Lenticulars are appearing on evermore CD and DVD packaging as a way to grip consumers’ attention more often and for longer. Thanks to their ability to create three dimensional, depth-filled images, they are an eye catching option for packagers, but what exactly are they, and how do they work?

Lenticular actually refers to the plastic lens itself. The material lens is smooth on one side and on the other there are a series of ridged lines called lenticules.

“Lenticular imagery is achieved by printing a series of dots, making up strips of information, directly to the reverse/smooth side of an optically clear plastic sheet that has rows of lenticules built into it,” explains Jane Mariè Boyd, director of sales, National Graphics, Inc. “The curvature of the lenticule allows your eyes to focus at different points to pick up the many strips of information printed underneath. This is what gives you the different effects of dimension, flip, motion, morphing, and zoom/animation.”

“It’s essentially giving the option to view more than one image on a piece of material,” continues Andy Dominy of Formula 11 Ltd.  “We can hide (interlace) images, allowing you to see one of multiple images at a time. We can have say five pieces of depth; movement allowing you to see a change. We can also morph from one image to another, say day to night or yes to no.”

Packaging designers go to the companies with the ideas or images they want to use. From there they work out exactly what images they are going to interlace to create the idea of movement and/or depth. Of course there are restrictions, but generally speaking, most ideas are possible, and the technology has evolved greatly over its short lifespan.

Lenticular printers tend to keep their exact method of image product a secret, however the beginning of the process is mainly done using industry standard design software after being given specific images by their customers.

“These various companies may use different software tools, but the basic process is the same,” says Dave Corey, president, Virtual Images Unlimited. “The image is then printed to paper and mounted to the lens, or in our case, printed directly to the lens.

This is where the process can change depending on the company you use. Lenticulars can be created and then added to basic media packaging, or the packaging can be made entirely from the same material with the lenticular image on the cover.

“Small images can be attached to the front of paper packaging, entire plastic sleeves can be made from lenticular, or an entire box can be made. The lenticular package can then be designed with tab tucks, or glue folded...just as with paper,” says Tom Saville, president, Big 3D.com Worldwide.

“The delivery methods for lenticular in packaging and labelling are the same ones used for non- lenticular materials. Lenticular labels can be printed and converted into pressure sensitive adhesive backed roll labels and applied via automatic or manual methods. Lenticular itself can be the package, cut, scored, folded and glued. The type of plastic determines the converting methods and equipment, not the fact it is lenticular,” adds Mike Brooks, also of Big 3D.com Worldwide.

Depending on the processes used, costs may differ, but don’t presume lenticular packaging must be done by hand. They can also be machine friendly, as it is possible to use machines to affix lenticulars onto packaging with adhesives, insert them into plastic sleeves of DVD or CD cases, or be printed as complete sleeves, then slipped over the basic cases. Therefore costs may not be as high as you might first imagine.

“The cost of lenticular is higher than standard 4-color process printing on paper, but is comparable to other high end special printing, like foil, metallic, holography, etc,” says Corey.

 “Lenticular is by far the most cost effective for the money, as it allows for 3D, animation, and multiple image sequences to be displayed in full color (unlike the greenish single color tones available in traditional holography),” he continues.  

Furthermore, cost can vary depending on how much lenticular material you use.

“You can have an entire package made from lenticular, or you can have smaller areas attached to cheaper packaging. For the cover of a CD or DVD, the front cover is usually a rectangular tip on. The cost will usually be less than 50 cents in medium quantities. It can be substantially less,” says Saville. “Is it worth the expense? Quite often, yes. When a customer is browsing for a new product, having a front cover that really grabs attention with motion or 3D depth holds the customer and builds excitement about the product.”

Indeed lenticular packaging looks set to become evermore popular across the industry, as companies vie for consumers’ attention, and although figures are not currently available, industry feedback is showing that lenticular packaging is helping to raise sales.

“It is a known fact that the longer you keep consumers in front of your product, reading, touching, interacting with your packaging, the better the percentage is that they will buy,” notes Boyd. “A study done recently by a snack food company upon completion of their lenticular promotion showed an increase in sales of up to 85%.”

“We don’t have figures, but we’ve always been told it’s gone down a storm. The idea is that when packaging using a lenticular is on a shelf, the consumer’s eye will catch the product. They’re noticing something new, stop and pick up and play with it. So, that’s our job, to make the imagery attract the customer,” Dominy concludes.