Customers will stop and will look with amazement when they see these photographic quality images. The edges are so sharp compared to embroidery. Fine details, shaded colors, and a raised image are now possible.

Many corporate clients are very demanding that their image wherever printed must meet strict standards. The colors must match PMS (Pantone® Matching System) specifications. Fonts and other graphics must match advertising, packaging and stationary.

Corporate apparel like golf shirts, aprons and bags is being embroidered, but does not meet these strict standards. Here is your opportunity to show your customers photographic quality images on textures like pique, twill, and corduroy. You will also be able to show your customers images in new, creative ways to attract attention without changing their image. These "new graphics" will be described later in this article.

All of these images were screen printed using new materials and methods that have only recently become available. A screen printer who does not have the latest technology in equipment, printing supplies and methods will not be able to produce images like those shown here. In traditional screen printing, the ink follows the texture of the fabric producing a ragged edge on pique and twill. The edges shown here are sharp and clean looking.

Screen printing has substantial advantages over embroidery. Automatic presses can produce as many as 600 pieces per hour compared to much slower rates by embroidery machines. These images can be produced on manual presses costing $375 to $4500 depending on whether the press is a one color or six color. Embroidery requires dramatically greater investment in equipment. High speed production can improve delivery schedules. The modest investment in equipment affords your favorite decorator the opportunity to produce images that meet a customer’s strict standards.

Like traditional screen printing, the images are created with ink printed through an image in a screen. The ink deposits are usually thicker than traditional screen printing. Ink is cured with heat to produce a dry feeling. These thicker deposits of ink require longer exposure to heat at a lower temperature. The process is analogous to cooking a steak on the grill. A very thick steak to be "well done" would be cooked longer and at a lower temperature to prevent burning of the outside. When the ink is cured properly, it will not pick off, flake off, crack or wash off. The ink will last as long as the shirt. The image itself, however, should never be ironed, or it will re-melt.

The images shown here present this new technology three different ways. First, the Paramount logo is a simple one color that could be printed with a $375 press. Notice the texture to the fabric does not influence the resolution of the image. Even more striking is the script lettering. Paramount Pictures is an old company that created its logo long before computers were invented and the many fonts and styles that are possible today with computers. A script with this quality of resolution is not possible with embroidery or any other decorating method on a textured fabric.

Second, the Stash image required five screens to produce the bottle cap image for a beverage distributing company. This image is raised off the garment to give a three dimensional, or realistic, effect. Again, the resolution on texture is outstanding by any comparison and guaranteed to attract attention of your customer, and your customer’s customer. People immediately recognize the quality difference when compared to embroidery, and will pay for that quality.

Third, Sierra Nevada is a computer era image that imitates advertising and packaging, but in a unique way. This is one of many examples that could be presented that we call the "new graphics." First, notice "Sierra Nevada" is raised and so sharp it looks die cut or laser cut. The integrity of the image has been maintained, but is presented in a new way that will certainly stop everyone at Sierra Nevada to marvel at the new look. These shirts will be hot items among Sierra Nevada employees and their customers.

When you look again at the Sierra Nevada image you will also notice the top and bottom borders of the corporate logo are raised and then printed with half tone dots and solid lines to present the color and strength of the image as it appears on paper and packaging. This texture printing will amaze all who see it.

Unlike embroidery, all of these images printed in Chico, CA, by The Printed Image are soft and flexible, and have no stiff or uncomfortable backing material inside the shirt like embroidery. That is a welcome change, particularly on a hot summer day. People want to see an image, but not feel it.

"New graphics" are images never possible before this new printing technology was developed. Examples are the raised bumps on a basketball or raised seams on a baseball. Images can be printed to give these realistic impressions. Leather patches can be imitated, including stitch marks as they appear on blue jeans. Colors can be printed in visible layers or strata. Lenticular images are printed to appear like a hologram where two different images can be seen depending on the angle of the person compared to the image.

Similarly, a 3-D kinetic image changes color as the angle of exposure changes. In addition, any type of texture to a print would be a "new graphic." Wildlife mascots can be printed with whiskers, ears, nose, or other features raised off the surface presenting a 3-dimensional effect.

Your customers want to know what is new. Well, this is new. Customers want superior work, and will pay for it. Customers want to be different from, and superior to, their competitors. Here is their opportunity, and here is your opportunity.

Roger Jennings has been developing cutting edge screen printing technology for more than 20 years, and holds over 20 patents in the field. He manufactures the equipment and sells the supplies used to print images like those shown in this article. His business includes technical support as he provided to The Printed Image in Chico, CA, that produced the images for this article. Roger can be reached at roger@rjennings.com or 518-798-2277 to answer your questions. Additional information is on www.rjennings.com. The Printed Image can be contacted at 530-898-9525 ext. 16.