Abstract: A method and apparatus for transferring an image of predetermined length onto a substrate by selective energisation of a row of printing elements in a printhead of a printing apparatus. The printing apparatus may be arranged with a print ribbon located between the printhead and the substrate such that ink is selectively transferred from the ribbon to the substrate as a result of energisations of the printing elements. The image to be printed is rendered in memory as a series of rows of pixels and the apparatus is set up to download the rendered rows of pixels to the printhead successively. The relative positioning of successively printed rows of pixels on the substrate is determined by relative displacement between the printhead and the substrate. The apparatus is set up to control the positioning of the rows of pixels by controlling the delay between successive energisations of the printing elements.