What do you do?

posted on: Wednesday, August 24, 2011 by: EngageTeamCustSvc

Jon Darling, President

During a 30 second new company introduction recently I was explaining what Romo Durable Graphics does when he interrupted me. "Explain your industry to me," he said.

After asking why he was interested, I was stuck. Where do you start?

I didn't want to bore him with a bunch of uninteresting information. For those of us in the graphics printing business, the evolution of the industry is fascinating.

Romo joined the Screen Printing Industry Association (SPIA) after its founding in 1953. We are one of the oldest members now known as Screen and Graphic Imaging Association (SGIA). In the 1950's, and for many years thereafter, the association defined itself by the process of screen-printing. This print method came from China over 1,000 years ago. Originally known as silk screening because they made the screens (plates in other printing terminology) out of silk. Today the screen mesh is a high tech polyester material.

Screen printing produced two major product - Graphics (decals, signs, etc.) and Textiles (T-shirts and other fabric products). It fit a market that needed three things:

• • Intense, durable colors
• • Low cost small lot production
• • Ability to print on a diverse mix of materials

The industry was made of relatively small companies that operated regionally. Most of these companies, like Romo, produced a wide mix of products that had one thing in common - screen printing. It was difficult to do business over a distance because the art process was interactive with the client and not conveniently transportable.

That all changed 20 years ago when digital artwork could be emailed. It was much easier to do business over a long distance. Customers started to focus more on markets than on the process and location. The graphics market was defined as Point of Purchase or OEM printers rather than Screen Printers. This accelerated as digital printing became more capable of producing products that had been traditionally screen printed.

Instead of defining itself by market or process, Romo focuses on the product, which we call a Durable Graphic. In short, Romo produced durable graphics that make a difference for the client.  We look for innovative alternatives to what's available in the market to deliver a strong value proposition. A better product at a lower total cost.

Romo uses a variety of print methods, ink combinations and new materials to reach that goal.  Some situations offer better opportunities to deliver value to the client than others but Romo always wants to make a positive impact on the client's business - using a durable graphic.

At first glance it might seem strange that Romo Durable Graphics would be in the same association as a local sports apparel company. The markets are completely different but in some ways the same. We share common business issues and can learn from each other. Romo is a proud, long time member of SGIA and looks forward to continuing its affiliation for many more years.