Ground-level Graphics Grab Attention And Add A Surprise Factor

In the competitiveness of the marketing world, staff and agencies around the world are constantly looking at new ways to attract attention and make customers aware of new and existing products new services.

The challenge to make people aware, create campaigns that capture attention, engage and cultivate loyalty is not easy in a time when there are constantly new sources of information. We are bombarded by e-mail, Twitter, the web, virals, TV, radio and much more. There is also film, billboards, train and bus advertising, online visuals, and other forms of off-line options - all of which vie for our attention.

In recent years a new form of visual has appeared. It's dynamic, colourful and brilliantly eye-catching because it is used in a creative and sometimes even deceptive manner. This new thing is floor graphics, and it has really taken off. They offer a unique and inexpensive way to advertise a product or service and have been reported to work well especially when compared to radio and TV.

The product performs exceptionally well in high traffic areas and can pack a powerful punch when complementing other aspects of the project that are both on and off-line. They are a great thing to implement alongside any kind of broadcast media and traditional efforts too.

On first consideration these things wouldn't appear to be effective. Without thinking too hard it's easy to assume that most people don't walk about looking down; we imagine that most people look straight ahead when they're out and about and going somewhere. But the actual truth is the opposite and something that was discovered by retail outlet marketing many years ago – the average person has their eyes cast down at a roughly 30° angle when they're heading somewhere.

When you consider this, it makes perfect sense. Reflect on the way you walk. You have to keep an eye on the footpath ahead for things like steps, uneven pavements and any other obstacle that could be your way. The fact that most people have their eyes in this direction means that a floor-based marketing product is in an ideal position to capture attention.

With the graphic on the ground, the item will be seen immediately. That's because it's unusual and people respond by stopping and wanting to look at what they are about to step on. They will want to read the words before moving on. This kind of advertising gets guaranteed viewing.

The best kind of floor graphics use incredibly creative design and outstanding visuals. It was reported in European Sign Magazine that when the drinks firm Pepsi introduced its ground level campaigns brand awareness rose from 33% to 58%. The graphics were powerful and simulated a 3-D effect with a drinks cup seemingly rising from the earth and the spray and ice from the drink bursting to greet the viewer. The design even employed a shadow effect to enhance the imitation dimensional element.

Other unusual examples include a massage firm that used this type of display on a footpath in a busy city centre. The advert featured an image of a woman lying face-down with a pillow under her head, looking as though she was ready for a spa treatment. It's hard to imagine how anyone could fail to see this very striking campaign.

If you decide to go with this type of collateral one of the most important things is to not cut corners on cost. You need something that is durable and will adhere to the space. It must wear well under heavy footfall. Resistance to wear and tear and an ability to keep clean are important considerations too.

Before ordering, ensure you think hard about the message and the visual. Focus group testing is very worthwhile so that you can get additional opinions from people outside the company or the agency. Have mock-ups produced and placed in various locations to find out how they look and what kind of reaction they generate. Then you are ready to make your order.

Use 3D Imagery to Bring Your Floor Graphics to Life

Floor graphics have revolutionized indoor and outdoor marketing, adding a whole new dimension (literally) to the effectiveness of your advertising campaigns.

Many stores regularly use floor graphics to draw customers’ attention to their latest promotions, for example: “3 for 2 Wine Offer this way.”

But what we’re seeing now, are companies and businesses getting really creative with their floor graphics advertising, by using 3D imagery to bring their concepts to life. 3D images have been used on billboards for some time, but recently companies are catching on to the fact that these images are just perfect for creating effective and economical floor advertising.

Without mentioning names, one shampoo company recently created a 3D graphic of an escalator with the middle stairs section replaced with the shiny black locks of a woman’s long hair. Contrasted against the shimmering steel it provided a really fantastic effect that definitely got the point across.

And if you’re looking for inspiration it’s all across the Web. Just Google “3D floor graphics” and check out the results on the “Images” page. You’ll be amazed at what you can produce with a little imagination!

Highly durable floor graphics can transform virtually any space into a sales promotion. Of course, this type of graphic is highly-effective in retail merchandising, because you can use your graphics to direct customers towards specific products and promotions.  But they’re also great for other types of venues too: nightclubs, shopping centres, museums, airports, exhibition halls and event locations, to name but a few uses.

3D floor graphics are particularly suitable for new product launches and advertising promotions and if you come up with something really out of this world, don’t forget to photograph it and use it in your other marketing materials and press releases.

Full-colour 3D graphics make for an eye-catching display, but remember to keep your message simple.  Bright or bold colours are preferable to light or plain white, as paler hues will show up any scuff marks or scratches.

This said, generally your floor graphics are scratch and wear-resistant and should last for around three months minimum. 

If you’ve never thought about using floor graphics for your indoor and outdoor promotions, well, you could be missing out big time.  Thousands of businesses worldwide have discovered the benefits of this unique form of advertising. Why not consider how top quality, durable 3D graphics could really make an impact on your organization’s next advertising campaign. With a bit of thought and creativity, floor graphics could really be doing the business for you.

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.

How To Fit Your Floor Graphics in 7 Easy Steps

Floorgraphics are easy to lay and will give you months of great service, providing you take the time to prepare your floor beforehand.

Here are some simple tips to ensure you get the best results from your application:

1.     For a perfect finish, your floor must be thoroughly cleaned and degreased before fitting your graphics. Floor detergent is fine for this purpose, or you may use a solvent-based cleaner that is free from silicone or oil additives. For the degreasing, use white spirit or Isopropyl alcohol. Use a plain lint-free cloth for polishing up the floor surface.

2.     Turn the graphic face down and place on a flat surface. Starting with the top edge, peel back 30mm of film or backing paper, crease it and return to the original position. Do not touch the adhesive with your hands.

3.     Move the graphic to the starting position and fix the top edge with 2” masking tape – half on the floor and half on your graphic. Check the alignment and when satisfied, lift your graphic and ease away 30mm of the backing. In stages, peel away the remaining backing 100mm (6”) at a time. Use a flat squeegee blade to wipe downwards and outwards until the graphic is securely in place. When removing the masking tape, gently ease it across the film at an angle rather than at 90 degrees.

4.     Prick any ‘bubbles’ using a needle or scalpel, then wipe down.

5.     Most adhesives form a stronger bond when warm. The recommended temperature range for fitting is 15C-25C. If working in colder conditions, bonding can be aided by the gentle use of a hot air gun on the film as it is being applied.

6.     Avoid walking on, cleaning, or otherwise disturbing your newly-applied graphics for 48 hours afterward.

7.     Do not use aggressive cleaning agents on your graphics. Graphics are designed to be removed up to one year later without leaving any residue.

Floor graphics are perfect for most types of floor, but are not recommended for the following:

 Irregular floor surfaces

 Textile carpets and mats

 Waxy, rough or porous ceramic tiles or wooden floors

 Rubber matting

 Soft PVC matting

  Marble floors – discolouration may result

Now you know how easy it is to lay eye-catching floor graphics, consider using them for your  next instore or outdoors promotion. With floor graphics it’s easy to create dynamic visual advertising your customers will respond to.

Make Your Mark in Business With Floor Graphics

Eye-catching floor graphics are an innovative way for your customers to find you at trade shows, exhibitions and shopping centres. They’re also perfect for instore promotions, product launches, niche marketing, local and national marketing campaigns, social media promotions . . . you name it.

Compared with traditional advertising media like press, radio and TV advertising, floor graphics are a relatively low-cost way to get your brand message across to a wider audience.

As a much under-utilised advertising space, your floors are a brilliant way to jazz up advertising promotions and special offers. Although to some extent, floor graphics have made great strides over the past few years (pardon the pun), as an advertising resource they are still considerably under-used.

People are used to seeing ads at head height, but when you are walking and catch a glimpse of something on the floor or pavement, your eyes are naturally drawn to it, so there is an element of surprise. Just think of some of the creative ways you could make a splash using floor graphics for your next campaign.

Floor graphics are created with a protective laminate on top to protect them, so they should last you anywhere between 6 months to 1 year. Do check with your supplier that the materials used have anti-slip qualities, as you don’t want to be responsible for someone getting injured.

You can also install floor graphics outdoors, which is great for garden centres, open air events, concerts – and they’re ideal for kids’ events like treasure hunts.

There are numerous benefits to using floor graphics to advertise your brand. The main ones are that they are:

Cost effective

Easy to apply and remove

Scratch resistant

Customisable

Floor graphics provide a myriad of marketing possibilities for the resourceful entrepreneur or business owner, so get creative with next advertising campaign and see where it leads you. This is definitely one occasion when you won’t mind your customers walking all over you!