They float on a breeze, they evoke richness, lightness, depth and texture that’s unmatched by traditional synthetic media. They’re indoor and outdoor friendly and provide a look of sophistication reflecting a premium image. They are typically hung, stretched and draped, but if you’ve got the creative inclination, their versatility is endless. As a décor element in the retail and service environment they can most definitely elevate the level of prestige. Of course we’re talking about fabric signage or in our commercial vernacular, soft signage.
Fabric signage is quietly becoming the substrate of choice with discerning clientele. And in the constantly evolving world of digital print they’re also becoming more accessible than ever. So, you want to be part of this evolving trend, why wouldn’t you, right? Where’s all the action taking place? A lot of it, by coincidence, is on the street and in retail environments right before our eyes. Flags have dominated this medium for centuries. Time to spread the joy of fabric as an impactful tool in your arsenal of visual communication tactics.
Here are the top 10 usages of soft signage:
10. Acoustic Panels
9. Event Banners
8. Museums & Galleries
7. Display Window Backdrops
6. Trade Shows
5. Wall Graphics
4. Backlit
3. Point of Sale
2. Street, Bridge & Building Banners
1. Flags
Like you, we spend a lot of time in retail environments, walking the floor of the store.
Discerning shoppers are inspired by powerful images of fashion, food, finance, Ferrari’s or quite frankly, any product or service to create emotional appeal and enhance the shopping experience.
Plastic and vinyl, along with traditional papers still have a place in the world of visual communication but fabric just seems to bring out that emotional connection in us. Understand, you can’t simply jump into the fray when it comes to producing textile media. There’s a delicate touch required and you need to have the skills to educate your clients and agency partners on how and when to use it. Even though the desire for fabric media is growing in leaps and bounds, with projections coming in at 30% growth annually, maintaining the integrity of the end product is crucial.
If I haven’t convinced you yet, below you’ll find just some of the benefits of converting to fabric for your next marketing or branding campaign.
Fabric is lightweight, portable and very cost effective to transport, reducing your overall carbon footprint. It’s easy to assemble, allowing for quick installs, and easy to store, allowing graphics to be reused indefinitely. One-offs are a perfect opportunity and image quality shows depth and richness. Finally, it is an Eco-friendly alternative to traditional synthetic materials and processes.
Questions typically revolve around price, durability, texture and ink to substrate.
At Resource Integrated, we can help answer those burning questions, and help you decipher the best material and printing process for your desired application.
I strongly recommend you give fabric signage or soft signage a go. You will be very pleased and you will surely elevate your campaign and your brand. After all, isn’t that what we all aspire toward?
Edward Rajewski,
Strategy and Relationships Director at Resource Integrated Ltd. Edward@ri007.ca
Image: Flags produced by Resource Integrated Ltd. for RGD Design Thinkers Conference 2015
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