Forum DIGGING BELOW THE SURFACE WITH INDUSTRY MOLE


Comments please to industrymole@imagereportsmag.co.uk


Did you know that frogs are basically blind? And what does that have to do with the wide-format sector? Let’s take the frogs first. Although they seem to spend their lives contemplating the beauty of the nearest pond, they’re not really interested in the landscape. Their vision only turns ‘on’, when something moves in front of them. At that point, sensing either an insect to eat or danger to be avoided, the frog reacts. I learned this in a fascinating book, lent to me by a marketing trainee at Mole Graphics, ‘The Hour Between Dog and Wolf’ by neuroscientist John M Coates, a former Wall Street trader. He argues that, like frogs, we also tend to stop seeing stationary things, an effect known as ‘Troxler fading’, after the Swiss physicist who discovered it apparently. To illustrate the point, ask someone to put their hand by the side of your head, on the edge of your peripheral vision, and keep it still. After a while, you will lose sight of the hand - until


it moves, when it becomes instantly visible. This fading also explains why we stop hearing constant background traffic noise and even forget there is a piece of paper on our arm when it doesn’t move. In other words, our senses and brains conspire to make us pay attention to stuff that changes. Novelty stimulates us physiologically and, although we think of ourselves as supremely rational beings, Coates suggests that we feel before we think. My point - and yes, I do have one - is that I’ve


worked with many people like that. (No names, no packdrill.) A lot of management theory focuses on overcoming resistance to change but some of my clients have been addicted to change. You’ve probably been there yourself. You review a project with a customer, agree it worked well, but then they insist that they want to do something radically different next time. I’m all for innovation - it’s good for us at Mole Graphics too - but will it still meet their KPIs? And if it doesn’t, who’ll be blamed? You don’t need to be Sherlock Holmes to answer that.


DRUPA When?


28 May-7June, 2024 Where?


Messe Dusseldorf, Dusseldorf Cost?


From 60 Euro online and from 85 Euro on site


THE PRINT SHOW When? 17-19 September, 2024


Where? NEC, Birmingham


Cost? Free


WRAPFEST When?


3-4 October, 2024 Where?


Silverstone Race Circuit


Cost? Various- see event website


SDUK 2024


When? 23-25 February, 2025


Where? NEC, Birmingham


Cost? Free


Who will be there? It’s worth checking the exhibitor list to see if the companies you’re homing in on will be there, but it’s fair to say that you can expect most of the major players from all parts of the print industry to get involved.


Who will be there?


A range of suppliers from across the print spectrum.


Who will be there?


A wide range of suppliers of vinyls and other relevant media, print and finishing kit, software etc. will be on the show floor - and of course you can see the wrappers in action.


Who will be there?


Expect the usual cross-section of suppliers to the large-format print and general sign industry. And of course sister show Printwear and Promotion Live! is accessible too.


Should you go?


Definitely worth the trip, even if it’s just to keep abreast of what’s out there in the industry as a whole.


Should you go?


If you are in the area and want a broad brush view.


Should you go? Yes, if you are interested in vehicle wrapping.


Should you go? Usually worth a look-see.


24 | June/July 2024


EVENTS


Rating 9/10


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