Printing Window Graphics with Curb Appeal

Printing point of sale window graphics

It started with a question: “Do you want to try this stuff?” The stuff in question was LexJet Aqueous Perforated Vinyl (70/30), and the “stuff” worked like a charm.

Printing window graphics on perforated window vinyl“We started printing window graphics about a year ago, and the first store we installed still looks fantastic. The graphics haven’t started peeling or fading. They’re only supposed to go up for about six months, but we’re way past six months,” says Margot Layland, art director for Best Brands Inc. in Nashville. “When you drive by these stores, that’s the first thing you see. We found that the brighter the colors and simpler the design the better off it is; you only have two seconds for someone to see them. Now everybody and their brother wants them.”

Best Brands Inc. specializes in wine and spirits distribution, and the window graphics Layland creates are providing a lot of additional brand exposure and recognition.

Window graphics for point of sale advertising“When they put posters on the inside of the windows, which is how they’ve always done it, they tend to bend and crack in the sun, not to mention the glare on the images. What our customers like is that not only does it provide shade in the windows, but you really get to see the product branding,” explains Layland.

The vinyl allows images to be viewed from the outside, while those inside can see out through the graphics. The graphics are typically printed in panels on the company’s Canon iPF8000 and installed by Best Brands’ display specialist, who attached the vinyl with painter’s tape, levels it, matches up the seams, peels off the backing and smooths it down.

Branding and advertising with window graphics“They’re relatively expensive and they take some time to install, so the people who are paying for these are the suppliers, like Jim Beam. We call the supplier and let them know the cost for each window. If the supplier wanted to do, say, 75 of them, they couldn’t possibly know all the exact window sizes, so each one has to be custom made,” explains Layland. “Some of the windows are as large as 8′ x 8′, so that’s why we try to make it as easy on our display specialist as possible by printing them out in panels.”

For best results, Layland suggests printing at a higher resolution to maximize the impact at the point of sale, and to let the graphics dry for at least 24 hours before trimming and installing them. “Because the vinyl is perforated, it can get kind of inky when you handle it, so I let them dry for a day or two before I cut them out,” she says.

LexJet Aqueous Perforated Vinyl is one of several inkjet printable materials Layland has tried based on recommendations from her LexJet customer specialist, Chris Piersoll. “Chris is delightful. He’s great about showing us products we can utilize with our printer and he’s been right on the money with everything. And, whenever I need something or have a question, he’s always there to help. If I leave a message, he always calls back quickly, 20 minutes max,” adds Layland.

Point of Sale Perfection: Looking Good Sells Beer

Making beer signs with an inkjet printerWhat’s the point of advertising? The point is obvious, particularly if you’re trying to sell beer at various locations around town where the final sale is most often made at the point of sale. That’s a lot of points and no one makes those points better for beer than Tennyson Lacasio of Colonial Wholesale Beverage in North Dartmouth, Mass.

Lacasio’s attention to design detail and the flawless production and installation of the signs that promote the various brands Colonial sells ensures that their brands get front-and-center attention at the liquor stores, convenience stores, bars, restaurants and other purveyors of suds that dot the landscape.

Eye-catching signage not only attracts customers in the store, but prompts owners and managers to request more signs and provide Colonial with more space with which to advertise in their establishments. Take two recent projects Lacasio put together for a couple of local liquor stores…

The first was a sign project located 15-20 feet above the store’s floor displays. The request was for three billboard-style 5′ x 11′ signs to be mounted to a wooden frame system above the floor displays. The three brands Lacasio was tasked with promoting were Coors Light, Miller Lite and Blue Moon.

Given the visibility of the signs and the opportunity to outshine the competitors, Lacasio worked with the general concepts of each brand, but put his own brand on it by mixing and matching elements. For instance, on the Blue Moon sign Lacasio explains, “I was given a lot more liberty with the Blue Moon sign. Blue Moon has a fine-art style they use on some of their promotions, but the customer didn’t want to go that route. They felt the idea of the orange with the Blue Moon label wouldn’t go away, so they wanted to incorporate that element. What came out of it are blues, oranges and greens that are very bright and vibrant, making it stand out more than any of the other signs. The store manager was quite pleased with the result.”

Lacasio shifted elements, worked with complementary, brand-focused colors and a variety of bottle and can configurations on the other signs to accomplish his objective, which was to “make them very visible and readable from that distance without overdoing it.” Mission accomplished.

The graphics were applied to Duraboard using Photo Tex adhesive-backed fabric. To avoid unsightly screws in the graphics, which mar the adjacent competing signs, the Duraboard was first attached to the wood frame then the Photo Tex was applied for a smooth, seamless look. Bottom line? “They’ve been putting more of our products on the floor, so in that respect it’s had the desired effect. And, because of the signs we created, they’re putting in an additional three signs, and we’ll get two of those three spaces for our brands. We’ll get additional signage because they’re pleased with what we did. We were able to convey the product better than our competitors.”

The second project was for a seaside liquor store near the wharf with window signs and a long indoor wall wrap on tap. Again, Lacasio skillfully matched the necessities of branding with local color. In this case, he pulled beach, seagull and sailing themes to tie into the area, as well as a potent mix of colors to grab the attention of people passing by, driving by and walking out of the grocery store across the street.

Printing window signsThe brands in this case were Miller High Life, Miller Lite, Coors Lite and Icehouse. For the Coors Light outdoor window sign as an example, Lacasio says, “The owner wanted to emphasize the cans in the sign so I used the Coors train, re-designed the background, added three cans in the image and put large impact red price points. The gold color in the writing actually pops off the Coors Light signs, more than the usual gray. It’s easy to read, getting across the product and the price while giving it enough composition on the bottom to accommodate the pricing on the top.”

Lacasio followed the same line of thinking for the rest of the outdoor window signs, combining colors and images for a cohesive whole that gets the message across effectively for each brand.

On the inside of the store, Lacasio created a 40-foot-long Coors Light banner with a beach, boat and bird theme. As Lacasio puts it, “I wanted something beachy, but not cheesy.” The indoor Coors Light banner was applied to the wall with LexJet TOUGHcoat Water-Resistant Self Adhesive Polypropylene, which was also used for the window signs, but applied to Coroplast that was then attached to the windows with Printing wall signsindustrial-strength hook-and-loop fasteners (which you may know better as a trademarked name that starts with V and rhymes with Melcro).

Lacasio adds, “The other signs were pretty poor at best and duct taped in the windows, so this gives us an opportunity to get more representation on the building itself. The quality of the signs outside allowed us to firm up the advertising space on the inside.”