Lenticular FAQs:

1. What is lenticular technology?
2. How does a lenticular actually work?
3. Are Lenticular images like Holograms?
4. What effects can be Achieved?
5. How many frames can a Lenticular image have?
6. Can Lenticular graphics be used indoor and out?
7. Possible Applications - Large Format?
8. Do Lenticular graphics need special artwork??
9. Which Lens is used for which Application?
10. So what do you need?
11. Can I mix different types of effects?
12. Is there a maximum size?
13. Can you bend a lenticular image?
14. What are the Turnaround Times?
15. What are the Main Lenticular Pricing Considerations?
16. So how much does a Lenticular Graphic cost?
17. What are the potential Marketing Benefits?
18. What is the fire safety performance of lenticular lens?

 

1. What is lenticular technology?

Lenticular printing is one of the most exciting print technology to emerge in recent years. The technology converts static, two-dimensional images into dynamic educational and promotional products that leave eye catching lasting impressions. Adding the perception of motion and depth, lenticular printing creates excitement by stimulating the mind beyond the eye.

The lens is a piece of ribbed plastic with lenticules running vertically - ranging from 15 line per inch to 150 line per inch. Each rib is a lens. Each lens is set up according to viewing distance, depth and field of view through a logarithmic process commonly known as 'interlacing'. This assists in incrementally developing the movement that the brain interprets and the eye 'appears' to see.

Thicker lenses make better 3D, thinner lenses fit in more animation frames.

2. How does a lenticular actually work?

"Lenticular" means "relating to lenses." Lenticular graphics are made up of two components: a lenticular lens and a gital or litho produced flat printed image. The grooves and ridges of the lens are actually lenticules which focus your sight on different parts of the underlying picture. The printed picture is actually made up of multiple pictures which are printed in alternating lines. A narrow band of each image will be printed sequentially with narrow bands of each additional image. If three images will be combined, the composite print will include a narrow band of image #1, followed by a narrow band of image No. 2, then followed by a narrow band of image No. 3. That pattern of printing is continued (1,2,3,1,2,3,1,2,3) for the entire composite print. Viewed in this state, the image is fuzzy. However, viewed under the lens pattern of the lenticular screen, a different view of the image is received from different angles. This creates the special effect. The lens pattern is described in terms of lines per inch. The composite is printed to match the lens pattern, or "pitch." Optimum viewing distances for large format graphics are three feet to infinity.

Lenticular printed images are engaging, interactive and they generate exceptionally high recall rates with consumers. Published research shows that consumers will spend substantially more time looking at an animated or three-dimensional printed image than with a typical two-dimensional image. The main message is - lenticular sells.

3. Are Lenticular images like Holograms?

No. Holograms are made with lasers and cannot display the full colour range, the images are restricted to what you can physically put in front of the laser and they can only have a very few number of images (normally just flipping 1 image). Hence the tendency to always to appear.

Lenticulars are often called holograms - don't be confused! Lenticulars utilise a grooved plastic lens to create various visual effects (you can feel the grooves when you run your finger over the surface) as opposed to a hologram, which is completely smooth and is produced from an entirely different production process. The images are actually static but appear to move as you pass the display.

Lenticular images have the full colour range, can be (almost) any size, and can reproduce images that until now could only be seen on a computer.

4. What effects can be Achieved?

Flip lenticular

Flip images are the most basic. They can also be the most dramatic, catching people's attention from across the room or as they walk by. The basic "flip" has two or more images printed on the same page. Once the graphic is properly aligned and laminated to the lens, the viewing angle determines which of the images is seen at any given time. The simplest and often most effective use of lenticulars. Can be activated side to side (horizontally - e.g. window displays) or up and down (vertically - escalators).

3D lenticular

3D Depth images are a little more complicated. Parallax is the bio-physical phenomenon that allows us to perceive the world in three dimensions. Normally, parallax is produced by the separate viewing angles of our eyes. Our brain compares the different views, from right and left eyes, processes the data, and creates what we see as a three-dimensional world. Think of stereoscopic viewing. Remember looking through a ViewMaster? Each eye would see a different slide. Each slide would be a different viewing perspective of the same subject matter. We can't perceive a three dimensional field of depth with a normal image on a flat viewing monitor.
3D - creating depth (up to 2 feet) from a 5mm lens.

Animation lenticular

Animated images are glorified flip images. However, there may be ten or more different images interlaced together. Most of the visible image will be a template used in all frames. (Think of animation cells.) The background image may remain constant, but the objects which appear to be moving will be printed at different positions. (Design hint: Create your stationary image as the background layer in Photoshop or Illustrator. Place different stages of motion on different layers. As you select different layers, motion will be perceived. That is also how the printed frames will be exported.)
The multiple images are combined/interlaced in the same way described for flips. As the angle of viewing the print through the lens changes, different frames of the animation are seen. This can create a more interesting or complex transition from one image to the next.

Zoom lenticular

Zoom - This is when you look at an image and you appear to zoom in and out as you move the lenticular back and forth. Basically, the same image just gets bigger and smaller. It is a very effective and easy to produce. Try it in combo with 3-D.

Morphing lenticular

Morphing - this is a multi-phase animation where the transition from one image to the next is "stepped" to give the illusion that one "morphs", transforms or changes into another image. The preparation of the art is critical to the effectiveness of this effect.

5. How many frames can a Lenticular image have:

It is a bit of a black art, but depending on various factors like size, colour, quality of image, it can be up to 30 frames depending on the effect you require.

6. Can Lenticular graphics be used indoor and out?

The lenticular lens is manufactured from various types of plastic (PETG, PVC, Acrylic). The lens's ability to withstand extreme weather depends on the type of plastic from which it is made and the specific lens being used. This is also relevant to vandalism, scratches, breakages and fire resistances.

Consider how/where will the lenticular be used. Will it be used as a direct mail piece on large volume runs, in a brochure, CD covers, incorporated into a point-of-purchase piece or is it used for advertising, exhibition or point of sale purposes?

• What is the environment in which the piece will be viewed?
• What will the lighting be like?
• Will it be backlit?
• Will the lenticular be incorporated into another piece to maximise effect?
• What is the ideal focal length and viewing angle?
  
  

All of these issues determine the type and thickness of the lens (the grooved plastic part) we would recommend for the job. These factors also affect the various finishes, backers or substrates we may recommend. For example, lenticular effects are most commonly achieved by moving the piece from side to side or up and down depending on the direction of the grooves. Generally, you get a cleaner, sharper effect when you move the piece up and down, but, you have to use a side to side effect when considering a point-of-purchase project so consumers can see the effect as they walk by, rather than having to jump up and down to see it! These factors sound obvious, but they are critical to the success of the project and often are overlooked.

7. Possible Applications

Large Format:

• 3D Information Posters – Bus/Railway Stations
• Exhibitions Displays
• Indoor & Outdoor Poster Advertising
• Murals
• Popup Stand Graphics
• Point of Sale/Point of Purchase Displays
• Billboards
• Conferences
• Animated Backlit Graphics
• Window Displays
• Shopping Centres
• Leisure Centres

Small Format:

• Marketing Communications
• Brand Awareness (product recall)
• Postcards
• Credit Cards
• Mousemats
• Trading Cards
• Point of Sale
• Advertising
• Promotional Stickers
• DVD/CD Covers
• Book Covers
• Packaging
• Coasters
• Literature Inserts
• Posters
• Product Samples
• Shelf Wobblers
  
  

8. Do Lenticular graphics need special artwork?

No, scanned images, or any image on a computer can be used if the quality is good enough. But the bigger the lenticular image you want, the bigger the original artwork needs to be.

All Artwork must be saved in layers.

Here are some tips that may help:

• Keep one simple background throughout the animation.
• Avoid Red to Green, Blue to Yellow, Black to White.
• Image is animated depending on flow of people - left/ight, right/left, up/down.
• Where is this image going?
• How far away is the average viewer?
• Avoid strong vertical or horizontal lines
• Scenes should have good colour saturation.
• Slight movement is more effective than too much
• Original artwork works better if it has perspective elements already like shadows, embossing etc.
• You can combine effects.
  
  

Additional Design Tips - Flip and Animotion - produces visual effects of motion, movement, morphing and contrast to retain brand awareness or marketing messages.

• On large scale they are most effective at viewing distances of 1 - 3 metres on a 30lpi lens, but 4m or greater on a 15lpi lens.
• 2 images is extremely effective, but is more dramatic or subtle change is required, up to 6 flips should be considered
• Don't use small text and fine diagonal keylines as this will be obscured by the lens.
• Attempt to keep dominant colours similar in hue and strength.
• Artwork should be saved and supplied in layers ideally in Adobe Photoshop.
• All files should be in CMYK.
• Include ALL elements, all layers and attachments, including fonts.
• Supply a print-out or marked-up visual with your definition of the focal point, the layer or items which we will place the central layer.
  
  

9. Which Lens is used for which Application?

Yes, 3D, animations, zooms and morphs, can work together, but it is probably best not to go too over the top. The most effective lenticular displays are those which achieve the desired effect by the most simplest method.

70/75/80/100 lpi

Most popular lens. Images are usually small to medium in size for handheld or arms’ length viewing distance. Litho printed directly on reverse of the lens, and therefore suitable to high volume production of postcards, promotions, business/credit card, direct mail retail applications

60/62 lpi

Works best for creating small to medium sized images. Good for fairly close up viewing – wall mounted, arms length or handheld in mass volume litho production for direct mail, sales promotions and posters . Also good for large format retail applications with viewing distances from 0.3m to 3m.

40 lpi

Can generate up to 2 foot 3D visual depth from a 5mm lens!!! Versatile for small format and exhibition applications, through not suited to flip. Ideal for Point of sale/Purchase, Signage and exhibition or Trade Show graphics applications.

30/20/15 dpi

Particularly suitable for large format due to the vibrancy and high visual impact with superb viewing distances from 1.5m – 6m. Ideal for Point of sale/Purchase, Signage and exhibition or Trade Show graphics applications.

10. So what do you need?

Good images, quality originated (or designed) artwork and a good description of where the image is going to be used. What are the overall specifications of the project? Specifications for lenticular projects typically follow a traditional print job. All we need to know is:

• application,
• effect,
• size,
• quantity,
• required finished shape
  (round, square, rectangular, rounded corners, sharp corners, etc.),
• printing - 4-color process, any PMS colours?
  
  

Lenticulars have become more popular in the media world and costs has come down to the extent that makes it an attractive and indeed, cost effective proposition.

Perhaps the single most critical factor in the success of a lenticular process is achieving a good integration between the graphic design and the capabilities and limitations of the technology. Many a lenticular project has been hurt by graphic approaches that over estimate (as well as underestimate) the capabilities of the technology. The first step in this process is asking, what do I want to achieve?

Note: Most Visually Effective and Lasting Impression Lenticular Displays or Promotions begin by working with people who know what they are doing both in the design conceptual stage and production stages. You need to meld the creative process with a firm understanding of the benefits and limitations of the technology.

11. Can I mix different types of effects?

Yes, 3D, animations, zooms and morphs, can work together, but it is probably best not to go too over the top. The most effective lenticular displays are those which achieve the desired effect by the most simplest method.

12. Is there a maximum size?

Yes, 3D, animations, zooms and morphs, can work together, but it is probably best not to go too over the top. The most effective lenticular displays are those which achieve the desired effect by the most simplest method.

• 1220mm x 2440
• 4ft x 3ft
• 8ft x 4ft
• 560mm x 710mm
• 915mm x 1220mm
  
  

Lenses come in various specifications for different effects and applications anl permit lenticular material to be designed and produced for any size and print run. Consistency of lenses is therefore essential in respect to:

• control of lens pitch
• lens linearity
• sheet squareness
• gauge control
• cleanliness and packaging
  
  

Together these ensure the consistent and reliable supply of product.

13. Can you bend a lenticular image?

Yes (-ish), it is possible, it can be intergrated in pop-up stands or cut to shapes in order to maximise the visual effectiveness of in-store displays.

14. What are the Turnaround Times?

Another critical factor is timing - lead times and deadlines. What's your deadline?. In general, a lenticular project does slightly longer than a traditional print project. For a supply from artwork supplied, it can be turnaround in 3/5 working days, for a design and supply around 7 to 10 working days, inclusive of interlacing, printing and mounting to lensA lot depends on what additional finishing or assembly you will need and how much proofing and reproofing you get involved with. Plan on three to six weeks on average.

15. What are the Main Lenticular Pricing Considerations?

Lenticular production costings are determined primarily by several key factors elements:

• Finished Size
• Quantity Required
• Lens Specification, Thickness and Proposed Application
  
  

Digital printing via Inkjet, Piezzojet, Lambda, Zund/Inca Flatbed and Photographic Printing

Excellent pin sharp quality. Digital printing in RGB provides true, continuous tone printing for the most vibrant images possible. Extremely cost effective for one-off displays and short run projects. (The labour involved in hand mounting the images often makes this financially impractical for large volume runs.) Because digital and photo prints are hand mounted to lens material, thicker lenses can be used, thus offering much greater depth perception.

Litho printing - The most cost efficient method for high volume projects, usually at smaller sizes. Traditional method of printing using a sheet fed printing press. Thin sheets of lenticular material are run through the press instead of paper. Printing is applied directly onto the reverse of the lens. Because very thin material may be used, depth effects are sometimes limited.

16. So how much does a Lenticular Graphic cost?

Lenticular pricing follows a similar price/quantity curve as traditional printing except the curve is a bit steeper at lower quantities since lenticular preparartion can be more expensive than traditional print repro/origination.

Size does matter here. Since the lens material is more expensive than paper, a seemingly small increase in size can have a significant impact on the price. therefore, the more you can fit into a sheet without wastage the better. Check guide prices here: Lenticular Prices.

17. What are the potential Marketing Benefits?

Stop traffic at your next trade show!

Get the competitive edge. Competition is fierce for the attention of viewers. Research shows that the trade show exhibitor has three to five seconds to capture the attention of an attendee. In that brief amount of time, the decision is made whether or not the person will stop at the exhibitor's booth. You need something that will smack them upside the head and scream, "get over here!"

High-impact and interactive graphics increase retail sales. Approximately 66% of purchase decisions are made in the store; 53% of them made on impulse, according to the Point of Purchase Advertising Institute.

• Creates the WOW factor
• Increase Sales Penetration using Large Format Lenticular
• Raises Brand or Product awareness
• Retains customer retention for longer period
• Offers variety of promotional opportunities
• Contributes to influencing purchasing and repeat buying
• Stimulating image potential
• Provides information and messages interactively and effectively
  
  

18. What is the fire safety performance of lenticular lens?

The 20Lpi and 30Lpi lenticular sheet is manufactured from a material
called Spectar.

Spectar sheet has been tested in accordance with the following
internationally recognised standards for fire safety performance:

• BS476:part 7:1987
• UL 94
• NF F 16-101/102
• DIN 4102
• IEC 695 (glow wire test)
• IEC 112/ASTM d3638