Point-of-Purchase Screen Printing

What image does "point-of-purchase" display bring to mind?

Magazine, chewing gum and candy racks at the grocery store check out? Lighted beer signs behind the bar? The new "Fall line" of cosmetics sitting on a department or drug store counter?

What about a free-standing display of miniature shades and louvers that demonstrates a line of window coverings? A nine-foot-tall pair of jeans in the sportswear department? Or a child's safety strap in a shopping cart imprinted with an advertising message?

These are all examples of point-of-purchase (P-O-P) displays.

Point-of-purchase displays, sometimes known as point-of-sales advertising, are merchandising units designed for use where people buy - as in retail stores and trade shows. Their primary purpose is to draw attention to a specific product or service. Such displays are often used to attract customers to new products...or to offer incentives to purchase certain items.

Where do these customized point-of-purchase displays originate?

Usually from screen printers and graphic imagers.

Screen printing and graphic imaging can utilize a wide variety of materials to help solve most display problems: wood, metal, plastic, acrylics, fabrics, lighting, motion devices, wire, tubing, glass, cardboard and vinyl can be combined to form unique point-of-purchase displays or sales aids that dramatically spotlight a given product or service.

The screen printing process permits the application of heavier deposits of ink - which means colors are brighter and longer lasting. This quality is especially important if the display is to be used outside, or printed on darker substrates.

Illuminated modules...headers...product samples...vacuum-formed replicas...process color printing...an endless variety of substrates make screen printing the logical choice to produce a functional yet attractive point-of- purchase materials.

And don't overlook the "packaging" potential of screen printing, which can dress up or decorate any package, bottle or container to meet more specific needs.

Screen printing is one of the oldest of all printing production processes. Yet it is thoroughly progressive, fast, cost-effective and astonishingly precise.

Coupled today's graphic imaging technology, screen printing and graphic imaging is one of the best ways of designing and printing words and pictures. Graphic imaging allows designers to create, edit or change production designs with a minimum of effort and expense. The process enables screen printers to view a finished layout before it is committed to full production.

The basic principle of screen printing is not hard to understand:

Fabric is stretched tightly on a frame to form a screen. Part of the screen is then blocked with a stencil, leaving open mesh areas which will print the image. When ink is deposited into the screen and frame assembly, applied pressure pushes the ink through those areas of the screen not blocked by the stencil. This is accomplished by the use of a flexible plastic or rubber blade supported by a holder, called a squeegee. When ink passes through to the surface below, that surface - the substrate - is printed with the image defined by the stencil.

In the past twenty years, screen printing has undergone a technological revolution of staggering proportions.

Sophisticated, fully automated screen printing equipment allows screen printers to produce long and short run P-O-P displays limited only by one's imagination and budget.