects.
* Other substrate finishes like brushed metal are also
available, but keep in mind you're not limited to off-theshelf products: You can also create your own finishes. In
one project, we took ordinary vinyl wallcovering media
and added a hand-applied silver leaf. We printed over the
silver-leaf face with floral patterns using an underlayment of white ink. The designers were careful to leave
considerable silver leaf exposed. The end result:
Table of Contents for the Digital Edition of The Big Picture - March 2014
The Big Picture - March 2014
Business + Management
White-Hot: Five Shops Explore White Ink
Great Ideas: ISA Expo 2014
Front- and Back-End Tools
The Big Picture - March 2014