For years, wide format print businesses could rely on a steady flow of banners, posters and exhibition graphics. While those products remain an important part of many print service providers' (PSPs) portfolios, they're no longer where the strongest margins are being made.

Competition has intensified, online pricing has squeezed profits, and customers increasingly expect premium quality with rapid turnaround. At the same time, advances in print technology have opened the door to applications that were once considered specialist or outsourced work.

The result is a noticeable shift across the industry.

Rather than chasing higher volumes of low-margin work, many PSPs are focusing on applications that deliver greater value, encourage repeat business and strengthen long-term customer relationships.

That shift is something PSW is seeing first-hand.

According to Tom Skinner, Sales Director at PSW, conversations with customers have changed noticeably over the past few years.

"We're seeing far more print businesses looking beyond traditional signage. Customers want to know where the next opportunities are and which applications will genuinely help them improve margins. The focus has shifted from simply replacing existing equipment to investing in technology that opens up new markets such as interior décor, retail graphics and vehicle wraps."

It's a trend reflected across the industry as more PSPs diversify their services and reduce their reliance on lower-margin commodity print.

Interior Décor Has Become a Mainstream Print Opportunity

Not long ago, printed wall coverings were considered a niche product. Today they're specified by architects, interior designers, retailers and corporate clients as part of everyday refurbishment projects.

Whether it's a boutique hotel creating a memorable guest experience, a healthcare provider refreshing waiting areas or a retailer designing an immersive shopping environment, customised wall graphics have become an established part of modern interiors.

Unlike traditional signage, these projects often involve consultation, material selection and bespoke production—all factors that help move the conversation away from price alone.

Demand continues to grow across:

• Hospitality
• Retail
• Corporate workplaces
• Healthcare
• Education
• Residential interiors

For PSPs, that's good news. Interior décor projects typically command stronger margins and frequently lead to repeat business as organisations refurbish additional locations or roll out branding across multiple sites.

For businesses looking to enter this market, the HP Latex 630 Series provides an accessible route into premium décor applications, including white ink capabilities, without requiring a large production footprint. Larger operations producing higher volumes often look towards the HP Latex 730 and HP Latex 830 Series to support increased productivity while maintaining exceptional print quality.

Retail Graphics Are Becoming Faster—and More Local

Retail graphics have always been a reliable source of work, but the way they're produced has changed dramatically.

National campaigns are now commonly adapted for individual stores, local promotions or limited-time events. Window graphics may only remain in place for a few weeks before being replaced by the next campaign.

Retail customers are also demanding greater flexibility. Campaigns are becoming shorter, more localised and more responsive to seasonal trends, meaning print providers need production workflows that can keep pace without sacrificing quality.

That increasing demand for flexibility is something many PSPs are experiencing, particularly those working with retail groups, franchises and marketing agencies where multiple versions of the same campaign are often required.

Typical projects include:

• Window graphics
• Seasonal promotions
• Point-of-sale displays
• Promotional branding
• Store refreshes

The ability to print, finish and prepare graphics for installation quickly has become a genuine competitive advantage, particularly for businesses producing retail graphics at volume.

Vehicle Wraps Continue to Offer Excellent Value

Vehicle graphics remain one of the most recognisable examples of wide format printing.

From independent tradespeople to national logistics companies, organisations continue to invest in vehicle branding because it provides continuous visibility long after installation.

For PSPs, vehicle wraps also represent one of the industry's highest-value applications. Colour consistency, durability and installation performance all influence customer satisfaction, particularly when branding needs to remain consistent across an entire fleet.

Although it's a mature market, demand remains steady across construction, facilities management, transport, utilities and local businesses.

For print companies already producing signage, vehicle graphics often provide a natural extension of existing services while increasing average order values and strengthening customer relationships.

Short-Run Printing Is Reshaping Customer Expectations

Large print runs still have their place, but they're no longer the default.

Brands increasingly want campaigns tailored to individual stores, specific regions or one-off events. Marketing teams value flexibility, allowing graphics to evolve throughout a campaign rather than committing to thousands of identical prints.

Projects increasingly include:

• Event branding
• Localised marketing campaigns
• Limited-edition promotions
• Personalised displays
• Pop-up retail graphics

Efficient digital workflows have become essential, allowing PSPs to move seamlessly between multiple short-run jobs without lengthy setup times or unnecessary waste.

For businesses serving agencies, retailers and brand owners, that flexibility has become a genuine competitive advantage.

Experience-Led Retail Is Creating New Opportunities

Retail design has evolved far beyond shelves and product displays.

Today's physical stores are carefully designed environments intended to encourage customers to spend more time in-store and build stronger connections with the brand.

Print plays a significant role in creating that experience.

Floor graphics, wall displays, illuminated graphics, directional signage and bespoke décor all contribute to a consistent visual identity while helping retailers refresh spaces quickly and cost-effectively.

These projects often combine several applications within a single installation, creating opportunities for repeat business while increasing the overall value of each project.

Versatile print technology allows PSPs to produce this broad mix of applications without relying on multiple specialist production systems.

Diversification Is About More Than New Products

Perhaps the biggest lesson from the past few years is that resilience matters.

Businesses relying heavily on one product category are often more exposed to pricing pressure and changing market conditions.

Those offering a broader range of services are generally better positioned to adapt as customer requirements evolve.

Diversification doesn't necessarily mean reinventing your business overnight. Often it starts by identifying additional opportunities within your existing customer base.

A retailer ordering window graphics today may also require wall coverings, floor graphics and point-of-sale displays tomorrow. An office refurbishment could lead to reception branding, meeting room graphics and interior décor across multiple locations.

The more applications a PSP can confidently produce, the greater the opportunity to become a trusted long-term partner rather than simply another print supplier.

Technology Is Supporting That Shift

Diversification isn't simply about adding new applications—it's about having the confidence to produce them efficiently and consistently.

According to Andrew Hand, Marketing Manager at PSW, customers are taking a much broader view when investing in new print technology.

"The conversations we're having today are much less about headline print speeds and much more about business capability. Customers want equipment that gives them the flexibility to produce a wider range of applications, improve workflow efficiency and support future growth. They're looking at the long-term opportunities rather than just today's workload."

That growing emphasis on versatility is one reason HP's Latex portfolio continues to attract interest from businesses looking to expand their offering.

The HP Latex 630 Series provides an accessible route into premium décor and white ink applications, while the HP Latex 730 and HP Latex 830 Series are designed for higher-volume production across multiple application types. Together, they give PSPs the flexibility to diversify without investing in multiple specialist systems.

Final Thoughts

The most successful print businesses in 2026 are unlikely to be those producing the greatest volume of work—they'll be the ones producing the greatest value.

Applications such as interior décor, retail graphics, vehicle wraps and customised print continue to demonstrate that customers are prepared to invest in quality, creativity and fast turnaround when the solution meets their needs.

For PSPs, diversification isn't about moving away from traditional signage. It's about broadening capabilities, creating new revenue opportunities and building stronger, longer-lasting customer relationships.

As customer expectations continue to evolve, investing in versatile print technology and developing expertise across a wider range of applications could prove to be one of the smartest long-term business decisions a print provider can make.

HP has expanded its large format printing portfolio with the launch of the HP DesignJet Z6 and Z9+ PostScript Printer Series Plus Edition, designed to deliver improved image quality, workflow automation and higher productivity for print businesses.

The new series builds on a DesignJet platform that HP says has more than 40,000 units installed worldwide. Combining technologies from the previous Z6 and Z9 models, the latest printers are aimed at businesses producing professional photography, retail graphics, posters and technical drawings.

Targeting small and medium-sized print providers, the printers are designed for a broad range of users, including photo studios, copy shops, retailers, educational establishments and architectural practices looking to manage multiple applications from a single device.

According to HP, the new DesignJet range combines HP Pixel Control technology with HP Vivid Photo Inks to produce sharp detail, smooth colour gradients and water- and fade-resistant prints. The company also says its dual-drop technology delivers high-quality output without the need for additional light inks, helping to simplify the ink system while maintaining image quality.

The HP DesignJet Z9+ Plus Edition has been developed for colour-critical applications, including professional photography and premium graphics production. It features an embedded spectrophotometer for automatic colour calibration, while an optional HP Gloss Enhancer is available to improve gloss uniformity across printed output.

Alongside improvements in image quality, HP has introduced a range of features aimed at increasing production efficiency. The company says new print modes can increase output by up to 90% in certain production scenarios, while dual-roll capability, automatic roll switching and an integrated vertical trimmer on selected models are designed to reduce manual intervention and minimise finishing times.

In addition to the hardware upgrades, HP has strengthened the software ecosystem surrounding the new DesignJet range. Enhanced integration with the HP Click App and Driver is designed to simplify job submission and print preparation, enabling users to process files more efficiently and improve workflow across multiple print applications.

HP has also incorporated HP Wolf Pro Security into the new printer series, providing built-in protection against cyber threats and helping businesses safeguard connected devices, print jobs and sensitive business data as production environments become increasingly digital.

HP expands PrintOS Production Hub

Alongside the printer launch, HP has announced a series of enhancements to HP PrintOS Production Hub. The latest updates include a new Order Approval feature, allowing customers to review and approve jobs before production begins, helping to reduce errors and unnecessary reprints.

HP has also introduced an Orders API, enabling PrintOS Production Hub to integrate with CRM, ERP, MIS and accounting systems to automate order management across existing software platforms. Completing the update is a new AI Upscale Image feature, designed to improve the quality of lower-resolution artwork during file preparation and reduce the need for manual image enhancement before printing.

Commenting on the launch, Daniel Martinez, Senior Vice President and Division President of HP Large Format Printing, said:

"Print businesses today need to do more with less – faster turnaround, broader applications and consistent quality. The HP DesignJet Z6 and Z9+ PostScript Printer Series Plus Edition has been developed to deliver the precision, quality and productivity customers need to grow their businesses profitably."

The HP DesignJet Z6 and Z9+ PostScript Printer Series Plus Edition is expected to be available in the UK from early to mid-July 2026.

For years, productivity in the print industry has largely been measured in square metres per hour. It's a simple metric and one that remains useful when comparing print speeds on paper. However, for many print service providers, it no longer reflects the reality of modern production environments.

The true cost of inefficiency rarely comes from a printer running too slowly. More often, it stems from workflow interruptions that create delays across the wider production process. A printer sitting idle while operators wait for files, a finishing department struggling to keep pace with output, or an installation schedule being pushed back because production missed a deadline can all have a significant impact on profitability.

While these disruptions may appear minor in isolation, they often create a chain reaction throughout the business. Lost production time affects labour utilisation, finishing capacity, dispatch schedules and customer delivery expectations. Over time, these small inefficiencies accumulate, reducing throughput and placing additional pressure on already stretched teams.

The Shift Towards Continuous Production

As customer expectations continue to evolve, print businesses are being asked to deliver more work, in less time, across a wider variety of applications. Short-run jobs, personalised campaigns, retail graphics, wall coverings and event materials are frequently moving through production simultaneously, often with increasingly demanding turnaround times.

In this environment, raw print speed is only part of the equation. The businesses gaining a competitive advantage are those that can maintain consistent workflow continuity, minimise interruptions and move jobs efficiently from pre-press through to finishing and installation.

This shift in priorities is one of the reasons why the latest HP Latex printer range has gained significant attention across the market. Rather than focusing solely on production speed, the HP Latex 630, HP Latex 730 and HP Latex 830 Series are designed to support different levels of workflow demand while helping businesses maintain predictable output and operational efficiency.

The HP Latex 630 and 630W are particularly suited to smaller or growing print providers looking to expand into higher-value applications such as wall coverings, retail graphics and white ink production. For businesses managing increasing workloads, the HP Latex 730 and 730W offer a balance of productivity, consistency and versatility across a broad range of commercial print applications. At the higher-volume end of the market, the HP Latex 830 and 830W are designed for production environments where uptime, throughput and workflow continuity are critical to maintaining profitability.

Although each platform serves a different segment of the market, the underlying objective remains the same: reducing production friction and keeping jobs moving efficiently through the business.

Why Finishing Efficiency Matters Just as Much as Print Speed

One area that is often overlooked when assessing production performance is the time required between printing and finishing. In many print environments, bottlenecks occur not during printing itself, but in the period that follows when jobs are waiting to be laminated, trimmed, packed or prepared for installation.

The ability to move work directly into finishing can have a significant impact on overall productivity. Faster progression through the workflow means improved labour utilisation, fewer production delays and greater capacity to handle urgent or last-minute work without disrupting existing schedules.

For print service providers operating in sectors such as retail graphics, events and promotional campaigns, these efficiencies can make the difference between meeting tight deadlines and missing valuable opportunities.

Building Capacity Through Better Workflow

As workloads become increasingly diverse and less predictable, operational flexibility is becoming one of the most valuable assets a print business can develop. The challenge is no longer simply producing more output; it is managing a wider mix of applications while maintaining consistency, quality and profitability.

Whether handling short-run promotional campaigns, regionalised marketing materials, seasonal retail rollouts or bespoke customer projects, businesses need production systems that support efficient workflow management rather than adding complexity.

This is where workflow-focused print technology is creating measurable business value. By reducing interruptions, improving production continuity and enabling more predictable job scheduling, modern print systems help businesses increase capacity without proportionally increasing labour requirements or operational risk.

The Future of Competitive Advantage in Print

The next phase of competition in wide-format printing is unlikely to be defined by which machine offers the highest headline speed. Instead, success will increasingly depend on a company's ability to maintain reliable throughput, reduce operational bottlenecks and respond quickly to changing customer demands.

For forward-thinking print service providers, workflow efficiency is no longer simply a production consideration. It has become a strategic business decision that influences profitability, scalability and long-term growth.

As a result, the HP Latex 630, 730 and 830 Series are increasingly being evaluated not just on print performance alone, but on how effectively they support the wider workflow requirements of modern print production.

The finishing stage of production is under increasing pressure, with PSPs expected to deliver faster turnaround times, reduce errors, and maintain consistency across a wider range of materials. At FESPA Barcelona, Summa unveiled the F Series Vantage — its latest generation of flatbed cutters designed to streamline finishing workflows and improve day-to-day production efficiency.

In today’s sign and display environment, finishing is no longer a secondary process. It plays a central role in overall productivity, and increasingly determines how efficiently jobs move from print through to installation. The F Series Vantage has been developed around that shift, with a clear focus on reducing friction in production and keeping work flowing through the shop.

Summa is positioning the system as delivering up to 40% productivity gains, achieved through a combination of faster setup, improved automation and more efficient material handling. Rather than relying on a single headline feature, the emphasis is on incremental improvements across the entire workflow — from job preparation through to final cut.

The platform also introduces an expanded tooling ecosystem, designed to support a wider range of applications including more demanding rigid materials. Alongside this, new automation features aim to reduce manual intervention, helping to minimise errors and keep production running consistently.

Speaking at launch, Managing Director Geert Pierloot highlighted the pressures many PSPs are facing, from rising operational costs to labour constraints, and the need to protect margins without compromising throughput. The F Series Vantage has been developed to respond to those challenges, with a focus on stability, usability and keeping production moving.

That emphasis continues through the user experience. Product Manager Randi Kerkaert noted that the system has been engineered to reduce friction at operator level, combining automation and interface design to support faster, more confident production while maintaining precision and safety standards.

Integration has also been a key priority. The F Series Vantage is designed to slot into existing production environments rather than disrupt them, allowing businesses to build on their current setup and scale at their own pace. This approach will appeal to PSPs looking to improve efficiency without overhauling established workflows.

Available in 1612 and 1625 models, the F Series Vantage is being showcased at FESPA Barcelona as part of Summa’s broader focus on more connected, efficient finishing production.

Wide-format print has changed significantly over the last few years. For a long time, the conversation around new hardware focused heavily on print quality, but most modern systems now produce output that is more than acceptable for the majority of applications. In 2026, the real challenge for print service providers is operational efficiency.

Margins are tighter, turnaround expectations are shorter, and customers want more variation, more sustainability, and more flexibility — often within the same job. As a result, many PSPs are reassessing whether traditional eco-solvent workflows still make sense for the type of work they are producing today.

Across retail graphics, interior décor, wall coverings, POS, vehicle wraps, and branded environments, businesses are increasingly looking for production systems that help reduce delays and improve workflow from print through to finishing and installation. That shift is one of the reasons the HP Latex range — including the HP Latex 630 and 630W, alongside the 730, 730W, 830 and 830W series — is generating growing interest across the industry.

The Pressure on Modern Print Production

Most print businesses are now operating in a very different environment compared to five or ten years ago. Customers now expect shorter lead times, lower minimum order quantities, greater customisation, and consistent quality across multiple applications. At the same time, PSPs are managing rising labour costs, increasing material prices, tighter margins, and more competition than ever before.

The challenge is no longer simply producing good print — it is producing work efficiently and profitably. For many businesses, the biggest operational issues are the bottlenecks that slow production down, including prints waiting to cure, jobs delayed before lamination, reprints caused by inconsistency, maintenance interruptions, and finishing departments waiting on output.

Over the course of a week, those small delays can have a significant impact on productivity and profitability. That is where latex technology has become increasingly attractive, particularly for businesses focused on fast-turnaround work where keeping production moving matters just as much as image quality itself.

Why Workflow Is Becoming More Important Than Print Specs

A lot of the discussion around new printers still focuses on speed and resolution, but many PSPs are paying closer attention to overall workflow efficiency. If jobs can move directly from printing into finishing without long drying or outgassing times, production becomes easier to manage, installation deadlines become less stressful, and teams spend less time managing queues between departments.

For higher-volume environments, that can make a substantial difference to throughput. The HP Latex 730 and 830 series — including the white ink-enabled 730W and 830W models — are clearly designed with this type of production environment in mind. The emphasis is less about headline specifications and more about helping print businesses maintain consistent output across multiple applications while reducing production friction across the wider workflow.

That becomes particularly important for PSPs handling retail rollouts, campaign graphics, vehicle wraps, short-run promotional work, and interior décor projects where turnaround speed is often just as important as print quality. In many cases, clients are not simply buying print — they are buying reliability, flexibility, and delivery speed.

The Growing Demand for More Versatile Print Applications

Another noticeable shift within the market is the move away from purely commodity print work. Many PSPs are actively trying to diversify into applications that offer stronger margins and more repeat business rather than competing solely on banner pricing or high-volume low-margin production.

This includes areas such as premium wall coverings, window manifestations, retail décor, short-run campaign graphics, vehicle wraps, and white ink applications. These markets typically require greater flexibility from production equipment, but they also create opportunities for print businesses to differentiate themselves and move into more profitable sectors.

This is where the HP Latex 630W has found a particularly strong position in the market. For smaller or growing PSPs, white ink has traditionally meant investing in larger and more complex production equipment. The 630W gives businesses access to those higher-value applications without requiring a major change to their production setup or floor space.

For businesses looking to scale further, the 730W and 830W models extend those capabilities into higher-volume production environments while maintaining the same focus on workflow efficiency and application versatility.

Sustainability Is No Longer Just a Marketing Topic

Sustainability has also become a far more practical commercial consideration for PSPs. A few years ago, environmental messaging was often treated primarily as a branding exercise, but it now increasingly forms part of procurement discussions, particularly for retail brands, corporate interiors, hospitality groups, healthcare environments, and public sector projects.

Questions around indoor suitability, odour levels, environmental standards, and ink technology are becoming more common during supplier selection. In some sectors, those conversations are now expected rather than optional, especially for applications installed in customer-facing or enclosed indoor environments.

Water-based HP Latex inks help address many of those concerns while also supporting applications where indoor air quality and installation conditions matter. For PSPs serving these sectors, that is becoming an important advantage commercially as well as operationally.

Where the Industry Is Heading

The print businesses growing successfully in 2026 are not always the largest operations. In many cases, they are the companies that can adapt quickly, handle diverse applications efficiently, reduce production bottlenecks, keep turnaround times tight, and maintain consistent output across a wide range of work.

That is ultimately where the HP Latex 630, 630W, 730, 730W, 830 and 830W portfolio fits into the market. Each system is designed for different production environments, but all focus on the same priorities modern PSPs are dealing with every day — faster turnaround, greater application flexibility, simpler workflows, and more efficient production.

For most print businesses today, profitability is no longer determined purely by how well a printer prints. Increasingly, it comes down to how efficiently the entire operation runs from production through to finishing and installation.