Q&A: Using Digital Printing to Create Unique Environments

WITH ITS ABILITY to quickly and accurately produce custom graphics for a wide variety of substrates, digital printing has caught the attention of the interior design community. Designers for commercial, industrial, and residential environments increasingly are looking to digital print providers to produce many of the printable design components needed for interior settings. Today’s advanced digital printing devices can create everything from unique dimensional wallcoverings to vibrant artwork to customized furnishings and eye-catching accessories.

Kitt Jones, Business Developement & Co-creation Products Manager, Roland DGA

To find out more about this exciting market opportunity for print service providers, we spoke with Kitt Jones, business development and co-creation product manager for Roland DGA. We asked him about how PSPs are finding a foothold in interior design, which print technologies are best suited for producing interior design solutions, and how PSPs successfully can inform themselves about interior design workflows and ways to market their capabilities to this new client base.

Q : Why do you think digitally printed interior design applications are surging in popularity?

A : Customization and personalization in other markets have set the stage for customized interior design, and this market is full of opportunity for print service providers. The versatility of digital printing technology allows for production of highly customized interior design applications, and its quick turnarounds allow for an on-demand workflow. Today’s homeowners and designers appreciate the ability to create unique patterns, images, and textures tailored to specific tastes and spaces.

This level of personalization is increasingly desirable in interior design and is more cost-effective and efficient than ever before. Digital print can be applied to or printed directly on a wide range of materials, including wallpaper, fabric, tiles, glass, wood, and, of course, vinyl.

Q : What digital printing equipment is needed to produce interior design applications?

A : No one printer fits all applications, but many types of digital printers can produce interior design applications. Eco-solvent and latex printers are excellent for producing environmental graphics including wall coverings, as well as graphics for windows and floors. UV printers offer the ability to print directly on a wide range of surfaces and 3D objects, including tile, canvas, wood, metal, and glass. Roland DG also offers an innovative textural wide-format printer, the Dimensor S, that produces textured prints for wall coverings and artwork.

When competing in the interior design market, it’s important to be able to support multiple applications, as shop owners may work with clients that want not only surface designs for wallpaper, but also other matching interior design elements like matching tiles and accessories.

PHOTO: Roland-DGA

Q : How are printer manufacturers responding to the demand for interior design applications?

A : Manufacturers are responding on two fronts — with technology and additional insights into this market for print shop providers. Roland DG is learning as much as possible about the interior design industry’s needs and pain points to better understand the market and support print shop professionals who want to provide interior design products. We also are innovating and developing new media and printers that will help our partners excel and stand out as premier providers to this industry.

In response to the need for custom texture printing, the Dimensor S can produce four-color images and surface design prints with customized finishes, including suede, pearlescent, matte, gold, and silver media. In addition, the Plus series media is a paintable media that enables a rich, high-end application, turning a wall surface into a piece of art. This water-based ink printer adds that “wow” factor to any surface or product it decorates.

Q : Where can print shop providers learn more about printing for the interior design market?

A : There are some important steps PSPs should take to effectively tap into this industry. Having a range of print offerings is very important, but it’s also essential to understand interior designers’ standards and needs. Interior design workflows differ from traditional sign and graphics workflows, and, in many cases, interior design jobs have longer sales cycles. One area where the two markets overlap is in production of industrial or commercial wall wraps, however, the overall project scope, quality, and color accuracy are even more critical for interior design clients.

Manufacturers are focusing on this market and sharing their insights and information on their websites and through other communications channels. Reading industry publications and talking with industry professionals also will provide insights into the interior design market. Understanding this market space is important as it differs from the standard sign and graphics markets in many ways. However, armed with the right resources and information, interior design applications can be a profitable product offering for print shop owners.