The wide-format sector is responsible for some of the UK's most visible and eye-catching graphics, print that can single-handedly brighten up the dullest high street or retail store. And thanks to continual advances in technology, creative marketers have been able to push the boundaries and come up with ever more dazzling displays, producing clearer and more vibrant colours that grab the target audience's attention.
But, like their general commercial print counterparts, wide-format specialists are under pressure to ‘green' up their act and become more environmentally friendly.
While it can be a tricky balancing act, there are signs that the manufacturers of equipment and consumables have responded to the challenge and have radically reduced the impact that wide-format printing has on the environment. Not that the sector was that big an offender to start with, argues Stephen Goddard, environmental leadership programme manager for HP Graphic Solutions, who says that other print sectors have a greater carbon footprint.
Rise of digital
One factor behind the giant strides that the wide-format sector has made in terms of minimising its environmental impact is the rise of digital against traditional screen printing.
According to environmental consultant Paul Machin, digital hasn't had to go along the same learning curve as rival processes, such as screen or offset, as it already does a good job of removing a lot of the messy and dirty processes associated with printing. Going down the digital route also means that you print only the amount that you need, which results in a big reduction in waste.
But that's not to say that major inroads haven't been made in the other print processes associated with wide-format. For instance, the use of chemicals in the pre-press department has been greatly reduced thanks to the advent of computer-to-screen.
Ink choices
Another area in which gains have been made is the types of ink available. The rise of UV has been of particular interest to the industry, says Mark Stephenson, UK sales manager for digital solutions at Fuji, who argues that solvent inks don't have the green credentials that UV offers. "Only 20% of the pigment ends up on the paper with solvent ink," he explains. "With UV, 100% ends up on the substrate."
Fujifilm Sericol has been pushing its range of UV inks and the products couldn't hit the market at a better time with inkjet technology on the rise. Those who argue in favour of UV inks say that its green credentials emanate from the fact that it's a stable product with no volatile organic compounds.
"UV ink can print on almost every substrate," says Stephenson. "UV does tend to cost more compared to solvent, but as more and more printers adopt it, then the economies slide. Many wide-format printers have said that their next purchase will be a UV machine."
However, there are drawbacks to UV. It has a tendency to crack and is quite brittle; in contrast, solvent inks are stretchable and a better option for applications such as vehicle wraps. But there is another option: latex.
HP's Goddard argues that HP's Designjet L25500 latex ink printer is an eco-friendly alternative. "Inks and printing consumables can be a significant problem," he explains. "UV curable inks may have a more attractive environmental profile, but they have their problems. Latex inks are not flammable or combustible."
The latex ink is water-based with a polymer that is bonded to the substrate by ink. It doesn't need air purification or solvent extraction and the output is odourless, making it suitable for indoor applications. For some, this gives it the edge on solvent machines. The new product pitches HP against other eco-solvent players, including Epson, Mimaki and Roland DG.
Despite Goddard's eco claims, Stephenson argues that eco-solvent inks also have their drawbacks. The milder solvent dries more slowly and a heater in the printing device is needed. That requires additional power and consequentially increases the machine's energy consumption.
HP's Goddard counters this by arguing that the new Designjet has been given the European Energy Star accreditation - a scheme that recognises energy-efficient products - only the second printer to have gained this.
Keeping tabs on energy consumption is an area that kit manufacturers have worked hard at, but it's the overall process that printers need to watch. As Machin points out, it's waste that costs the printer the most. "Very few companies realise how much waste they produce - not many segregate," he says.
Long-term ROI
While it may sometimes appear to be a pricey commitment, going green can actually save money in the long run, argues Machin.
"There are some very simple ways of reducing energy and waste should be referred to as loss," he says. "That's how you can get people interested - it can save a business a fortune by going green."
An historic problem for the wide-format sector has been the type of substrates it prints on. Recycling non-paper substrates is tricky and, in the cases of some, nigh on impossible. But HP has spotted an opportunity and has launched what it claims is the world's first free media recycling scheme for its wide-format customers. Participants are given a recycling box which, once full, is collected and the substrates taken to a third-party firm in Italy for reprocessing into products such as plastic decking. Materials covered by the scheme, which started in the US, include HP's reinforced Tyvek heavy textile and wrinkle-free flag banners.
HP isn't the only company providing this kind of service for the wide-format sector. Robert Horne Sign & Display re-launched its Waste Recycling Scheme at the start of this year. Under the terms of the scheme, customers can fill waste cages, which are then collected and sent to a UK facility.
Goddard believes that such schemes ease the way for wide-format printers that are going green . While going down this path will inevitably bring some pain, Goddard reckons that there are four good incentives for a print firm to be more environmentally friendly. "Firstly, you can increase your revenue through taking a more sustainable approach," he says. "Secondly, you can reduce costs, particularly in areas like cutting waste and reducing energy usage. Third, you're creating a better working environment with fewer emissions. Finally, you're protecting against future legislation."
Regardless of whether or not you are a green cynic or an eco-warrior, the financial argument for greening up your business is a compelling one. Major corporates no longer expect their suppliers to be green, they demand it - and if you're not willing to play ball, then chances are that you won't even appear on their radar.
"If companies can't prove that you are taking a sustainable approach, then customers won't buy from you," says Goddard.
So, in the end, it boils down to a simple choice: go green or risk going under.
PEFC: WIDE-FORMAT FOCUS
The PEFC has turned to the wide-format sector to get its brand out to the masses and, as you'd expect from the forestry certification organisation, it's been done in the greenest way possible.
The PEFC celebrated its 10th anniversary in Europe with France's first sustainable billboard situated near the Porte de Clichy in Paris. It measures 20m high, weighs three tonnes and took around five months to construct.
What makes it greener than many other outdoor displays is that the billboard uses plants to spell out the letters "For our Forests", as well as a web address.
It was built using PEFC-certified French wood and is illuminated at night using low energy consumption lighting. The green credentials stretch even further as it also incorporates rainwater recovery.
It's not too late for visitors to catch the billboard, as the display will be in place until September 2011. "The more consumers choose PEFC certified products, the greater the incentive for responsible forest management," says Stephane Marchesi, national secretary of PEFC France. "This is why PEFC France will communicate its message for two years with this unique, living billboard."
