Screen Printing - Attractive, Versatile
The screen printing process adds "feeling" to package printing.
SCREEN PRINTING IS becoming synonymous with quality in package printing. Increasing the visual appeal of a package is something all brand owners strive for and screen printing helps in a way that very few other processes or substrates can.
With the ability to lay down up to 300 µm of ink in one pass, said John Costenoble, sales manager, Graphic Print Systems, Stork Prints America, Inc., comes the means to explore more creative avenues and the ability to increase the attraction to and perceived value of brand owners' products.
"Rotary screen printing is becoming increasingly important because end users—the brand owners who specify the packaging—are demanding increasingly higher standards of quality," he said. "The overall reason for this is that supermarkets, in particular, aim to offer as much choice as possible. So, in every category of food, beverages, household chemicals, and personal care, many products compete with each other on a crowded shelf to attract consumers' attention. With so much competition, the big fast-moving consumer goods makers focus on building strong brands. High-quality packaging must offer a high impact. It must stand out from the crowd."
Screen printing has no trouble distinguishing a package from others—both visually and tactilely. And, as Joe Posusney, marketing manager, Gallus Inc., explains, adding touch to a consumer's product-selection process can increase sales—what consumers can feel, they tend to buy.
"In the past, the No. 1 feature for screens has been the ability to lay down opaque coverage. Now part of the reason for its popularity is that it adds to the 'touch and feel' of a label," Posusney said.
"Adding a feature that attracts a potential buyer to touch the product has been shown in studies to greatly enhance the chances of the buyer actually purchasing that product. Brand owners know that an impulse purchase will occur 50 percent of the time when the buyer visually notices the product and upwards of 85 percent when they actually touch it," he said.