Big Picture - June/July 2019 - 14

beyond décor

Decorate with
Digital Print

Real-life design tips to elevate your décor print business. | by Rachel Nunziata

I

n today's fast-moving digital world, consumers from
every demographic are bombarded with content
through social media, blogs, YouTube channels, and
online video streaming via smartphone, tablet, or laptop
- regular TV and cable is almost a thing of the past. In
short, we're connected 24/7 and with a quick tap, swipe, or
Siri voice search, shoppers can access just about anything. If
free shipping isn't offered or a product isn't conveniently
delivered via UberEats, Grubhub, or Amazon Prime Now,
then it's on to the next. Instant gratification isn't considered a
bad habit; it's the new normal. Ultimately, technology has
shaped not only what consumers purchase, but how they
purchase. The competitive advantage of digital print is
agility. With on-demand, just-in-time delivery systems in
place, wide-format print shops can pivot to the needs of its
customers and changes in the market.

BIG PICTURE

June/July 2019

DESIGN-AWARE CONSUMERS
If you assume two of the most dominant visually-based social
platforms, Instagram and Pinterest, are only repositories for
trendy imagery, think again. They're well-curated online
shopping malls for consumers. Professional designers use both
platforms as marketing tools and methods to share private
design boards with clients. Consumers, on the other hand, use
both apps to pin, shop, and gather inspiration - aka "inspo" -
for that dream master bedroom or boho-inspired home office.
There's no sign of a slowdown; according to Hootsuite, visual
searches on Pinterest more than doubled in one year from 250
million in February 2017 to 600 million in February 2018.
Consequently, visual search tools also give consumers daily

exposure to professionally designed interiors, which leads many
to believe pro design is an attainable skillset that can be
replicated through DIY methods or "hacks."
Even though that's simply not the case (professional
designers exist for a reason), it's not unheard of for a client to
go rogue on the designer they've hired. It's tempting to pin
and shop online for accent pieces and wall art, aimlessly
searching e-commerce sites that now rival trade-only price
points once accessible exclusively to professional designers.
These are simply a few of the modern-day pain points
between client and designer due to the democratization of
design. According to a 2019 Pinterest report, 83 percent of
users searched the site to gather ideas for small DIY projects,
60 percent sought inspo for larger home projects, and the
search words "bold print wallpaper" - think tropical banana
leaf prints and splashy colors - have increased by 401 percent.
Make no mistake: Home décor apps may heighten one's
ambition, but a successful design project is the result of a
professional designer who's trained to efficiently navigate the
entire process from start to finish.
If you're quietly asking yourself how any of this affects your
décor print business strategy, I can assure you, it does. Blame
it on Pinterest or HGTV, but considering the influx of swoon-

RACHEL NUNZIATA is a digital print business and market development specialist
with an undeniable enthusiasm for interior and home décor segments. She is a
graduate of Ringling College of Art & Design in Sarasota, Florida, and has a knack
for enabling synergies between artists, interior designers, and industry experts.
You can connect with her on LinkedIn or Twitter @RachelNunziata.

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https://www.linkedin.com/in/rachelnunziata/ https://www.twitter.com/RachelNunziata?lang=en
Big Picture - June/July 2019

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