Say it With ColorAugust 2nd, 2021 by Bryan
Standing Out – How Decorative Window Film Steps In
By Emmariah Holcomb
It’s impossible to venture far without seeing decorative window film. Large chain stores have incorporated them into their designs for years, but now it’s not uncommon to see specialty and custom decorative films in offices, the hospitality industry and homes.
Experts agree—there has been an increase in demand for decorative window film in the past few years, especially with the use of a wide variety of colors. What made consumers shift into this market segment now?
Being well-known, seen and easily recognizable are things that all businesses strive for. And now a vast amount of industry owners take advantage of both customizing the outside and inside of their company. One common way they do this is with bold and distinctive colors.
“When businesses use decorative window film, branding has a lot to do with it. The films help establish the overall culture in a space,” Zoilo Centeno, owner of VEGO Inc. says.
Companies aren’t the only ones taking advantage of what colorful decorative film has to offer; it’s even becoming more popular on the residential side.
“People are just getting into more artsy and decorative designs, it could be because they’ve seen businesses do it for such a long time. The main difference between then and now, is that it’s gotten
easier to produce, distribute and install custom colorful designs in decorative film,” Richard Purdam, Solar Graphics owner, says.
There are also more unique colors available now that were not available years ago. “My company has many different shades of popular colors like blue and green, it helps us create custom colors and effects for our clients,” Purdam says. “There was one time where we did a whole room in magenta, yes all pink—when the sun came into the room people could barely open their eyes because the color was that strong.”
The hospitality industry is also weighing in on this form of color customization. “A lot of older places are getting renovated on the hospitality side, and they can’t have shabby surfaces or an overall dull appearance because that weakens the overall experience their guests have with them,” says Centeno. Having lackluster colors won’t have the same positive effect on guests as bright and vibrant colors do.
“I think whether it is your home or your business using color lets people personalize their space,” says Mike Pisano, president of Lux Graphic Imaging.
If you can draw someone into a business and have a colorful image or look associated with it, the owner has a greater chance of getting customers. Even the slightest color or shading details on glass can make even a once average space memorable. “Fun, vibrant and interesting windows draw customers in, so one of the goals is to make storefronts look like billboards to gain and maintain customer interest,” Purdam says.
“More businesses are choosing frost designs to start off, but when we come in we can customize it by incorporating the company’s logo into it. Just a simple change with shading and hues can make a room or an office space unique,” Centeno says.
It’s also common to see large retail chain stores and smaller businesses use several colorful decorative film overlays per year. Seasonally changing the look of the store gives a fresh image for its customers and clients. “Another big benefit to having this type of film is the ease for remodels; there’s really no disadvantage,” Pisano says.
Being seen and remembered aren’t the only main factors associated with colorful decorative films; the overall strength plays a large role as well. When creating and installing colored window film began, it wasn’t uncommon to need a replacement film, or have it redone after just a few years. Now however, a person can get a custom project and have it last for decades without its colors getting ruined. “You can expect a longer life from the colors and overall window film because the materials are made so much better, and since they’re built to last, more people are getting interested in it,” Purdam says.
Where the personalization takes place dictates what coatings should be used. For example, a customer that is focusing on their business exterior might be interested in a darker color and tint that absorbs heat to help regulate the temperature inside as well as being energy efficient. “We have church windows that still look as good now as they did when we first installed them 27 years ago,” Purdam says.
Conversely a person who has mainly focused on interior work could choose something that is a softer color and less prone to scratches.
The shift in using more custom colors has many installers and manufacturers actively trying to keep up with change in order to last in decorative window film. “Sometimes you have to change
your product and adapt with the times in order to survive in the business,” Purdam says.
The quicker a company can adapt, the easier it is for it to get and keep clientele. “Once someone asks you to start customizing colors and designs, the customer is yours because it’s much harder for competitors to recreate what you’ve already made,” Centeno adds.
Surviving is only one part of continuing in the industry, you also need to be motivated. “One of my goals is to do more custom colors for buildings in the future,” Purdam says.
Emmariah Holcomb is the editorial assistant for WINDOW FILM magazine.
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