October 2, 2024
Let’s be real: you’ve probably spent more than a few sleepless nights imagining how the perfect custom merch could boost your business, elevate your brand, and add to your bottom line. Now that you're ready to bring your vision to life, it's time to get out in front of the most common mistakes that could turn your dream designs into nightmares. Let’s dive into what you need to avoid so your merch comes out looking just as epic as you've imagined—if not better.
We've wrangled up the most common mistakes we see here at Superior Ink, Denver and we are ready to pull back the curtain and show you the good, bad, and ugly of what not to do in our custom merch-making world.
A lot of new kids on the block in the merch-making game have a similar struggle. That struggle is simply not knowing what you want from your merch, or who your audience really is. As the saying goes; "If you don't know your target, you'll miss it every time."
The first way to side-step this mistake is to clearly define the purpose of the apparel. Understanding the "why" behind your custom apparel project will help guide important decisions and ensure the final product aligns with your goals. Here are some key questions to ask yourself:
Are you trying to boost brand visibility, give your team a unified look, or stand out at events? Think about how your apparel reflects your brand’s identity and message. Does it align with your overall branding strategy? A lot of people don’t spend enough time thinking through this and end up with merch that looks great but doesn’t necessarily communicate what their brand is about.
If you’re planning to sell the apparel, either directly to customers or as part of a promotional campaign, then design and marketability should be top priorities. You also want to think about cost-efficiency – how much are you willing to invest upfront, and what kind of profit margins do you expect?
If the apparel is tied to an event, you’ll want to make sure the design and messaging are aligned with the event’s theme. Whether it’s promoting a new product, raising awareness for a cause, or launching a new service, the merch should complement what the event is all about. It’s easy to get caught up in making something that looks cool but doesn’t effectively communicate your message to the attendees (we've all seen that hilarious commercial, but you have no idea what it's for).
If you’re creating custom merch to give as a gift, you want to be thoughtful about the context. How does the apparel reflect your relationship with the recipient, and what do you want it to say?
Who is receiving the gift?
Taking a minute to ask yourself these questions will help guide your choices and ensure that your custom merch hits the mark, whether it’s to boost your brand, drive sales, or just to earn your "Best Boss Ever" mug.
It's just as crucial to know your target audience because that is going to directly impact your design, material choices, and even the print method you use. If your target market isn't thought of from the start, you stack the deck against yourself and risk producing a hell of a lot of merch that doesn't resonate with the people you want it to resonate with. Your merchandise needs to fit the specific needs of your target audience, don't know who that is? Figure that out first, and every other mistake will be easier to avoid, we promise you that.
The Mistake: Jumping into the merch order process without fully understanding the purpose of the merchandise and who your target audience is.
The Impact: Choosing the wrong print method or merch partner because you haven’t clarified your goals.
The Solution: Spend some time upfront researching your options and defining your goals. Are you focused on maximizing profit? Do you need the best quality at the lowest price? Should your items be eco-friendly(this should be a no-brainer)? Understanding your objectives helps you avoid picking the wrong decoration method or working with a partner who isn’t the right fit for your needs, or share your values.
We always appreciate when customers come to us with a solid understanding of the apparel industry, especially when they know the key differences between print-on-demand, screen printing, and direct-to-garment. This knowledge helps them make better decisions about their project, whether it's about meeting volume requirements or choosing the right printing method to bring their design to life. However, we understand that for those new to custom printing, navigating all the options can feel overwhelming. That’s why we’re dedicated to educating our customers and guiding them toward the best choices for their needs.
Avoiding Mistake #2—choosing the wrong printing method—starts with being informed about the different techniques available. Whether you're comparing screen printing and heat transfer, deciding between screen printing and direct-to-garment (DTG), or looking for the most durable option for your merch, understanding the pros and cons of each method is essential to making the right choice for your project.
To kick off your education on custom printing, check out these in-depth looks at some of the most popular printing methods we offer:
Taking a few minutes to dive into these articles will go a long way in helping you avoid common mistakes, save time, and make sure your custom merch turns out exactly the way you want it. Becoming educated on these methods doesn't mean you have to fend for yourself through the process, we are also here to answer any questions and guide you to the best path for your project. Our team knows the mistakes you should avoid when ordering custom t-shirts, hoodies, or other custom merchandise, and they aren't going to gatekeep the answers.
The Mistake: Opting for the wrong print technique because you don’t understand the differences between them.
The Impact: You might end up with lower-quality prints, higher per-unit costs, or reduced profit margins, depending on your choice.
The Solution: Before deciding on a decoration method, learn about each option. Screen printing works well for large orders and provides high-quality prints at lower costs per unit. Other printing methods, such as heat transfer have lower minimums and are still eco-friendly and durable.
You might not want to hear this, but good branding and strong messaging often trump flashy designs. One of the most common mistakes we see is people getting caught up in creating trendy or overly detailed designs—things that anyone with a Canva subscription can create.
This is where understanding your target audience and defining their needs and preferences can make a huge difference when ordering custom or promotional merchandise. It's not just about what looks cool; it's about what connects with the people you’re trying to reach.
A strong message will draw in your target market, even if the design itself isn’t groundbreaking. If your goal with custom merch is to generate revenue, you’ve got to make sure what’s printed on your t-shirts or apparel actually resonates with paying customers. Cool designs are a dime a dozen, but a design backed by a strong message that speaks to your audience is what drives sales and brand loyalty.
Take a look at successful apparel brands that are targeting your same audience. What kind of messaging do they use on their merch? Do they highlight a strength, speak to a specific identity, or build a sense of community?
Paying attention to what your audience is already drawn to can help you get those creative ideas flowing and, more importantly, avoid the mistake of prioritizing design over message. A strong message will always resonate more deeply with your audience than a flashy design, and that’s what will ultimately drive connection and sales. Message over design is key.
The Mistake: Prioritizing trendy or attention-grabbing designs over solid branding and messaging.
The Impact: Your merchandise might not resonate with your target audience, leading to poor sales, engagement, and worst of all, another piece of clothing in the landfill.
The Solution: Take the time to nail down your branding strategy. Make sure your designs match up with your brand’s message and speak to your target audience. And don't forget to work closely with your printer (ehm...us ;) to make sure those designs look just as good on the actual merch as they do on your screen (or in your head).
One of the biggest mistakes we see is when customers don’t understand the difference between print-on-demand and screen printing—and more importantly, when to use each method. Print-on-demand is great for startups, and micro-businesses because it’s low-risk. You don’t need to invest in inventory upfront, and you can offer a wide range of designs and colors without worrying about stock. It’s perfect for testing the waters, especially if you’re not sure what will sell. The downside? Your profit margins are small—typically around 10%.
Now, here’s where a lot of people miss the mark. Once you start seeing traction and consistent sales with certain designs, that’s when it makes sense to switch to screen printing. Yes, screen printing requires a bit of investment upfront, and you have to meet minimum order quantities (usually 72 to 100 pieces with us), but the profit margins can jump up to around 60%. Over time, that makes a huge difference, especially if you’ve already proven there’s demand for your product.
A lot of brands we work with start on a print-on-demand model, and as soon as they’ve got a few designs that are consistently selling, they transition to screen printing to boost their profits. The key is knowing when that tipping point is—when it’s worth investing in inventory because you know those designs will move.
There’s also a sustainability factor here which may seem kind of backward for us to say, given that we are a sustainable screen printing company, but....print-on-demand can be a more eco-friendly choice for brands just starting because you’re not stuck with unsold inventory if things don’t go as planned. But once you’ve got solid data on what’s working, screen printing not only increases your profitability but allows you to be more efficient with resources.
We often see small operations that choose a few of their most popular designs to start keeping an inventory on, and then they partner with us as the screen printer and our sister company, Superior Pack for inventory management and fulfillment. This keeps them hands-off from having to physically store, pack, and shop their products while still keeping their profit margins high. This allows for a hybrid of Print on Demand and working with a sustainable screen printer, essentially getting the best of both worlds as the business or brand grows.
The Mistake: Over-relying on print-on-demand when higher profitability could be achieved with screen printing.
The Impact: Lower profit margins and higher per-unit costs compared to bulk ordering through a screen printer.
The Solution: Use print-on-demand as a starting point, but once you have data and a proven track record of selling a specific design, consider moving to screen printing. This will significantly boost your return on investment. You don’t have to make an all-or-nothing switch — many brands keep some items in print on demand while screen printing their best-sellers to maximize profits.
We’ve got to be real—this mistake is a big one for us, and honestly, it’s a little selfish to mention because it’s such a huge pain point. But trust me, it’s also a nightmare for our clients.
Imagine this: everything is set for production, timelines are in place, and then we get the artwork… and it’s either low-quality or the wrong file type. Suddenly, the whole project comes to a screeching halt. Instead of moving forward smoothly, we’re stuck hitting pause and going back and forth trying to get the right files, which can throw the entire timeline off track.
We get it—people often create designs using platforms like Canva or other online tools, and while those are great for quick mockups, they usually result in low-resolution files that aren’t suitable for screen printing. This is something we see over and over again. We’ll have everything ready, quotes finalized, production scheduled, and then the artwork comes in, and boom—we hit a major roadblock because the file doesn’t meet the quality requirements. At that point, the client has to scramble to get higher-resolution images or the correct file formats, which just adds unnecessary stress and delays.
The easiest way to avoid this headache? Make sure you’re sending artwork at 300 dpi or higher for raster images and, if possible, provide vector files (like AI or EPS) for the cleanest results. Trust us, this small step can save everyone a ton of time and stress down the road.
On top of that, sending in high-quality files is key to getting the best-looking prints. Low-res files lead to blurry, pixelated prints that just don’t look professional. But when you give us high-resolution artwork, we can nail those sharp lines and bold colors, making sure your design really stands out. This is especially true for detailed logos or more intricate designs—using the right file type means we can capture every detail perfectly, giving you that polished, high-quality finish you're after. So, not only do high-quality files save time, but they also guarantee your merch looks just as good as you envisioned.
The Mistake: Submitting low-resolution or improper artwork files for screen printing.
The Impact: Delays in the production process and potential extra costs due to reworking the artwork.
The Solution: For screen printing, raster images need to be at least 300 dpi, while vector art should be submitted in formats like AI or EPS. This ensures that your designs will print clearly and crisply on the final product.
Now that you're in the know about the top mistakes to dodge, you're set to make some seriously epic merch. Don't be shy—if you've got questions or just wanna brainstorm your next big idea, hit us up at Superior Ink Printing. And if you know someone who's about to dive headfirst into the merch-making world (or, let's be honest, into some of these mistakes), do them a solid and share this blog.
Now, let's go make something sustainably legendary!
