Hybridisation of printed & non-printed signage goes on

Even though the trends of digital signage or non-printed sign solutions are gaining new grounds, there is still unavoidable relevance and value of printed signs. In a way, many companies these days are increasingly using both together to create engaging and innovative promotional campaigns. Doubtless to say that digital signs offer all manners of capabilities which printed signs cannot. That’s why many believe that this medium will take the industry by storm. However, the reality is the hybrid that goes well.

Digital screens, which have come up as though to completely rule the signage sector alone, are nowadays found to be partnered with printed signs. The hybrid solutions created by combining the two eventually create all manners of innovative and catchy campaigns. There are many effective and innovative ways of integrating both together, rather than working against each other. The two forms of signage co-exist in harmony.

Let’s look at some examples of the co-existence of printed and non-printed signs. At an F1 Exhibition in London recently, the venue was dressed up with arrays of printed sign solutions in the forms of silicone edged graphic (SEG) fabrics, foamex boards, neon films, and detailed kiss-cut vinyl graphics integrated with digital displays, such as digital screens and large-scale projection, which in turn created immersive experience for visitors.

On other hand, customers are always amazed by innovations, produced by combining digital displays or components with static and printed signs. Integration of LEDs or ePaper segments brings graphics to life in many unique ways. Printed graphics can be active, interactive, and even responsive by integrating smart flexible components. There have been many signage projects which have been widely recognised for being the hybridisation of printed and non-printed elements.

There are instances of vehicle wraps which can be used to complement digital signs mounted on them. Here is an instance, Scottish company Elevate, which collaborates with partners even in many Asian countries like Japan and Hong Kong, has linked up with Marie Curie cancer charity for highly innovative projects that saw digital screens mounted on the sides of double-decker buses. The bottom line here is that we can increasingly capitalise on best in hybrid way by combining printed and non-printed applications, using them together to create stunning pieces.

In this issue, we have Navi Mumbai and Thane under the Region Exclusive column. The two metropolitans near Mumbai city have vibrant signage markets where many signage companies, both old and new, are focusing more on unconventional ways of making signage and branding solutions, which are out-of-the-box by nature, sustainable, and ahead of competitors. They are really promising and far-sighted.

Sonal Khurana
sonal@smediagroup.in