LENTICULAR FAQ - Lenticular ("moving" image)

LENTICULAR FAQ

LENTICULAR FAQ
edmonds
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 ÇƒÏ 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 CM