ImagesMagUK_Digital-Edition_Nov17

ST

DIARY

EDITORIAL

Instant impact

T his month, Marshall Atkinson explains how to add some zing to your prints using the LAB mode in Photoshop. I was struck not only by the simplicity of the technique and the quality of the image enhancements Marshall demonstrates, but also by his statement that, “T-shirts are essentially printed billboards. Viewers have only a few moments to get the full impact of what they are seeing...” It wasn’t that Marshall was stating anything we don’t all already know; it was his use of the word ‘impact’ and the welcome reminder of just how much punch a T-shirt can pack. That fact was brought home forcibly by Carmen Yulín Cruz, the mayor of San Juan, Puerto Rico’s capital city, following the damage caused to the country’s infrastructure by Hurricane Maria. The mayor, frustrated by what she perceived as a slow and inadequate response to the plight of the Puerto Rican people, turned up to a press conference wearing a black T-shirt emblazoned with the impossible-to-ignore, ‘Help us, we are dying’ slogan across the front. Follow- ing a spat with President Trump, who claimed that the Democratic party had told the mayor to be “nasty” to him during his presidential visit to Puerto Rico, Mayor Cruz turned up to a subsequent press conference wearing a similar T- shirt printed with the word ”nasty” in bold capital letters. Whatever your political persuasion, or your views on Mayor Cruz and Presi- dent Trump, there’s no denying that these T-shirts had an impact. Not only did they present the mayor’s messages as hard-hitting, easy to digest ‘soundbites’, they ensured that those soundbites were heard around the world. It’s hard to believe that she would have received the huge international coverage she enjoyed without the shirts; indeed, the T-shirts themselves led much of the reporting on these events. They did what promotional clothing is meant to do and what it does best – they ensured the mayor’s message was seen, heard and remembered by the widest possible audience. There has never been a greater choice of media platforms from which to pro- mote a brand, business, message or event, yet a well designed and executed T-shirt print still has the ability to cut through the hubbub and leave a lasting impression. And that’s a message every prospect needs to be hear, and every customer needs to be reminded of, at every available opportunity. If there’s one thing that Milosj de Groot’s T-shirt prints possess it’s impact (with a capital ‘I’). We’re thrilled to be showcasing Milosj’s Mad Specials work in Images (page 58), which provides further evidence, if any were needed, of the attention-grabbing potential of printing ink through a screen on to a garment. And for the same reason we’re delighted to welcome back to the UK imprint market this month’s cover star, a revitalised American Apparel. Creating an im- pact is in the brand’s DNA and we can’t wait to see American Apparel garments flying out of UK print and embroidery shops once again. Jonathan Vince Published by: 360 Communications Ltd images magazine, 360 Communications Ltd, 58a Livingstone Road, Lioncare House, Hove, BN3 3WL, UK 01273 748482 | www.images-magazine.com Advertising: advertising@images-magazine.com Editorial: editorial@images-magazine.com Subscriptions: subscriptions@images-magazine.com | images is available free of charge to UK subscribers | Subscribe / unsubscribe / update contact details online: www.images-magazine.com Publisher/advertising: Jonathan Vince | jonathan@images-magazine.com Features editor: Rachael Glazier | rachael@images-magazine.com Design/Production: ATG Media | production@atgraphicsuk.com Printing: Stephens & George Ltd | Goat Mill Road,Dowlais, Merthyr Tydfil, CF48 3TD ( issn 0966 7512) Follow images on social media: ImagesMagUK Opinions expressed by contributors in this magazine are not necessarily shared by the Publishers. Editorial contributions are invited, on the understanding that the editorial director has the right to alter or abridge all such material as he sees fit. While the greatest care has been taken to ensure accuracy, the publishers accept no liability for either errors or omissions. NOVEMBER 2017 | VOL.26 NO.11

NOVEMBER 15, 2017 Promotion & Branding Show

Thorpe Park Hotel Leeds, 1150 Century Way, Thorpe Park, Leeds, West Yorkshire, LS15 8ZB promobranding.events NOVEMBER 15-16, 2017 Coactive Newtech Leicester Hilton Leicester Hotel Junction, 21 Approach,

Leicester LE19 1WQ coactiveevents.com NOVEMBER 16, 2017 Print & Stitch

Double Tree by Hilton Southampton, Bracken Place, Chilworth, Southampton, SO16 3RB printandstitch.org JANUARY 9-11, 2018 PSI 2018 Messe Dusseldorf, Messeplatz Stockumer Kirchstraße 61, 40474 Düsseldorf psi-messe.com JANUARY 19-21, 2018 ISS Long Beach Long Beach Convention Center, 300 East Ocean Boulevard, Long Beach, California, USA issshows.com JANUARY 21-23, 2018 Printwear & Promotion Live! Halls 17 & 18, NEC, Marston Green, Birmingham B40 1NT printwearandpromotionlive.co.uk tecstyle-visions.com APRIL 24-26, 2018 Sign & Digital 2018 Halls 17 & 18, NEC, Marston Green, Birmingham B40 1NT signuk.com MAY 15-18, 2018 Fespa 2018 Messe Berlin, Messedamm 22, 14055 Berlin, Germany fespa.com OCTOBER 18-20, 2018 SGIA 2018 Las Vegas Convention Center, Las Vegas, Nevada, USA sgia.org JUNE 20-26, 2019 ITMA 2019 Fira de Barcelona, Gran Via, Barcelona, Spain itma.com FEBRUARY 15-17, 2018 TV TecStyle Visions 2018 Messe Stuttgart, Messepiazza 1, 70629 Stuttgart, Germany

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