In the era of rampant digital takeover, the Soft Signage still continues to hold an immense significance in the retail business. To highlight the effectiveness and relevance of this mode of communication, ‘Soft Signage - The Big Picture’ event powered by CoSign Modular Sign System and Berger Textiles was organised on June 29 in Mumbai where the entire gamut of stakeholders from material providers to the end-users took the centre-stage to underscore the modernisation of the soft signage industry. The event saw overwhelming participation from the industry associates, including digital printers, material providers, brand marketers and many others.

The event kick-started with ‘Simplifying Soft Signage’ session, conducted by Tejasa Purandare, Director, Co-Sign, to cement the base of the topic. Tejasa began by highlighting the future of the Indian Retail sector. She pointed out that the industry is expected to clock $1.1 trillion by 2020, out of which $120 billion will be the share of e-commerce, which comes to merely 10%. In the view of this projection, Tejasa emphasised that Soft Signage industry has a tremendous growth opportunity, beginning with fabric display. She also explained the different components of Lit Fabric display such as Frame, LEDS and Fabric.

The next session was chaired by Surender Gnanaolivu, Consulting Editor, who elaborated on the ‘Role of In-store Graphics in Retail Environment and Why Soft Signage’. He explained the science of signage in a Smart Store, touching upon the way soft signage influences the consumer psyche in making shopping decisions. He explained the role of soft signage starting from attracting the customer into the store to navigating them to desired product shelves and finally converting into sales.  

Bringing the spotlight on eco-friendly business was Sudhir Soundalgekar, Director Projects, Raymond. In his session, ‘Going Green for Signage’, he spoke about the need to have an eco-friendly approach at every stage of the business including signage planning.  He touched upon various aspects such as the total cost of materials, refining, transportation and replacement, energy consumption and design strategies... 

The session by RG Venkatesh, MD, Diamond Display Solution and Executive Director of Macromedia & Diamond Display highlighted ‘Do’s & don’t in Soft Signage’. In Do’s, he pointed that the Dye-Sublimation with transfer technology works well with both Back-lit & Non-lit because of is colour saturation, vivid colours, low cost and continuous tonal visibility. While in Don’t, he highlighted that UV, Eco-Solvent Inkjet needs be adopted to overcome the challenges of flaking and breakage and the pricing aspects. 

Last but not the least, Stan Zhang, Sales Head Asia Pacific, Berger Textile took the attendees on the tour of Berger Textiles Company, its presence world over and in the Indian market. He described the different kinds of fabric available and their features. He also presented the product range offered by Berger Textiles .

With major stakeholders making their presence felt at the event, it goes on to show that the Soft Signage continues to be a significant part of the ‘Big Picture’ of the signage industry.