Think flocking

The first question is how do we increase sales? Equally important is how do we increase margins? “Flocking” is a century old process that adds value to a printed sheet and improves profits. In the last three to five years, I have noticed an increase in its usage in the graphic arts industry. I have seen it on the front of two designer books, greeting cards, magazines and tickets.

What is flocking?
Flocking is a decorative process that gives images a raised, velvety look and feel. Occasionally, you will see it on t-shirts and wallpaper. As a designer or printer, you should be aware of what it is and how to use it as well as the features and benefits.

Flocking is the process of dropping millions of miniature fibres (called flock) on a wet patter-glued surface. The fibres can be rayon, polyester, silk or cotton – the most common is rayon. Whatever the kind of material, the fiber is as thick as a silk thread.

Described as simply as possible, sheets (as heavy as feasible up to 20√ó26) are printed in the normal process leaving the area required to be flocked blank (to allow better glue adhesion). These sheets are fed through a flocking machine, and glue is applied to the blank area. The flocking material (fibres) are dropped onto the glued surface. An interesting job produced approximately a year ago was 20 million flocked gift cardholders for Starbucks (see beige coloured card photo). This piece was flocked, diecut, glued with a gusset pocket and tucked in a flap. If you have bought or received a Starbucks gift card in its envelope, you have seen flocking.

Pantone colour matched flocking is available for an up charge of approximately $1,000. Doing two colours of flocking on one piece is feasible, but not advisable. Guillotine cutting, diecutting or mounting the flocked sheet after flocking can present some difficulties. In the near future, I suspect we will all see flocked pieces in the marketplace. Proactive designers and printers will make themselves aware of the process and will think of a multitude of new applications and, inevitably, make good margins.

When you think value added, when you think new, when you think the way most of your competitors don’t think and when you want to think of a way to increase your sales and margins, think flocking.