Author - Mithun Mohan

Is branding important for your organization?

Importance Of Branding 

A successful branding strategy can ensure an effective way to grow your business at an optimum cost than traditional marketing, like newspaper, Radio or television advertisements. branding is the marketing of your company’s products, logos and slogans to consumers to increase recognition of your business.

By building a recognized brand in your market, you reduce your reliance on traditional marketing, as branding increases loyalty and referrals from your customers. the concept of brand equity and the science and practice of building and managing brands strategically now have been with us for more than a quarter century. Taking stock, what are the most powerful and potential ideas that have emerged during that time?

1. Brands are assets with strategic value. In the late 1980s, the idea that a brand is an asset with equity began to get traction.
That concept has since transformed marketing, which had been dominated for a half century by the tactical view of marketing
developed in the halls of Procter & Gamble. Starting in the ’80s, marketing was managed by a CMO who had a seat at the executive table.
Marketing now was intimately involved in—if not a driver of—business strategy and was no longer relegated to being a tactical arm.
Marketing was now measured by brand equity in addition to short-term sales, and marketing resources were allocated to strategic brands and programs, rather than to the big silos rich with funds and political power.

Key Takeaways
Starting in the ’80s, marketing was managed by a CMO who had a seat at the executive table.
Marketing now was intimately involved in—if not a driver of—business strategy and was no longer relegated to being a tactical arm.

A brand vision for today should be multidimensional, allowing the brand to express itself in ways that work for that brand.

Growth, with some exceptions, only occurs by engaging in transformational or substantial innovation that creates “must haves” that define new subcategories. Brand teams thus need to nurture “big” innovations in offerings, services or programs.


Different Methods Of Screen Printing

There are different ways of reproducing artwork when you screen print tee shirts or any other garment. The methods used will produce various results in color and print hand. It is important to have a decent understanding of the processes used as a screen printer. Even though you may not create the artwork, it will benefit you if you understand how the artwork is supposed to work. This starts with a basic understanding of the printing methods used to screen print.

The following is a brief explanation of printing methods.

Spot Color Printing

This is the most common form of screen printing tee shirts. This method uses the stock color of the ink without alterations by printing it through the stencil in wide open areas of the screen mesh. This will produce a very vibrant solid “spot” of color. It also tends to produce thicker layers of ink depending on the ink and the mesh count used.

Printing in spot colors will be helpful in achieving opacity on darker garments. This is the least expensive to create artwork for and can also be very cost effective to print on 1 to 4 colors. When you begin to plan a design with 5 to 8 or more spot colors, a different printing method like simulated process may reduce the amount of film work and screen making needed to set up the job. Spot color artwork is great for most graphic logos that do not require gradients or excessive colors.

Half-Tone Printing

This process involves printing a single or multiple colors in gradients. Here we can take a single color of ink and make it appear as two shades or more of the same color. These tones can range all the way from a solid spot to a very fine halftone of the same color. Sometimes referred to as a “spot and dot” this method is great when you want to achieve the look of multi color printing without the expense of actually doing it. For instance, if we print red on a white shirt and include a 50% gradient of the red, the 50% gradient will “mix” with the white of the tee shirt giving the appearance of a pink color.

Therefore giving us a print with red and pink but only using one screen and one color of ink. If your graphic artist knows what they are doing, you can use this technique to improve the look and quality of your graphics. It’s a great effect that will reduce the number of spot colors and screens. Printing in halftones will also produce a softer feeling print when printed directly onto the garment.

Grayscale Printing

This is a simple way of printing full color images as 1 color grayscales or halftones. Full tone color photographs may be printed as a 1 color halftone. Full color drawings or paintings that contain complete tonal ranges in different colors may also be reproduced by means of a 1 color halftone.

Most often these are done in black ink on a light colored garment. But single color halftones may actually be done in any color ink if so desired. Many of us are familiar with the black and white printed images we see in many newspapers. This is a similar method used for printing 1 color halftones onto tee shirts. Resolution or image clarity will depend on the lines per inch used in the dot pattern. The more dots a halftone has the more detailed and crisp it will look.

This is a great method for inexpensively printing black and white or full color photographs onto garments. Best results are achieved on white tee shirts. This will also produce a softer feeling print when printed directly onto the garment.

Duotone Printing

This is simply the combination of two halftones for the same image printed with 2 colors. Meaning there is the black halftone printed with black ink and then we will have a second halftone which will be printed with a color ink like a warm brown for instance. The warm brown halftone combines with the black halftone which will create a duotone print which has the color hue of the warm brown halftone. This is similar to a sepia toned print in photography. This is a very cool effect to print on light garments creating the feel of a full color print but being much less expensive to do. It also has a sophisticated, artsy look. This will also produce a softer feeling print when printed directly onto the garment.

4-Color Process Or CMYK Printing

This is probably the most complex of the printing processes and is recommended for automatic presses only. Although it may be done on a manual printing press, optimum and consistent results will be achieved only on a fully automatic tee shirt press. Here we take a full color photograph or image and break it down into its four constituent colors; cyan, magenta, yellow and black. The printing process uses these four colors combined to recreate the full tonal and color range of the original image. Each color printer is a halftone of the opposite color in the original image.

This system is based on what light is being absorbed. This is so that the amount of any color showing in the final print will depend on the amount of ink laid down for each or the 3 primary colors. Cyan is the opposite of red. Magenta is the opposite of green. Yellow is the opposite of blue. The amount of blue in the final print will be directly related to the amount of yellow ink that is printed. The same is the case for the other primaries respectively.

This is the most expensive process especially on dark garments. In reality only four color process printing done by lithography or similar printing processes create the traditional “rosebud” associated with process printing. CMYK printing on a tee shirt is more like simulated process in that spot colors may also be used and the dot pattern differs from that of traditional process printing where the colors perceived are mixed more in the brain rather than actually in the print. This will also produce a softer feeling print when printed directly onto the garment.

Simulated Process Printing

This combines standard 4 color process printing with spot color printing. This may also be done by printing spot colors with halftone colors which combine to create the colors of the original image. Here we use spot colors to intensify the overall look of the printed shirt. This may also be done when 4 color process printing is unable to reproduce a color the customer whishes to be dominant on the final print. As many spot colors may be added as needed but limited additions are recommended.

This process can actually be more expensive than process printing because it can require complex artwork and the addition of many screens. This is most often the process used to print complex images onto black colored garments. It can produce some excellent imagery but requires some experience in artwork creation. The feel of this print will depend on the artwork and the under base if printed on black shirts.


Future of Printing Technology

The earliest form of printing tool developed by humankind came in the form of cylinder seals made from stones, gems, glass, and ceramics. First produced in Susa in ancient Iran and the Sumerian city of Uruk in Mesopotamia more than 5,500 years ago, these small cylindrical objects bore engravings of written text and scenes depicting people and animals. The cylinders were rolled on pieces of clay tablets so that the engravings could be imprinted on them. These clay tablets, which often served important social or administrative functions, were among the first documents ever produced by our species.

Fast-forward to the 21st century, and one will find that this ancient tool has blossomed and branched out into a dazzling array of modern technologies that are defining people’s lives and shaping the world today. From environmentally sustainable printing techniques to 3D printing technologies that are democratizing manufacturing in ways never seen before, printing has definitely come a long way from its seal and clay beginnings.

As the years go by, however, printing technologies will continue to evolve. What does the future hold for the industry? Here are some exciting new developments and paradigm shifts that we can all look forward to.

The printing process will become more eco-friendly

People nowadays are becoming more aware of environmental issues and the negative impact of the culture of reckless consumption. As this trend continues, we will see market regulations tightening in many jurisdictions all over the world.

New legislations will favor more environmentally sustainable printing practices, including the recycling and remanufacturing of printer cartridges and paper products to divert the majority of unwanted paper, plastic, metal, and chemicals away from the waste stream. Current estimates show that some 400,000 tons of waste can be kept out of our landfills each year if only we remanufactured our printer cartridges instead of producing new ones.

Aside from recycling, the production of more sophisticated ink products that are gentler to the environment will also be undertaken in earnest by future generations. For instance, vegetable-oil based inks and ultraviolet-curable inks will be favored over traditional, solvent-based inks, which release more environmental pollutants. Additionally, food-safe inks will also be developed for the needs of the food and beverage industry.

3D printing will change our lives

The technology behind 3D printing may seem so wondrous to many people, but one can argue that it is really just the logical next step in the evolution of the ink-on-substrate printing technology. Now, thanks to a process known as additive manufacturing, we are not only able to print flat images on the surfaces of substrates, we can also print three-dimensional objects out of materials like plastic resin. The process involves the successive deposition of layers of this material until the object takes its final shape.

The future implications of this technology are enormous. As it becomes more affordable, more accessible, and more advanced, 3D printing can revolutionize manufacturing by allowing production to take place near or exactly at the point of consumption. Meaning to say, ordinary individuals will be able to manufacture the goods they need, when they want them. Current economic models will shift, as the manufacturing powerhouses that we know of today—whether countries or corporations—will no longer have the distinct advantages that they possess at present.

Another implication is that prototyping and customization in manufacturing will be so much easier. Creativity will be the name of the game, and with prototyping and customization becoming so effortless, innovators will be able to focus on the creating groundbreaking tools and contrivances that will address many of the problems that plague our lives today.

Advanced technologies will bring printing to new heights

Have you ever heard about photonic printing? How about conductive inks? If you haven’t yet, you soon will because advanced technologies such as these will introduce human civilization to the next age of printing.

Photonics, the science of light or photon generation, detection, and control, is currently being applied by innovative organizations that are hoping to develop invisible photonic printing techniques. The technology will be valuable for a variety of applications, including for identification and watermarking purposes, for anti-counterfeiting and anti-forgery endeavors, as well steganography, the practice of hiding messages or information within readable text or visible images.

Conductive inks, on the other hand, have the potential to change the way the printed medium is used for communication, marketing, and advertising. Currently being produced from materials like silver nanoparticles and conductive polymers, these inks are essentially circuits that allow the paper or substrate to become connected to the digital word. Imagine a seemingly ordinary poster having the same kind of capacitive sensing capability like a touchscreen display.

Conductive ink can be used in many other applications, including the production of smart clothing printed with flexible electronic inks, as well as the creation of soft machines, like bendable robots that can be used for search and rescue operations.

If someone ever tells you that printing has had its day and it’s doomed to oblivion in the near future, remember what you read here. Tell those folks that one day, people will actually be 3D printing their own homes and will be exchanging secret love notes printed with invisible photonic ink.


Identifying the right print company for your branding!

We have a lot of printing companies around the globe but we all get confused who is the right printer though we have many options from local printers to online printers. This article helps you to find quality printers with value for money solution.

1) Visit the company and premises

As your print job is important so is visiting the printer yourself, to get an idea of their facilities and how they perform, get in conversations with the staff and understand the operations. Presentation and quality of their premises reflects the quality of work they deliver. Ensure you keep up a good rapport with them.

2) While checking the quality never compromise the price for quality

  • Is there Smudging of ink?
  • Is the text Misregisterd?
  • Are the images Blurred?
  • Are the printed products upto your standard or not?

Low price gets you low quality prints, cause reducing production cost by using cheap quality ink and materials can help them get you the cheapest price in the market but there drops your brand value.

3) Investigate the level of customer service you will receive.

Ideally, you should go to a printer who can manage the project entirely

  • Print
  • Personalization
  • Collation
  • Finishing
  • Binding
  • Storage
  • Fulfillment

Ensure that they are committed and deliver professional service with proper communication and client management.

4) Take a tour on company reputation

Go through the website and reviews of their clients, since when they have been established, social media presence and check on client experiences. The more you research the more you can upfront.

5)  Choose the right format of printer for your job.

It is really important that the printing format company uses, because it defines the quality and cost of your print job. Litho printing would be cost-effective for higher quality prints as well as larger quantities with option of print effects and special finishes such as spot color or foil.

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