Floor graphics: Marketing from the ground up

Floor graphics are a very effective way of advertising your brand – little wonder then that they have taken off in a big way in recent years. They work because, as we all have to look where we are going as we walk along, we are almost certain to notice anything eye-catching the ground in front of us. Something in the sky, on a screen or on a wall, on the other hand, is not automatically going to catch out attention if we happen to be looking in the other direction. All you have to do, then, is create a design which is clear and striking enough to get you message home in a glance.

There are several methods of creating floor graphics, all of which have their own benefits. Most are still put in place using an adhesive-backed vinyl, usually with a protective laminate to make it last for up to three or even six months. This makes it a suitable option for outdoor locations such as pavements, as well as for wood or other standard floor surfaces. It is also pretty versatile, as you can use a variety of materials for creating colour including airbrushed dyes or pigmented coats.

If you are only looking to place your vinyl floor graphics inside for a short period of time – say for a trade show or festival – then go for a cheaper option which can be peeled off after a few days or weeks. If you go to a good graphics supplier, they will also include a non-slip safety surface – essential if you are planning to advertise in a highly pedestrianised area.

Overhead projection is a very fast way of creating eye-catching graphics, requiring only a projector, photocopier, transparency paper and of course your pre-prepared images. If you only want your image to appear for a day or a few hours, this could be the right option for you as it is cheap and you can even have the graphics moving if you want to make it stand out even more. Bear in mind, though, that this is not a long-term solution.

Finally, if you are not expecting to reproduce your graphics many different times, then floor graphics designed free-hand can allow you or your chosen designer to be as creative as they want. Materials often used for this style of advertising include pigmented cement-based skim coats, dyes and tints. This is a good way of making a unique, one-off statement about your brand – but it will be hard to exactly reproduce a free-hand design which can ultimately be expensive. If you are looking to roll this out at several different shops, for example, then it’s probably one to avoid.

Floor graphics can be a unique, fun and eye-catching way to advertise your brand. Going for adhesive-backed vinyl designs will give you quality and longevity, but there are also other options to consider such as overhead projection or free-hand design.