Floor graphics: more than a COVID-19 fad!

Floor graphics is a print application that has been around for many years but one that has recently exploded in popularity during the corona virus pandemic. When measures to manage the virus first started, physical distancing markers were quickly fashioned by way of crude markings on the floor or self adhesive tapes but as the pandemic has continued, there has been a shift to more professional looking applications in the form of printed floor graphics.  

Businesses have quickly recognised that floor graphics are an effective medium for communication and during the pandemic they have become a primary tool in communicating physical distancing and other important health and
safety messages. 

We instinctively pay attention to the ground as we navigate through our surroundings. Our natural tendency to look downward to monitor for hazards is exactly what makes floor graphics such a powerful tool. Placing graphics directly in the line of sight and on pathways is a guaranteed way to get messaging noticed.  

Many print companies quickly recognised the opportunity before them, promoting a portfolio of COVID-19 signage. Suppliers of media reported a huge spike in the demand for print material as floor graphics became more relevant and useful than ever. While it is likely that the demand for COVID -19 related signage will decrease in the future, this doesn’t need to be the case for floor graphic applications in general. With proven results, businesses and marketers are now more aware of the power of floor graphics. Now is the perfect opportunity for us to keep the momentum going and promote floor graphic applications for promotional advertising, directional signage and decorative displays. 

Floor graphics are only as good as the creative. With the right design, floor graphics can add a whole new dimension to in-store brand promotion. They can be relatively large to create high visibility without creating clutter or taking up valuable retail space which is a major advantage against display stands. Floor graphics can be located right at the point of sale and are ideal for drawing attention to a product, building brand awareness, launching new products and increasing product presence. In high traffic areas, floor graphics can be used to direct traffic and create pathways to desired locations within a store, shopping mall or exhibition. They can also be used simply as decorative flooring to enhance a space or display. 

To make floor graphics an attractive proposition, advertisers also need reassurance that floor graphics are safe and that they are not exposing themselves to any legal actions from pedestrians. Advertisers also need confidence in the durability of floor graphics and that their image will continue to look good and communicate a positive message under foot/trolley traffic throughout a campaign. 

These concerns can easily be addressed by choosing to work with the right product and having graphics installed professionally. There are products that are promoted as so easy for customers to apply themselves. While there are time and cost saving benefits, one needs to remember that the foundation of a successful floor graphic application is the correct identification and preparation of the substrate. If suppliers of floor graphics are not involved in an onsite assessment or the substrate preparation, there is a risk that something can go wrong. In this case it pays to make sure the application is foolproof. 

Floor graphics technology has continued to evolve and today there is a product that is compatible for virtually every type of flooring surface including concrete and carpet and extending from indoor to outdoor pavement applications. There are also a number of different types of media, from aluminium-based films to PVC and non PVC films. Some products can be printed on directly without the need to laminate and others promote a printable base film with a protective over laminate. Choosing the right film can seem like a minefield with so many choices but it needn’t be. The best start is to use products from a reliable manufacturer who can provide the necessary information on performance. 

Other key considerations are:  

• If the graphic is indoors or outdoors 

• How much foot traffic and type of traffic (e.g. trolleys, vehicle) the graphic will be exposed to  

• Flooring surface, incline and texture 

• Length of the campaign. 

The most important thing is to ensure that graphics are safe. Getting information on the slip resistance of the media and ensuring it matches with the application is critical. The current standard for Australia and NZ is AS/NZS 4586:2013. Not only can you check for compliance on the technical data sheet but you should be able to obtain data on what the actual ratings are. There are different tests for different conditions and different levels of slip resistance required for different environments. It is important the product you choose passes the test for the exact application.  For example, a floor graphic used in the fresh food and vegetable area of a supermarket requires a higher slip resistance rating than one placed in an aisle.  

Another thing to note is that testing done under the AS/NZS 4586:2013 does not take into account slip resistance over time. These levels can change depending on the quality and construction of the product and a variety of other factors. Choosing products specifically designed for floor graphics is best as they have not only been made to achieve slip resistance but are able to perform over time and are robust enough to handle every day  wear and tear. 

One of the things your customer will be grateful for is the ability of the graphic to be removed at the end of life without causing any damage to the underlying floor surface. Flooring and carpets are expensive. Here the adhesive is important, one that is strong enough to hold the graphic in place but equally can be removed without residue as floor graphics have short term durability. Your supplier will be able to advise which products best achieve your performance and removal goals. It is always prudent to follow the manufacturer’s guidelines and be sure on the exact floor surface before you choose your material so there are no tears or empty pockets later. If you don’t know – test!! 

End users now have a much better appreciation and understanding of floor graphics. We can continue to grow the market by making businesses and advertisers aware of the value of floor graphics. Using the right products will also go a long way to giving advertisers confidence in this medium and create positive examples and outcomes for other potential users. 

There is a myriad of fantastic examples of creative floor graphic campaigns available to convince advertisers. For print companies this represents an excellent opportunity to keep the demand of floor graphics going and build new business.

Written by Denise Kirby

Denise Kirby has over 27 years experience as a supplier of self adhesive products to the sign and print industry. Initially starting out in the family business as a distributor of  consumables she went on to work for leading self adhesive manufacturers in marketing , business and product development roles across Australia and New Zealand.  She now has her own business, Kirbyco, which focuses on environmentally friendly, recyclable and sustainable print solutions.

Denise is highly passionate about the industry and enjoys writing about applications and opportunities in print in and signage with the goal of inspiring people to explore new creative and functional opportunities with film as well as educating the industry on products, trends and new innovations.