The Ever-Changing Sign & Graphics Space

That said…

While it is tempting to focus on the ways printers engage with brands as the driving force of change, the reality is that technology still plays a large role as well. “Technology can create trends,” says Sal Sheikh, the vice president of marketing at Canon Solutions America (Booth 7016).

In particular, Sheikh notes that newer technologies are making it easier for shops to have multiple locations spread not just across town, but across the country, while maintaining the ability to get a perfect print — with perfectly matched color, even — from anywhere. While it could be debated that the technology has helped drive the current trend toward acquisitions that bring instant nationwide-growth, or that the acquisitions drove the vendors to develop the technology, the end result is networks of shops spanning not just the US, but in some cases even beginning to go international.

Those same technologies are opening up new applications, as well, with categories such as wallcoverings going from an expensive, niche product to one that any shop with the right digital press and a creative sales team can offer.

“Whether because of the technological capabilities, or the fact that the newer, very low heat devices don’t need a dry ink — they use UV lamps — digital printing has become a perfect fit for wallcoverings,” says Sheikh. “And a lot of shops are now increasing their ability to do those. And sure, some of them are familiar applications, but some aren’t — such as murals in a hospital, or graphics in a church, where printed wall pieces are now being used instead of just painting the wall itself.”

The print industry is evolving, but while some might fear change, for every attendee of PRINTING United, it is a cause for excitement and anticipation. The show floor is packed with vendors and technologies that will help propel the sign and graphics space into the next decade and beyond, and the vast educational opportunities will help pinpoint the best way to capture a piece of that future for every individual shop.