The main properties and a design concept of modern wide format display graphic media are presented. It is stated that the development of ink jet media requires a detailed understanding of the basic interactions within the materials used in the ink jet receptive coatings. Theoretical and practical aspects of the consequences of polymer–polymer interactions in ink jet receiver coating are discussed. It is shown that the charge density on the chain of the macromolecule has an influence on the formation of soluble and insoluble aggregates in the coating mixtures. Several examples are presented how the type of modification and charges of polyvinyl alcohol will have an effect on print quality and waterfastness. The effect of the ink jet formulation components' ratio on prints quality, image gloss and waterfastness is discussed.