Exploring wide format application trends: opportunities and profitability

The backbone of the WFP industry lies in its most in-demand applications. Banners, vehicle wraps, interior décor, posters, and general signage continue to drive revenue, customer engagement, and profitability.

Banners and Decals

These high-volume staples dominate the market. Their steady demand and low production costs make them essential to any PSP’s portfolio. With a 69% gross profit margin (GPM) these applications are not only highly profitable, but they can also be produced quickly, with minimal labor costs, in any quantity.

Vehicle Graphics

Experiencing 16% growth in volume year over year, vehicle wraps, and restyling projects highlight growing trends in personalization and mobile advertising. With the majority of people’s time spent either in front of a screen, or commuting, we expect vehicle advertising to only continue on this growth path.

Signs

Signs remain a cornerstone of marketing and communication for businesses and events, thanks to their unmatched versatility and broad market appeal. From storefronts and trade shows to outdoor advertising and directional signage, they serve as powerful tools to attract attention, convey key messages, and drive engagement. Durable, customizable, and cost-effective, signs adapt to virtually any setting or purpose, making them an essential choice for organizations looking to maximize visibility and impact in a competitive landscape.

Profit margins across the top applications are notably strong, with banners, decals, billboards, building wraps, and backlit displays all achieving GPMs exceeding 56%. Banners and decals stand out as leaders in profitability, boasting margins of 69%, making them a reliable and high-performing choice for PSPs. Meanwhile, high-end applications like building wraps and backlit displays not only offer substantial margins but also command premium pricing, reflecting their added value and visual impact. These premium products present excellent opportunities for PSPs looking to differentiate their offerings, tap into higher-value markets, and maximize their overall returns.

While standard applications will always create volume, the WFP industry continues to evolve, driven by technological advancements that are opening doors to new, lucrative applications in markets outside of traditional signs and graphics. This evolution is offering PSPs opportunities to expand their offerings and cater to high-margin markets that demand innovation and creativity.

Direct-to-Object Printing

While the utilization of UV curable inks for direct to substrate printing has been a staple in wide format print for signage and Point of Purchase (P.O.P.) applications for decades, one of the fastest growing segments is utilizing UV for direct-to-object printing, directly onto unconventional materials such as wood, acrylic, metal, cell phone cases, golf balls, tumblers, and virtually any object. This innovation caters to bespoke markets that value personalization and unique designs, including custom décor, boutique packaging, and specialty signage. With its ability to create eye-catching, high-quality prints on a variety of substrates, direct-to-object printing represents a significant growth opportunity for PSPs seeking to differentiate themselves in competitive markets. The combination of premium pricing and high demand ensures this application remains a profitable avenue for businesses looking to stay ahead.

Sublimation Printing

Sublimation printing is another technology gaining momentum, particularly for its ability to produce vibrant, durable, and aesthetically appealing products. This technique is ideal for applications such as silicone edge graphics (SEG), apparel, and home décor items, where color vibrancy and long-lasting quality are paramount. As markets increasingly prioritize durable and eco-friendly solutions, sublimation printing has emerged as a preferred method for creating high-value, visually stunning pieces. Its versatility and growing adoption present an opportunity for PSPs targeting markets in interior design, retail displays, and branded apparel.

The wide-format printing industry thrives on its ability to adapt to changing demands and deliver exceptional service. By focusing on fast turnaround times and creative applications, PSPs can position themselves as leaders in this dynamic market.

Fast Turnaround Times

In an industry where speed often determines success, the ability to deliver quick turnaround times has become a critical factor. Applications like banners, posters, and decals benefit significantly from expedited production, especially for last-minute events, retail promotions, or seasonal campaigns. PSPs that can consistently meet tight deadlines not only enhance customer satisfaction but also command premium prices. By investing in streamlined workflows and efficient production processes, PSPs can set themselves apart in a competitive marketplace.

Creativity

Creativity has become a crucial differentiator in the wide-format industry, as customers seek innovative solutions that make their brands and projects stand out. Offerings such as direct-to-object printing, highly detailed interior décor designs, and intricate packaging solutions enable PSPs to showcase their artistic capabilities and technical expertise. By pushing the boundaries of conventional printing and embracing cutting-edge techniques, PSPs can position themselves as leaders in delivering visually impactful and unique products. A strong focus on creativity not only attracts attention in a competitive market but also elevates the perceived value of their services.

Customization

Customization is equally vital, as clients increasingly demand tailored solutions that align with their specific needs and branding. Bespoke services, such as personalized signage, custom-fit packaging, or unique event graphics, allow PSPs to address niche markets willing to pay premium prices for exclusive products. By fostering close collaboration with clients and understanding their vision, PSPs can create solutions that resonate deeply with their audiences. Customization also enhances customer satisfaction and loyalty, paving the way for repeat business and long-term partnerships that contribute to sustained growth.

While the WFP industry offers significant opportunities, PSPs face several challenges that must be navigated effectively to sustain growth and profitability.

Managing Costs

As competition intensifies, cost management has become a critical challenge for PSPs. Balancing competitive pricing with high-quality outputs requires careful resource allocation and efficient operations. Rising material costs and overheads add to the pressure, making it essential for PSPs to adopt cost-saving measures such as optimizing material usage and automating production workflows.

Evolving Customer Expectations

Customer demands are evolving rapidly, with increasing emphasis on sustainability and personalization. Clients now expect eco-friendly solutions and highly customized products that align with their brand identity. PSPs must continuously innovate, adopting greener practices and expanding their service offerings to meet these expectations without compromising quality or affordability.

Investment in Technology

The need to stay ahead of competitors often requires investing in advanced equipment such as direct-to-object printers or sublimation printing systems. However, these technologies can be expensive, creating a barrier for smaller PSPs with limited budgets. Strategic planning and exploring affordable, entry level options can help overcome this challenge while keeping operations competitive.

Optimize Workflows

Streamlined operations are essential for improving efficiency and customer satisfaction. By automating repetitive tasks, reducing errors, and enhancing communication, PSPs can achieve faster turnaround times and strengthen client relationships.

Expand into Bespoke Applications

Differentiation is key in a competitive market, and offering bespoke services like direct-to-object printing can create new revenue streams. By catering to customers who value unique, high-quality products, PSPs can build a loyal customer base and increase their market share.

The wide-format printing industry is on a path of continuous evolution, driven by technological advancements, creative applications, and shifting consumer preferences. While challenges such as cost management and technological investment persist, the opportunities in high-margin applications and emerging markets are abundant. By focusing on innovation, customization, and operational efficiency, PSPs can position themselves for long-term success. As the demand for personalized and visually impactful solutions grows, the WFP industry will remain a vital player in the global print landscape, offering significant growth potential for those who adapt and innovate.

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