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Screen: swot’s it all about
To those who only know swot as the sudden death for flies, SWOT stands for Strengths, Weaknesses, Opportunities and Threats. In this article Peter Kiddell applies a SWOT analysis to the screen process. Use the findings to help you build new business
A SWOT analysis is normally used for organisations but it can also be applied to processes, particularly ones in a state of transition: as is the case with screen printing. Ideally, gather together individuals to provide different perspectives to be objective. An accountant, engineer, sales person and administrator would provide a range of thinking strategies.
For the analysis to be relevant it must have an objective. In this case the long term objective is: Develop strategies to increase the penetration of the screen printing process into a fragmented market.
Strengths
Ink/medium friendly process: Any material that can be dispersed in a fluid, whose viscosity can be suitably adjusted, with a particulate size that it will pass through a mesh, can be screen printed. This can range from concrete to melted chocolate
Thick film process: Thickness of the wet ink film can be up to 300µm (0.300mm)
Mass imaging technology: Ability to print multiple images on large areas of substrate
Controllable, measurable and predictable printing process: Contrary to many traditionalists, screen printing can be treated as an engineering process. Users sometimes add an unacceptable level of uncertainty by adopting unsound practices
Multi-substrate process: If a substrate is wettable by the ink and the stencil can maintain contact with the substrate it can be printed
Stationary or moving substrates: It is possible to print on a stationary sheet, moving sheet, stationary web or moving web
Object printing: Flat, cylindrical and curved objects can be printed
Robust printing process: The printing mechanism is relatively simple and relies on stable mechanical and physical parameters
Proven technological base: Implemented as a ‘modern’ production process since early 20th Century. It has existed for over 2,000-years
Adopts digital technology to enhance performance: Direct-to-screen imaging, digital machine control and process measurement
Low cost start up: Just a few pounds to start and little more to prove process practicality for a particular application
Cost effective inks: No ransoms from expensive single source ink supplies. Screen inks suit all machine types
Speed: Relatively fast process for creating multiple images
Image carrier: Stencils can be recycled for different images unlike other analogue processes where the image on the carrier is fixed. Carrier can be flat or cylindrical (cylindrical allows high speed web printing)
Multi-pass process: Easy to apply several layers of medium (ink) on a substrate using different curing regimes. UV, thermal, evaporation, baking, forced air, heated blanket, microwave etc
Manufacturing: Can be used as part of a manufacturing process, in-line or off-line
Profitable: Recent surveys have shown screen to be a great profit generator
Hierarchical: Higher skills mean higher profits
Weaknesses
Analogue process: Not yet possible to alter the image on the stencil during printing
Seen as outdated: Bombarded by spin from digital equipment suppliers
Considered a dirty job: Bad practice in the past created this image
An impact printing process: The stencil must contact the substrate which disqualifies a few applications
Uncontrollable: An opinion of the ignorant
Stencils difficult to reclaim: Manual reclamation can be challenging. Automation overcomes this. Not necessary to reclaim all stencils
Slow: When compared with offset litho. Not compared with digital
Large dots: Not when viewed from the correct distance
Won’t print fine lines: Only if 20µm isn’t fine enough
Difficult to operate: If allowed to be
Not fashionable: Remember the miniskirt from Roman times, the 1960s and 2007
Opportunities
Streamline the process: Cast out all ‘spanish practices’
Promote the process: Talk about advantages not shortcomings
Improved image quality: No banding. More vibrant colour than any other process
Fit for purpose: Light stable pigments. Excellent adhesion to many surfaces. Abrasion and chemical resistance
Special effects: Used alone or in combination with other processes, effects range from mirror finish to abrasive
Engineered layers: Controlled thicknesses of inks and mediums laid down in accurately defined patterns. Applications that require clear edge definition, controlled thickness and excellent intercoat adhesion
Why wait: If you can screen print it, do it now. Don’t wait and hope it can be digitally printed in the future
Known proven technology: No surprises, it does what it says on the tin
Threats
Apathy: Who cares
Fear: Fear of being left behind in the digital rat race
Ignorance: If nobody discusses screen printing’s qualities, no one will know about them
Disinformation: If enough people say the process is dead, eventually others believe it
High speed digital printers: Print rates of 500m2/h will eat into the PoS screen printing market. Only a few can afford the £1.5 million price tag. How much will ink cost?
Prejudice: End users say they don’t want screen printing but do they know what it has to offer
The past: Big profits not linked to improved practices degraded the process
In simple terms this SWOT analysis shows an overriding positive answer with twenty seven Strengths and Opportunities and eighteen Weaknesses and Threats. One would be naïve to think it was that simple. What is clear, from the DSPA latest survey and inflow of information to technical journals, is that suppliers and printers should be shouting from the rooftops about the vast range of opportunities presented by the screen printing process.
For further proof, just turn to page 26 for a novel application story featuring flexible solar cells printed using a Stork RSI rotary screen printer.
