Printed Signage Market

Market Overview

The global printed signage market size was valued at USD 40.78 billion in 2021. It is expected to reach USD 47.8 billion by 2030, growing at a CAGR of 2% during the forecast period (2022–2030). The market is expected to develop despite the cost-effectiveness of printed signage, which is expected to be hampered by reasons like growing competition from viable alternatives like digital signage. 

Businesses look for the most effective strategies to promote their brands in today's cutthroat market. Signage is the creation or usage of symbols and signs to convey information. Print signs advertising is one of the most impactful forms of advertising employed globally, despite many marketing alternatives available. The target audience's attention can be captured using artistic and visually appealing graphics. Companies and organizations frequently utilize these signs for marketing and advertising purposes. The usage of such advertising tools demands the viewer's attention. These images can point people in the right direction or persuade them that they have a need that can be supplied.

One of the most popular types of signage solutions worldwide is printed signage. Billboards and other backlit displays, among others, are primarily used to market and advertise products to draw people and increase their knowledge of the availability and features. The global printed signage market's expansion is driven mainly by cost-effectiveness since it provides affordable and effective signage solutions for various sectors. The main elements assisting the printed signage market in enduring in the face of fierce competition from the rising digital signage are the lesser investment needed for deploying these types of signs and a longer lifespan. The convenience of deployment without the requirement for additional maintenance expenses is the primary factor driving most organizations and companies to choose printed signage solutions.

Market Dynamics

Global Printed Signage Market Driver

Cost Effectiveness

One of the main variables influencing the rate of adoption of printed signage in many sectors is its cost-effectiveness. The costs associated with creating the content, renting a space for the media (like a board), hiring a professional printing service, arranging for the delivery of the print materials, and manually updating the content at each location are just a few of the expenses associated with traditional printed signage. Until the introduction of digital displays and signs, printed signage was the only type of information sign and banner readily available for a considerable time. Different sectors choose printed signage solutions for their information storage as they continue to invest in advertising.

Most users that choose printed signage are those searching for permanent signs with a single deployment. Printed solutions provide low-cost signage for these users, encouraging its adoption over digital signage in malls, shops, and other locations. Additionally, permanent signage is required for roads and other government infrastructure with fixed signs installed. It is expected that the industry will benefit from the increased demand brought about by permanent signage's low price. Additionally, printed graphics and signage can be quite effective in aiding retail establishments in getting customers to notice their signs. For instance, the affordability of printed signage allowed for floor graphics in retail spaces to draw customers' eyes to accent walls covered in graphics that support the store's general brand messaging and specific products.

To keep its quality high, digital signage needs frequent maintenance and content updates. Meanwhile, printed signage saves time, money, and effort because it is almost maintenance-free and requires little to no upkeep. Due to the simplicity and affordability of obtaining smaller quantities from local producers, small firms that want to use signage frequently do so. And so, such factors favor the printed signage market growth.

Restraining Factors

High Competition

While the cost-effectiveness of printed signage is predicted to fuel market growth, factors like the rising competition from viable alternatives like digital signage are anticipated to impede market growth throughout the research period. Compared to printed material, digital signage may initially cost more, but it will ultimately save money. This element will significantly compete with printed signage. The adoption of these systems is also influenced by the digital signboards' longer lifespan and high resale value.

Although printed signage is less expensive, digital signage solutions provide a greater long-term return on investment. Billboards and posters are two examples of printed signage used only once before being removed from service. On the other side, digital signage gives more versatility because it can display various information without needing to be replaced entirely. As a result, the market growth is being held back by the growing preference for digital signage over printed ones.

Global Printed Signage Market Opportunities

Growing Inclination of the Retail Sector Towards the Use of Printed Signage

The most common and conventional form of in-store signage is print. It may be placed inside and outside retail businesses relatively quickly and comes in various sizes and materials, including banners and shelf labels. The benefits of print include flexibility, mobility, and availability in different forms and materials, such as polyester, water- and weather-resistant. With printed signs, retail establishments can now use a variety of floor graphics to draw customers' attention to accent walls covered in graphics that support the store's general brand messaging and particular products. PoP (point-of-purchase) displays in retail establishments could be as straightforward as a sign or as complex as a display box. For instance, they can design a complete display with stuff from the merchant inside of it.

PoP displays have proven crucial to grabbing customers’ attention for most retailers. These signs may be detailed banners or elaborate display drawings. Short-life PoP signage is widely used in the retail sector. Demand for in-store PoP displays is directly related to the state of the retail industry. Major retail firms like Amazon made significant advertising investments, showing that they took first place in this field. Thus, it is anticipated that the market will have more excellent prospects due to the growing interest in employing printed signage.

Regional Analysis

APAC Owns Leading Market Share

By region, the global printed signage market is analyzed across North America, Europe, Asia-Pacific, and the Rest of the World.

Asia-Pacific will command the market, expanding at a CAGR of 1.25% over the forecast period. Innovations for increasing the assortment of signage printers with a cutting-edge and sophisticated design created for the entry-level market may be seen in the Asia Pacific area. For instance, Colorje increased its selection of signs printers in 2021 when SoniQ I, a new model, was introduced. SoniQ I is created, developed and produced in India to fulfill international requirements and certifications. It works well in both indoor and outdoor settings.

Additionally, advertising is generating several expansion prospects in the area. The Malaysia Advertisers Association estimates that since 2012, out-of-home (OOH) advertising spending in Malaysia has been continuously rising and will make up 19% of all advertising spending in 2021. Additionally, several regional businesses are concentrating more on soft signage solutions for advertisements. Thus, boosting the regional market for printed signage.

North America will likely generate USD 11 billion by 2030, growing at a CAGR of 0.15%. The US is the most significant market contributor in the North American region. The printed signage market is seeing a downturn in the region because of the United States' technological leadership, the tendency toward dynamically viable alternatives like digital signage, and the growing desire for a more personalized advertising approach. However, the longer lifespan and lesser investment needed for printed signage deployment are assisting the market in the region to thrive.

Large-scale declines are observed in media companies' advertisements in publications, newspapers, and outdoor spaces. However, the market for printed signage is anticipated to experience a steady drop during the projected period due to the rise in spending on outdoor and theater advertising. The US market is still a desirable alternative because it has established distribution networks for all business types in sectors like retail. Additionally, the rising competition across retail locations brought on by internet shopping (eCommerce) is driving demand for point-of-purchase graphics and short-term promotional signs to draw in customers and encourage new purchases, particularly for seasonal product lines. Such elements are also anticipated to increase regional printed signs market demand.

Segmental Analysis

The global printed signage market is segregated by type, print technology, end-user, application, and region.

By type, the global market includes Banner & Backdrop, Corporate Graphics, Exhibitions, & Trade Shows, Backlit Displays, Pop Display, Billboards, and Others.

The Banner & Backdrop section will grow at a CAGR of 1% and hold the largest market share over the forecast period. Among the various types of signage, banners are one of the practical, adaptable solutions. They are among the most straightforward signage applications to install. In the market, there are many different kinds of banners, including vinyl banners, mesh banners, fabric banners, canvas banners, and others. Historically, vinyl banners have been regarded as one of the most cost-effective printed signage alternatives. Backdrops are more frequently used during sporting, entertainment, and commercial events. Vinyl fabric backdrops are commonly made of lightweight materials that are quick to set up on the ground.

The Billboards section will hold the second-largest market share. Billboards are massive advertising structures used for event and product branding and promotion. Due to its enormous size and impact, billboard advertising is one of the most common outdoor advertising formats. They are typically placed in high-traffic locations like motorways and expressways, where advertisers make significant financial investments to catch customers' attention.

By print technology, the global market includes Screen, Inkjet, Sheetfed, and Others.

The Inkjet section will likely grow at a CAGR of 0.45% and hold the largest market share over the forecast period. A small capillary aperture, typically less than 100 microns in diameter, is used in inkjet printing to eject Pico liter Drops onto a target location on a substrate, like an inkjet paper. For signs, banners, displays, and home decor, inkjet technology offers appealing design advantages, including the capacity to print on a wide range of substrates, including vinyl, paper, and polyester. The functionality of print heads, as well as the availability and application of various ink types, such as aqueous ink, ultraviolet ink, etc., have improved inkjet printing.

The Other print technologies include offset lithography, dye sublimation, toner, and others. The offset litho process has undergone significant advances in the past few years. The technology has undergone a considerable transformation due to innovations made by top Western businesses. The development of technologies related to the plates used in the offset process has been a significant factor in the spread of the technique.

By end-user, the global market includes BFSI, Retail, Transportation & Logistics, Healthcare, and Others.

The Retail section will likely grow at a CAGR of 0.21% and hold the largest market share over the forecast period. The market for printed signage is anticipated to continue growing due to the retail sector's focus on expansion and significant investments in advertising and marketing. Retail signage can range from backgrounds, banners, and pop-up displays to graphics and posters. Retail signage comes in a variety of forms, including both inside and external signs. Printed signage for retail establishments comes in various shapes and sizes depending on the setting and purpose. Still, their primary goals are always the same, whether they take the form of a large banner or a billboard: to increase foot traffic and engage potential buyers.

The Transportation & Logistics section will hold the second-largest market share. Inside and outside screens are frequently used to display printed signage in the transportation and logistics sector. Additionally, it can be used in various modes of transportation, such as vehicles, trucks, buses, trams, the metro, boats, and airplanes. Numerous suppliers in the market provide reasonably priced logistics signage, transportation signage, vehicle graphics for logistics, and related distribution signage solutions that aid businesses in promoting their brands and making effective use of the available space in the trucks.

By application, the global market includes Indoor and Outdoor.

The Outdoor section will likely grow at a CAGR of 0.1% and hold the largest market share over the forecast period. A billboard is the most typical outdoor printed signage in prominent American public spaces. These are the primary funding sources for outdoor printed signage, but their share and earnings are falling as the digital landscape continues to change. Ground-mounted or building-mounted outdoor signage are also options.

The Indoor section will hold the second-largest market share. Since indoor printed signage is recognized as increasing brand recognition and client trust, it has benefited businesses worldwide. Point-of-purchase displays, indoor banners, backlit displays, corporate graphics, floor decals, hanging signs, brochures, posters, and flyers are just a few examples of the various types of indoor signage.

Recent Developments

• 2022 - Avery Dennison Corporation acquired Catchpoint’s linerless label technology. The deal includes the trade secrets, brand, patents, and know-how of Catchpoint.