Definitions of key terms used in the promotional products industry — from decoration methods to business models.
Last updated: April 2026
A fee charged by a decorator for creating, editing, or preparing artwork files for production. Art charges typically cover tasks such as converting a logo to vector format, adjusting colors for specific decoration methods, or creating screen separations for screen printing. Some on-demand platforms eliminate art charges by handling artwork preparation automatically during product setup.
One of the two major trade organizations in the U.S. promotional products industry, alongside PPAI. ASI operates a supplier and distributor network, publishes product catalogs, and hosts industry trade shows. ASI membership numbers are used to identify verified distributors and suppliers within the industry.
The area of a design that extends beyond the final trim line of a printed product. Bleed ensures that ink coverage reaches the very edge of the finished piece — eliminating white borders caused by slight cutting variations. In business card and commercial print production, a standard bleed is 0.125 inches (3 mm) on each side. Brikl's templates for print products include bleed, trim, and safe-area guides automatically.
Undecorated products — such as t-shirts, polos, caps, mugs, and bags — that serve as the base for decoration. Blank goods are sourced from wholesale suppliers like SanMar, S&S Activewear, and alphabroder. In on-demand fulfillment, the blank is ordered from the supplier and shipped to the decorator for production only after a customer places an order.
A set of guidelines that govern how a company's brand identity — logos, colors, fonts, and imagery — must be applied across all merchandise and marketing materials. In promotional products, brand standards ensure that every decorated item meets the client's visual identity requirements. Platforms like Brikl enforce brand standards by locking approved logos, PMS colors, and placement positions at the store level.
The ability to generate a link to a product catalog and control what the recipient sees. On Brikl, catalog sharing includes visibility toggles — Show Embellishment reveals or hides decoration details, and Show Price controls whether pricing is visible. This lets distributors share a polished product collection with a client for approval while deciding whether to expose costs and decoration specifications.
The total direct cost of producing a finished decorated product, including the blank product cost, decoration cost, and any setup fees. In on-demand promotional products, COGS is the amount paid to the decorator for a single unit. Distributors set their retail price by adding a markup to COGS. On Brikl, COGS is displayed in real time during product setup so distributors can see their exact margin before setting prices.
The production of printed materials — business cards, brochures, postcards, banners, and stationery — using professional printing equipment. Commercial printing is distinct from garment decoration, though many promotional product distributors now offer both. Brikl enables mixed stores that combine garment decoration (DTG, embroidery) with commercial print products in a single storefront, routed to specialized fulfillment partners.
A pricing structure where the platform charges a percentage of each transaction rather than a fixed monthly fee. On Brikl's Launch plan, the commission is 3.5% per order. The distributor pays nothing until a sale is made — no subscription, no setup fees. This model aligns the platform's incentives with the distributor's success: Brikl only earns when the distributor earns.
A branded online storefront where employees, clients, or partners of a business can order custom merchandise. Company stores are typically managed by a promotional product distributor on behalf of a corporate client. They offer a curated catalog of pre-approved products with the client's branding, and may include features like employee allowances, coupon codes, and department-specific access controls.
The visual design tool within Brikl's dashboard where distributors configure decoration layouts on products. In the Composition Editor, you can place logos, add text layers, toggle personalization fields, set fonts and colors, configure curved text, and manage multiple decoration locations — all on a live preview of the actual product. The resulting composition is what shoppers see on the storefront and what the fulfillment partner receives as a production specification.
The process of breaking a multi-color design into individual color layers, each of which is printed using a separate screen in screen printing. A four-color design requires four screens and four production passes. Color separation affects both setup cost and print accuracy. Digital methods like DTG and DTF bypass color separation entirely by printing all colors in a single pass.
A branded URL (e.g., store.yourcompany.com) connected to a Brikl storefront so that shoppers see the distributor's or client's domain — not the platform's. Custom domains are configured by adding a CNAME record through a domain registrar. SSL is provisioned automatically. Once connected, the store is fully white-labeled with no Brikl branding visible to shoppers.
A decoration method where a design is pressed into a material — typically leather, paper, or heavy cardstock — creating an indented impression. Debossing produces a subtle, tactile finish often used on journals, portfolios, leather goods, and premium packaging. Unlike embossing (which raises the design), debossing pushes the design below the surface of the material.
A company that applies logos, designs, or other branding to blank products using decoration methods such as screen printing, embroidery, DTG, or DTF. In the on-demand model, decorators receive individual orders from platforms like Brikl, produce the items, and ship directly to end customers. Decorators are also referred to as fulfillment partners or print providers.
The process of applying a logo, design, or graphic to a blank product. Decoration methods include screen printing, embroidery, direct-to-garment (DTG), direct-to-film (DTF), sublimation, heat transfer, UV printing, engraving, and others. The choice of decoration method depends on the product material, design complexity, order quantity, and desired finish.
A curated group of production partners — decorators, printers, and manufacturers — connected through a single platform. A decorator network allows distributors to access multiple decoration methods, product categories, and geographic regions without managing individual vendor relationships. Brikl's decorator network includes 12+ fulfillment providers covering DTG, DTF, embroidery, commercial printing, engraving, and more.
The process of converting a logo or design into a machine-readable stitch file (typically DST format) that an embroidery machine can execute. Digitization defines the stitch type, direction, density, and sequence for each element of the design. A skilled digitizer translates flat artwork into a three-dimensional stitched result. Digitization is a one-time setup step; once complete, the stitch file can be reused for every order.
A promotional products professional or company that sells branded merchandise to end clients (businesses, organizations, events). Distributors source products from suppliers, select decoration methods, manage client relationships, and coordinate fulfillment. In the on-demand model, distributors use platforms like Brikl to create branded stores, set pricing, and automate order routing to decorators.
A fulfillment method where the product is shipped directly from the manufacturer, supplier, or decorator to the end customer — without the distributor handling or storing the product. In promotional products, drop shipping is the standard for on-demand fulfillment: the decorator produces and ships each order directly to the buyer.
A decoration method where a design is printed onto a special transfer film using inkjet technology, then heat-pressed onto the product. DTF works on a wide range of fabrics including cotton, polyester, nylon, and blends — making it more versatile than DTG. It produces vibrant, durable prints with no minimum order quantity, and is increasingly popular for performance wear and synthetic fabrics.
A decoration method where water-based ink is sprayed directly onto a textile product using a specialized inkjet printer. DTG produces full-color, photographic-quality prints and is ideal for small runs (1-50 units) with complex designs. It works best on 100% cotton fabrics. There are no screen setup costs, making it cost-effective for single-unit on-demand production.
Any decoration — logo, text, graphic, or design — applied to a product. In Brikl, embellishment refers to the complete configured decoration on a product: the logo file, its placement, the decoration method, thread colors (for embroidery), and any personalization fields. A fully embellished product is ready for production the moment a customer orders.
A decoration method where a design is cut or etched into a hard surface — metal, glass, wood, or acrylic — using a rotating cutting tool or laser. Engraving produces a permanent, precise mark that will not fade, peel, or wear off. It is commonly used for awards, trophies, tumblers, pens, and corporate gifts. On Brikl, engraved products are routed to specialized hard-goods fulfillment partners.
A decoration method where thread is stitched into fabric to create a design. Embroidery produces a raised, textured finish that conveys quality and durability — the stitching typically outlasts the garment itself. It is the preferred method for corporate apparel, polos, caps, and jackets. Cost scales with stitch count (design complexity) rather than number of colors.
The type of artwork file used for production, determined by the decoration method. Common formats: DST (embroidery stitch files), EPS (vector artwork for screen printing, DTG, and DTF), PNG (raster images with transparent backgrounds, used by some DTG/DTF providers like Printful), SVG (scalable vector graphics for web and print), and PDF (print-ready files for commercial printing). Brikl's Design Tool guides file requirements per decoration location and generates production-ready files automatically.
The technology and business model of connecting multiple fulfillment providers through a single platform — so a distributor can offer DTG, embroidery, commercial printing, and hard-goods engraving in one store without managing each vendor separately. Fulfillment aggregation handles order routing, production file delivery, tracking, and payout calculation across all partners. Brikl aggregates 12+ fulfillment providers into a unified workflow.
A production company that receives orders from the platform, decorates products, and ships them directly to end customers. Fulfillment partners specialize in specific decoration methods — for example, one partner may handle DTG and DTF, another embroidery, and another commercial printing. On Brikl, each product in a catalog is mapped to a fulfillment partner, and orders are routed automatically at checkout.
A decoration method where a design is printed or cut onto a transfer material (vinyl, paper, or film) and then applied to a product using heat and pressure. Heat transfer vinyl (HTV) is commonly used for names, numbers, and personalization on sports uniforms, workwear, and event merchandise. It supports low minimums and fast turnaround.
A decoration method that uses a focused laser beam to mark or engrave a surface — typically metal, wood, glass, acrylic, or leather. Laser etching vaporizes a thin layer of material to create a permanent, high-precision mark. It is commonly used for serialized items, awards, drinkware, and tech accessories. Laser etching produces fine detail but is limited to single-color marks in the material's natural contrast.
The difference between the retail price charged to the end customer and the total cost of goods (COGS). Margin is typically expressed as a percentage: a product with a $25 COGS sold at $37.50 has a 33% margin. In promotional products, distributor margins typically range from 30% to 50%. Brikl displays margin in real time as distributors set pricing, so they can see their profit per unit before launching a store.
The percentage or dollar amount added on top of the cost of goods (COGS) to determine the retail price charged to the end customer. In promotional products, distributor markups typically range from 40% to 100% depending on the product category, client relationship, and order volume. On Brikl, distributors can set markup as a percentage or as a fixed retail price, with real-time visibility into resulting margins.
The legal entity responsible for processing a payment transaction, collecting sales tax, and handling compliance obligations. On Brikl's Launch plan, Brikl serves as the Merchant of Record — collecting payments from end customers, filing sales tax, and paying decorators on the distributor's behalf. On Enterprise and Connect plans, the distributor is the Merchant of Record and handles payments and tax filing directly.
An online storefront that sells products across multiple decoration methods and fulfillment partners in a single shopping experience. A mixed store might offer DTG-printed t-shirts, embroidered polos, screen-printed tote bags, engraved tumblers, and commercial-printed business cards — all in one cart. Brikl's fulfillment aggregation and automatic order routing make mixed stores possible by splitting a single order across specialized producers.
The smallest number of units that a supplier or decorator will accept for a single order. Traditional promotional products often require MOQs of 24-144+ units. On-demand platforms like Brikl have eliminated MOQs — allowing orders of a single unit — by working with fulfillment partners equipped for individual-piece production.
The ability to place multiple logos or designs on different locations of a single product — for example, a company logo on the front left chest and a division name on the back. Multi-logo placement is a key feature of B2B company store platforms, allowing end customers to select logo position and combination during checkout.
The automated process of directing each line item in an order to the correct fulfillment partner based on the product's assigned producer. When a customer checks out with items from different fulfillment partners, the platform splits the order and sends each item to the right destination with the correct production files. On Brikl, order routing is fully automatic — no manual intervention required from the distributor.
A production and shipping model where products are manufactured only after a customer places an order. In promotional products, on-demand fulfillment means a decorated item (e.g., an embroidered polo or DTG-printed t-shirt) is produced by a fulfillment partner and shipped directly to the end customer — without the distributor holding inventory. Typical turnaround is 7-10 business days from order to delivery.
A decoration method where ink is transferred from an etched plate to a product using a soft silicone pad. The flexibility of the pad allows it to conform to curved, uneven, or recessed surfaces — making pad printing ideal for pens, golf balls, USB drives, and other irregularly shaped promotional items. Pad printing supports fine detail but is typically limited to 1-4 spot colors per application.
The ability for individual shoppers to add their own name, number, initials, or custom text to a product during checkout. Unlike standard decoration (which is the same for every buyer), personalization makes each item unique. On Brikl, distributors configure personalization fields in the Composition Editor — defining fonts, colors, character limits, and placement — and shoppers fill in their details on the storefront with a real-time 3D preview.
The manual artwork preparation required before a product can enter production — including file conversion, color matching, sizing, separation, and proofing. In traditional promotional products, prepress is a bottleneck: a single art department handles every incoming order. On-demand platforms like Brikl eliminate prepress by configuring decoration specifications once during product setup, then generating production-ready files automatically for every order.
A real-time visual rendering of a product showing the configured decoration — logos, text, personalization, and colors — on the actual garment or item. Product previews update live as shoppers type their name or change options. They reduce returns and support requests by showing customers exactly what they will receive before checkout.
A spreadsheet-style interface in Brikl's dashboard where distributors configure every product variant in a catalog. Expand any product to see all its variants (sizes, colors), then assign logos per variant per decoration location, set pricing, and track setup progress. The Product Setting Table is designed for bulk configuration — set up hundreds of variants without opening each product individually.
A specific combination of attributes — typically size and color — that defines a unique purchasable version of a product. A single polo style might have 60+ variants: 10 colors × 6 sizes. Each variant can have its own COGS, retail price, stock status, and decoration configuration. On Brikl, variants are managed in the Product Setting Table and can have different logo assignments per decoration location.
The print-ready or stitch-ready artwork file sent to a fulfillment partner with each order. Production files include the decoration design at the correct dimensions, resolution, and format for the assigned decoration method — plus personalization data (names, numbers) if applicable. On Brikl, production files are generated automatically from the Composition Editor setup, eliminating manual file preparation per order.
A standardized color matching system used across the printing, textile, and promotional products industries to ensure consistent color reproduction. PMS colors are identified by number (e.g., PMS 286 for a specific blue) and are used in screen printing, embroidery thread selection, and brand guidelines to guarantee that a logo's colors match across different products and production runs.
A business model where products are printed, decorated, and shipped only after an order is received — eliminating the need for pre-produced inventory. In the promotional products industry, POD enables distributors to offer unlimited product variety with zero upfront investment. Each item is produced individually by a fulfillment partner and shipped directly to the end customer.
The largest trade association in the promotional products industry, representing suppliers, distributors, and business service providers. PPAI provides industry research, education, advocacy, and hosts The PPAI Expo — the industry's largest annual trade show. PPAI membership numbers are used to verify industry professionals. Brikl is PPAI Member #803362.
Physical items branded with a company's logo or message, distributed to employees, clients, prospects, or event attendees as marketing tools. The U.S. promotional products industry generates over $26 billion in annual revenue. Common categories include apparel (t-shirts, polos, jackets), drinkware (mugs, tumblers), bags, writing instruments, technology accessories, and hard goods.
A set of web service standards that enable automated data exchange between suppliers, distributors, and technology platforms in the promotional products industry. PromoStandards covers product data, inventory, order status, shipping notifications, and pricing — allowing different systems to communicate without manual data entry. Brikl integrates PromoStandards-compliant supplier feeds for real-time product and inventory data.
A prefilled list of names, numbers, and custom fields uploaded to a store or product for team or corporate personalization. When a roster is uploaded, shoppers select their name from a dropdown instead of typing — reducing errors and speeding up checkout. Rosters are commonly used for sports team stores (player name + number), corporate programs (employee name + department), and school spirit shops.
The price charged to the end customer for a finished, decorated product. Retail pricing includes the cost of goods (blank + decoration), the distributor's markup, and any applicable shipping and tax. In consumer print-on-demand platforms, retail pricing includes the platform's built-in margin — typically resulting in higher base costs ($12-18 per tee) compared to wholesale sourcing ($5-8 per tee).
The inner boundary of a printed design within which all critical content (text, logos) must remain to avoid being cut off during trimming. The safe area sits inside both the bleed and the trim line. For business cards, the safe area is typically 0.125 inches inside the trim edge. Brikl's print product templates display bleed, trim, and safe-area guides to prevent design errors before production.
A decoration method where ink is pushed through a mesh stencil (screen) onto a product. Each color in the design requires a separate screen, making it most cost-effective for large runs (50+ units) with simple, bold designs using 1-6 colors. Screen printing produces highly durable prints that withstand 50+ washes and is the most widely used decoration method in promotional products for bulk orders.
A fulfillment mode where the distributor handles production and shipping themselves, rather than routing the order to a third-party fulfillment partner. On Brikl, self-fulfilled products are configured in the catalog alongside on-demand items. When a customer orders a self-fulfilled product, the distributor receives the order details and manages production independently. Payout calculation excludes COGS and shipping — only the Brikl platform fee and Stripe payment fee are deducted.
A one-time charge assessed by a decorator to prepare equipment and materials for a production run. In screen printing, setup fees cover the creation of screens for each color in the design. In embroidery, setup fees (also called digitization fees) cover converting artwork to a stitch file. Many on-demand platforms absorb or eliminate setup fees for single-unit production by using digital decoration methods like DTG and DTF.
A pre-designed visual layout applied to a Brikl storefront that controls the page structure, product grid, navigation, and overall look and feel. Brikl offers 7+ professionally designed templates. Distributors can switch templates at any time without losing catalogs, products, or settings — only the visual layout changes. Each store can use a different template, allowing distributors to tailor the shopping experience per client.
A hierarchical grouping within a Brikl account that lets distributors separate stores, catalogs, and team members by client, division, or business unit. Sub-organizations enable large distributors and franchise operations to manage multiple brands or client programs under a single parent account while keeping data, permissions, and reporting isolated. All Brikl plans support unlimited organizations.
A decoration method that uses heat to convert dye into gas, which permanently bonds with polyester fibers in the fabric. Sublimation produces vivid, all-over prints that will not crack, fade, or peel — because the dye becomes part of the fabric rather than sitting on top of it. The limitation is that sublimation only works on white or light-colored polyester products or polymer-coated hard goods.
A saved configuration of embroidery thread colors mapped to the colors in a logo or design. Thread profiles ensure that every embroidered product uses the exact same thread shades — matching PMS brand colors consistently across different orders and fulfillment partners. On Brikl, thread profiles are configured in the Design Tool and stored with the product, so the correct thread specification is sent to the embroiderer with every order.
An additional cost applied to specific product variants, decoration options, or order configurations. Common upcharges include size-based upcharges (2XL and above typically cost more), additional decoration location charges, rush production fees, and personalization fees. On Brikl, upcharges are configured in the catalog and applied automatically at checkout — the shopper sees the final price including all applicable upcharges.
A decoration method where ink is applied to a surface and instantly cured (dried) using ultraviolet light. UV printing works on virtually any flat or slightly curved surface — including metal, glass, wood, acrylic, leather, and plastic — making it versatile for hard goods and promotional items like phone cases, coasters, awards, and signage. It produces vibrant, full-color prints with fine detail and strong adhesion.
A decoration method — also called heat transfer vinyl (HTV) — where colored vinyl material is cut into a design shape using a plotter or laser cutter, then heat-pressed onto a product. Vinyl is commonly used for names and numbers on athletic jerseys, single-color logos on workwear, and short-run custom apparel. It produces a smooth, slightly raised finish and is available in a wide range of colors, including metallic and reflective options.
A product or platform that is produced by one company but rebranded and sold by another as their own. In promotional products, white-label storefronts allow distributors to present a branded e-commerce experience (custom domain, logo, colors) to their clients — with no visible reference to the underlying platform provider. Brikl stores are white-labeled by default, appearing as the distributor's own storefront.
The price at which blank goods and decorated products are sold from suppliers and decorators to distributors — before any markup is applied. Wholesale pricing is significantly lower than retail: a basic t-shirt that retails for $12-18 on consumer platforms costs $5-8 at wholesale. Access to wholesale pricing is a core advantage of B2B platforms like Brikl over consumer print-on-demand services.
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