lenticular graphics faq

Lenticular Graphics FAQ

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1. 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.
   
   Available effects:
   
   
   • Flips - two or more images changing from one to the other. 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 - creating depth (up to 2 feet) from a 5mm lens.
   • Animations - this is similar to the flip effect except three or more static images are used. This can create a more interesting or complex transition from one image to the next.
   • 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 - 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.
   
   
2. 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.
   
   
3. What is Lenticular?
   It 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.
   
   
4. Can Lenticular graphics be used indoor and out?
   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.
   
   
5. Large Format Lenticular Applications:
   • 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 Lenticular Applications:
   • 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
   
   
   
6. 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.
     
     
7. Which Lens for which Application?
   
   

   75/80 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, though registrations difficult to maintain

   60 lpi

   Works best for creating small to medium sized images. Good for fairly close up viewing – wall mounted, arms length or handheld.

   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.

   30/15 dpi

   Particularly suitable for large format due to the vibrancy and high visual impact.
   
   

8. 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 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.
   
   
9. 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.
   
   
10. Is there a maximum size?
    Yes, Lenticular lenses come in sheets that are then cut down to size: Different lens types come in different standard sheet sizes. These are the most typical sheet sizes.
    
    
    • 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.
    
    
11. 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.
    
    
12. 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.
    
    
13. 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.
    
    
14. Marketing Benefits
    • 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

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