Big Picture - June/July 2019 - 15

worthy online design content and online marketplaces to
match, your customers are consumers who are regularly
exposed to good design, so they recognize quality when they
see it. That means stepping up your game and providing
design-centric print solutions, so the outcome of your customer's project is fresh and relevant. These days, the more
Instagrammable a restaurant or retail space is, the better.
So, where do you begin? First, develop a congruent
marketing approach with your existing print capabilities in
mind to help clients visualize decorative print applications
your shop can deliver. Next, brush up on a few 101 design
principles that your potential décor customers will appreciate.
Here are four fundamental design tips you can put into action
in your décor print business today.
1. SET A FOCAL POINT
Having a focal point is a necessary component of any
well-designed commercial or residential space; it highlights
the best feature of the room and also allows the remaining
parts of the layout to fall into place. If there isn't a distinct
focal point, one can be created. This is where your problemsolving skills and wide-format print expertise come into play.
Large windows with a panoramic view could be turned into
a centerpiece by using decorative roller shades or digitally
printed window treatments, for example. Advancements in
prepared-for-print (PFP) fabrics with coatings for better wash
ratings and flame-resistant (FR) treatments are flooding the
market for pigment and latex inks, so it's likely you're not
nearly as limited by your current in-house print capabilities
as you think.
Using wall art is a unique way to infuse color and pattern
as the focus of a space without complicated installation. It also
provides your customer a low-risk solution with the flexibility
to change out graphics and prints. Curated eclectic gallery
walls are still on trend and a smart addition to your project;
other options include canvas-wrapped giclee prints, framed
fine-art reproductions, or, depending on the overall look and
feel, dye sublimated metal wall art with strategically placed
gallery lights to make vivid colors pop. Custom murals printed
on Type II PVC and nonwoven wallcovering substrates are
popular. Localized art or inspirational words used as murals
on feature walls can transform a retail store or coffee shop
into an interactive, Instagrammable space. The objective with
digital print is to add value, so be intentional and allow the
application to enhance or create a focal point that didn't exist.
2. CREATE ZONES

3. ADDRESS THE DETAILS
Simply put, details matter, and that starts with the material
selection process. Provide your customer options to help them
specify materials based on the look they're trying to achieve.
Sheen levels, white points, and even textile weave construction
can make a difference in your customer's perception of print
quality. More specifically, if you're catering to clients seeking a
long-term solution, your final product needs to have the look
and feel of a finished good, not a temporary indoor graphic.
Fine-art canvas, for example, is available in different
weave constructions, such as a traditional Oxford 2-over-1
with heavier texture or an Oxford 1-over-1 with lighter
texture that can image finer detail. Substrate texture impacts
the final look of the print, from finely detailed photographic
content, to bold patterns and deep saturated colors, so
consider showing your customer various options. Other
factors to consider: the installation location of the final print,
the display conditions, and the type of lighting. The color
temperature (wavelengths of light measured in Kelvin)
affects the final presentation and the wrong lighting will
change how colors and textures appear.
4. PROPORTION AND SCALE
Ceiling height, window dimensions, and furniture size should
be taken into consideration when determining the right scale.
Scale is how an object, in this case your print product, relates
to the rest of the room. Assess what you're printing (content)
and how murals, photographic imagery, original art, or repeat
patterns will impact other factors within the space. If the scale
of the pattern is too large, it will overpower the rest of the
room. Be prepared for your customer to make lastminute adjustments, too. Educate your client: Let them know
if you're working with print files from original art and if you're
limited by its native size. Vector files, of course, will give your
client nearly unlimited scaling without losing quality. Proportion, however, relates not only to size, but also to shape and
how it correlates to other shapes within a room. Lean on your
customer for direction, but be aware shapes don't necessarily
need to match - they just need to be similar.
Moral of the story: Communicate, ask questions, be curious,
and print with design in mind so you'll never have to worry
about your customer - or your business - staying on trend.

BIGPICTURE.NET

The open-concept floorplan may seem like a good idea at
first, but it can be overwhelming. Recent studies show these
trendy work environments don't stimulate more collaboration, but instead cause distractions, decrease face-to-face
interaction, and even result in the increased use of sick
days. A February 2019 article on Entreprenuer.com quotes
research from Queensland University of Technology,
concluding "90 percent of employees working in an open
floor plan office had high levels of stress, conflict, high blood
pressure, and more job turnover." What's the solution when
dealing with this type of floorplan?
After the overall flow and focal point of the room are
established, there are techniques to help compartmentalize

open areas to define and maximize the use of space. Create
a sense of cohesiveness by grounding the room and furniture
with a colorful floor graphic (Side note: Did you know
digitally printed carpet exists?) and follow ASTM's guide for
floor safety. Ask your vendor about ASTM-certified and
slip-rated substrates or compatible overlaminate solutions.
Another way to establish zones is with lighting. Use backlit
fabric or fine-art canvas to insert a customized drum shade
in hanging light fixtures.
With open space comes noise - and an opportunity to
suggest print applications using Noise Reduction Coefficientrated (NRC) printable substrates and technical textiles such
as branded wall partitions, ceiling and wall systems, plus
FR-treated fabrics with acoustical attributes. Providing your
customer with decorative print solutions to dampen noise or
control light will showcase your ability to add function, aside
from customizing the aesthetics.

http://www.BIGPICTURE.NET http://www.Entreprenuer.com

Big Picture - June/July 2019

Table of Contents for the Digital Edition of Big Picture - June/July 2019