Floor Graphics : a world of opportunity at your feet

It’s estimated that the average consumer is exposed to well in excess of 5,000 promotional messages on a daily basis. It’s a jungle out there and if you’ve got something to say you need to be saying it in a way that can’t be ignored. The answer might be the ground beneath your feet, the novelty value of a well-positioned floor graphic can grab the attention and get your message across.

This year we saw how quickly designers recognised the importance of floor graphics in communicating important COVID-19 social distancing messages. The popularity of COVID floor graphics illustrates the potential of using floorspace as a canvas for all sorts of promotional messages. For example, TPH provided the floor graphic for a recent initiative promoting local businesses in Kingston. We Are Kingston aims to inspire people to shop locally, showcasing the independent businesses and personalities who make Kingston so special. A key element of the campaign is the We Are Kingston poem emblazoned on a 4m by 4m floor graphic outside Kingston Station and on Clarence Street. These prime positions will give thousands of busy commuters and shoppers pause for thought as they go about their day.

Of course when investing in a floor graphic, it’s important to remember it’s horses for courses. Different surfaces require different grades of material; a carpet graphic has to grip to a tufted soft surface otherwise it will ruck and an outdoor graphic will be exposed to the elements. Most floor graphics are composed of a vinyl substrate which will be printed with your design. This will then be covered by a laminate to give the design extra protection and create a textured surface which makes the graphic non-slip. This is governed by a set of regulations called the R anti-slip rating, the 'R' standing for 'ramp test'. Selecting your R value will depend on the position but generally for an indoor application the floor graphic will need to be at least R9 or R10, whereas outdoor graphics need to be R10 or above.

Floor graphics are a flexible, cost effective way to get your message across, especially if there’s a “wayfinding” dimension to your communication. The combination of a creative design and the unusual position can really stop people in their tracks. The floor is yours.