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The Bottom Line

(December 2010) posted on Tue Dec 07, 2010

Floor graphics remain a popular option for catching the attention of consumers.

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By Britney Grimmelsman

MacTac, for instance, offers a floor-graphics product line that includes its Imagin M Series (EMR328 and EMR329). The 4.2-mil-thick film and adhesive, available in gloss or matte, is designed for indoor use and offers one-year floor durability. For a longer-lasting install, the company’s Imagin JT5828R and JT5829R are designed to last up to two years indoors. The film and adhesive are 4.7-mil and 5.7-mil respectively, available in gloss or matte.

“We are seeing the use of floor graphics as a continuation of a point-of-purchase display,” says Jeff Stadelman, MacTac technical marketing manager. “Big, short-term floor and sidewalk graphics are being used more frequently for sporting events, as well as store promotions. Making the floor graphic look like part of the environment – the hole in the elevator floor, a dropped package, paint stains and more – seems to be a hit with our customers.”

“As product marketers continue to try to find new and innovative ways to reach consumers, all surfaces in a retail setting have become fair game,” says Paul Roba, North American technical manager at the Avery Dennison Graphics & Reflective Products Division. “Traditional point-of-purchase and banner graphics have become commonplace, thus losing some of the ability to catch the consumer's eye. Floor graphics serve this purpose beautifully, by attracting the consumer's attention to the graphics immediately. Avery high-performance calendered films give marketers the option of digitally printing vibrant images to highlight short term promotions, product benefits or simply augment brand awareness.”

Avery offers its MPI 2121 matte (aqueous printing), and MPI 2921 matte removable (solvent or UV printable) options. Its value-based DOL 3060 gloss, DOL 3070 luster, and DOL 3080 matte systems are available for cost-conscious customers, and are used with UL-tested overlaminates. Also on the Avery roster are its Avery MPI 1005 Supercast, available with Easy Apply RS, Easy Apply, and Gloss Opaque LTR technologies to provide faster and easier application and long-term removability. Easy Apply air egress technology helps eliminate wrinkles and bubbles while Easy Apply RS provides repositionability and the ability to slide, allowing the film to be moved before pressure is applied, the company points out.