By Cassandra Balentine
When selecting media for a wall graphic or wallcovering, many considerations apply. From expected lifespan to cleaning protocols and fire rating standards, print providers should be able to council customers on the appropriate selection.
Situational Considerations
Certain environments are subject to different performance requirements. High-traffic areas that include fitting rooms, queue lines, and checkout areas contend with frequent contact from people, carts, fixtures, and cleaning solutions.
Mike Richardson, business development manager, graphics media, Jessup Manufacturing Company, suggests materials used in these spaces need to hold up to repeated contact and still maintain a clean, professional appearance.
The media alone often isn’t enough to withstand this wear and tear. Different ink technologies, such as UV‑curable inks, and protective laminations are utilized to ensure durability, scratch resistance, and long‑term appearance. “These environments demand a more robust print system that can handle physical impact and repeated abrasion without failing,” notes Walter Gierlach, president, Photo Tex Group, Inc.
Jamie Riley, technical director, Faze 3 SMS, points out that retailers, architects, and facility managers typically specify media with enhanced performance characteristics from Type I to Type II commercial product specifications.
High-traffic areas benefit from media with good dimensional stability, strong surface durability, and in some cases a laminate for extra protection, says Dennis Leblanc, senior product and business development manager, Drytac.
The Case for Overlaminates
Depending on where wall graphics are applied, laminates are an option to boost durability.
Overlaminates are not always necessary for indoor retail wall graphics, but they are often chosen depending on traffic level, cleaning requirements, and the printing technology used to ensure commercial performance standards are met. “In practice, many indoor retail wallcoverings perform well without laminating, while others benefit significantly from it,” admits Riley.
Overlaminates provide additional protection to the base film regardless of indoor or outdoor application. “When you bring all the goals to the table during the specification and quoting process, this can be the time where the decision to use or not use an overlaminate occurs. There’s no standard yes/no answer for lamination. Focusing on the application and customer goal helps navigate the decision on which media to use and whether an overlaminate is necessary,” notes Laura Antenucci, marketing director, Continental Grafix USA.
If a wallcovering is in direct contact with the public, Richard Collins, global senior product markets development manager, Metamark, says lamination is preferred. If behind counters where traffic is minimal then a textured material offers a degree of scratch resistance.
Dressing rooms are a good example of where a graphic would experience more physical contact. “In those higher contact areas, a protective laminate is worth the extra step. It keeps the graphic looking fresh and clean through daily wear rather than showing evidence of every interaction,” shares Jay Kroll, director of product education, General Formulations.
“In many cases, selecting a substrate with inherent surface stability can eliminate the need for additional lamination, simplifying production, reducing material use, and providing a suitable, sustainable alternative,” suggests Julie Brannen, director, sales and sustainable solutions, Monadnock Paper Mills, Inc.
While not always necessary, Leblanc feels overlaminates become more important in high-contact areas or where frequent cleaning is expected.
Fire Rating Standards
ASTM E84 Class A is a fire safety rating that instructs on how quickly a material burns and how much smoke it produces, explain Speizer and Wilton. This is important for retail environments because it will show that the wallcovering won’t easily catch on fire or produce heavy smoke.
Most retail environments look for materials that meet ASTM E84 Class A standards, especially for wall applications. “Fire safety is a baseline requirement in commercial interiors, and it is important that any wallcovering media complies with local building codes and regulations,” states Richardson.
Retail wallcovering applications typically require Class A performance in ASTM E84 to meet U.S. building and fire codes. “The most referenced standards evaluate how materials contribute to flame spread and smoke development when exposed to fire,” offers Riley. “The exact requirement can vary by local building code and occupancy classification, but most retail spaces fall under commercial mercantile occupancies, which generally require Class A interior wall finishes.”
Consider Lighting
The way an environment is lit plays an important role in durability and longevity of a printed wallcovering.
UV light and many interior lighting options can fade graphics. “When these factors are brought in during the specification and quoting process, you can choose the right media or combination of medias to mitigate the lighting. Whether the answer is to add an overlaminate or use a different type of ink for the application, knowing these details from the outset results in a more satisfied customer,” offers Antenucci.
“Retail stores often use intense LED lighting, directional spotlights, and large storefront windows, which can accelerate degradation if the media and inks are not designed and certified for those conditions,” adds Riley.
Richardson admits that LED lighting tends to be less harsh than older lighting technologies, but constant exposure can still lead to fading depending on the ink set and media. Natural light is typically the biggest factor, especially in storefront windows or areas with strong sun exposure. “Choosing the right ink and, in some cases, adding protection can help extend the life of the graphic.”
“In spaces with intense or prolonged light exposure, a laminate with UV inhibitors is one of the most practical and cost-effective ways to extend the life of a graphic,” agrees Kroll.
Read More
Indoor retail and point of purchase environments use wallcoverings and wall graphics for both aesthetics and performance. Read more in the June issue of Digital Output.
Jun2026, Digital Output
