How Halftone Screen Printing Helped Attract a Loyal Customer


With an associate’s degree in graphic design, Howard Potter worked as a metal color in a mold shop and had a hobby of designing promotional materials. But Potter saw an opening for a promotional products and décor company in his area that did its own design work, so in 2003 he quit his day job and pursued his side job creating A&P Master Images in Utica, NY, which focused on decoration from the start by performing sublimation in-house and outsourcing any other decoration needs.

In 2006, the need for better quality and faster embroidery turnaround led the company to bring it in-house with guidance from Joyce Jagger, aka “The Embroidery Coach”, who helped launch and trained staff for the past 15 years. . With the growth of the company’s decoration capabilities, the space has also increased. A&P Master Images increased its floor plan to 700 square feet in 2007 and more than doubled it in 2008 in order to move screen printing in-house.

Three years later, the business expanded its decorating capacity and in 2013 the distributor underwent another building expansion. After outgrowing that 4,000 square foot space later that same year, A&P Master Images purchased a 5,500 square foot building with an acre of land to accommodate future growth. Six months later, the request required more screen printing equipment and the addition of vinyl graphics.

The finished halftone screen print on a T-shirt. | Credit: A&P Master Images

Online stores and fulfillment offerings also help serve more than 5,000 customers in 15 states and five countries, but in-house decorating has been a big part of A&P Master’s growth and subsequent success. Pictures.

“It allows us to control quality, turnaround times and manage all size orders so our customers get what they need, when they need it,” said Potter, co-owner of the company with his wife, Amanda.

Read on for the second installment of Diaries Decoration as we learn directly from Howard Potter how A&P Master Images pioneered the idea of ​​using a fashionable screen printing technique to bring a customer’s hand sketch to life. The promotion that the client planned to give to employees who achieved the set goals was so successful that it turned into an online company store for growth and future business with the client on other projects.

Customer’s need: Tractor Supply Company’s distribution center was looking to get some T-shirts screen printed, but only had a hand sketch that an employee came up with, so we created our own spin-off and did a drawing in screen printed halftone that everyone loved.

Execution: Creating the design from the sketch gave us a head start in the right direction and it was just about bringing the vision to life, which we were able to do.

halftone screen printing

More details on the finished decoration. | Credit: A&P Master Images

Halftone screen printing is used to print photographs, which you use in dots to create the image by tearing it up in Photoshop to print like an old film negative. [It] allows you to print high-end detail using a high-mesh screen. Halftone printing also helps to print the simulated printing process, allowing you to mix colors. The halftone we designed allowed us to create a design that gives depth to the image and allows more details to be seen in the design.

Barriers : [The] The only hurdle, which is common with halftone pattern printing, is test printing to see how many dabs per color are needed to get the detail to be printed as clean and clear as possible, which is what we were doing during our test printing phase.

The result: They loved it. It got the message they were looking for and led to more orders.

To find out how to participate in a future edition of Diaries Decoration and share the success of your clothing decorating project, email Amanda Cole at [email protected] Click here to read more decorating diaries.


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