A Film of

A Film of Another Sort
Decorative Film Can Add
Profits and Style to Any Tinters Repertoire

by Alex Koulouris

The growth of decorative film in the past five years has been phenomenal. It has grown to such a point that there are now many tinters who specialize solely in the decorative market. This increased awareness and demand for decorative film has created many new ideas in the marketing and installation of window films.

More and more tinters are discovering this lucrative niche market, encouraged by the fact that decorative film is not influenced by seasonal or legislative changes. Major film distributors now supply a select range of decorative films in recognition of this trend, as it continues to prove to be more than just an interesting sideline.

What is Decorative Film?
Nearly all types of window film have the potential to be used for decorative purposes. However, the product's growth has been predominant in the use of frosted-glass effect films. These films are available in many solid color forms that simulate acid etched or sandblasted glass. Using these films with hand or computer cutout patterns of exposed clear glass can produce stunning results.

Frosted films are manufactured in either polyester or vinyl with the customer's personal preference normally determining his or her choice. Both materials are easy to use for hand-cut designs, but vinyl is better suited for computer-cut graphics, and both types are available in a variety of glass effect options. Some vinyls even offer a textured finish for a more realistic look.

Screen-printed polyester films are now available in a large range of patterns and colors and offer the convenience of a ready-made design. While these films are simple to use, careful consideration, however, should be given to glass sizes and the direction of the pattern, when released from the roll. In some cases the end result is best achieved with a customized pattern specifically designed for the intended application.

Where Can I Use Decorative Film?
Decorative film is ideally suited for applications that require day or night privacy without sacrificing natural light levels, such as bathrooms, solariums, attics, entry doors and sidelights. Commercial applications are often found in restaurants, banks, health clubs, hotel foyers, conference rooms and, in particular, office partitioning.

Inside commercial buildings a dramatic increase in the use of internal glass walls as office partitioning has occurred. This use of clear glass has brought natural light to more desirable levels and created the illusion of more space. Unfortunately, this can result in a large "fish bowl" effect where the occupants of each office or cubicle are left with no privacy.

Why Decorative Film?
You will find that architects and designers have accepted the finished product enthusiastically. Decorative film is no longer seen as a problem-solving product; instead it has become an integral part of the design and construction processes. Many new building projects are specified with a particular film pattern designed by the architect.

Usually, the film's theme continues throughout the building on every floor and may even be personalized with a corporate logo or graphic. In some cases these buildings have been found to contain more square footage of internal glass than that found on the external perimeter, all of it clear and untreated -- think about it!

Unlike other decorative glass processes, window film can be removed if desired, a huge advantage when selling the product to tenants of commercial buildings and apartments. Most landlords do not object to their tenants' installation of film when they find out the product can easily be removed. Additionally, the cost of installing film on existing glass compared to other processes is low, making the investment for a tenant worthy of serious consideration.

How Do I Install Decorative Film?
Installation of full block-out pieces is as easy to apply as normal window film and is laid in the same manner. If you are hand-cutting a decorative pattern, simply mark out the design with a soft pencil. Then, using an aluminum straightedge, carefully cut along your marker lines. Slowly remove the cut piece making sure you have cut through the material. While the film is still curing you have plenty of time to remove the cutout before it begins to adhere to the glass.

Long horizontal bands of film or large squares are the most popular hand-cut designs, and are also the easiest to master, particularly for the beginner. Simple adjustments in the size of the clear glass gaps can alter the finished effect and experimentation in subtle changes should be explored before attempting more difficult free-hand designs. Experienced automobile tinters usually make this transition quickly as they already have the knife skill and confidence required.

What about Computer Graphics and Logos?
Intricately designed graphics, company logos or sign writings can also be incorporated in your decorative film. If you have an artistic flair you may wish to attempt to cut the designs freehand by tracing a stencil of the graphic onto the film first. However, local sign shops can take care of the tracing otherwise.

Most sign shops today have a computer-operated plotter that can cut any chosen design. Simply supply the film and a copy of the graphic work required. The small fee you will be charged is definitely worthwhile and you have just created another contact. Networking with your local sign shop can be very rewarding as you both realize the available opportunities.

Your graphic is usually supplied ready to install and the sign shop can provide valuable installation tips. After the graphic is installed, you are ready to add the required fill to complete the remainder of your design. Always double check your measurements and use a spirit level to ensure your design is uniform and accurate.

It Pays to Keep it Simple!
While it is very easy to become enchanted by the large range of decorative patterns and graphics avail- able today, take my advice and keep it simple! Do not wallpaper the glass with an intricate design, as it can sometimes look overdone. The subtle use of a simple pattern, with large blocks of fill, is much more pleasing to the eye and easier to install.

Sounds Great! How Do I Get
into the Decorative Film Market?
There are many companies that specialize in office fit-outs in both design and construction and they are your best initial source for leads. Get in touch with them, go out and see them, show them how attractive these designs are by offering photos and samples. If you can develop your contact base, conventional advertising methods are expensive and unnecessary. Remember to follow-up and always ask for referrals. Other contacts to consider include glaziers, shop fitters, interior designers, maintenance companies, architects, building contractors and property managers for government departments and large corporations. The list is endless. You may already have a number of existing contacts that would be interested in your new product, now you only need to show them what you can offer.

Decorative film can be a profitable addition to your current film business or it can be the beginning of a new direction for the future. Either way, your journey will be interesting, challenging and rewarding.

Alex Koulouris serves as managing director of Johnson Professional
Window Films in New South Wales, Australia

Article Taken From:
Window Film Magazine; Volume 4 - Issue 4 - July-August 2000; pg 18-19

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