Graphic Arts Magazine July / August 2019 | Page 18

Cover Story
applications as custom textiles, vehicle
wrapping, wallpaper, interior decora-
tions, prototype and custom packaging,
backlit displays, banners and even
dimensional print which lays down
multiple ink layers creating a textured
surface (emulating famous paintings, for
example) and the list goes on.
These technological advances once
again upset the original business
models, creating opportunities to
expand one’s business beyond the
original client base. At the same time, it
also created opportunities for new
entrants into the world of wide-format
printing. Conventional business
boundaries disappeared, and new
opportunities arose. Just like the digital
evolution had upset the offset market
initiating consolidation and conversion
with other segments, so has the digital
evolution similarly upset the wide-
format market.
decorators are taking advantage of the
customization capabilities of wall-
papers, creating a growing demand
for wide-format printing. Ease of use
and handling are added benef its
compared to conventional wallpapers.
Another interesting application, driven
by advancements in inkjet heads and
ink technology, is the ability of printing
multiple layers of ink creating a multi-
dimensional print. As I mentioned earlier
one of such applications is the repro-
duction of original paintings, creating a
nearly identical output to the original.
There is no doubt that this trend will
continue and create additional business
opportunities for wide-format printing.
2. Wide-format printing is part of a
multi-channel communication medium
With the introduction of inkjet technology
in wide-format printing the increase of
new applications has been exponential.
The advancement of inkjet heads
combined with newer types of ink have
made it possible to print on a much
wider range of media than ever before,
creating new business opportunities.
For example, one of the latest trends
we’ve seen is the introduction of fabric-
based displays and signage as well as
nonwoven wall graphics. Fabric-based
materials are popular for signage
applications since they are lightweight,
flexible and easier to handle. We are
seeing an increase in the use of fabric-
based media for applications as backlit
signage, home/office decors, custom
textiles, flags, banners, tradeshow
displays etc. There is also a tendency
towards increased use of fabric materials
since a growing selection is environ-
mentally friendly. From a business point of view, wide-
format printed products are part of a
wider communication strategy by
clients. Clients will use all channels to
promote their products such as e-mail,
direct marketing printed products, TV,
interactive, augmented reality, etc.
Wide-format printed products fit within
this communication strategy and fulfill
a supporting role. What this means is
that one does not create wide-format
products in a vacuum, but rather within
a campaign strategy which involves
multiple communication means. This in
turn is pushing the wide-format printer
to get involved with more than just
‘putting ink on a substrate’. If you would
take a closer look at the successful
wide-format printers, you’ll notice that
they are involved with their
client upstream (be part of
the campaign creation) and
involved downstream (kit-
ting, distribution and even
installation). I’ll elaborate on
these critical business shifts
a little bit later in the article
when we talk about consoli-
dation and convergence in
the industry.
The ability to print on non-woven wall-
paper is another example of a rapidly
growing new application. Designers and 3. The field of wide-format
printing equipment manufac-
turers is getting crowded
Trends in wide-format printing
1. Technological advancements create
new application opportunities
18 | July / August 2019 | GRAPHIC ARTS MAGAZINE
Last April the Graphics Canada 2019
tradeshow was held in Toronto. What
struck me the most about this show was
how many manufacturers/vendors
focused on their wide-format solutions,
underscoring the potential they see in
this growing market segment. We had
all the known players showing their
products, such as Fujifilm, Canon/Océ,
Epson, Mimaki, HP, Agfa, EFI and Durst.
Noticeable was also the push made by
Konica Minolta, Ricoh, Roland and
StratoJet. To state that there is a wide
range of selection would be an under-
statement. Wading through this wide
range of printers with each their own
designs (flat bed or roll fed), different
inkjet heads, different inks, different
speeds, etc., combined with an ever-
increasing selection of substrates,
makes for a daunting task to make the
right investment choice that fits your
business model.
4. Wide-format printing is getting big-
ger, better and faster
We’ve come a long way since the
pen-plotters and the posters / billboards
screen printing era. Over the last several
years both types of wide-format printers,
flatbed as well as roll fed, have sub-
stantially evolved when it comes to size,
quality and speed. One only needs to
walk through an airport or a mall to
notice the size and quality of the banners,
posters, displays or billboards. For
example, Fujifilm and Canon/Océ have
their Acquity and Arizona line of flatbed
reaching nearly 1,670 ft²/hr. with up to
seven ink channels for higher quality
EFI Matan 5
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