Commercial Awnings: Attracting Customers Through Graphics, Signage And A Whole Lot More

Businesses around the country and world choose awnings for their multiple benefits

protection against the elements, brand identification, and also for signage. What are the options available presently as far as signage and awnings are concerned?

The world may be increasingly mobile, with marketers eager to promote their advertising messages and consumer-relevant content via smart phones, tablets and digital signs. But sometimes, in the still brick-and-mortar world of commercial business, getting the message out requires a more traditional approach; in the form of a commercial awning. With the proper messaging and design technology, a well-placed awning can do more for a business than even the best e-commerce campaign.

For thousands of years, since the ancient Bazaars of the Middle East, commercial business awnings have served a vital dual purpose: they promote a brand, (through eye-catching color, design or content) and they protect customers and merchandise from a variety of weather conditions, anything from a blazing sun, to a wind-driven rain. Like billboards, awnings provide instant visibility and are designed to grab your attention a formidable challenge considering that the average American is bombarded with 3,000 to 5,000 marketing messages a day. In other words, standing out from the crowd is more difficult than ever. Some businesses up the ante further and add signage on top of their awnings.

Graphics, too, are an integral component, and work in concert with carefully chosen wording to entice a customer. By choosing a highly proficient awning designer and manufacturer you can be confident that with using advanced technology, they will create awnings as per your requirements, in any color, shape or style you desire. To understand your options better, you must know of the ways in which graphics can be applied on awnings:

Painting: Keeping with the above-mentioned nod to traditional self-promotion versus digital, hand painting is even older than silk screening, yet it remains one of the most cost effective ways of creating signage or augmenting an awning. This traditional method of applying graphics involves using materials selected specifically for the fabric of the awning, whether its steel, fabric, or wood. Many businesses prefer a dual color effect on their awning and hand painting allows for considerable freedom in color blending or shading. Here, once the words and graphics are drawn onto the awning in a color, they are blocked out with a masking compound; then the rest of the awning is spray painted in the color combination best suited for the business. For instance, the name of a restaurant can be written in blue, but the rest of the awning can be spray painted orange.

Heat Color-Transfer: This method uses a vacuum applicator to apply color to the fabric and the color pigments are embedded into the fabric. This leads to bold and bright signage.

Pressure-Sensitive Graphics: For detailed and complex graphics, awning makers use pressure-sensitive vinyl films. These films are computer generated and after being cut are placed in the proper register on the awning fabric.

Eradicating: If you have illuminated awnings, then you will have to use this method of signage. Here chemicals are used to remove an existing color from a white vinyl fabric that has been coated with removable inks beforehand.

Digital Printing: This is a modern and advanced method of creating signage on awnings. As the name suggests, computers create a desired image/logo/sign. Various types of software available in the market delivers creative, eye-catching one-of-a-kind designs. The design created is printed on to the paper, film or cloth using inkjet or laser printers.

When it comes to printing, most awning makers opt for two types of digital printing: direct and dye sublimation. Dye sublimation printing involves taking the printout of the design on paper and then heat pressing it into the fabric. Direct digital printing involves designs to be printed directly onto the paper backed fabric. Here steam is used to set the color and the fabric is then washed and dried. Academy Inc., a leader in the commercial awnings, signage and shade structure business, uses printers that allow printing directly onto the awning fabric.

Once your brand has risen above those 5,000 bombarding daily messages, awnings second function comes more into play: the protection of customers and merchandise. With the official start to summer only weeks away, shoppers outdoor itch will be in full gear. But with already record heat gripping part of the U.S., its also possible shoppers will choose to remain on their couches sitting comfortably in their air-conditioned homes. Awnings provide essential cooling, often as much as 20 degrees Fahrenheit, and can further entice a wary customer. The threat of summer downpours is also mitigated, allowing business owners to extend their commercial footprint.

Marketers and business owners alike work 24/7 to grab your attention and ultimately earn your satisfaction and repeat purchases. Awnings and signage might be rooted in earlier times, and perhaps they sidestep the digital revolution (for now), but printing techniques remain diverse and something as simple as providing much-needed shade, all work to make your business stand out above the rest.

by: Michael Richman

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