As the canvas market becomes more and more competitive, we noticed more and more print studios and labs describing their prints using words like “archival” and “museum grade”. The problem is that we knew full well that many of these printers were not using canvas which was tested and proven to live up to these claims. We have seen this fact become more and more relevant as time has passed.
So we’ve decided to take action and combat these inaccurate claims of print archivability.
The APA intends to help correct this misinformation by setting a new standard. The APA’s Certified Archival seal will serve as a benchmark that professional photographers, artists, and consumers alike will look for when deciding where to purchase prints.
The consumer deserves to be able to choose their print partner based on accurate information.
Those printers who choose to offer only the best quality deserve to be differentiated from other who are doing quite the opposite. You know the ones. They use the lowest-cost materials they can get, in order to save a few dollars, often at the expense of quality and ultimately of the customer purchasing the print.
In addition to creating consumer awareness and highlighting this key difference in canvas materials, weeding out inaccurate claims like this will help keep prices and quality high as a whole across our industry.