How Halftone Display Printing Helped Land a Repeat Buyer

Howard Potter had a degree in graphic design and had a job casting metal in a casting shop and a hobby of designing promotional materials. But Potter saw an opening for a promotional products and decoration company in his area that did its own design work. He quit his job in 2003 and pursued his side job to create A&P Master Images in Utica, NY, which focused on decorating from the start through in-house sublimation and subcontracting for other decorating needs.

By 2006, the need for better quality and faster embroidery completion led the company to launch it under the guidance of Joyce Jagger, aka “The Embroidery Coach,” who helped bring it to market and for the past 15 years Has trained employees. As the company’s decorating options grew, so did the space. A&P Master Images increased its floor plan to 700 square feet in 2007 and more than doubled it in 2008 to move screen printing in-house.

Three years later the company increased its decoration capacity and by 2013 the distributor was expanded again. After outgrowing that 4,000 square foot space later that year, A&P Master Images bought a 5,500 square foot building with an acre of land to accommodate future growth. Half a year later, the demand 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 5,000+ customers in 15 states and five countries. However, internal decoration has played a huge role in the growth and subsequent success of A&P Master Images.

“It allows us to control quality, turnaround time, and orders of all sizes so our customers always get what they need when they need it,” said Potter, who co-owns the company with wife Amanda.

Read on for the second installment of Decoration diaries We hear directly from Howard Potter how A&P Master Images came up with the idea of ​​using a trendy screen printing technique to bring a client’s hand sketch to life. The promotion the customer wanted to give to employees who had achieved the set goals was so successful that it evolved into a corporate online shop for fulfillment and future business with the customer on other projects.

The customer’s needs: The Tractor Supply Company distribution center wanted to receive screen-printed T-shirts, but only had a hand sketch made by an employee. So we created our own spin-off and created a screen-printed halftone design that everyone loved.

The execution: With creating the design from the sketch we got a head start in the right direction and it was all about bringing the vision to life as much as we could.

Halftone screen printing

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

Halftone screen printing is used to print photos. You use dots to create the image by ripping it in Photoshop to print it like an old film negative. [It] Allows high-end details to be printed using a high-mesh screen. Printing halftones also helps in simulated printing where you can mix colors. The halftone we designed allowed us to create a design that adds depth of the image and allows more detail to be seen in the design.

The obstacles: [The] The only hurdle often encountered when printing halftone designs is test printing to see how many hits per color it takes to get the details printed as clean and clear as possible. We did this during our test printing phase.

The result: You loved it. It conveyed the message they were looking for and led to further orders.

Details on how to participate in a future edition of Decoration diaries and to share the success of your clothing decorating project, email Amanda Cole at acole@napco.com. Click here to read more decoration diaries.