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Screen, digital or litho?
The last 12-months has seen some interesting developments in the screen and digital wideformat market. Digital has continued to place screen under pressure in the graphical display sector. However, large format inkjet and litho are now themselves under attack from multimedia applications. Nowhere is this more evident than the London Underground. Don't worry, the screen, digital, multimedia debate is far from over in the graphic display market.
It just happens I'm spending a lot more time in London than I used to. Invariably this means regular rides on Underground escalators and plenty of boring waits on platforms. The more I travel the more I encounter multimedia displays. When I first witnessed an escalator's worth of LCDs I was bowled over.
However, the Underground is a tough, dirty environment and in my opinion, the LCD displays are taking a pounding, with the once clear, piercing images starting to loose their lustre. In contrast, the printed posters either side, are refreshed every time they are replaced.
If the success of any display is its ability to turn heads, capture viewers' attention and send them on their way with a message, I argue that a well designed printed poster still wins the race in the majority of applications.
Then comes the big question: screen, digital or litho? The decision depends on how you balance innovation, quality, cost and volume. All three printing processes will continue to play a role. However, as recession bites, volumes fall and businesses strive to differentiate themselves the ratios will shift. I wonder if screen is about to see a renaissance?
Jon Barrett
Editor
