Recognized Supplier Guide ‘18

For the Business of Apparel Decorating

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54 || P RI N T W E A R O C T O B E R 2 01 8 T he discussion about ho w prof- itable a screen print is can often stop with ho w much is charged, but equally as i mpor- tant is ho w much you keep. If you are con- sidering the size of a screen-printed order, it is obvious that with s maller orders the set up, art, and separation ele ments can directly make or break the pro t of the job. So much so that in strea mlining and organizing these front-end tasks the average printer will not only make more pro t but also open space up for more orders and increase their capac- ity. This means that looking at just one or- der at a ti me is often a mistake and that by considering the steps bet ween orders, and all orders in a schedule, the true picture of pro t and loss is easier to see. Everyone in screen printing wants to make more pro t on every job. This can be tricky unless there is a clear understand- ing of all the costs to create each order. In a s maller co mpany, the o wner may not have a sense of what their ti me is worth and not charge for many tasks that larger co mpanies co m monly do, such as screens, art work, separations, etc. To start increasing pro t, you rst have to deter mine what the margin is on each job. The profit on each order is typically the costs of the goods, equip ment, overhead, and labor minus the a mount charged for the order. So me- ti mes, there are additional costs that need to be added in as well. Things like ship- ping (inbound), handling, scrap, and taxes are often overlooked ite ms. Assu ming the pro t has been deter mined to an acceptable level, you can then look at areas that can increase this for your orders. For shops that are mid-sized and s maller, and tend to have more orders with s maller volu mes, a change to several of the art and separation processes can make a dra matic difference to the botto m line. The idea is to adjust art and separations where possible to make the printing si mpler and utilize less ti me to get the art approved for production. The follo wing are ve concepts to create more pro t fro m screen prints by si mplify - ing art to use less ink, effectively proo ng jobs, using trapping and gutters, and adjust- ing for dot gain. SI M PLI F YI N G A R T W O R K T O U S E L E S S I N K The thought of si mplifying art work to increase the pro t is, at rst, a little coun- terintuitive. You would think that if you wanted to make more money on an order, you might make the art work more co m- plex, so you could then charge more for it. The reality is that in a mediu m-sized order (less than 100 pieces) there is a distinct ad- vantage to si mplifying the job fro m an art standpoint because, in screen printing, a job that has a s maller a mount of ink cover- age tends to last longer, cause less disco m- fort to the person wearing it, and cost the printer less in ink. If you look at a typical job that might co me into a screen- printing shop, you will see that the print is set up to have a large area of heavy ink cover- age. For a job like this, it is a good step to offer the custo m- er the opportunity to edit the art work and make the i mage considerably lighter in regard to the a mount of ink coverage. The other advantages can be mentioned as well if they need more convincing. The do wnside to this is that the client will have to Create Pro table Prints 5 art work and separation techniques to increase your pro ts on most screen-printing orders B Y TH O M A S TR I M I N G H A M Tho mas Tri mingha m has been helping screen printers for more than 25 years as an industry consultant, freelance artist, and high-end sepa- rator. Tho mas is currently working with M&R co mpanies as an online marketing manager. You can learn more about M&R at: m . One way to make a more pro table print is to design the graphic to use less ink. ( All i mages courtesy the author) HOW TO

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