~Amy Donahue
signage consultant
A World of Panes
Window graphics have emerged as a key advertising medium, particularly for retail firms. Print providers focusing on the niche know how valuable their output is for clients aiming to put promotions right in front of patrons’ eyes. “It’s a major component of the retail campaign at street level,” said Steve Kinney, vice-president of sales and marketing with Portland Color, a 30-year-wide large-format printing company in Portland, ME. “If it’s done well and done right, and I’m speaking of the creative execution, not just the materials used, you’re bringing people off the street and into the store with the message you convey.”
“It’s always a changing landscape,” he said. “We refer to it as temporary graphics. People dress their windows for a season, or for a promotion. So from a shop standpoint, it represents repeat business from the same retail base.” Kinney agrees window graphics are something many print providers’ clients must acquire on a consistent basis. “Window graphics are a key element in any brand position or new campaign,” he said. “A very large part of the campaign’s presence is having that window to attract the customer.”
“It’s always a changing landscape,” he said. “We refer to it as temporary graphics. People dress their windows for a season, or for a promotion. So from a shop standpoint, it represents repeat business from the same retail base.” Kinney agrees window graphics are something many print providers’ clients must acquire on a consistent basis. “Window graphics are a key element in any brand position or new campaign,” he said. “A very large part of the campaign’s presence is having that window to attract the customer.”
