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![]() What is Lenticular Imaging and Why Should You Know About It?
By Izzy Bromberg
There’s a popular saying that goes, “Everything old is new again.” In the case of “Lenticular” technology, new advances have taken this old print technology into new stratospheres and consequently breathing new life and profit potential for printers and marketers alike.
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What is Lenticular? Lenticular technology actually dates back to the 1690s when Gois-Clair, a French painter, discovered that he could achieve a dimensional effect on canvas by interposing a grid between a viewer and a painting. Gois-Clair painted two distinct pictures on a plane surface, over which he affixed a grid of vertical laths. These laths were arranged perpendicular to the plane and attached to it at right angles. By looking at the painting from the left side, one would see one painting; another distinct painting could be seen from the right side, and a combination of the two paintings could be seen when looking at the painting straight on. Modern lenticular began in the 1930’s with the development of the modern lenticular lens. Since then lenticular has been used on and off in various applications. One of the most popular applications was the lenticular prize in Cracker Jack snack boxes in the 1940s.
We spent some time discussing lenticular now let’s talk about the amazing effects that can be created with this technology. It is important to note, that not every image lends itself to lenticular processing. For example images without any perspective will not work well with 3D while other images might leave some ghosting in flips. In general, there are three basic types of effects that can be created with lenticular:
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The Response Studies have shown that 3D increases the stopping power of advertisements by as much as 5 times and increases the staying power by 4 times in relation to 2D ads. In one Market Watch study, 88% of a sample group stated that they prefer 3D advertisements in relation to 2D advertisements. People also preferred 3D ads by as much as 2.5 times more over 2D ads. In the same study, 2 times more people felt the advertisement looked better in 3D. These facts are key reasons as to why marketers continue to utilize lenticular for attention-grabbing campaigns. For example a leading women’s magazine used an outdoor flip advertisement mounted on the side panels of buses. The result was dramatic, eye-catching ads that instantly captured the attention of the people who viewed it. The magazine was amazed at the response of passers-by’s. People would literally stop in their tracks to catch the full effect of the poster. In another application a vending machine company turned their machines into compelling 3D displays by installing large (4 feet tall) photographic backlit 3D fronts to 45 of their vending machines. Almost immediately, the company saw a 16% increase in vending machine sales for the lenticular vending machines.
Making Lenticular/3D Mainstream Until recently, creating lenticular was left in the hands of experts who were the only ones who possessed the expertise to create the effects and to interlace a lenticular file properly for printing. This all changed with the development of the HumanEyes Technologies PrintPro software (www.HumanEyes.com) and other software packages. This multi-faceted, easy-to-use 3D creation and production application developed for designers, photographers, ad agencies, brand owners and printers enables users to easily create high quality 3D images, flips and animated effects. They have also introduced a technology allowing for fast conversion of existing photographic stock of most 2D images into 3D. In the next installment, we’ll take a more in-depth look at the commercial sign applications of lenticular 3D and examine how printers and sign businesses can utilize this technology for profit. Izzy Bromberg is the product marketing manager for HumanEyes technologies. He can be reached at: IzzyB@Humaneyes.com
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