FINISH What You Started Charlotte NC

You have a printer—maybe several of them—humming away. The pre-press department is churning out files. Your in-shop inventory was just re-stocked and you have just about everything your customers ask for. Maybe you've started printing direct to board—so there's not much of a draw for mounting services anymore.

But what about lamination?

Even though many of the new ink technologies feature higher durability and lightfastness, lamination is still a key component to a successful graphic project. The various finishes—from matte to gloss to high-gloss—can make all the difference in how an image looks.

Depending upon the final destination of the graphic—outdoors, indoors in a high-traffic area—lamination could save you, and your customer, a host of headaches especially if it's a long term placement. You want to make sure the image looks the same as it did the last day of the project as it did on the first.

While we all might agree that finishing seems like "no-brainer", are wide-format using finishing and laminating services to differentiate themselves? How are shops promoting their finishing services? Or are they promoting them at all? We spoke with Ron Butterman, director of marketing, GBC, Commercial Laminating Solutions Group and David Conrad, product manager — equipment, Neschen Americas to get a feel for the market and where they've seen the most changes—and the most opportunity.

Q. Has the use of laminators changed over the past 12 months? If so, how and why do you so answer?

Butterman: The number of printers that provide in-house lamination continues to grow—this is not a new trend in 2007, but one that has been going on for years. These printers are discovering new uses for their system and we see accelerating growth in specialty applications, such as window and floor graphics, scuff-free trade show displays etc.

What we have also seen in 2007 is print providers using lamination as a promotional tool to attract business. One print provider even offered 'Free laminating Thursdays'. The result was increased sales in other products and services and many of the customers that initially came for their free lamination are regularly returning for a variety of services.

Conrad: The use of liquid lamination has increased due to the popularity and reduced price points of UV flat-bed printers. Laminating everything from SAV, rigid substrates, and even furniture with specialized lacquer has been made possible with the flexibility of the new UV coaters. Their faster dry or cure times and the advent of wider substrate handling capability makes them ideal for a wide range of applications.

With regard to roller laminators and film lamination—standard sign applications, such as laminating vinyl and mounting to board, continue to increase in popularity. They are keeping pace with the growth being experienced in the sign market and with the explosion in the vehicle graphics market. To keep up with new market opportunities afforded by printer manufacturer innovation, operators continue to find new applications for their roller laminators, using film and adhesive, and their liquid coaters. Wall coverings, anti-graffiti graphics, vehicle wraps, packaging, outdoor advertisements, and trade show display solutions are just a few of the products that are being enhanced by utilizing these new techniques.

Q. Looking at the post-press segment of the workflow, where do you see the greatest opportunity for print providers?

Butterman: There is still a tremendous opportunity for print providers to increase their profitability by offering lamination as a means to differentiate themselves from their competition. With today's equipment, most printers and more and more end users can make good wide format prints. But when that print is laminated and—if applicable—mounted, end users see the true value. A $50 unfinished print looks like a $50 print and may last two months, but put a laminate on it and you have a $60 print that looks like a $100 print and will last at least two years.

Conrad: Print providers are adding value to printed images and graphics by providing additional protection, graffiti resistance, specialized textures, more vibrant presentations and long-term durability, both indoor and outdoor. These businesses are able to realize additional revenue and profits through the use of simple, advanced and innovative finishing practices. These practices also open the door to more application opportunities for print providers by taking them into new markets and expanding their overall print service business.