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P-O-P's Place in Retail

(May 2008) posted on Tue May 20, 2008

Point-of-purchase graphics are an effective way to deliver an impactful message to consumers. This graphics-display showcase highlights an assortment of the numerous opportunities screen and digital printers have found in the retail marketplace.

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By Lori Leaman

CSI began in 1976 as a typesetting company, and over the years transitioned into prepress, digital, and offset printing. The 50-employee operation eventually added large-format printing to its services and capabilities.

CSI uses either a Gandinnovations Jeti 3300, a 126-in. solvent inkjet printer or an Inca Columbia Turbo 63 x 126-in. flatbed UV inkjet printer to create elevator graphics. They image onto MACtac JT5828P with permanent adhesive, and then shield the prints with MACtac overlaminates. Depending on whether the elevator has two or four panels, CSI prints the actual tiles with a 1-in. overlap around the entire graphic, allowing the installers to wrap the graphics into seams.

For four-panel graphics, each panel measures 18 x 84-in. Printing time is approximately four minutes on the Inca Columbia, and 15-20 minutes on the Jeti 3300. Once the graphics are laminated and cut, installers use a wet-application method to adhere the graphics, using a commercially available application solution. The installers use a non-aggressive product to facilitate graphic removal later. Promotional campaigns on elevator doors may last anywhere from one to four months, depending on the event.



0 Making a Bold Statement in the Fashion World

BIG INK Display Graphics (Eagan, MN)

Just before the mad rush of holiday shopping season, Kuhlman, a re-tailer of high-end fashion for men and women, contacted BIG INK with a request for P-O-P graphics for a pre-holiday storewide sale. The client asked BIG INK to produce posters and window graphics designed to deliver a holiday and winter feel, with the use of bright colors and high design associated with the Kuhlman brand of apparel.

BIG INK has offered visual-communications solutions to its customers for 21 years. The company has always kept abreast of emerging digital technologies and has used all digital technology since it opened. The 18-employee company is located in a 12,000-sq-ft facility and specializes in retail, trade-show, and event graphics for Fortune 1000 companies based primarily in the upper Midwest.

BIG INK used its Océ Arizona GT 250 printer to output a total of 25 store kits, each containing two to four 24 x 36-in. graphics. The poster graphics were printed on 0.125-in. Sintra foam board, using standard inks. The window graphics were printed on 3M Scotchcal Series 220 vinyl, and then cut out using a Graphtec cutter. Total printing time for the graphics was between two to three hours. Precise color matching was critical, as Kuhlman’s marketing efforts often directly relate to the colors highlighted in their clothing lines.

“Getting the color totally correct was imperative,” says Tom Trutna, president and owner of BIG INK. “This client’s differentiation in the marketplace is attention to details. They expect the same of their vendor partners.”




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