October '20

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1 4 G R A P H I C S P R O O C T O B E R 2 0 2 0 G R A P H I C S - P R O. C O M the choice of a sign substrate. "The physi- cal location of the signage, whether it is in a high-traffic entry space, bulkhead, or is potentially free-standing, will determine the thickness and type of material needed to hold up appropriately in those loca- tions," she states. STEPPING UP THE SALE Occasionally shops will want to push a slightly more expensive but higher-qual- ity substrate to clients. Parties say this is doable, but it should be done with some practical strategies. "Listing out the pros and cons of each product will help with this," Schwandner says. "For example, Product A may be cheaper, but Product B (could) allow the customer to charge more money (to their end-users) and es- sentially make more in the long run." Eady contends that offering a higher- quality substrate should only come when Shops should keep in mind that some customers may not be aware of all the op- tions possible when it comes to substrate choices for their job, so presenting multiple options benefits both par- ties. (Image courtesy Coast- al Business Supplies)

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