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FESPA NEWS Sonja Angere

Disadvantages of screen printing in The Future of Screen Printing in the

the production of advertising Promotional Products Industry

materials

Despite its undeniable advantages, in recent years screen The future of screen printing in the promotional products

printing has become less popular regarding the production industry looks positive despite the obstacles. Recently,

of promotional products. This is mainly because large-scale exciting hybrid solutions with digital and screen printing

productions of promotional gifts are nott as frequent as have emerged. They combine the strengths of both
they used to be. E-mail, social media or messenger methods. In the screen-printing process, for example, white

messages have replaced direct mailing with inserts. underprint or large-scale print varnishing can be used

Instead, companies are increasingly relying on entirely much more cost-effectively than with digital printing
digital giveaways such as bonus content or discount codes. presses. These are then used to only provide four-colour

motifs or personalisation.
Current technology has also made it possible to
differentiate and address target groups more carefully. As a In addition, screen printing offers additional, innovative

result, advertising materials are commissioned in smaller finishing options for promotional items such as fragrance,

quantities. However, this means that the cost of screen glitter, and metal coatings. As a result, it is continuously

production has a much greater impact on the individual adapting to changing market needs and remains an
giveaway. As a result, its price increases compared to the important part of haptic advertising. In combination with

same product in the digital printing process. digital technologies, it will therefore continue to play a

central role in the promotional products industry in the
For technical reasons, individualisation, four-colour prints,
future.
delicate gradients, and photorealistic motifs are also either

not possible in the screen-printing process or are so

complex that production seems uneconomical.

* The article has been provided by FESPA (www.fespa.com) and translated by SPAK, and unauthorized use is prohibited.

May 2024 • 53