 Leading pressure-sensitive label producers such as Avery Dennison became major consumers of direct thermal paper for label applications.In the late 1980s and early 1990s, thermal transfer, laser printing, electrophotography, and, to a lesser extent, ink jet printing began to take away industrial and warehouse barcode applications due to better durability.Direct thermal made a strong comeback with point of sale receipts (gasoline pumps, cash registers, rental car receipts, etc.