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The way I see it, while many dealers sell wide format hardware, the area is still undervalued compared to its full potential. You see, output from wide format devices must do one very important thing in the best way possible: Communication of a message. This is a premium attribute, no doubt. It doesn’t matter if it’s a blueprint to communicate a building plan, a string of posters to communicate a run of concerts (also for collectors), or a vehicle wrap to communicate a firm’s products and services.
I’m here to give wide format some love.
Understanding the array of wide format technologies can be daunting. A baseline of comprehension of the hardware is important, but it’s the applications of each tech and how they can help customers achieve what they want to achieve that make the difference. You dealers have heard it before. I’m merely reiterating a critical point because selling on purpose is more practical, useful, and can lead to more sales—not to mention better relationships.
No matter where you are in your wide format journey, you can’t get to the next level unless you educate yourself. I know…another not profound statement from me. And as some further education, here we show why automation and inks are two parts of wide format print that you need to pay attention to.
Infographic copy written by Eric Zimmerman, Principal Analyst of Wide Format Printing. Infographic designed by Mark DiMattei, Managing Editor.
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