Successful silkscreened label projects start with the order taking process.
Silkscreened labels have proven to be a distributor favorite throughout the years. The roles that distributors play in the production of these high-quality labels are many, and remain increasingly important when it comes to creating a product that customers will be pleased with.
According to Bruce Turner, purchasing manager for Adcraft Decals, Independence, Ohio, "The role of the distributor in the processing of an order is crucial. It is important that every detail is attended to so that the customer's wishes are met," he explained
Barry Smith, director of sales for Tapecon, Buffalo, N.Y., agreed that it is the distributor's responsibility to provide the specifics of the customer's request. "The distributor provides us with information on the use of the product, the quantity needed, the size and shape of the product and the due date," he explained. "At that point, we are able to process the job."
In addition to helping manufacturers meet customers' needs, Turner said that it is important that distributors remain "cooperative and patient" throughout the fulfillment of an order. "The ordering process requires a lot of time and communication. Communication is the key to making the process run as smoothly as possible," he said.
With this in mind, Turner, Smith and Brent Burnett, digital production manager of Roeda Signs & ScreenTech, South Holland, Ill., described the extensive and sometimes complicated process that is required for the successful completion of silkscreened label orders.
Knowing the production process—as described by Turner, Smith and Burnett—can help distributors be thorough and detail-oriented when initially taking an order.
To begin the process, the manufacturer's sales and design teams determine usage and application criteria. Based upon these criteria, the customer is given a price quote. The customer then issues a purchase order or verbal request and submits artwork. The design team uses the artwork and application criteria to design the final art.
As the process continues, a proof is sent to the customer for approval. Upon approval, the customer can submit the final art electronically, digitally or by color key. The design team then formulates the production sequence.
Next, a print positive is imaged, and stencils are made. The project is then screen printed and sent to the finishing department for inspection.
The finishing department completes the project by incorporating one or more of the following: laminating a protective mylar or premask; splitting the liner for easy application; consecutive numbering; embossing; heat cutting; die cutting; kiss cutting; applying full, partial or selective adhesives; weeding the waste and applying a urethane dome.
After inspection is completed, the final job is packed and shipped.
Long Live Silkscreened Labels
So, why would customers need silkscreened labels in the first place? Won't any label do? The answer is simple: because the screen printing process lays down thick deposits of ink to provide labels with unmatched durability.
The colorfast, ultraviolet inks used to print the labels—combined with polyester or vinyl substrates and permanent adhesives—can withstand even the harshest environments.
Distributors should also make certain to indicate whether the labels will be used in an indoor or outdoor application. Turner commented, "It is important that distributors indicate where the decal will be placed and the kind of surface it will be placed on so that we can select an adhesive that will be suitable for the application."
In addition, Turner mentioned that supplying manufacturers with information on what materials to use is an important distributor role. "We need to know if the product will be made from vinyl, polyester, polycarbonate or styrene, and if it will be domed, laminated, or be without an overlay," he said.
Indeed, it is evident that the role of the distributor is an important and integral one when it comes to producing the highest quality silkscreened labels.
Turner concluded, "Establishing a good relationship is an important first step in understanding the customer's needs and taking a thorough job order —which, in turn, ensures the best possible outcome."
By Cynthia T. Graham
- Companies:
- Adcraft Decals
- Tapecon