2018 State of the Visual Communications Industry Report

1. Window Graphics
2. Banners/Soft Signage/Flags
3. Retail Graphics/Point of Purchase Displays
4. Wall/Architectural/Building Graphics
5. Posters/Presentation Graphics
6. Label/Decal
7. Dimensional Signage
8. Vehicle Wraps/Vehicle Graphics
9. Fleet Graphics/Transit Graphics
10. Trade Show/Museum Display

Window graphics — especially when it comes to retail environments — continue to be a growing market as retail brands focus on new ways to entice and attract consumers into their stores. Because these short-term graphics are relatively easy to install, retailers can order new graphics quickly, changing out the images and sales as often as they need and have their employees install them.

Soft signage — including fabric displays, banners and flags — could almost be considered the “new darling” of the industry. Widely used in Europe, fabric graphics are starting to now see more adoption in U.S. markets and respondents feel this is the No. 2 growth opportunity in the next 12 months. Fifty-five percent of respondents are concerned about rising shipping costs — especially due to new regulations that are impacting truckers. So when you take into account the weight of fabric compared to vinyl, or other materials, when it comes to shipping, it’s no surprise to see more customers requesting it. In some cases, shops are even providing customers with display units, focal-point light boxes which can be outfitted with easy-to-install fabric graphics. This provides an even higher-end look at a reasonable price-point.

As discussed in this issue, retail graphics and point-of-purchase displays continue to be a hot market for print providers. There is intense competition for sales, however, so printers need to step up their game to ensure they are providing all of the services retail brands are looking for. These retail graphics are priming the impulse purchasing pump, so brands are looking for eye-catching, visually engaging images. Also, many shops have seen an increased call for corrugated displays because they are more efficient and cost effective.

But what about the growing opportunities in garment, industrial, commercial and packaging? And what about the bigger economic trends? Are they shaping the evolution of the industry? The full 2018 State of the Visual Communications Industry Report will be available later this year and will cover these adjacent market opportunities, as well as the larger macro-economic issues impacting businesses within this industry.