2026 PREDICTIONS | DAVID OSGAR Craig Brown, BSGA I wouldn’t say we’ve seen any dramatic transformations in the past year. Materials, inks, and adhesives still tend to revolve around price points, and it’s up to each sign company to justify their choice of materials to the client, but hasn’t that always been the case? What has changed is customer expectation. Clients increasingly want more, but their budgets don’t always stretch to match. That’s not a criticism, just an observation that competition often ends up being about cost rather than overall service. A good example is customers using AI to create their own initial design concepts. They see that as a free or low-cost exercise, and by extension, assume that turning those ideas into usable outputs should also come at little or no cost. AI in design is here to stay. The key is how we respond, whether we embrace it, challenge it, or use it as a tool to educate our customers. It doesn’t have to be a negative development. If a client feels more invested in a project because they had a hand in the original concept, that’s a chance to build a stronger, more sustainable relationship. I think workflow and stock manageAs 2025 comes to an end, we look ahead to the new year with advice from several voices from across the print and signage industries, who give their thoughts and advice on what to keep in mind for your business in 2026 Looking Ahead to a Year of Regeneration ment are areas where we’ll see more software and AI tools being adopted. Some companies are already taking the plunge, others are waiting to see how it pans out, and some feel they’re too small to be affected. But in reality, this will touch all of us in some way, so it’s worth keeping an open mind and doing your own research. My advice is to stay alert and keep learning. Watch what the companies you admire are doing and make small, steady changes rather than big leaps that could unsettle your business. I’d also suggest staying close to your suppliers. Ask them about the trends they’re seeing, why certain materials are gaining traction, and where they’re being used. It’s not rocket science; it’s about investing time in your business and your people. Encourage your staff to be part of that process. When you invest in their development, you’re also strengthening your ability to adapt to whatever comes next. Give your clients a reason to talk to you regularly. Sharing insights about what’s happening across the sector can be a simple but powerful way to keep those relationships active and valuable. Koen Steert, Agfa ◄Craig Brown, chairman of the BSGA, and brand ambassador for Signs Express ► Koen Steert, head of product management and applications for Agfa Digital Printing Solutions Stay alert and keep learning. Watch what the companies you admire are doing and make small, steady changes rather than big leaps that could unsettle your business 35 www.signlink.co.uk Issue 262 - December 2025 | January 2026
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