Monday, 03 Nov 2014 11:34 GMT

Soft Signage

Brendan Perring asks: “What is the learning curve for sign-makers getting into soft signage and the markets profit generating potential?”

Expand your horizons

Of all the areas in wide-format digital print where there is untapped potential for growth, the textile sector is still underutilised for the production of signs and displays on alternative materials. It is true that printing to polyester and mixes might not be suitable for every type of application where roll-fed media is employed but many sign-makers are still under the impression that soft signs cannot match the colour and durability expectations of conventionally produced jobs.

The textile sector is still under-utilised for the production of signs and displays ”


In fact, with the right machine and software to drive it, digital textile production is an extremely efficient method for manufacturing a vast range of displays. This is particularly because print devices and inks—both disperse high energy and low energy sublimation chemistries—can easily produce the deep, accurate saturated colours and strong blacks needed for vibrant, eye-catching soft signs. The design and engineering quality used in today’s print engines has also moved forward during the past decade, so today we see advanced technologies being incorporated into systems so that quality and longevity are optimised and cost per square metre is lowered.

At Hollanders we are seeing more sign-making businesses become aware that, with the right printing machine and finishing system, digital textile alternatives are practical for many conventional displays. We would be the first to admit that there is a learning curve when printing to fabrics, but this is addressed by logical software, printers that are straight-forward to set up and operate, with complementary fixation and washing units that result in a productive work-flow.

Printing machines that are designed specifically for this market sector from the ground up will always produce the best results without compromise and, with full support and technical advice from textile specialists, users avoid costly and time consuming errors.

Any sign-maker or display production business wanting to extend into a new market should now be considering the versatility of digital textile printing and the new opportunities it can bring.

Opportunity awaits

Andrew Brook, managing director, Brook International













While it is well documented that the UK is enjoying considerable growth in the area of soft signage, there is still a learning curve for sign-makers looking at getting into this market.

A number of factors are driving this growth and end-users are looking at textiles as a viable alternative to PVC and board. On one hand, we are seeing major growth in the exhibition arena, as textiles offer a lightweight alternative to these materials at the same time they are far more portable and can be packed away crease free.

We are seeing major growth in the exhibition arena, as textiles offer a light-weight alternative”


On the other hand, those in the retail industry are looking at textiles for their environmental benefits, as well as using them in lightbox applications, where they offer high quality graphics and vibrant colours.

For many sign-makers wanting to move into soft signage, printing on textiles will be the first step on their learning curve. Working closely with a textile supplier will inevitably make the transition simpler. Brook International has over 100 years of experience in textiles and supply an extensive range of digitally printable textiles, suitable for all applications.

We are continually working with equipment vendors to profile Brook International fabrics across as wide a range of printer technologies as possible, including dye-sub, UV, solvent and latex printers.

All Brook International fabrics are 100 percent polyester, which means they are recyclable and address the needs of those looking to enhance their environmental credentials.

In addition, our Tropikal fabrics range is manufactured with a specially designed digital coating ‘Brook 7 CE’. This not only enhances the adhesion of the ink to the fabric, greatly improving the fabrics print capability, but also means the image is sharp and the colours are vibrant. For the indoor market, an additional fire retardant coating is then applied. This means that products like Brook Display and Lightbox Acrylic which have been specially designed for the soft signage market, meet the most demanding needs of both sign-maker and end-user, making the first steps into soft signage a lot easier.

Know your stuff

Alessandra Borghi, sales director, Kiian Digital













When moving into the soft signage market, sign-makers need to think about the substrates they will use, as they vary widely. Each material has its own characteristics; requires its own processes and finishing. It does not make sense to use the term ‘textile printing’ to describe printing carpets, interior decor, banners, sportswear, T-shirts, flags, and the rest, as the substrate range is so diverse with different outcomes for each.

They also need to think about how they can best achieve accurate colour reproduction, every time. With established and proven knowledge about ink chemistry and its reaction with materials, Kiian Digital is able to offer advice on various aspects of digital textile printing. We can advise on the right settings, the best transfer papers to use and how to properly clean and maintain their printers. All these things are important in adding value to a companies offering, and making it stand out from the competition.

It is also important for them to understand that the cheapest equipment for soft signage will not necessarily have the lowest cost in the long-run. They need to be aware of about how printheads perform; how much throughput they should be achieving; whether their level of start-up waste is within industry norms; where they can effect savings without com-promising quality, and similar matters.

It is also important for them to understand that the cheapest equipment for soft signage will not necessarily have the lowest cost in the long-run”


I think the future is really bright for businesses in the digital textile printing sector. First, only about one to two percent of all textiles are digitally printed, so there is huge potential for the use of inkjet printing in this sector. The use of pigment printing is increasing, and I expect to see that continue.

In addition, web-to-print textile printing is already common, but will keep growing. Design files can be uploaded and fed into an end-to-end digital workflow and despatched for finishing. This capability enables the production of personalised covers for smart-phones, laptops and tablets, upholstery and other personal items. It becomes much easier to create personalised fashion wear, alter designs, and print on a wide range of substrates.

Profit potential

Mark Elvidge, print product manager, Roland DG (UK)













Adding soft signage to a sign-maker’s portfolio is relatively straight forward and potentially highly profitable.  If a large-format printer is already owned, there are a range of compatible medias that allow standard ecosol inks for example, to be used in this market.  However if a more dedicated solution is required, dye-sublimation is the way forward.

By investing in dedicated sublimation equipment, sign-makers will be able to offer a range of high quality professional and profitable soft signage applications, including exhibition and point of sale graphics. A growing number of customers in these sectors are favouring soft signage as a solution which is lightweight, easy to transport and assemble and offers flexibility in terms of changing displays and messaging. The ability to use recyclable substrates and water-based inks also sends a strong environmental message.

At Roland DG, we have seen a huge increase in the range of companies looking to invest in digital dye sublimation technologies or convert to it from more traditional methods of production.  As the substrate compatibility grows and the number of possible applications expands, many more sign-makers and digital printers will start to complement their existing eco-solvent-based wide-format printers with dedicated dye-sub technology.

For those using Roland machines for example, the learning curve is negligible as our base printer engines are exactly the same regardless of final application. Aligning your-self to an experienced sublimation dealer who can offer advice on other key components such as transfer paper and heat press, will further still reduce the learning curve.

At Roland DG, we have seen a huge increase in the range of companies looking to invest in digital dye sublimation technologies”


And it is not just soft signage.  Roland’s newly launched Texart RT-640 64" dye sublimation printer, for example, also enables the production of a vast range of highly profitable products including sports kits, umbrellas, customised T-shirts, printed fabric for the fashion industry, custom furniture, soft furnishings, canvas art, ceramics, flags, and banners. All of these applications offer the sign maker a clear point of differentiation and a high commercial return.


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