Introduction
Creating an impact in terms of tabletop presentation can be a challenge – whilst the traditional approach for ceramic ware is predominantly “white” other possibilities are now becoming available at the smaller end of the market. Ceramic decoration by the application of water slide transfers (decals) plays a key role in manufacturing for table top products - it can inject life and appeal into a piece of basic tableware – as a technique it has been around for a long time, but the rate of change in terms of its dependant technologies has been relatively slow.

However, this rate of change is now increasing as part of the “digital” revolution. Traditional ceramic decal manufacture based on screen-printing requires high levels of investment in capital equipment and inventory that is not required with digital methods. Whilst the technology is not yet ready for large-scale production, there are already a number of very interesting applications, some of which are outlined below. It is now possible to produce decorated ceramic products in very low volumes which for customising and personalisation of tableware is a relatively under developed concept.

State of technology
Digital printing for ceramics uses proprietary toner ink in conjunction with a laser printer – the key to the process is the control of colour transformation during the ceramic process. Using this method, it is now possible to reproduce full colour images in ceramic form literally within a few days. This flexibility creates all sorts of possibilities for design and manufacture which traditionally has been time consuming and very costly in terms of set up. With the advent of the internet, images and results can be transferred accurately and rapidly between customers and suppliers which facilitates rapid prototyping, both in the design and manufacture stages. The results are microwave and dishwasher proof.

Examples
One company that is embracing the benefits of this new technology is the Little Red Hen – a specialist tableware supplier based in Stoke on Trent. The business has been in existence for over 10 years servicing the hospitality and catering industries throughout the UK – like many other small businesses, it has felt the effect of the economic downturn over the past couple of years. As Managing Director David Ashton explains: “Although Little Red Hen has a well developed customer base, we have not been immune to recession. As a