in theThink religion and politics are controversial topics? Try discussing tattoos at your next cocktail party or social gathering and you'll likely unleash a raging controversy between the haves and the have-nots.

Regardless of which side of the argument you're on, the tattoo industry is shedding its unsavory image and is growing - and fast. Tattoos have become increasingly popular in the past decade. In 1936, Life magazine estimated that 10 million Americans, or approximately 6 percent of the population, had at least one tattoo. In 2003, that number nearly tripled according to a Harris Poll, putting estimates of Americans having one or more tattoos at 16 percent.

While dirty, cramped back-room studios may still exist, many tattoo artists are bringing the industry out of the shadows and giving legitimacy to what once had been considered an underground cult-like ritual or a drunken rite of passage. Once such artist, Joe Peterson of Zaza Ink in West Boylston, is casting a new light on the ancient art of tattoo. To Peterson, wearable art means more than a decorated T-shirt. He considers himself a true artist; his preferred medium just happens to be live flesh. As he puts it, "I have the honor of putting my artwork on people."

Starting out as a hobby in his late teens, Peterson honed his talent for design in his high-school Spanish class thanks to an understanding teacher who saw Peterson's doodling during class not as an obstacle to learning, but as a way to hold his interest and keep him in the classroom. He and his friends served as the first canvases for his early work, though Peterson himself still has plenty of unmarked skin. As he said, "I don't have them because I have to have them [to advertise my work], I have them because I want to."

Now 32, Peterson's career as a tattoo artist began just seven years ago when tattooing became legal in Massachusetts. Since then, Peterson said, tattoo shops have sprung up everywhere.

"Just about anyone can get a license," he said. While regulations for the industry do exist, compliance with regulations isn't stringent or consistent across the state. Towns are responsible for regulating the number of shops they will allow in any given area, and Peterson cites several within a quarter-mile radius of Zaza Ink.

"They open, operate for a few months, and then close because of some problem, usually a customer complaint. Then they just re-open under a different name, maybe in a different town," he explained.

Peterson said his wife, Irene, who is a licensed massage therapist, could easily get a license herself. "But you wouldn't want me to do a tattoo," she warned with a smile, "Trust me."

Aware of the impact on business from lingering skepticism and negative public perception of tattooing, Peterson is a passionate and vocal advocate for cleanliness in the industry. He maintains a clean and sanitary shop, using only disposable or sterilized needles; Peterson compares the environment in his shop to that required in the dental profession, and he has dedicated a room to sanitation and sterilization, complete with autoclaves.

The majority of Peterson's initial business was revision work to correct tattoos done by other artists - poor design, low quality ink that faded or disappeared in spots, a design that no longer fit the customer's tastes. As his reputation for quality and unique design grew, Peterson's former 750-square-foot digs became inadequate to handle the growing volume of business and last year, he moved Zaza Ink to a 3,200 square foot house complete with reception area, waiting room and four studios. Peterson is a stickler for artistic quality and integrity and is adept at building customer relationships. His high standards also apply to those who work with him, and he personally trained the other artists at Zaza Ink.

His customer focus has earned him a loyal customer base and a great deal of repeat business and referrals. As a way of saying thank you, the Petersons invite customers and their families to their home for a cookout and picnic. Customer Appreciation Day has turned into quite an event over the years, with more than 150 people in attendance last year and donations to charity.

"Our customers become our friends, and our friends are family," Peterson said. Zaza Ink is a family-friendly shop and children are welcome to accompany their parents, though they are not allowed beyond the waiting area. Peterson's sons, Benjamin, 7, and William, 10, hang out at the shop after their day at camp until it's time to go home. William, recovering from prickly heat, watches TV while Benjamin practices his skateboarding technique in the parking lot. Neither has yet expressed an interest in tattoos for themselves - but they wear really cool T-shirts.

Those who have never contemplated a tattoo often wonder what compels a person to allow his or her body to become a canvas for the tattoo artist's needle. Dave Marum, 24, and Merri James, 21, of Worcester sat in Zaza's waiting area. Marum, who already sports several tattoos, is back for yet another.

Why? "It makes a statement," he said. "Besides, it looks cool."

For this next tattoo, he has decided on a Celtic tree design that reflects his Irish heritage. Peterson works with Marum on roughing out the basic design, and then Peterson puts his own interpretation on the work as the tattoo evolves. The design outline will take about 45 minutes to complete. Peterson works on complex designs in multiple sessions, each no more than two to two and a half hours.

For James, the maple leaf on her shoulder is a form of self-expression. "It took me a year to decide on a tattoo," she said. "I wanted a timeless design and something that I felt deeply connected to." The leaf represents autumn, her favorite time of year. She is contemplating another tattoo, but hasn't yet decided what it will be.

Both she and Marum like Zaza and Peterson's work. "They're good people here and it's a nice atmosphere," James said, adding, "Joe isn't shy about telling you exactly what he thinks, and that's kept me from making some dumb mistakes."

Peterson is the first to agree that he speaks his mind. "You really need a lot of confidence, and a bit of arrogance, to do this kind of work," he said.

Zaza Ink gets its name from the fictional mobster in "The Godfather III" Joey Zaza - the nickname Peterson earned for being a bit of a wise guy. A wise guy, perhaps, but one with an eye for design, a head for business, and passion for his work.

If you want a tattoo:

There are several things to consider when deciding whether or not to get a tattoo and where -both where on your body and at which shop.

Research

Word of mouth, the quality of other people's tattoos and their experiences getting them usually are the best references.

Peterson said, "If all the kids know where to go to get underage tattoos, that's usually a sign of a shady operation. I won't work on anyone under 18. Most people at that age don't know themselves, and anything I do won't look the same in a few years anyway since the body grows disproportionately." Massachusetts law states a person must be over 18 to get a tattoo legally.

Peterson suggests finding eight to 10 pictures that you like and the same number of pictures that you don't like to bring with you to your first visit. Though he will adapt elements from photos of existing tattoos, he does not do direct copies of other work, preferring to create a unique work for each customer. Through consultation, Peterson and his clients together come up with designs that are unique and meaningful to the individual.

"Sometimes people will come up with something that just doesn't make sense and I'll tell them 'that's a bad idea,'" he said. "Or if people ask me 'what should I get?' I tell them to really think about what they want and come back. It's a personal decision and a long-term commitment. I won't make that for someone."

Prepare

Make your appointment well in advance; currently Peterson is booking one to two months out. Contrary to typical tattoo parlor scenes depicted in movies, Peterson does not advise drinking alcohol before or during tattooing.

"It impairs your judgment, for one thing, and it increases bleeding which can interfere with the pigment."

Peterson also does not use topical anesthetics. He says the needle really doesn't hurt that much. "It's mostly the anxiety that makes people think it hurts," he said. "Topical anesthetics interfere with blood flow to the area and distort the skin and I can't tell what I'm doing." Essentially, the same precautions taken to prepare for surgery apply: don't take aspirin, ibuprofen or vitamin E for a few days before the procedure (they promote bleeding), get plenty of rest the night before, eat a light meal an hour or so before your session.

Aftercare

A tattoo is like any superficial wound and it needs to be kept clean and dry for optimal healing.

"At the shows, you'll see people with their arms wrapped in Saran so you can see the tattoo," Peterson said. "That's just so the artists can show off their work. Some people think that's what they're supposed to do after they get a tattoo, but skin can't heal properly if it's not exposed to air."