For the future of print, look down

Printed floor stickers have quickly proven themselves to be the ultimate item to ensure people socially distance when in public spaces. Here, Gareth Ward considers how they will continue to be used as social distancing becomes the norm.

No piece of print sums up the lockdown experience better than the floor sticker. No piece of print has evolved so rapidly. From coloured tape at the end of March to well designed and printed branded floor graphics to remind customers to keep their social distance. And as more businesses are allowed to open demand for these graphics, and other social distancing paraphernalia, will continue to increase.

The next step will be their discovery as an advertising medium, combining the informational message to keep two metres apart with a sales message, possibly to look on the adjacent shelf for the product in question. That means floor graphics will stick around. What was previously a seasonal promotional gimmick will become a permanent part of the advertising real estate.

It is interesting too that in the days when smart phones are ubiquitous complete with apps that might sound an alert should people come too close, print is doing a superb job. It’s direct; it’s simple and it works. It is immediately understandable by all. That is incredibly powerful in a time when proliferating media choices can dilute a message. Print achieves an instant cut through. That is why every business that needs to promote social distancing is using print, why supply of the material is such short supply, why the vinyl floor sticker will be the print of the year.

Gareth Ward