Viable Screen Printing Options in a Digital World

KEY TO SUCCESS

Project: Increasing screen printing business

Key to success: There are a wide variety of 3-D embellishments available with screen printing that include select varnishes and laminating alternatives, thermal and photo altering colors and glitters and sponge affects to name a few. These special effects may be difficult to deliver in a practical and profitable manner using digital means, but they are ideally suited for screen-printing.

Glitter particles are mixed into an ink vehicle and then applied using a screen cylinder press. The right mix will make the glitter sit on top in a random pattern. The glitter is embedded and cured in the ink vehicle, so it does not rub off like it will with flocking.

A combination of textured and raised UV inks were used to simulate the feel of duct tape and the dimples on a basketball. (Photos by Matt Almond, courtesy of H&H Graphics, Lincolnwood, Ill.)

As digital printing equipment and jetable inks have improved over the years, screen printers have been feeling the squeeze. Inkjet printers are faster and more versatile than ever, and competing with inkjet simply on print quality and speed is proving to be a dead end for some screen printers. However, those shops with screen printing equipment—and those digital shops looking for profitable supplement to their current market segment—should consider the unique strengths of screen printing as they apply to specialty applications. There are niche screen printing applications that are not being addressed by digital printers that represent new markets to those who discover the third dimension and learn to “hit ’em where they ain’t.”

Screen printing has the singular ability to transfer very large volumes of fluids per sheet with large and/or delicate particles at very high production speeds. These attributes do not fit well into the purview of inkjet imaging, but can help create unique attention-grabbing images when used to create 3-D embellishments.

There are a wide variety of 3-D embellishments available with screen-printing that include select varnishes and laminating alternatives, thermal and photo altering colors and glitters and sponge affects to name a few. These special effects may be difficult to deliver in a practical and profitable manner using digital means, but they are ideally suited for screen printing. We’ll supply a more detailed list of options below and then offer basic guidelines for how you might “test the water” or enter the arena of screen printed embellishments.

Although the particle size of glitters and jewels are significantly larger than any inkjet aperture, they are no problem for screen-printing. Unique shimmering effects are possible. (Image courtesy of Meadowbrook Inventions, Inc.)

OVERPRINTS

Clear Coats—Screen printed clear coats for all types of posters, boards and displays can be a cost effective alternative to lamination to protect the surface of the imaged sheet. Screening a clear over a UV flatbed image on a rigid board for aesthetics and protection exemplifies the potential synergy between digital and screen.

Spot Varnishes—Spot varnishes as brilliant and flawless as a laminated sheet of glass can be applied on any portions of the sheet at a far lower raw material cost than inkjet at remarkably high print speeds. Of course, screen does as well with matte varnishes as well as UV inhibiting and color-tinted varnishes.

Backgrounds—There are a multitude of colors and specialty pigments ill-fitted to inkjet that can be used to make a digital graphic “pop” off the sheet. These include realistic looking metallic, crystalline, pearlescent, fluorescent (Day-Glo) colors that cannot be effectively imitated with any combination of CMYK.

OPTICAL EFFECTS

Glitter—Print glitter has a particle size that is significantly larger than any inkjet aperture, but it is not a problem for screen-printing. The key to the shimmering effect is to apply the glitter particles so the surface (topography) remains randomized on the sheet; all of the particles at differing angles at different levels on the sheet. Just take a look in the greeting cards section of the drugstore or specialty shop will confirm the perennial popularity of glitter.

Scent encapsulated in ink can last for 12 months or longer to create another connection with the consumer and improve memory recall. Data shows that scent marketing can improve consumer response rates by up to 20 percent or more. Here a mailer is embellished with scent. (Photo by Matt Almond, courtesy of H&H Graphics)

Reflective Coatings—Reflective coatings contain microscopic-sized, mirrored “crystal-balls.” When light strikes the surface, most of the light is reflected directly back at the source. Reflective signage has applications for a retail display of headlamps, flashlights, spots and flood-lamps. As long as the viewer is directly behind the light source the brilliance of the reflected light is dazzling.

Thermo-Chromatic—These heat-sensitive inks seem to magically change color when it is warmed up, and then it reverse color when the heat source is removed. The “heat source” for our display can be one’s hands extolling the insulating properties of a pair of gloves, the range of a hair dryer, a comparison between incandescent and LED light sources, etc.

Photo-Chromatic—Light-sensitive coatings change color when they are exposed to an intense light source and then gradually revert to the original color when the light source is removed. Effective displays can be arranged to promote indoor/outdoor apparel with the use of your signage and some deftly placed light sources. Similarly, these can be screen printed as part of a display to compare various SPF factors of sun-screens.

Phosphorescent—Coatings that “glow-in-the-dark” have the ability to radiate light long after the light source is removed. They are safe and can be had in a wide range of colors, not just the old-fashioned pale green. A quick shot with a fluorescent black light will cause the phosphorescent image to glow for a long time and is shown to best effect when the image is displayed in a dimly lit area; signage can be made to be very effective in the nightlife scene.

Combining effects, like here where glitter mixes with raised UV, creates interaction with multiple senses. (Photo by Matt Almond, courtesy of H&H Graphics)

TEXTURE EFFECTS

Textures and tactile effects can easily be applied with screen printing to those materials displayed within arm’s length of the customer.

Braille—Written text for the visually impaired can be added to countertop and P.O.P. displays to aid and engage the users at the point of purchase or a business interaction. There are few methods of printing that can apply the thick films needed to create Braille text, but it is not a problem with screen printing.

Relief Patterns—Textural relief patterns of all sorts can be selectively applied to a digital print via screen printing. For example, if your customers manufacture or sell chain-link fencing, you can print the grid patterns in a full relief. Sandpaper grits can be simulated, assorted fabrics can be mimicked, tire treads can be made to feel real and exterior paints can have a scratch-resistant hard-coat. Screen printing can simulate iridescent automotive coatings, make a print with a spongy feel to sell kitchen sink sponges or have a section of your display work as a real-life chalkboard.

SPECIAL EFFECTS

Dry Erasable finishes can be selectively applied to your signage with screen printing. If your customer retails markers, your erasable board would allow them to test the goods while they concurrently look over the promotion for the pens and boards.

Foamed Surfaces and Sponges can be simulated directly on your images that are used at arm’s length. Now the shopper can actually get a feel for your customer’s products without the associated costs of cutting and fitting actual samples.

Fragrances, if and when used judiciously, have been found to go directly to the decision-making centers of the brain without waiting for our conscious evaluation. Neural marketing has scientifically proven the advantages of tying olfactory response to repeat purchases. Screen printed fragrances will allow you to apply just the right amount of any scent you like to bring ’em back for more.

Adhesive Applications are a forte of screen printing and if you do need to “cut-and-paste” any parts over top of your images, screen-printing may be just the ticket for applying almost any adhesive to any flat surface to secure the part for long-life display.

Scratch off promotions are fun for consumers and can drive business for retailers and marketers. A varnish is applied first, then the scratch off is applied on a spot overlay to ensure easy removal. (Photo by Matt Almond, courtesy of H&H Graphics)

TEST THE WATER OR DIVE IN?

Now you are aware of a few of the potential embellishments available with screen printing. Next you’ll need to consider when you may want to avail yourself of the opportunity and what type of work is best suited for 3-D enhancements. But my business philosophy is: “It’s the early bird that gets the worm… but it’s the second mouse that gets the cheese!” If you agree or if the logistics of screen printing do not fit into your business model, then you may want to test the water by outsourcing 3-D embellishments for your digital images.

First, you will need to consider which of your customers will be receptive candidates for 3-D embellishments on their posters. The best case scenario is with those print buyers who are revenue enhancers versus cost containers; the former focus on their customer’s needs and the needs of those customers whom they have not yet met. They are market driven—not likely operating with an outdated “make and sell” model but instead offer a value-added product and can effectively communicate their value proposition. They will consider a better method of communicating their value versus those who strive for commodity pricing to promote their commoditized products.

Ask yourself and then ask the print buyer if the current signage or display draws the customer’s attention to the image, compels them to view as long as possible and allows them to leave informed with a positive impression. If either of you harbor a trace of doubt, the cost of finding out is very affordable. There are a number of screen printers in every city in the USA and many of them are eager to increase revenue streams by contract printing another’s product.

OUTSOURCING TIPS

If you do a web search or even use the Yellow Pages you are likely to source only a small percentage of the screen printers in your home town… and they are not necessarily the best alternative to supply your enhancement needs.

The optical effects listed above could likely be outsourced to label and decal printers or card stock printers who happen to have screen print capability in-house. Alternative to laminates could be printed by anyone who images large-format, rigid substrates such as backlight signage, constructed displays or architectural panels.

If you are going to need a wide range of enhancements; clears, reliefs, tactile finishes and glow and then some, you’ll be faced with one of two choices. First, find a “job-shop” that boasts, “We print anything and everything.” These comprise the tinkerers and innovators; they will relish the chance to solve your printing puzzles, but please be sure to be succinct and lucid about the rules of engagement. They may tend to be tinkering on the next puzzle after your stock has arrived in their shop.

PLAN “B”

The second option is to print the enhancements yourself. Given someone in your bullpen who is skilled in screen-printing on your type of stocks, you may choose to print manually on a table top. Your runs are (relatively) short for screening and you can use a wire drying rack to allow the inks to cure or evaporate.

Top-of-the-line production gear is a semi-automatic, flatbed press with a conveyor dryer. There is an overwhelming amount of used equipment in the marketplace that never commands more than 60 cents on a dollar. Albeit relatively small, you will want it to be a wise investment and you must realize one screen press can embellish the maximum output of a very large number of inkjet printers. Keep this in mind when you are developing an ROI for the board. If it gets by the board of directors, you will still need to have the right staffer to finish the sheets.

If the technical aspects of your work will be singular, then you will need to “hire for skill,” unless you have the skill set on staff along with the time and ability to train someone for the task at hand. If you are leaning toward the “garden variety” to appeal to your clients, then you want a highly skilled, self-motivated performer with resume and references to run point on your prints. Find them via one of the universities (such as The University of Clemson) to fill the ticket and be prepared to pay them a livable wage. It will be easier on the start-up budget if you outsource your screens. The screen (frame, mesh and stencil) is far and above the largest sub-assembly in screen printing. It might behoove you to get a professional firm to provide ready-to-print screens.

GO FORTH AND EMBELLISH

“Hit ’em where they ain’t” was a philosophy of and a quote by immortal baseball great “Shoeless” Joe Jackson. To this I would add another axiom: “Make sure the shoe fits.” The 3-D embellishments, which are detailed above, are about how to keep your product from becoming commoditized by offering a new product to both old and new customers. Therefore you would not want to consider embellishments to resurrect an already commoditized product. It is simple and welcome by the screen printing community to outsource your enhancements. Define which of your customer base may be receptive to 3-D upgrades, then determine if you’ll be a one-trick-pony or a “we print everything” supplier. Finally, consider testing the water by finding a local firm to assist you to increase the value of your printed images to you and your clients.

SPECIALTY SCREEN INK RESOURCES

3M Graphic Solutions

St. Paul, MN

Reflective inks

www.3m.com

(888) 364-3577

American Flavors & Fragrances LLC

Marlboro, NJ

Fragrances (to be mixed with a separately sourced ink base/clear)

www.americanfragrance.com

(732) 462-5387

Chromic Technologies Inc