Common in retail stores, client facing businesses such as doctors, dentists, chiropractors, etc., retail graphics can really give your space that extra bit of pizzazz to give your clients a full “brand experience”.
They can also help with purposes such as:
- Directing Traffic (eg. aisle markers, floor arrows, etc.)
- Marketing (eg. floor decal bringing attention to a particular product)
- Co-Branding
If you’re in a role that deals with any sort of retail graphic installation, you’ve most likely found that there are a lot more details than a simple design job.
It is often a complex dance that requires coordination from many different parties if dealing with a large enough retail space. With brand standards, material limitations, landlord restrictions, building codes, etc. there is a ton to consider when starting from scratch.
There are also materials to consider, the substrate on which they’re going on, the mechanism used to apply graphics, etc.
We at IBP deal with this on a daily basis, and came up with the following list of items that you should consider when tackling a retail buildout project from a graphics perspective.
Be Aware of Building Codes and Landlord Constraints:
Before ordering up any sort of large format retail graphic, it is best to check with the owners of the building to see if there are any constraints in the lease, or potentially building codes that would lead to issues.
For instance, in certain ordinances you are required a certain amount of visibility through building windows. If graphics were to be placed on these and block visibility you could face fines.
Landlords may also place similar constraints on where graphics can be placed, or even what material may be used in a space.
Decorating outside? Factor in weather constraints
If the temperature is too cold, adhesive vinyl may not stick properly.
On the other side, if it’s very hot outside the adhesive may become overly aggressive. If doing a demolition on a graphic that has been facing the hot sun for a while, you’ll find that it is very difficult to get off.
Installers generally understand that installs cannot simply stop when weather becomes less desirable, but it’s good to be aware that issues may occur so that you can pad your timeline accordingly.
Providing the initial Scope of Work (SOW) to your print group:
The more information you can provide your print group from the outset, the better. Here are a few things that will be important for them to know as soon as possible.
- What is the address?
- When is the job due?
- Do you have a key to the building?
- Will we have after hours access or will we need to install during business hours?
- Who is the onsite contact (if not you)?
- When will artwork be available?
- Breakdown of what is being done in each room (If you have building elevations/architectural drawings, these are EXTREMELY helpful!
The clearer and more exact you can be with your requests, the quicker the install will happen! No detail is too mundane. If the lightswitch on the third floor in room 2, needs a 1″ vinyl sticker printed a particular PMS yellow, make sure those details are in your SOW.
Require a Site Visit from your Installer:
This mainly applies if your location will have any very large graphics that will cover entire or large portions of walls, windows, doors, etc.
It’s a good idea to have the person that will install your graphics come and take the appropriate measurements that they will need.
They will be able to feed this info back to you, and you can provide this information to your team responsible for designing the artwork, so that they may design it to the exact size desired. Believe us when we say, 1/4″ is a mile in graphic design, so it’s best to knock this step out as early on in the process as you can!
During the site visit, your installer will also be able to discern if there are any constraints with the space itself of which you might’ve not been aware.
For example, if the installer discovers that a wall has a textured surface, he may recommend a different material than if it was a smooth surface.
Provide the native files to your print group:
It’s still a good idea to requests proofs on changes, but your print group will have more flexibility and ability to move quicker on small tweaks like adding bleed and changes if they have the native art files on the front end.
Stuff Happens!
This process is a complex dance that is often a balance of the schedules of several different people, with several different jobs to do….
With that many variables in play, it’s only natural that things can sometimes not go according to plan.
An installers car can break down.
An unexpected winter storm can render an install job unsafe.
If you’re working with builders in conjunction with your graphic install team, you can have walls meant for decoration that simply aren’t ready on time.
The list goes on.
If you go into the job confident in your suppliers/partners and with a certain amount of flexibility, you’ll be setting yourself up for success, which brings me to my next point….
Hire Dependable Partners with a Good Track Record:
Going into a graphic project with a resource you trust can handle the work, can make an otherwise nightmarish project turn into a pleasant experience.
Here are a few qualities to look for in your print partner:
- Access to local installers and resource groups.
- Track record of delivering projects correctly and on-time.
- Track record of preserving brand standards while navigating material and other job site constraints.
- Experience in your type of graphic install.
- An established process for your type of project.
- Responsive staff members.
Questions?
Want to chat more about retail graphic installation? Have questions about an upcoming project?
Give me a call at 615-779-8036.
I’ve managed graphic installs across the United States and am confident I can help your install be a success!
