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当前位置:首页 > 杂志 > 2019年10月杂志_视觉传递:开拓宽幅印刷新领域

2019年10月杂志_视觉传递:开拓宽幅印刷新领域

2019-10-10

Wide format certainly presents itself as a lucrative opportunity for a sign company to grow into a full-service provider, allowing professionals to offer a full spectrum of print campaigns for film studios and advertising agencies.(宽幅印刷无疑使一个有利可图的领域,让广告公司快速成长为能够提供全方位服务的供应商,让专业人士为电影制片厂和广告公司提供全方位的印刷活动。)

Visual communication—which relies completely or partially on eyesight—is the transmission of information and ideas using symbols and imagery. It is one of the three primary types of communication, including verbal (speech) and non-verbal (tone, body language, etc.) methods. According to David N. Hyerle and Larry Alper’s book Student Successes with Thinking Maps, the human brain processes images 60,000 times faster than text. Further, 90 per cent of the information transmitted to the brain is visual. Most people rely on visual communication, but this category is extremely broad and the examples are infinite. Some of the most popular forms of visual communications include signage, graphic design, films, advertising, and typography.

视觉传递是指完全或部分依赖于视觉,使用符号和图像来传递信息和思想。它是三种主要的交流方式之一,包括语言和非语言(语气、肢体语言等)部分。根据大卫·海尔和拉里·阿尔珀合著的《学生思维图的成功》一书,人脑处理图像的速度比处理文字快6万倍。此外,传递给大脑的信息是90%都是视觉的。大多数人都依赖于视觉进行交流,而且视觉传递的范围非常广泛,而且例子是无穷无尽的。一些最流行的视觉传递形式包括图形、平面设计、电影、广告和排版。

 

This mode of communication has long been an integral component of most brand owners’ advertising efforts, primarily because most consumers rely heavily on it. Visuals are also vital to establish an ongoing dialogue between enterprises and customers. This article discusses the importance of personalization in creating a quality customer experience, provides tactics for maximizing efficiency and showcasing capabilities, and highlights a few examples for learning to think like big brand owners, major retailers, and their designers.

这种传递方式长期以来一直是大多数标识广告公司设计的出发点,主要因为大多数消费者严重依赖它。视觉传递对于企业与客户建立持续性的对话来说是至关重要的。本文讨论了个性化的视觉传递在创建高质量客户体验中的重要性,提供了效率最大化和视觉展示方面的一些策略,并重点介绍了一些示例,如大品牌所有者、主要零售商和他们的设计师等

Customer experience is key

客户体验是关键

Although customer experience includes several components, it simply means a consumer’s perception of a brand. Most sign businesses may view their brand a certain way, but a consumer might perceive it as something entirely different. This opinion is the actual customer experience. 

客户体验不仅仅意味着消费者对品牌的感知,它包括好几个部分。虽然公司可能会以某种方式看待他们的品牌,但消费者可能会用另外一种方式进行理解。这个理解就是实际的客户体验。 

For many companies, personalization and customization are key to creating eye-catching visual messages that not only get noticed, but also drive consumers to take action. By creating more targeted, relevant, and valuable communications, signmakers can improve their overall customer experience.

对于许多公司来说,个性化和定制广告标识是创造引人注目的视觉传递的关键,这些信息不仅能引起消费者注意,还能激发他们购买欲。创建这些更有针对性、相关性、更有价值的视觉传递,标识制作商可以借此改善他们的整体客户体验。

A printing company may think it is firmly rooted in visual communications, but this means little if customers still view it as a sign and graphics provider.

公司可能会把标识广告作为展示视觉传递的一种方式,但如果客户只是将它视为标识和图形提供商,这就是无意义的。

 

Today’s wide-format display graphics printers must “walk the walk” and ensure their customers are aware of their visual communications capabilities. There are many key points print-service providers (PSPs) can focus on to ensure they are positioning themselves appropriately in this evolving industry.

今天的宽幅印刷机必须“走出去”,并确保他们的客户了解他们的视觉传递能力。印刷服务提供商(PSPs)需要关注一些关键的地方,确保它们在这个不断发展的行业中能够对自己进行合理定位。

 


Learn to think like a visual communications company

利用视觉传递进行思考

 

Visual communications like signs, banners, and point-of-purchase (POP) displays are particularly appealing because they are not being displaced by digital alternatives. Although many commercial printers understand the opportunities that exist within visual communications, breaking into the market involves more than just having proper printing hardware.

像标识、横幅和POP显示等视觉传递是引人注目的,因为它们没有被数字替代。虽然许多商业印刷厂商都了解视觉传递中存在很大机遇,但打入这个市场不仅仅只是拥有合适的印刷设备就可以。

 

Many printers believe succeeding with wide format requires the right combination of finance, technology, colour management expertise, physical space, finishing capabilities, and strategic planning. One simply cannot invest in a device and think it would make them a grand-format print provider; they need to make numerous investments to facilitate this shift. That said, wide format certainly presents itself as a lucrative opportunity for a sign company to grow into a full-service provider, allowing professionals to offer a full spectrum of print campaigns for film studios and advertising agencies.

许多印刷厂商认为,要想在宽幅印刷领域取得成功,需要将财务、技术、色彩管理专业知识、物理空间、精加工能力和战略规划恰当地结合起来。人们不能简单地投资于一个设备,并认为依靠它就能成为一个成功的宽幅印刷供应商,他们需要进行大量投资。也就是说,宽幅印刷无疑使一个有利可图的领域,让广告公司快速成长为能够提供全方位服务的供应商,让专业人士为电影制片厂和广告公司提供全方位的印刷活动。

 

Offering visual communications in conjunction with commercial printing services can generate additional business from existing customers. Since all the services are consolidated under a single roof, customers can easily place a wide-format order. This trend also works in reverse, when wide-format buyers discover a printing company owns a six-colour, 965.2-mm (38-in.) web offset press.

结合与商业印刷服务相结合的视觉传递,可以从现有客户那里产生额外的业务,因为所有的服务都集中在一个公司,客户可以很容易地下一个宽幅印刷订单。当宽幅买家发现现一家印刷公司还拥有一台六色965.2毫米(38英寸)轮转胶印机时,他可能也去下单一个胶印订单,这些都是相互促进,相辅相成的。 

Understand their challenges

应对挑战

While many commercial printers view visual communications as a natural extension to the services they already provide to existing clients, fully transitioning into the visual communications industry is not without its challenges. Building a substantial wide-format business—either organically or via acquisitions—requires financial support for equipment, which not all printers can sustain.

尽管许多商业印刷公司将视觉传递作为它们向现有客户提供服务的延伸,但完全过渡到视觉传递行业并非没有挑战。无论是自己组织还是通过收购,建立一个大规模的宽幅业务都需要对设备提供资金支持,而且并不是所有的厂商都能维持这种支持。

Although many printing and graphic arts companies today handle wide-format production on a national scale, it was a difficult process for them to get accustomed to. For example, creating an advertising campaign for the 2006 mystery thriller The DaVinci Code was a tough lesson for the printing company, but also an important experience as it taught them how to handle scores of bulletins—standard 4.3- x 14.6-m  outdoor billboards—imaged on clear backlit substrates. The company had completely reorganized its workflow around wide-format printing a few years ago and had added several finishing capabilities so they could take on bigger projects. Thus, when it came to crafting a brand experience for a motion picture of this scale, the print provider had the necessary equipment (and capabilities) to execute a successful campaign.

虽然今天许多印刷和图形公司在全国范围内从事宽幅印刷,但对他们来说,这是一个难以适应的过程。例如,为 2006年神秘惊悚片《达芬奇密码》创建的广告宣传活动对印刷公司来说就是一个严厉的教训,同时也是一个重要的经验,因为它教会了他们如何处理清晰的户外广告牌,在标准4.3-x 14.6米的背光基板上成像。几年前,该公司彻底的梳理了宽幅印刷的工作流程,并增加了几个精加工功能,以便承担更大的项目。因此,当涉及到为规模化的电影打造品牌体验时,印刷供应商需要拥有必要的设备和能力来完成一个成功的宣传。

Be prepared

做好准备

Responding to a client’s demands requires a thorough understanding of market trends, as well as preparedness. A print provider can better address these requests by maximizing their overall efficiency and ensuring their existing and potential customers truly understand their production capabilities. PSPs must keep a few things in mind to maximize their potential.

要满足客户的需求,需要标识厂商对市场趋势有全面的了解,并为此做好准备。印刷供应商应该最大限度地提高效率,确保现有的和潜在的客户信任它的生产能力,更好地满足客户的需求。印刷服务提供商必须牢记以下几件事来最大限度地发挥宽幅印刷的优势。


1.Selecting the right printing technology

选择正确的印刷技术

Smart equipment investments can offer efficient, well-organized operations. The key to offering and promoting custom graphics is to ensure the printing equipment matches the application’s needs. Wide-format inkjet technology comes in many forms—from true flatbed printers to roll-to-roll and hybrid printing devices. Before purchasing a new printer, a PSP should consider the following:

智能设备投资可以为公司提供高效、组织良好的运营,从而确保印刷设备符合应用程序的需求,这是提供和推广定制图形标识的关键。宽幅印刷技术有很多形式——从平板印刷机到卷对卷混合印刷设备。购买新印刷机前,印刷服务提供商应考虑以下事项:

· Is there a need to print on flexible or rigid substrates, or a mixture of both?

需要在柔性还是刚性基板上印刷,还是两者混合印刷?

· How much roll versus rigid work will be required in the future? Will a dedicated roll-to-roll printer be needed?

未来的工作中是否需要专用的卷对卷印刷机?

· What ink formulation is used in the printer?

印刷机中使用的墨水配方是什么?

· Do substrates need to be pretreated, or are post-print steps required that may add time and costs?

是否需要对基板进行预处理,或者在印刷后还需要一些增加时间和成本的步骤呢?

· How many colours can the device print? Is it capable of handling brand colours?

印刷设备可以印刷多少种颜色?它能完美处理颜色吗?

· Does the printer produce the quality of output customers require, and can it print those quality modes fast enough to meet turnaround times?

印刷机是否能够满足客户要求,是否有足够快的速度进行印刷,是否满足周转的时间要求?

· Are white, clear, or other specialty inks needed?

是否需要白色、透明或其他特殊墨水? 

Additionally, running the printer with the right digital front end to deliver fast raster image processing power, industry-leading colour, and efficient print job management tools is critical. This helps achieve superior results and maximizes productivity and profit from business insights with integration into the print management software tools.

此外,使用正确的数字前端来运行印刷机,对于厂商提高快速图像处理能力、业界领先的颜色处理和高效的印刷管理工具来说是至关重要的,有利于获得一个好的结果,并通过印刷管理软件工具最大限度地提高生产力和利润。

 

2.Understanding the latest print management software

了解最新的印刷管理软件

An understanding of the latest print management and web-to-print technologies enables a business to better serve its customers and maximize efficiency. For sign companies that need to organize core business processes, a management information system (MIS) or an enterprise resource planning (ERP) solution is a great option. Implementing these systems can enable a company to run their print business smoothly and identify growth plans.

了解最新的印刷管理和网络印刷技术可以让企业更好地为客户服务,并最大限度地提高效率。对于需要组织核心业务流程的标识公司来说,管理信息系统(MIS)或企业资源规划(ERP)这些软件系统是很好的解决方法。运用这些系统软件可以使公司顺利地开展印刷业务并确定增长计划。

If the business is prepared to enter e-commerce or web-to-print, the right system can bring it up to speed. For example, a print MIS system offers display graphics printers an integrated software solution designed to increase visibility and streamline operation, providing increased margins, faster turnaround times, and improved customer service to promote repeat orders. The software serves as a one-data access point for an entire print operation—from e-commerce through to estimating, production, and shipping. This solution has the tools to meet a company’s current demands while being flexible enough to evolve with the business as it expands into different markets and undertakes new production processes in the future

如果企业准备进入电子商务或网络印刷领域,一个好的系统可以加快这一进程。例如,管理信息系统为印刷企业的印刷机的提供了一个集成软件解决方案,旨在提高可视性和简化操作,提供更高的利润、更快的周转时间和改进客户服务,这样子引导客户再次下单,该软件是从电子商务到评估、生产和运输的整个印刷操作的数据访问点,使用这个解决方案能够满足公司当前需求,同时也具有足够的灵活性,它还可以扩展到不同的市场里面,并在未来进行新的生产流程生产,这样的话可以随着业务的发展而发展。

Show customers what the business can do

向客户进行展示标识企业可以为他们带来什么

 

Custom displays can be used to create an eye-catching, and even interactive, experience in a variety of locations, including trade shows, events, conferences, retail stores, and office buildings.(定制的标识可用于在各种位置(包括贸易展览、活动、会议、零售店和办公楼),给客户带来引人注目的、甚至是交互式的体验。)

Custom displays can be used to create an eye-catching, and even interactive, experience in a variety of locations, including trade shows, events, conferences, retail stores, and office buildings.

定制的标识可用于在各种位置(包括贸易展览、活动、会议、零售店和办公楼),给客户带来引人注目的、甚至是交互式的体验。

 

Once a print business has maximized its efficiency by ensuring its hardware, software, and workflow are up-to-date, it is then time to show customers what they are capable of. Visual communications are everywhere, and they incorporate a vast array of text, images, logos, designs, colours, textures, and special effects. These elements can, and should, be leveraged to promote a business’s offerings and capabilities; PSPs need to think beyond printed signs. The subsections below provide some examples of visual communications.

一旦印刷企业确定其硬件、软件和工作流程是最新的,效率是最大化的,那么就可以向客户展示他们的能力。视觉传递无处不在,它们包含了大量的文本、图像、徽章标识、设计、颜色、纹理和特殊效果。这些要素被用来提高企业的产品和能力,印刷服务提供商需要考虑的不仅仅是印刷标识而已。下面的小节提供了一些视觉传递的例子。


1.Custom displays with integrated printed graphics 

带有集成印刷图形的定制标识 

Custom displays can be used to create an eye-catching, and even interactive, experience in a variety of locations, including trade shows, events, conferences, retail stores, and office buildings. These displays are designed to draw the customer’s attention to a brand, product, or service with 3D elements and printed images, using rich, vibrant colours and textures. Integrated printed graphics, such as backdrops, window clings, and backlit displays, can be used to create an even more engaging customer experience.

定制的标识可用于在各种位置(包括贸易展览、活动、会议、零售店和办公楼),给顾客带来引人注目的、甚至是交互式的体验。这些标识的设计是为了吸引客户对品牌和产品的注意力,使用一些丰富的,充满活力的颜色和纹理以及集成的印刷图形,如背景、窗口贴合和背光显示,带来引人注目的效果,并且令客户满意。


2.Floor, window, and wall applications

地板、窗户和墙壁的标识

Floor, window, and wallcoverings can be used in a range of settings for different purposes. In a retail store, they can be used to direct patrons to a specific area for product demonstrations, free samples, special sale items, educational workshops, raffles, etc. These visual elements can also be used in doctor’s offices, schools, libraries, law offices, and other public buildings as wayfinding signage to help visitors navigate their surroundings. Some of these images are designed for outdoor use to entice passersby to visit a store, event, or other location on a whim. This type of location-based marketing is a great way of attracting new customers who may not be aware of the business or its offerings.

地板、窗户和墙纸可以用在不同用途的零售商店中,可以引导客户到特定区域进行产品演示、免费样品、特价商品、教育研讨会、抽奖等。这些视觉元素也可以在医院、学校、图书馆、法院和其他公共建筑中,作为路标帮助游客进行导航。其中一些标识安装在户外,用来吸引路人随意参观商店、活动或其他地点。这种营销方式能够吸引新客户,哪怕他们之前并不了解该公司或其产品。

 

3.Soft signage and fabric displays

软标识和织物标识

Soft signage and fabric displays are lightweight, foldable, and reusable, making the products easy to transport, inexpensive to ship, and simple to assemble and store. Most importantly, soft signage has a higher-value look and feel. A few examples include pop-up displays, flags, banners, backlit displays, and point-of-purchase displays. This type of signage is typically printed using dye sublimation techniques, which produce vivid graphics with superb colour saturation, sharp text, and compelling images. Finished graphics can be washed, dried, and folded without damaging the print.

软标识和织物标识拥有重量轻,可折叠,可重复使用,使产品易于运输,运输成本低,组装和存储简单这些优点。最重要的是,软标识外观和触感让人觉得更加高级。一般来说,弹出式标识、旗帜、横幅、背光显示和便利店这些标识通常是使用染料升华技术印刷的,这种技术可以印刷出栩栩如生的标识,包括出色的色彩饱和度、清晰的文字和引人注目的图形。印刷出的标识可以清洗,干燥,折叠而不损坏印刷效果。

 

Colour is a key component of any brand’s identity; therefore, the ability to produce consistent, accurate colours across all phases of the printing process and through the raster image processor (RIP) is paramount.

颜色是任何一个品牌标识的重要组成,因此,在印刷过程的所有阶段中的颜色要和光栅图像处理器(RIP)中显示的颜色保持一致,这一点是至关重要的。

 

4.Window graphics

窗户标识

Window graphics are a great way for physical establishments (e.g. restaurants, supermarkets, health clubs, etc.) to attract attention from local consumers. These graphics can be produced using vinyl or film, can be used indoors or outdoors, and are available for short-term or long-term display. Some graphics, such as window films, are easy to remove and come off clean, while others, such as etched glass film and contour-cut vinyl, are designed to last for years. Perforated window film is a unique application as its graphics can be seen from the outside of the building, but people who are inside can see right through the glass. Translucent vinyl graphics diffuse light evenly to produce vibrant colours and can be used with illuminated windows.

窗户上的标识是实体店(如餐馆、超市、健身俱乐部等)吸引当地消费者注意力的好方法。这些标识可以使用乙烯基或薄膜制作,可以在室内使用,也可以在室外使用,可以长期使用,也可以短期展示。一些容易被移除和清洗标识,类似窗膜这种,使用时间较短,而另一些标识,比如蚀刻玻璃膜和轮廓切割乙烯基,则可以使用很多年。穿孔窗膜是一种特殊的标识,因为它既可以从建筑的外部看到,也可以让室内的人直接透过玻璃看到。而像半透明乙烯基图形这种能够均匀的漫射光线,能够显示出高饱和度颜色的材料,则可以用于窗户照明。

 

White and/or clear inks are highly recommended as they can transform any design into a stunning display. For example, in 2018, a digital printing innovation centre installed printed graphic film on all of the floor-to-ceiling glass doors and windows of its conference rooms. The window graphics were designed with white ink to create opacity and bold patterns. Clear inks were used in other parts of the design to create translucent areas within the frosted colour. The graphics were then printed onto a film, using a specialized hybrid flatbed/roll-fed printer. The finished output helped create a sense of privacy for meetings inside the conference room yet enabled visibility of movement outside. The rooms were also equipped with matching chairs and printed wallcoverings to complement the colourful design concept.

强烈推荐白色或透明的墨水,因为它们可以把任何设计变成惊叹。例如,在2018年,一个数字印刷创新中心在其会议室的所有落地窗和玻璃窗上使用了这种墨水,白色墨水创建不透明度和粗体模式,透明墨水被用在设计的其他部分中,来创建半透明的区域。然后,使用专用的混合平板或者滚动式印刷机将图形印刷到薄膜上。这种标识能够为会议室内的会议创建一种私密性,同时还能看到外面的活动。房间还配备了配套的椅子和印花的墙纸,来丰富设计理念。

 

Industry expansion continues

宽幅印刷还在飞速发展

Industry trends suggest the wide-format printing business has become much broader over the past several years, and lines that used to separate various establishments have begun to blur. As such, it is more important than ever for brand owners to develop a targeted marketing strategy. This approach allows businesses to think about the customers they do not need to reach just as much as they think about the ones they do hope to influence. PSPs can begin by asking themselves the following questions:

宽幅印刷业务在过去几年飞速发展,并且逐渐日常化,过去用来分隔不同机构的界线开始变得模糊。因此,对于公司来说,制定有针对性的营销策略比以往任何时候都重要。这样一来,企业不仅仅需要考虑现有的客户,还需要考虑到他们原本不需要接触的客户。印刷服务提供商需要叩问自己以下几个问题:

Who are their current customers, and what products do they buy from the company? Are there any other areas the business could expand into based on consumers’ needs? Are there adjacent markets that might have a similar need for the company’s offerings?

他们目前的客户是谁?他们从公司购买什么产品?从消费者的需求来看,公司需要扩展到其他领域吗?是否存在和该公司的产品有类似的需求的临近市场?

· Who are the company’s competitors targeting? How can one set their business apart and avoid price-driven battles?

该公司竞争对手的目标是谁?如何才能在避免价格驱动的战争的同时,使他们的业务与众不同,?

· What are the key features of the company’s offerings? Which consumers and/or businesses could benefit from these products? What are the best ways one can reach these prospects?

产品的主要特点是什么?哪些消费者和企业可以从这些产品中受益?实现这些目标的最好方法是什么?

· Should one’s business target specific consumer demographics (e.g. age, gender, income level, family status) or business demographics (e.g. location, size, industry)?

企业应该针对特定的消费者群体统计数据(例如年龄、性别、收入水平、家庭状况),还是

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