Structure-flex: new printing techniques are transforming transport graphics
The latest developments in printing techniques are opening up immense creative possibilities in the world of transport graphics, says Paul Reeve, managing director at vehicle curtain supplier Structure-flex
It is impossible for fleet managers today to deny the role that commercial vehicles play in the promotion of the corporate brand, and colourful trailer curtains proudly sporting the latest advertising campaign is now becoming the norm.
With fleet owners themselves, combined with the promotions industry seeking more and more innovative ways of gaining the maximum exposure for a company’s message, it is little surprise that every possible opportunity is being seized – and fleets of heavy goods vehicles take to the roads around the country daily, operating as travelling billboards.
There is a lot more to producing these ‘works of art’ than meets the eye, however. Over Structure-flex’s 45-year history we have seen an increase in complexity of graphics used on trailer curtains, and it is possible to create many stunning effects.
To really do these designs justice, manufacturers like us are investing hundreds of thousands of pounds in the latest digital printing technology so that graphics can be reproduced at the highest possible DPI (dots per inch).
Advancements in large format printing techniques now make it possible to reproduce images with exceptionally high clarity on fabrics up to five metres wide, allowing creative and effective marketing strategies to be developed on curtain trailers of all sizes.
With the manufacture of trailer curtains being a bespoke process, full scale digital print graphics can cover the length and height of the curtain – whether pocket style, bolt direct, step deck or smoothside – and can still easily include insulated and anti-vandal systems.
The flexibility of the printing process allows all sides of the vehicle to be covered, if required, so fleet managers are even able to create a professional appearance on rigid trucks and trailers that are corrugated, weathered or worn.
For many designs, the colours are crucial, and the livery can be incorporated with any bas
e colour fabric for the curtains, alongside the traditional white ordinarily used for full coverage liveries. For some applications this process used to be done by hand, but modern printing innovations are enabling manufacturers to deliver some advertising options in even shorter timeframes.
Commercial fleet graphics, vehicle wraps and decals can also be used to complement trailer curtains perfectly on lorry cabs and trailer rear doors – in fact, any area of the vehicle that is particularly prominent and visible enough to carry a marketing message.
For short-term promotions, the personalisation of a vehicle or bus is possible through the application of vehicle wraps, vinyl lettering, reflective vinyls, window films and even magnetic vinyls, providing an excellent temporary solution where the graphics need to be removed or changed quickly.
The reproduction of eye-catching graphics is not the only consideration, however. The durability of the material used is critical if the advertising is to maintain its appearance over time and the trailer curtains are to withstand the rigours of the road.
No other advertising media is as mobile or cost-effective as transport advertising at delivering the corporate message to tens of thousands of people every day in such a consistent way. Every curtain is custom-built so the construction, design and graphics of every one is different.
We would recommend that fleet managers investigate the technical expertise of suppliers before placing an order and seek out one capable of providing a consultation service, as well as a design, print and manufacturing ability in-house, so that they can be assured of the right advice.
