Creative Prints

Lenticular Technology: How to Value Print Advertising by Pedro Pereira in Finepaper, Graphic Production

Are you looking for a way to advertise your brand through printed images that stand out? Lenticular printing technology isn't exactly new, but it may well be the option of the moment.

This type of printing brings static images to life, making your brand's message more dynamic, appealing and unforgettable. Don't be fooled by the sophisticated end result, it's much easier than you think to apply this irresistible effect to your campaigns. And we're here to help.

Who doesn't remember the Award-Winning Campaign that the duo Judite Mota/ Pedro Ferreira — BATES created for National Geographic Magazine — a mupi with the famous photo of the green-eyed Afghan girl who turned into a woman when we turned her head? This image, a bridge between past and future, celebrated 17 years of the iconic photograph with a before and after and was the first large format print using lenticular technology in Portugal. It was with this campaign, which is certainly over twenty years old, that the magic of lenticulars came to us and to most Portuguese people. Since then, this technique has appeared only occasionally in other campaigns, a trend that seems to be increasing in recent times.

At Finepaper, we work with this type of technology and it was with a lenticular piece that we won the Grand Prize for Large Format Printing this year at the Gala Papies 2020, promoted by DoPapel Magazine, with a piece created for architectural exhibition “The Sea is our land” — patent in the CCB.

This double image showed the before and after of the Figueira da Foz waterfront - a historical photographic record and another of the current moment, such as the “Afghan Girl”. The effect was very well achieved and can be seen in this video:

The recognition that this project brought us made me want to write about this type of printing and clarify some myths that accompany it, such as the high cost of production, the difficulty in finding who produces it, and the complexity of the necessary final art.

Shall we do this?

The image, as we know, is the essential component of the brand and the strongest ally of an attractive and captivating marketing strategy. It is the image that gives credibility to an advertising campaign. If we add an unexpected visual effect to the image, it captures even more attention, creating a memorable impression. Usually, the focus is always on unique images and striking colors, but we, at Finepaper, know that adding an extra dose of creativity can make a campaign attract more attention. Lenticular printing technology is the solution we propose to reach the next level in terms of image. This kind of “WOW” factor puts any printed graphic image above the competition, in a simple way and at a surprisingly affordable cost.

“We, at Finepaper, know that adding an extra dose of creativity can make a campaign capture more public attention.”

The illusion of depth and the animation effects provided by this technology make any static image appear to be moving when viewed from different angles. This transforms a simple flat print into another one with a dynamic, more interesting character.

It is this almost playful aspect that is responsible for captivating those who come across one of these images, while keeping a more lasting final impression from this experience. The objective of ensuring that the brand represented remains popular in consumers' minds when they consider products or services will thus be achieved.

But what is Lenticular Printing Technology anyway?

Lenticular printing technology adds dimensions to static prints to create an optical illusion that inspires the viewer to see them as if they were moving.
The word “lenticular” refers to “of or related to lenses.” Thus, lenticular printing is the process of producing two-dimensional images on plastic sheets that contain small lenses. It creates an illusion of depth and movement, making printed images appear to be moving or present multiple dimensions from different angles. For example, looking at lenticular images leads us to perceive blinking eyes, animations, oscillations, inclined planes, or similar movements.

“Lenticular printing technology adds dimensions to static prints to create an optical illusion that inspires the viewer to see them as if they were moving.”

As a specialized way of printing graphics, lenticular printing technology allows you to observe different images from various angles. The method has existed since the beginning of the 20th century, in several techniques: The stereogram — a network barrier animation; color-changing postcards; and panoramagram parallax. Its popularity has re-emerged, however, in recent years thanks to the latest printing developments that have made this technology more accessible, refined and exciting.

The wide range of benefits that lenticulars can offer boosts its early adoption in all industries. The use of high-quality lens sheets allows you to print a number of images on a card, stimulating a feeling similar to watching a video, and in addition, it also provides the images with different sophisticated points of view.

How does it work?

Lenticular printing technology processes an image interlaced on a special plastic sheet that has small lenses extracted. As optical devices, these lenses play an important role in viewing part of an image from different angles. Depending on the need for a 3D animation or effect, there are types of lenses with various thicknesses and viewing angles. A 3D effect print requires lenses positioned at a tighter angle, while the animation effect requires just the opposite. The trick is to position the lenses according to what you want.

At least two images and lenses are required to begin the lenticular printing process. The images are cropped and then interlaced. Computer-based algorithms help position the divided sections of the image so that they work best with each lens, which isolates or magnifies, allowing for a 3D illusion. It is possible to view a single piece of data from a certain angle. Subsequently, the image in question is printed on a lenticular plastic sheet and laminated. Today, specially developed graphics help achieve better image quality.

What types of Lenticular Impressions are there?

Based on the various advertising needs and the message that is intended to be transmitted, lenticular printing technology can help us obtain different types of printed images.

Transformative prints — flip effect: These combine two or more photographs and observers see them alternating from one to the other. It is possible to see one before and after the choice, as in the photograph we produced for the exhibition and mentioned earlier, but also movie posters, sporting events, personal advertising and dynamic advertising panels.

The animated lenticular prints: These create an effect of movement, gradual change, or enlargement. As the viewing angle, size, shape, color, or position changes, the image changes. The visual elements appear to be jumping or inviting you. From packaging materials to giant posters, these images can be used everywhere.

Stereoscopic lenticular prints — 3D: The images created in this way cause an illusion of depth. We can use several images in sequence, one after the other. This helps when we're creating a comparison ad, logo, or different versions and we want to make it highly dynamic. Real estate ads are also using these images more and more.

Mixed lenticular prints: These images can combine 3D perspective effects and animation, telling an even more complex and effective story.

Why Should You Choose Lenticular Printing?

Best ad conversion rate

Images speak and interact better than words, and lenticular printing technology is an innovative way to attract more attention. Creating 3D ads instantly captivates viewers. The different effects and animations seem interesting and make us want to observe them. Viewers remain enthralled and spend more time immersed in the experience. While this creative addition positions a brand as being respected and sophisticated, this increase in time increases the chances of conversion. It is more natural to try the advertised products or services later.

Stay ahead of the competition

Considering the strong and unfair competition in today's market, it's necessary to do something to keep us ahead. The rapid adoption of lenticular printing technology is a key feature in efforts to beat the competition. Market surveys reveal that lenticular advertisements attract six times more attention than static impressions. With animated graphics and magnifications, print ads quickly captivate customers, making it easier to get them interested in your services. Lenticular images are well positioned to create superior impressions, which can be used to demonstrate the power of a brand.

Make a statement

Compared to static prints, lenticular printing presents better image quality through interlaced graphics. The lines incorporated with optical-grade lenses make prints dynamic and create the desired effects of movement when printed digitally. Custom interlaced graphics for lenticular printing technology are able to enlarge dimensions and focus light on their surface, lending credibility to advertising support. Viewers love ads that contain three-dimensional graphics and rate us positively.

More exposure with different effects

Lenticular printing technology offers an innovative and attractive way to expose logos, products, and services, something where static advertisements fail. With many effects, different views can be created and stronger messages with more content can be transmitted than through a printed image. The constant alteration of the images as you shake your head or move your body, transmits more information and attracts more eyes.

3D effects can be created on a simple flat sheet without the need to put on the necessary glasses to view a volumetric image. The inversion effect helps you combine multiple images into a single poster, tell a visual story and thus optimize your advertising campaign budget.

The transformational capacity, which is added to advertising images through lenticular printing, favors Storytelling, the comparison of products, the integration of totally different images, and much more. Creativity and the ability to attract viewers are enhanced. Animations can also be created on physical sheets without any need for special effects or digital panels. Sequential lenticle placement even supports a set of mini-videos!

Innovative logo presentation

You can present your brand in a richer way with lenticular printing technology. The combination of magnification with the animation effect makes any logo bigger, brighter, and immensely attractive. It allows you to display your image, slogan or brand name, in the chosen way, bringing an impactful message home. Adding extra dimensions to your printed communication makes it appear to be original, captivating, and visually appealing.


Lenticular printing technology does not mean entering into prohibitive costs. Instead, it saves the cost of your marketing campaign. You save money and resources by displaying multiple images in a single one. It allows you to advertise at a lower cost, but with greater impact and success. You can save on the expenses needed to pay the rising cost of locations.

Lenticular printing is an effective technique for positioning yourself one step ahead of your competition. It sounds complicated, but in fact, it's not! We, at Finepaper, have a lot of experience implementing the lenticular effect. It has been proven to be very useful in our clients' advertising campaigns. It is easy to produce and has a great impact, especially on large dimensions. As we have just demonstrated, there are many types of lenticulars and we can help you choose the most suitable one for your project. Despite being innovative and interesting, the cost is not very high. The price of our services may come as a surprise.

Why don't you ask us?

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