Stop! Take Notice

Whether you’re walking down a street in New York City or Las Vegas, or the main street of a village in Connecticut, an eye-catching graphic on a window of a retail business is poised to get your attention. And of course, that’s the whole point of window graphics – to make you stop, take a look, and hopefully entice you to walk through the doors of that business.

“Window graphics are eye-catching, which means attention to detail is all the more important,” said Michael DeRicco, executive director of award-winning branding specialist and a certified 3M manufacturer of graphics, JMR Graphics. “When multiple windows are involved, it is imperative to pay attention to both the individual pane and the overall image, as upon completion, you want people to see a single image despite the fact that the image is technically in pieces.” 

In particular, fast food and convenience stores are starting to use more perforated film for window advertising, relayed Jason Maricle, salesperson, General Formulations Perforated Window Film.

Shaun Jaycox, product specialist with S-One, noted that window graphics designers look to maximize window space for larger-than-ever, great-looking advertising messages. To that end, he added, “printers need adhesive-backed products that produce eye-catching visuals and that perform well short- and long-term, and are easily installed, repositioned, and/or removed when the time comes.”

With many wide-format print providers considering bringing window graphics into their cadre of service offerings, we reached out to industry experts for their top tips on materials, design, and installation.

Here they are, grouped by topic.

Materials

The materials chosen for the window graphic are obviously a prime consideration. “Make sure to ask your customer what they are trying to accomplish with the graphic,” said Jaycox. "Do you want to be able to see out or are you looking for more of a backlit look?"

For backlit applications, consider about how it will look during the day when not lit from behind. “Some people choose products for this application based only on how well it looks during the night, and sometimes, it hurts the appearance during the day when the graphic can look dull and uninviting,” Jacox noted.

For see-through applications, hesaid, a perforated window film is the solution.

General Formulations' new perforated films, like its WindowMark Concept 280 80/20 pattern allows for high-quality images, similar to what can be produced on opaque vinyl, while allowing see-through visibility, said Maricle. “The 80/20 pattern has more printable surface, which produces more detailed and colorful images.”

There are a variety of options with varying levels of vinyl opacity, explained DeRicco. Options include clear window decals with entirely transparent backgrounds, frosted graphics that allow light through with limited visibility, fully opaque vinyl, and perforated vinyl. Perforated vinyl can appear opaque on the outside, but can allow complete visibility from the inside looking out. Perforated vinyl is a great option for retail stores that want graphics to pop to those walking by, but also want visibility out the window from inside.

No matter what, added DeRicco, ensure that quality materials are used and that the window laminate is UV protected, to prevent premature color fade.

LexJet’s range of solutions includes the LexJet Simple Window Grip for latex or UV-curable ink technology, designed to look great day or night, with or without backlighting, said Jaycox. For latex, solvent or UV-curable, LexJet Solvent Print-N-Stick Fabric is a self-adhesive option for repositionable or removable graphics. LexJet Simple Flo Wrap is an ultra-conformable calendared adhesive-backed vinyl that works well on a variety of windows. LexJet Simple 6 Mil Removable PSA Vinyl SUV is a low-tack solution for temporary storefronts. For a perforated product, there is LexJet Simple Perforated Window Vinyl (60/40) and LexJet Simple Perforated Window Vinyl (70/30).

Determine how long you want the window graphic to last and select the appropriate product accordingly, said Holly Coleman, market development manager, 3M Commercial Solutions Division. For short-term graphics, 3M Controltac Print Film 40C-114R offers ease of application due to its air egress and slideability features, and is removable for easy updates. For long-term graphics, a premium perforated window film like 3M Scotchcal perforated window graphic film 8170-P50 is recommended.

3M Controltac print film 40C-114Rm, one of 3M’s most popular products for window graphics, can be used on a variety of surfaces, from windows, to walls, to floors. It is easily installed, Coleman reported, thanks to advanced slideability, tack, and snap-up. Film 40C-114R, which has an expected performance life of up to seven years both indoors and outdoors and can be easily removed. In terms of product performance, Film 40C-114R delivers high print quality and color consistency, said Coleman.

Lintec’s primarily sell for glass is polyester, non-PVC solutions. “A lot of people are trying to get PVC out of their products,” noted Jim Halloran, VP of sales and marketing, Lintec of America. “While vinyl is conformable, and polyester not, the good thing about polyester is that it is more environmentally friendly than vinyl.”

Lintec offers optically clear glass printing materials on the market that are PVC-free. Its optically clear polyester PVC-free printing products – its hottest product offerings – are produced with a proprietary print receptive coating that accepts eco-solvent ink, explained Halloran. High clarity, non-PVC polyester films are also available for window decoration in permanent and non-permanent forms, he explained.

Another of Lintec’s most popular product is its scratch resistant UV-printable, non PVC film PET film, with optically clear, permanent adhesive for flatbed UV printers. “You can hit it hard with a squeegee and not damage it,” he noted.

One of the most popular Avery Dennison cast films for windows is Etchmark from the 100 Window Graphic Series, said Joey Heiob, technical specialist, Avery Dennison Graphics Solutions.

“This unique film provides the look and feel of real etched glass. If an installer is looking for high performance calendered window film, MPI 2077 is a fitting choice,” he reported. “This film is clear with ultra removable adhesive and is printable across all digital platforms. MPI 2077 works well in promotional and short-term applications on glass and other smooth surfaces. Another popular calendered Avery Dennison film is MPI 2921, which is used in temporary transit advertising due to its easy removability and stunning color pop.”

For projects that call for perforated window films that provide strong color pop with some visibility, Avery offers two intermediate calendered films, MPI 2528 Perforated Window 50/50 and MPI 2728 Perforated Window 65/35. They offer image clarity with one-way visibility with your choice of open area, 50% or 35%. Full transparency may be necessary in some projects as well, and SF 100-103 Ultra Clear provides it. This film allows for full glass coverage without distorting clarity in its unprinted areas, meaning installers won’t need to contour cut around the images in their graphics.

Design elements

Avoid using dark colors in your design, said Maricle. Instead, use bright, vibrant colors to draw focus to the graphic. Dark colors will allow you to see through the graphic from the front side, giving you the opposite effect.

Think about window tinting when selecting colors. “Tinted windows could impact the overall look of a wrap,” DeRicco explained. “When selecting lettering and graphic colors, consider the contrast on dark backgrounds, such as tinted windows. Use  lighter and brighter colors over dark backgrounds so they visibly pop.”

“Getting dark, clear and vibrant colors to pop on window graphics is the biggest challenge when it comes to printing; utilizing white ink can help solve this challenge,” said Coleman. "Pay attention to image and text matching," added DeRicco. Any time there is a break in the graphic, such as the rubber areas between the metal and the window on a vehicle, or a window divider between two large window panels of a retail store front, ensure that the graphics have been perfectly aligned. “From a distance, any variance will cause stand out to the audience and reflect poorly on the brand,” he said.

Ink technology

Make sure to understand which ink technology to use for outward-facing window graphics.  “This is important for fading purposes,” said Jaycox. “It is recommended for those applications to use latex, eco-solvent/solvent, and UV-curable technology. Aqueous inks will fade considerably faster.”

Placement of window graphics

Think strategically about the placement of window graphics, said Coleman. “If it’s on a storefront for instance, decide if you still want people to be able to see inside the store,” she remarked. “If so, take care to find the right balance. If you don’t want to entirely obstruct the view on a front window, but run out of room for your message, consider using a door window to compliment and complete the project. “

Climate matters

Consider the weather for an exterior installation, noted Coleman. “If it is a wet apply installation technique and it’s too hot outside, the material becomes flimsy and is hard to handle,” she said. “The heat of the window can also dry the water too quickly, making it hard to get the application completed without wrinkles. “

Echoing that thought, Halloran urges print providers to know the environment where the graphic is going to live. “South Florida is a lot different than southern Maine. Putting a graphic on a piece of glass westward facing in Florida requires a different film than a window installation in a colder climate.”

Do not apply graphics to an exterior window if the surface temperature of the glass is below 50°F, said Heiob. Pressure-sensitive adhesives do not stick well to cold surface substrates. Avery Dennison does not recommend using its opaque films on external windows as a means to block sunlight; doing this can result in glass breakage from elevated surface temperature. Through the acquisition of Hanita Tek, Avery Dennison now offers specialized window tint film that would be better suited to providing protection from the sun, said Heiob.

Installation tips

A clear directive by all industry experts is to understand the best way to apply the graphic. Follow the manufacture’s installation instructions. Clean each window that will be involved in the application with a window cleaner that is ammonia-free, and after fully wiping down the window or windows, perform a second and final cleaning with straight isopropyl alcohol (IPA) to remove any residue left behind by the cleaning solution. 

Most window films (not including perforated window film) allow you to wet apply the graphic. This allows for easier installation and the ability to reposition it for a period of time.

"Wet application is generally the best method for applying window films on glass, because the fluid allows for easy positioning of the graphic," said Heiob. “Fluid also helps installers to push out any air bubbles.” 

“If you choose to make your own application fluid, you’ll want to use either an IPA and water mix (75% water to 25% IPA) or a soap and water solution (one teaspoon of soap to one gallon of water),” he continued. “Do not use soaps with lotion or perfume, as they can affect adhesion. Baby shampoo is a good, safe soap to use in window applications.”

Depending on the size, location, and type of graphic being installed, it may be necessary to use an application tape. “For most applications, a medium tack application tape will be sufficient, said Heiob. “If you used application tape, allow the fluid a few minutes for it to dry and for the adhesive bond to build on the glass. Pull the tape back on itself at 180-degree angle to minimize the possibility of lifting the graphic.”

Wait to trim the vinyl to fit the window after you have fully squeegeed the graphic, which should be done from the center of the graphic out towards its edges.

Working with perforated film

Because perforated window film is easy to install, it is not uncommon for installers to completely remove the release liner, noted Maricle . “However, it doesn’t take much to stretch perforated window film. Leaving the release liner helps prevent the film from stretching during installation. Stretching will cause lifting and failure. Start at the top by folding back a few inches of the liner exposing the adhesive. Align and squeegee the area with exposed adhesive. Once the graphic is anchored to the glass, slowly remove the liner exposing more of the adhesive and squeegee as you remove the release liner. “

Perforated window film already has less adhesive due to being perforated. “Avoid touching the adhesive side of the film as much as possible especially around the edges of the window film during the installation,” Maricle advised. “The oil and grease from your fingers will contaminate the adhesive preventing good adhesion. When you handle the film, try and hold it further in and not directly by the edges or corners. “