Static Clings are Working Overtime
As with any product, ensuring customer satisfaction with static clings begins with fully understanding the customer's objective. Rachael Gooch, customer service representative for Emerald City Labels, Redmond, Wash., cautioned that how the product will be used will determine the direction of the printing, the type of ink to be used and whether the product should be delivered to the customer on rolls or as singles.
"When taking an order, the question of right-reading or wrong reading is very important," said Gooch. She pointed out that a static cling for a merchant's window meant to attract passing motorists and pedestrians obviously needs to be readable from the outside. Therefore, wrong reading or backwards printing is indicated. And so is a clear substrate—white static cling material can only be used when right reading is required.
With wrong reading, Gooch explained that the manufacturer will back up the printed areas with white ink to allow for a true color, while those areas not printed will remain clear.
The duration of the application will determine whether a screen or UV flexo ink is to be used to print the static cling.
"Durable, UV-cured screen inks are used for long term and outdoor applications, like the double-face clings an establishment has posted on the front door or window indicating which credit cards it accepts," said Stoeck."The customer doesn't have to worry about colors fading in 2 or 3 years.
"Flexo inks are less expensive than screen inks," he continued, "and are used when color and longevity are not an issue, as in the case of an oil change sticker." Gooch added that with flexo inks, applying a UV varnish—counted as an extra color—provides a nice gloss finish and really helps to make colors pop.
She also noted that in some cases the static clings will be variable imaged, which means adding a pin feed and laying down a patch of ink so new ink from the imprinter will adhere. Unless specified, Gooch said it is standard procedure at Emerald City Labels to send the product out on rolls.