Sign & Digital Graphics

December '14

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S I G N & D I G I T A L G R A P H I C S • December 2014 • 89 of retailers who already buy outdoor durable banners from sign makers, the average selling price of P.O.P. graphics is about 75 percent higher per square foot than the average selling price of out- door vinyl. This potential for growth, coupled with the increased availability of media options, creates a substantial market opportunity. By learning about the changes in the industry, sign makers can capitalize on this to create eye-catch- ing indoor P.O.P. displays and graphics. Why P.O.P.? Why Now? As a result of the efficiency in target- ing customers in the actual buying envi- ronment, P.O.P. graphics present retailers with interesting ways to catch the con- sumer's eye. In a situation where buy- ers are financially conscious, it's critical that sign shops not only produce visually compelling signage that fits within the décor of the retail atmosphere, they must also result in dollars spent. In addition to meeting this challenge, sign makers considering a re-emphasis on the production of P. O. P. displays face a number of environmental factors, including bright lighting and durability, as well as the need to convey messages and attract customers in the fast-paced store aisles where there is only a mat- ter of seconds for retailers to make their mark. What's Next? In addition to being highly cost- effective, today's media options enable softer-looking, high-end P.O.P. displays that are more environmentally-friendly than traditional vinyl materials. Wide- format printers also enable the flexibility to produce one-of-a-kind graphics and alter different portions/pieces of a dis- Digitally printed hanging P.O.P. banners, suspended from the ceiling with hook hardware is effective and simple to make. (Image courtesy of David King)

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