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Cove points out that direct thermal has some inherent advantages. “It is undeniably simple, with the imaging almost completely solid state.” In addition, since the coated paper is the only media involved, print consistency is improved because the first and last images are of equal quality.

However, as compared to thermal transfer printing, direct thermal uses specially coated papers, which limits the substrate choice. In addition, the coated paper is more sensitive to light, heat, and abrasion, says Hayakawa.