From spectacular eye-catchers to customised marketing scents: print products can be truly sensual. Visitors will find out how that works at viscom SIGN 2016 in Frankfurt from Wednesday, 2 November, to Friday, 4 November. That’s when advertising technicians, print services providers, graphic designers, illuminated-advertising specialists, textile finishers, car wrappers, out-of-home advertisers, interior designers, exhibition-stand builders and shopfitters will get a chance to participate in a variety of workshops and obtain valuable information on current market developments and upcoming trends.
Make it multisensory
Kicking off the event at 11 am on the first day of the trade fair will be the viscom workshops. One emphasis will be on textile printing and finishing. Stefan Roller-Aßfalg from the Academy for Textile Finishing will share illustrative examples and best practices. On viscom Wednesday, the German advertising technology association ZVW will host a panel discussion on the podium, which will provide audience members with an opportunity to ask questions on the hottest topics in advertising technology. Issues to be explored include how to train properly, why car wrapping isn’t a distinct profession, what electrical connections advertising technicians are allowed to make, where and when advanced training makes sense, and what Master Technician school actually costs.
On Thursday, the programme will shift to all things experience marketing and multisensory customer approach. Referring to current interior-design and digital-communication applications, go visual will demonstrate how spaces are transformed into experiences.
The third day of the trade fair will be dedicated in part to the “Print Product Experience”. The aim is to explain how advertising works, how human beings respond to multisensory messages and how companies can benefit from those dynamics. Also on Friday, the winners of the Paparazzo HAPTIK AWARD 2016 will be presented. The prize recognises companies for unusual high-quality paper and print products. On the same day, visitors will find out how scent in marketing increases attention while enhancing recognition and how optically strong print productions draw customer attention. An outlook on future consumer-behaviour trends is on the agenda, as well. Changes in various parameters that influence the purchase decision will be explained here, along with a forecast of what the industry can expect in 2017 and 2018.
Workshop presenters will include the neuromarketing expert Dr. Benny B. Briesenmeister, Wolfgang Finklenburg from Reflex and Ingrid Holacsek from Pantone. These sessions will take place in the special workshop area in Hall 8, Stand E66.
What’s new in Corel and Adobe
The Corel and Adobe workshops have always been highlights on the workshop agenda. On viscom Wednesday, speakers like Adobe Systems product specialist Stefan Lamb will take participants through the programmes’ latest features. In particular, he’ll focus on new functions in Adobe InDesign CC in conjunction with the practical creative services. Regarding Corel, the workshop programme will deliver insights into using the CorelDRAW Graphics Suite XS, managing fonts with the new Corel Font Manager and editing images with Corel PHOTO-PAINT.
A full day of interior design
The lecture programme in the Speakers Corner is equally interesting for viscom SIGN visitors. On Friday, Joachim Rees (Multi-Plot Europe), Thomas Mangelsen-Denter (YUPO Europe) and Andreas Lettner (Mimaki) will focus on interior design, the focus topic on the last day of the trade fair. One item on the agenda: “Everything you need. Digital printing revolutionising interior design.” The seminar will look at options for individualisation and themed spaces made possible by digital printing. The discussion is aimed in particular at illustrating how to implement touching concepts with foil printing. Other topics include contemporary individual textile printing solutions, plus substrates and digital printing technologies. Concrete large-format printing examples will also be presented. For example, best practice case studies will show how large formats can turn spaces into experiences.
Lunch & Learn programme
Lunch & Learn seminars will be part of the viscom programme for the sixth time. The tagline of this year’s continuing eduction series encourages attendees to “Learn from each other”. Speakers will explore industry-relevant topics in daily Lunch & Learn lectures. The format promotes an active exchange of ideas between exhibitors and visitors by getting them to sit down together at the same table in order to discuss innovations, challenges and new product ideas.
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