KEY TO SUCCESS

Company: KDM POP  Project: Floor graphics

Key to success: Be sure your clients know that floor graphics can be a significant part of the signage package when creating a marketing program.

Before applying a floor graphic, be sure the floor’s surface is clean for optimal results. Photo courtesy of General Formulations.

Imagine strolling down a clear mountain stream, wondering how you’re going to spend this summer day. You follow the creek until you reach a stack of fishing rods, tackle boxes and bait. Perfect—only you’re not really in a fly fisherman’s paradise. You’re in your local sporting goods store, and that stream was really just a printed floor graphic that led you to your next purchase. 

Between point-of-purchase displays, in-store banners and event promotions, sign and print shops fulfill much of the retail industry’s marketing needs, and floor graphics are complementary to these applications with their creative uses and strong branding capabilities. And you may be surprised to learn floor graphics are an option your shop is already prepared to handle. 

WHY FLOOR GRAPHICS?

For the average sign or print shop, the necessary equipment and skills are already in place to design, fabricate and install floor graphics in retail outlets, says Steve Milazzo, channel marketing manager of GBC. A solvent printer, cutter and laminator are all the equipment needed, and basic pressure-sensitive film experience, such as window graphics or vehicle wrap installation, is enough to apply the media. 

“You probably already do cold lamination,” Milazzo notes. “All you have to do is change your film to a floor mat and print on adhesive-backed vinyl, which you probably are already doing, and you have yourself a new application and source of profit.”

Any P.O.P.-focused sign or print shop is in a unique position to offer floor graphics, says Mary Ann Kucera, marketing manager of MACtac Graphic Products. With the right clients already in place, a simple product addition diversifies your P.O.P. shop and gives you a competitive edge. 

For instance, KDM POP Solutions Group, a print shop specializing in P.O.P. displays in Cincinnati, finds retail floor graphics to be a valuable product offering. All retail signage components are available under a single roof, providing clients a comprehensive solution, explains Maureen Gumbert, marketing manager and account executive of KDM POP. 

“We do many elements of an in-store P.O.P. program at retail, and having the floor graphics as one of the offerings certainly helps,” Gumbert says. “Everyone can go to one place to accomplish everything.”

Floor graphics are particularly valuable because more branding messages can be created in an area where space is limited, says Michael Eyman, vice president of Permovable Technologies. Today’s planogram, a diagram of retail product placement, is often jumbled with too many consumables, making for a confusing shopping experience with little product identification.

“We’re running out of space to get people’s messages across,” Eyman says. “But floor space allows the retailer as well as the brand owner to get their message out at the point of sale.”

Outdoor floor graphics are becoming especially popular. This graphic, produced by Southeastern Neon & Lighting, Daytona, Fla., is made from Permovable GF40WR-5415 and was printed on a Roland SP540V. Photo courtesy of Permovable Technologies.

This outdoor floor graphic, using MACtac Street Wrap, is reinforcing the paint store’s brand with a related image. Photo courtesy of Signs By Tomorrow, Morton, Pa.

LAMINATION ON FLOOR GRAPHICS 

Most floor graphics require lamination to ensure safety. If the floor graphic becomes wet, consumers are vulnerable to slippage, and without proper precautions, you are open to potential litigation if someone falls, Milazzo warns. 

To be sure that the floor graphic is safe, media should undergo a coefficient of friction (COF) test, which measures slip resistance, says Jeff Balasko, regional sales manager of General Formulations. During the COF test, the floor and graphic are wet, and then various materials are skidded across both surfaces to ensure equal results. Kucera recommends using media that has passed the ASTM c-1028 coefficient of friction test and says this is a reliable industry standard.

Besides lamination’s safety features, it protects the graphic, Milazzo adds. Floor graphics are subjected to high volumes of abuse because of their placement in busy areas, and protection is necessary for durability.

“From foot traffic, to dirt, to grease, to the chemical cleaners, you don’t want to create this beautiful graphic that inspires people to take action and then two days later have it all scuffed up,” Milazzo explains. 

There are types of floor graphic media, however, that do not require a lamination, such as Permovable Technologies’ indoor and outdoor films. Unlike traditional vinyl media, these materials are made from non-PVC, biodegradable polymers, and the chemical makeup is not receptive to the ink when used with lamination, Eyman says. 

APPLYING FLOOR GRAPHICS

To create the most effective floor graphic in a retail location, there are certain application and design principles that should be followed. Choosing the media’s finish, for example, adds a different property to the graphic. Floor media comes in both gloss and matte finishes. While the gloss finish tends to enhance visibility, Balasko says, the matte finish requires less maintenance and gives a distinctive artistic look. 

The thickness of the laminate should also be considered, which is based on the application’s duration. Kucera suggests using a laminate no thicker than 10 mil. With 3 to 5 mil of floor media already applied, the additional thickness could cause someone to trip.  

Like most vinyl applications, you must start with a clean surface before installing floor graphics, Balasko says. If not, debris becomes trapped underneath the film, leaving an unattractive, bumpy texture that’s susceptible to tearing. A dirty surface also weakens the film’s adhesion.  

“I’ve told people this many times: Pressure-sensitive adhesives stick really well to dust, but dust doesn’t stick to anything,” Kucera says. 

Be sure the graphic fully cures after printing, and do not disturb or clean the media after application for 12 hours, Balasko advises. That additional time allows the media’s adhesive to cross-link to the floor for a strong bond. 

Floor graphics complement other types of retail signage and are an effective way to lead the consumer to featured products. Photos courtesy of KDM POP Solutions Group, Cincinnati.

An edge sealer may be applied after the floor graphic is installed, but there are pros and cons to working with the substance. If longevity is your issue, an edge sealer increases the graphic’s life by preventing moisture from seeping underneath the media, Milazzo notes. With the amount of traffic that crosses floor graphics, this may be necessary. 

Using an edge sealer, however, adds time and an extra step to the removal process. When stripping the floor graphic, the procedure should be smooth and quick, Kucera says, but a sealer tends to leave a messy residue that must be cleaned. Ultimately, you should look at your project to determine whether an edge sealer is best for your needs.

When designing floor graphics, Kucera recommends simple, clear and highly visible images. Remember, a cluttered message can get lost in the shuffle. Bolded, concise copy; 3-D elements; and photos are all effective ways to make the graphic pop, Milazzo adds. 

“The floor is no place for text-heavy graphics,” Kucera says. “You really need to have something snappy that’s going to draw the eye in and get your message across.”

Using more creative applications also helps a message stand out while reinforcing the brand identity, which is the ultimate goal of floor graphics, Milazzo says. Take, for instance, a Heineken floor graphic in a grocery store. Instead of a square piece of vinyl filled with copy, create a Heineken bottle-shaped graphic in front of the beer cooler. Or maybe try a round pizza graphic for Red Baron in the frozen food section. These images are more interesting to the eye and leave a stronger product connection. With a powerful graphic, your retail client can increase sales, and you become a more valuable business partner and marketing solution.