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The Devil's In The Screen Printing Details
By: Morey Mayeri
Issue: 2007oct
When you call a screen printer to order decorated garments, do you know what information should be provided to produce the best possible order on time? Here’s a look at the critical information every promotional consultant needs to turn out great-looking screen printed apparel.
General Information
Screen printers must know how many colors the job requires, the size of the artwork and the location (left chest, full front, sleeves, etc.). Communicate placement information by providing samples if the shirt was printed before, or send a basic illustration of a shirt and diagram the artwork location. Other necessary details include whether any packaging services, such as hang-tagging, polybagging and folding, are required.
Keep in mind there are four stages of a job before it goes to press: artwork creation, film output, screen preparation and press setup. Repeating any of these four initial steps should be avoided.
Artwork. In general, the more artwork information provided, including the resolution of the artwork in dots per inch (dpi), the better. Ideally, artwork should be at least 300 dpi and sent to screen printers in Photoshop or Illustrator format; separated, if possible. Most screen printers can separate artwork, but if the customer already has it separated, you’re one step closer to a completed order and you save on this expense.
If artwork isn’t available, screen printers offer art services. Be specific about what is wanted. Bring ideas found in advertisements, photos or other printed materials that simulate the look desired. The artist will develop thumbnails for review and continue to fine tune a design until you are happy.
Screen printing techniques. Most orders require standard spot-color screen printing with plastisol ink, but others may warrant four-color process or special-effects inks such as glitter, gel, metallic, glow-in-the-dark, puff and fluorescent. If unsure which technique the order dictates or if you simply want to jazz up a logo, screen printers can provide guidance based on the type of artwork provided. Ask to see samples of the different effects available.
Other decorative techniques. Many larger screen printing operations also will offer other effects outside screen printing that can add to the uniqueness of a garment. Since larger printers often decorate garments for retail apparel designers, they are knowledgeable about the latest looks, which currently include nail heads, studs and rhinestones. A technique called high frequency welding creates a type of emblem made out of PVC that can be adhered to a garment. There are many choices available including holographic, patterned and shiny materials. Ask your printer about all the options.
Samples. After supplying the necessary artwork and information to the screen printer, a sample will be provided for approval before the entire order is run. Examine the sample closely, as it will be costly to make changes once the order goes to the press.
Once you receive the sample (or strike-off as it is often called), get your customer’s feedback and signed approval. Double check spelling, colors, placement and overall appearance. Make sure your customer understands the importance of critically evaluating the sample before giving the go-ahead.
Other Considerations
Garments. Some promotional consultants supply garments to the screen printer. But in custom package promotions, the printer also may supply the garment because it is being custom made. Decorators can provide guidance on garment brands, colors and styles as well as have samples for review. Printers usually charge by the hour for developmental services.
Pricing. Screen printers charge for set-up time, which encompasses artwork, film, screens and press set-up. Additionally, you’ll have a per-unit price for printing and garments (if not provided).
Screen printers may provide a firm quote on set-up costs depending on the amount of information provided upfront, or they may give you an estimate that can change, depending upon the job’s complexity. Additionally, ask about charges for reprints as some set-up costs, such as artwork, may be a one-time fee.
Garment delivery. Typically, garments are sent from suppliers directly to screen printers. In these cases, there must be a purchase order number and customer name on every box that arrives from the apparel supplier. Screen printers receive hundreds of boxes a day, so labeling is critical to make sure orders don’t get lost in the shuffle.
Screen printers also need to know exactly when the garments will be delivered, and they should receive a packing list to verify the shipment when it arrives. While some printers may physically count unit by unit on smaller orders, this is not practical for larger orders. Printers simply look at the information on the outside of the box and check it against the packing list, assuming the information on the box is correct.
Not surprisingly, mistakes in quantities can and do happen. Ask your decorator if garments are actually counted. Either way, it’s not the printer’s responsibility to get the right number of garments for the order; it’s up to you and the supplier. This said, it’s generally a good idea to send the decorator five to 10 percent more garments than the order requires ensuring you have enough to cover any shortages in delivery as well as any misprints that may occur.
Speaking of misprints, most screen printers have a damage rate of about one to two percent, meaning that this is an acceptable range of mistakes. So if 1,000 shirts were printed, one might reasonably expect about 980 or 990 to be mistake-free. If the decorator provides the shirts, find out if the costs on damaged garments are absorbed.
One-stop shop. There are time-saving conveniences to using printers that provide garments, even custom producing them specifically to your needs. This allows you to have a single source for the entire order, eliminating some of the logistical hassles associated with an additional party—an apparel vendor—being involved in the garment equation.
Minimums and turnaround. Most screen printers have a minimum order. For larger shops, this will be around 1,200 pieces. Smaller shops may have no minimum, for which you’ll pay a premium price. Otherwise, a typical small shop minimum is approximately 36 pieces. Turnaround time varies from decorator to decorator, but two weeks is generally a reasonable expectation.
Other services. Screen printers can also provide far more services than just printing on garments. Most contract printers offer packaging services such as hang tagging, polybagging and folding, while others also offer boxing and drop shipping as well as embroidery, heat transfers, relabeling, garment washing, tie-dyeing, and specialty inks such as glitters and gels.
No matter what services your decorator provides, however, the key to a successful order is always the same: good communication. Give your printer as much information as possible, and provide all of it in writing. A key sign of a good decorator is one who documents every single communication you have, including all phone calls.
The devil is in the details, so communicate clearly and closely examine strike-offs to ensure mistakes rarely happen. Just remember: Screen printing is like building a house. If you don’t build the foundation correctly, you’re headed for a hellacious experience. But if you put in the necessary time and effort at the front end, the home will be filled with harmony.
Morey Mayeri is president of New York, New York-based supplier Royal Apparel (UPIC: Royal922), a manufacturer of American-made sportswear for men, women, youth, toddlers and infants. Mayeri also owns Summit Apparel, a full-service decorating operation that offers screen printing and embroidery among other decorating techniques. You can reach him at 212-239-9016 or sales@royalapparel.net.
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