Follow us on Twitter
Follow us on Twitter
Print

At the mercy of the wall

Written by Peter Davidson on 24 March 2016.

pd mar 16It is astonishing just how many suppliers, printers and end users have only just realised that the inkjet printed digital wall coverings market is now really worth considering. Perhaps it’s because the general sign market is so over populated and as a result prices and value are being ground in to the dust?

Working for a company that has been bestowing the virtues of wall coverings for most of its existence the change in focus to this market sector has been very noticeable in terms of increasing orders together with the issues that sometimes come with the territory. Daily we get new enquiries and as part of our ethos we do all we can to inform new, and even old, players to the market of the benefits and challenges they need to consider before they jump in with both feet.

Product wise, as long as you don’t go down the bargain basement route, there is little to fear when it comes to designing, printing and finishing the pre applied materials. However the more challenging aspects can be the wall or surface they are going to apply their investment in materials, ink, time and money to.

It’s really easy to get it wrong when it comes to working with a wall you have little knowledge of. Of course it’s just a wall, it looks OK, feels OK and maybe, if you are so inclined, possibly tastes good as well. However looks can be deceiving, as my mother would say. In our business we are fortunate not to get many issues and when we do they are usually related to a lack of knowledge or experience of applying the wall covering. Due to the general blame culture it is always the materials that are initially seen to be at fault, irrespective of the facts. Emotions can be very strained even before the first question is raised about the application process. After all it’s just a paper, vinyl or fabric used together with a paste or a self-adhesive backing, surely nothing can go wrong?

There are numerous wall based challenges including the regular issue of recently painted walls causing bubbles behind the graphic. Issues such as these are quite often due to a lack of knowledge or tight deadlines or not allowing time for the paint to gas off. The more demanding challenges are when a wall has all the right attributes and look prefect for the job but for some strange reason adhesion in certain areas of the wall is inconsistent.

Most installers will, as a matter of course, wipe down the wall with a damp cloth before they start their work. The more experienced ones, if time and cost will allow, will use a trade primer before applying the graphics and in doing so de-risk their part of the process. The risk of not preparing a wall is exactly that, a risk, and a risk that can cause a large loss of money, customer faith and potentially damage a brand or major project. It is very frustrating and in some ways sad to visit failed sites and then having to spend time trying not to upset someone who had all the right intentions but ran a little too fast in to the wall decoration market.

I dearly hope that the digital wall coverings opportunity doesn’t go the way of being commoditised to the point where the true market advocates and professionals have to consider another more worthwhile use of their diligence, knowledge and skills.

Want to get to know us better? Follow us on Twitter @GDWtweets Check out our Facebook Fan Page or join our group on Linkedin We'd love to get to know you and learn more about your business! Got any news or PR? Email us at newsdesk@graphicdisplayworld.com

Choose Your Language

Editors World

Your company has a thief; how do you handle it?

Your company has a thief; how do you handle it?

A recently published report - The Annual Fraud Indicator 2016 - says the cost of fraud in the UK is now estimated to be as high as £193bn per year, with the private sector coming under the biggest attack from fraudsters, with both SMEs and large enterprises losing an estimated...

30 Years of Sign & Digital UK
Free Registration for Sign & Digital UK 2017
Sign & Digital UK 2017 Opens In...
6 6
9 9
Days
1 1
9 9
Hours
5 5
5 5
Minutes

Tel: +44 (0) 7907 057861

Email the Editor
Click the image to email the editor
Follow us on Twitter
Join our Group on Linkedin
Join us on Google Plus
Follow us on Pinterest
RSS Feed

Latest on GDW TV

Subscribe to GDW TV

Like our Facebook Page

Facebook Fan Page

Upcoming Events

Jan
15

15th January, 2017 - 17th January, 2017

Jan
17

17th January, 2017 - 20th January, 2017

Jan
18

18th January, 2017 - 19th January, 2017

Mar
5

5th March, 2017 - 9th March, 2017

View our full Calendar of Industry Events

Our Partners

Roland Logo GDW Sponsor

Mimaki Logo GDW Sponsor

Sign--Digital-New-Logox200px

landor-uk-gdw-partner

R A Smart Logo 200px

oki colorpainter logo 200px oki printing solutions logo