November '23

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8 G R A P H I C S P R O • N O V E M B E R 2 0 2 3 G R A P H I C S - P R O. C O M S I G N A G E & P R I N T I N G A s a young print enthusiast, some of my earliest obsessions with graphic arts were at the local supermarket. While walking through with my parents, it was attention-grabbing f loor graphics that captivated me. Different colorful promo- tions and advertisements could be found in each aisle. Floor graphics were traditionally printed (offset or screen print) in larger quantities for advertising campaigns. With the evo- lution of digital printers, floor graphics have become more common. Now they can be found just about anywhere. Most of us tend to look where we walk, creating prime real estate for advertising. Why not run promotions in that space? Especially now with smartphones, every- one tends to be busy looking down while in line at supermarkets and other big box retail stores. Floor graphics are a great opportunity for advertisers to be noticed while other forms of advertising could be ignored. In my opinion, of all the advertising medi- ums, floor graphics are the most impact- ful when done right. On the inside Indoor floor graphics are by far the most common and cost-effective. ey can be found in retail and grocery stores, muse- ums, events, and other spaces. e base film must be matched with the corre- sponding non-skid overlaminate. When selecting a floor graphic to keep on the shelf, find a multi-use vinyl that can be used for different applications. Minimizing the stock on the shelf will keep money in your pocket. A good film like 3M 40C will cover an array of floor surfaces including tile, sealed concrete, terrazzo, ceramic, and low-pile carpet. It can also be used for window, wall, and spot vehicle graphics as well. The great outdoors Outdoor floor graphics are more expen- sive and commonly used for advertising and wayfinding at events. ey are short term and typically rated for up to three months. Outdoor floor graphic applications are more demanding than indoor. ey are intended to bond on unsealed concrete, brick or pavement. ey have a thicker adhesive and a tougher non-skid laminate to withstand the added foot traffic and the elements they are exposed to. Floor graphics that do not require laminate There are a few f lavors of no-lami- nate-required floor graphics on the mar- ket. ey can be more expensive than a combination of base and lamination for certain applications. e benefit is they can fill a specific niche that a combina- tion floor graphic cannot. A product made by Jessup called Asphalt Art is a unique foil-based film that is tex- tured and considered non-skid without the use of a laminate. It can withstand both outdoor foot and vehicle traffic. is product would work great for side- walk and street messaging in parades, for example. is film is highly conformable to sur- faces such as asphalt, concrete, stairs, stone and brick. e result is a convinc- ing painted-on effect. Outdoor floor graphics are typically very Floor Graphics Tips & Techniques An in-depth look at floor graphics, from creation to completion Chris Rodkey is the president of Vinylbomb and has over 20 years of experience and in-depth knowledge of printing, fabrication, and color profiling. Vinylbomb is known for tackling the "strange and unusual". Vinylbomb offers in-house grand format printing, fabrication, painting, and installation for high-end retail display and exhibitions. B Y C H R I S R O D K E Y Different floor graphics used for social distanc- ing during COVID. Photos courtesy Vinylbomb.

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