Why Screen Printers are Turning to Direct-to-Object Printing to Boost Versatility and Profitability

THE FUNNY THING about working in technology is that we’re always hearing about how some new development is going to sweep away everything that came before. When, often, what really happens is that businesses find new ways of working, adopting the new “disruptive” technology designed to work in tandem with the company’s existing set-up. Currently, the world of apparel decoration and promotional merchandise illustrates this perfectly as growing numbers of screen-printing businesses look to invest in the benefits of digital printing.

Most clear “concert bags” are made from PVC, making them sensitive to heat and ruling out methods such as heat transfer, screen printing and sublimation. But not direct-to-object inkjet UV digital printing.

The Best of Both Worlds

One of the most notable trends in Screen Printing magazine’s 2024 Apparel Decorator’s Profile Survey was undoubtedly the adoption of digital printing technology. Screen printing still dominates, of course, but growing numbers of businesses are moving to a more hybrid business model as they seek to capitalize on digital print’s suitability for short runs, print-on-demand, and personalization of industrial printing jobs to increase their versatility.

Of course, there is much more to the appeal of digital printing than its cost-effectiveness for low volumes. At every event and trade show that we attend — particularly in the promotional merchandise and apparel arenas — visitors are stunned by the complexity of the intricate designs and special effects that are possible with digital printing.

When you consider technology such as cylindrical direct-to-object inkjet printing for example — which makes it possible to print an intricate, vividly colored, seamless 360° wrap design onto anything from acrylic travel cups and stainless steel tumblers to candle holders and glass bottles in less than a minute with minimal set-up. It’s not hard to see why.

Similarly, when it comes to the breadth of substrates and items that can be digitally decorated using direct-to-object printing, its growing appeal is easy to understand. Consider clear concert bags for example, which have grown in popularity in recent years as growing numbers of sporting fans, stadiums, and event venues have implemented clear bag policies to streamline security checks. At present, most clear “concert bags” are made from PVC, making them sensitive to heat and ruling out methods such as heat transfer, screen printing and sublimation. But not direct-to-object inkjet UV digital printing.

Finally, with businesses facing shortages of skilled labor — indeed, 74% of respondents to Screen Printing’ magazines’ recent survey cited difficulties in finding skilled workers — direct-to-object digital printing can offer crucial time savings in the form of integrated UV curing and reduced set-up and clean-up times, freeing operatives up to focus on more valuable tasks.

Complement
Your Capabilities

One of the obvious appeals of digital direct-to-object printing for many screen-printing businesses lies in its ability to expand their shop’s services and capabilities. However, the real benefit of this expanded service offering is in the opportunities that it brings to “upsell.” As any sales pro knows, it’s far easier to sell a new service to an existing customer than to a new one. So, diversifying into applications that complement a business’ existing offering can be a less risky way to start creating new revenue streams.

Consider a producer of college merchandise and sportswear, for example. Introducing personalized sports bottles and bags to the line-up could be more than just a lucrative opportunity to diversify. But rather it’s an opportunity to deepen their customer relationships and make the leap from being a trusted supplier to becoming a full-service partner.

Similarly, for businesses already dabbling in the burgeoning e-commerce market for unusual tees or quirky homeware and décor items, digital prints can open the door to capitalizing on the explosive consumer demand for personalized products and customized gifts.

Investing in an
Integrated Future

By combining the benefits of screen printing with the possibilities enabled by digital technologies such as direct-to-object printing, businesses can set themselves up for success with both high-volume and highly customized orders. Benefiting from the best of both worlds makes it possible to maximize the shop’s flexibility, develop new revenue streams in growing market segments, and, crucially, future-proof their capability to respond to changing customer demands.

In an uncertain market, however, a considerable investment in digital print may feel like a gamble for businesses that historically have focused on higher order volumes. However, this is one of the reasons that direct-to-object UV digital printing already is proving popular in the promotional products arena. High quality, entry-level options already exist and can be practical for those with their eye on a new service offering with lower price points and space-efficient equipment. This makes it easier, faster, and more affordable to get off the ground and thrive. Modular ranges can grow in tandem with a business’ success, lessening the risk while they reap the rewards.

Just as the market is evolving, screen-printing businesses need to evolve as well. Doing so successfully demands a pragmatic approach, good customer knowledge, and a hefty dose of creativity. Most screen printers already have that in abundance. For those ready to embrace versatility, the future is wide open.