Brand owners and marketers have just discovered lenticular printing as a communication mean. After all, animation and 3D effects help a product standing out on the shelf, for instance, by changing its design when customers pass by. This is not only eye-catching but also allows telling a story, transporting a brand message or even explaining the functionality of a product. The capabilities for lenticular packaging include:
Furthermore, such features add value and let shoppers anticipate that its content is at least as special as its packaging. To put it in a nutshell: Lenticular packaging makes it more compelling for consumers to interact with and eventually buy.
For producing a lenticular print, a prepared digital image is printed on a special lens material consisting of plastic pieces with ridges running horizontally (motion) or vertically (depth). For the animation or 3D effect, another image is printed on the flat back side. Finally, the lens blocks out all but one image at a time when looking at it from different points of view. But there are still some limits to the use of lenticular printing for packaging: