Have you ever considered the advantage of using printed vinyl floor graphics for retail, in branded and gallery or museum spaces? It makes sense if this hasn’t occurred to you – when people think of printed graphics, they tend to imagine large-scale print advertising campaigns, but the potential of print can extend far beyond that.
The Impact of Floor Graphics
One of our recent projects for the Kölnischer Kunstverein Gallery is a great example of how you can use floor graphics in surprising and creative ways, including interesting shapes and innovative use of imagery. With modern printing machinery, there is no need to feel boxed by technical requirements in the same way that, for example, you may be limited by character and image limits in a social media campaign.
For any modern brand, a multi-channel approach in marketing is vital to success and longevity, and floor graphics (whether it’s within or without the business premises) can be an unexpected, and therefore attention-grabbing, use of floor space. In the case of museums, art galleries and entertainment areas, floor graphics can weave another thread of interest for visitors, engaging their senses and deepening the experience.
What’s more, floor graphics are an expedient means through which stakeholders can communicate practical information without cluttering their spaces with too much signage at eye level (which may be better served driving sales). In recent years, floor graphics were used in particular to promote social distancing during the pandemic, but they can also be helpful for wayfaring and other functional purposes now this is no longer a mandated requirement.
How Long Do Floor Graphics Last?
Floor graphics can be highly resilient to wear and tear, especially when the most effective materials have been selected in their manufacture. Substrates (the materials onto which graphics are printed) should be chosen with the pressures they will be subjected to taken into account – so if the graphics are going to be installed in a high footfall area, that extra strain should be compensated for with tougher materials.
This being said, floor graphics aren’t designed to last forever, and their lifespan (generally speaking) is around six months – although this needn’t be an impediment. The application floor graphics – which are printed on self-adhesive vinyl – is quick and economical, and they are so cost-efficient as a branding tool that they are effective both as part of both long-term installations and short-term campaigns.
The anti-slip surface of vinyl floor graphics also ensures that they meet health and safety requirements for flooring and won’t be unsafe for visitors.
The Advantages of Printed Floor Graphics
Businesses and other organisations are always trying to find ways to engage potential customers and improve visitor experience, and the fact floor graphics utilise an often-neglected space and can be installed pretty much anywhere makes them a highly attractive branding choice. Once installed, they are also extremely low maintenance, which makes them an easy and practical option for brands looking for a good return on investment.
Floor graphics offer a space-saving way to draw attention to products in an imaginative way, and can be used as part of a holistic design which includes points of sale and other forms of print. The fact that floor graphics aren’t something customers will see in every store, restaurant, hotel, gallery or entertainment space is part of what makes them so memorable. As a creative piece of print they are underutilised, demonstrating that any brand that includes them in their plans is already ahead of the curve.
According to research by the POPAI (Point Of Purchase Advertising Institute), floor graphics increase the number of shoppers spending more than 8 seconds in the product area by 280%. Another study at the Center for Advanced Retail & Technology found that the use of colourful, custom floor graphics (used in this case to sell cereals) resulted in a 17% uplift in sales when compared to visual merchandising that did not include floor graphics.
Engaging visitors by giving them more to explore and think about is a way to slow down their progress through your space, broadening the length of time in which they may convert into paying customers. In the case of exhibitions and hospitality businesses, this attention to detail will also help people enjoy their experience enough to leave an overwhelmingly positive impression, making it more likely that they recommend your brand to others and choose to visit again.
With so many compelling reasons to use floor graphics in your branded spaces, you may want to take some steps to find out more. Learn everything you need to know by chatting with a member of the PressOn team today.
