Although lenticular printing has been around for more than 50 years, most people have never heard of the technology. When describing it to people we meet, we usually say, “it’s an image that looks like one thing from one angle and like another when viewed from a different angle.” The response is often, “ohhh… a hologram”.
A hologram is very different, but no sense in arguing with potential customers! A hologram is not printing but something closer to photography where an emulsion is exposed to reflected light to capture an image. That image can then be viewed by laser light or, in some cases, any pinpointed direct light source.
Lenticular is, in fact, a specialized form of traditional printing and is most often done on a conventional lithographic press. The name “lenticular” comes from the fact that the image is printed onto a plastic sheet that contains tiny lenticules.
The image is interlaced so that when viewed behind the lenticular sheet, the lenses hide one image and show you the adjacent image. As the viewing angle changes, the image that is revealed cycles from one to the next, creating an animation.
These animations can form a flip, a zoom, a morph, or a full animation that almost appears to be a small video.
The alternative effect to animation is depth or 3D. We achieve this effect by running the lenses vertically and interlacing the image so that the lens shows one image to the viewer’s left eye and another to the right eye. The difference in what the two eyes see creates an illusion of depth.
Lenticular Uses, Past And Present
Lenticular images have been used for years to entertain and delight people. Common early subjects were political pins or cartoon characters that would dance and wink on a collectible card or button. However, in recent years, marketers have recognized lenticular printing as a powerful way to convey a marketing message. While using traditional print applications like postcards, magazine inserts, and trade promotional material, marketers can now introduce animation to capture the attention of their target and convey their message more effectively.
For example, Roche Pharmaceuticals used lenticular printing to create an insert into a home blood test for people who have diabetes. The image shows the blood tester in action, including where to push the button, where the swab comes out, and the complete functionality of the product. This image explained far more than traditional printing ever could. The message was so successfully conveyed through lenticular that Roche has decided to incorporate it into their packaging.
The Simple (But Effective!) Flip
Although animations are a splashy way to tell a story, a more simple but often equally effective method is the simple flip image. Many marketing stories can be told by simply having one image change to another. The Incredibles are a regular family/now they’re super heroes. Bam! No need for in-between frames of animation. The story is best told in a two-frame flip.
By producing a lenticular you can not only grab attention, but you can also tell a story without the need for extra copy. Incredible!
We’re Here To Help!
Picking a vendor to produce a lenticular project can be intimidating. Most people have never worked with the technology (or even heard of it!). So in picking a vendor, it’s a good idea to talk to the companies out there (Google can help you find them) and find one that has been in business for a while and sounds knowledgeable. You’ll find that very few meet these first two criteria). After narrowing it down that way, the most critical qualifier should be samples. There is quite a range in quality in the marketplace, and a quick look at a vendor’s samples will separate the cream from the milk. Although price is always a consideration, if you pick the cheapest supplier, you may wind up with something that is of no practical use. If the quality is not there, you may be better off using traditional print, which will always be cheaper than the cheapest lenticular.
World3D has been producing lenticular printing for more than 30 years and has grown into the leading advertising and promotions industry supplier. We invite you to call, ask questions, request samples and find out for yourself why we serve the top clients in the marketing world and give us a chance to earn your business as well.
