Boosting the Décor Movement
Posted 15th October 2018 by Rachel Nunziata
Let's talk about digitally printed interior décor for a moment. Well, perhaps not just a moment, but a global conversation about one of the most in-demand digital print segments you will likely keep hearing about. To be more specific, consumer home décor products or commercial décor applications, manufactured through digital print technology. The most common, of course, being wallcovering, upholstery, fashion textiles, potentially 3D-printed architectural prototyping, fast-furniture or even wall art. Go slightly more industrial and you'll discover digitally printed ceramics, wood, laminates, LVT or luxury vinyl tile and more.
The majority in wide format print sector are keenly aware of this quickly growing segment, but still, there are many hurdles to overcome trying to connect digital print with the creative customer. (Keep in mind, a very small percentage of the print industry, about 3-4%, have migrated from analog to digital printing.) As technological advances, such as print speeds or image quality, entice print facilities with new equipment, digitally printed applications from new equipment must clearly relate to the demands of the interior décor market; i.e. environmental concerns or test methods proving print durability to meet high-traffic commercial standards.
As 2018 comes to an end, we the print industry must be prepared in upcoming year to demystify our knowledge of digital print to the end-user we are striving to connect with – in this case, designers, architects and creatives. There are many ways to advertise your capabilities, whether you are a print service provider (I believe that term needs a complete overhaul, but let’s save it for another day) or an OEM promoting faster equipment, it is equally as important to provide your audience with informational and aspirational content attracting end-users by optimizing search terms and social media. I always say, without designers creating print files or design content, we would have blank printable substrates.
Try typing “digitally printed décor” into the Google search bar. What did you find? You may have noticed these specific key-word search terms are not (yet) high-ranking, suggesting a general lack of awareness. The market for customized interiors is growing, but my point here is we need to give the channel a boost. How? Perhaps you've committed to using social media, developed an affiliate marketing program, created an eye-catching advertorial piece or another tactic that's piqued my interest, information-rich blogging and video content to direct traffic – ultimately, increasing your long-tail marketing efforts.
Wherever you are in the supply chain, give the market a boost by producing more content and perhaps, collaborate on cross-marketing projects with each other. If you're ready to join the conversation, find me on LinkedIn, follow me on Twitter and read my interior décor column in Big Picture magazine for trends, expert opinions and case studies.
About the author: Rachel Nunziata is a digital print business and market development professional with an undeniable enthusiasm for interior and home décor segments. She is a graduate of Ringling College of Art & Design in Sarasota, Florida, and has a knack for enabling synergies between artists, interior designers, and industry experts. You can connect with her on LinkedIn or Twitter @RachelNunziata.