What will happen in 2014 in the industry?
There is an atmosphere of cautious optimism within the industry, with a feeling that 2014 will finally see an improvement in the economy.
Thursday, 12 Dec 2013 15:01 GMT
Crystal ball: editor of Germany's magazine Large Format, Sonja Angerer
Looking ahead to next year, Graham Leeson of Graphic Systems (FUJIFILM Europe) says we are out of the recession: “We’re gradually recovering from a prolonged period of economic contraction and we’ve already noticed renewed interest and demand for printed applications among end users.”
Wide-format digital has advanced into the market with firms buying entry level machines and larger companies tying up with major manufacturers. Another aspect of change is the continued waning of traditional sign-writing and some of the industry's craft skills as technology encroaches. Silk screen-printing has seen a steady decline, but reports of its death are greatly exaggerated?to borrow a line from Mark Twain.
The ability to print full colour with very short print runs and the flexibility to customise individual copies has made inkjet and wide format printers attractive to sign-makers. It has meant that many sign-makers have moved into some areas traditionally associated with printers. If you can print onto fabric and vinyl and the customer wants posters as well then there is no reason to turn that business away.
Hot-air balloons in the shape of logos, vehicle wrap-around graphics and inventive tie-ups between marquee manufacturers and sign-makers are pushing the boundaries”
So what does 2014 hold? The Chancellor of the Exchequer George Osborne said in his autumn statement: “Britain’s economic plan is working. But the job is not done. We need to secure the economy for the long term. And the biggest risk to that comes from those who would abandon the plan. We seek a responsible recovery.”
Not everyone felt the same with some indicating there are tough times ahead. Speaking from Germany, the editor of industry magazine Large Format Sonja Angerer says: “Commercial printing will remain under pressure for the next few years. Electronic media, consolidation of retail spaces, and a growing public demand for more sustainable communication and packaging solutions will eat up even more run length for standard applications.”
SignLink has covered an increasing number of stories this year about the more revolutionary aspects of the industry. Vast projected images on the sides of buildings, three-dimensional holograms and the so-called Pepper's Ghost projection. Hot-air balloons in the shape of logos, vehicle wrap-around graphics and inventive tie-ups between marquee manufacturers and sign-makers are pushing the boundaries.
Talking to sign-makers there does seem a genuine feel-good factor about business. The slump did take out a lot of good businesses but those who survived are set fair for 2014. With renewed optimism in the economy and new techniques and new markets opening up next year looks like the beginning of a new era.
