Colortree, a full color and digital printer in Richmond, VA, (www.colortree.com) has purchased a Kern EasyMailer which will be installed in the coming months. The EasyMailer is a converting unit which takes a digitally printed 11 x 17 sheet and converts the page to an envelope with an enclosed insert. The envelope can have up to three 8 1/2 x 11 inserts plus a BRE. Since the mailer is created from the digital print process the variable data used for personalization can now be applied to the exterior and interior of the envelope to increase open rate. Full color and personalization has been shown to increase response rates in post cards. Now this same marketing tactic can be used to create high impact mailers with inserts.
During the printing process a 2D dataglyph is printed on each page. This glyph is scanned by the EasyMailer and identifies each page an an envelope or insert so there is never a wasted or blank page. As the sheet enters the unit it is scanned then cut into two 8 1/2 x 11 segments. The envelope portion is routed to a staging area while the inserts are being folded to be placed in a specific location of the envelope page. Next a folding and gluing action occurs sealing the envelope with the now enclosed inserts and dispensing it to the exit tray.
Should a scan of the dataglyph detect any error the process is not interrupted. The detected envelope is dispensed to a second tray and the unit records the scan as an error. The digital printer can then use the scan report to reprint any mailers for processing.
The EasyMailer process has been used in Europe and Australia for several years but is just not making news in the USA. For more information on the converting unit and to view a video visit my website at www.emergingsolutionsnow.com. For samples contact me directly at Roger.Buck@EmergingSolutionsNow.com
Saturday, September 26, 2009
Wednesday, September 23, 2009
Lenticular imaging - New generations of old techology
Years ago you would find a prize in your Cracker Jack box and often it was a small square piece of plastic with a rough surface. When you tilted the card the image would change or "flip" from one to the other. This was lenticular printing in the early stages. Today thanks to improvements in lens, software and printing processes this technology is capable of incredible results. Let's start with a quick explanation of the process using a simple two image flip scenario.
To create a flip design two images must be interlaced together. Special software is used to slice the images into segments then interweave them in a specific sequence. The resulting graphic is un-recognizable at this point. The image is printed to a page then, in many cases, a lens material is laminated to the printed image. The lens combines the slices correctly so you view the first image. As you rotate the card the lens moves to the next set of slices and you view the second image. Print quality, placement on the lens and lens configuration all play vital roles in producing the best effect.
Using this technology allows you create several types of effects including flip, morph, zoom, 3D and motion. Many companies now print on the back of the lens rather than laminating which adds to the quality and depth. The improvements in the process have brought lenticular back into the advertising and promotional markets. Lenticular post cards and inserts are found to be very effective marketing tools. On the norm a Lenticular post card will be viewed up to five times longer than a traditional card. They are often retained for the "fun" of showing it off which means more marketing views for the sender. Lenticular imaging can be added to packaging, cereal boxes, magazines, business cards, mailings, ID cards, event passes and even wristbands.
Lenticular allows for great depth of view in the 3D mode. The larger the card the more depth can be created yielding high impact. This can be used to create ID cards that are extremely difficult to counterfeit yet provide the first line authenticator an easy method to verify the identity of the holder. Covert images can be layered behind the photo or ID information for added security. Additionally the lens itself can be used to validate a document printed with an interlaced image. An image generated by the interlace software resembles a datagliph 2D code. When the correct lens is place over the image the authenticator will view the complete word, code or message validating the document or ID. This provides for mobile authentication without the use of black lights or other mechanical means.
The highest level of lenticular now allows for 120 frames of video to be interlaced behind the lens. This provides an effect very close to full motion video. Retailers and other advertisers wanting to show product use or short demonstration videos can utilize this technology. High quality video and editing is required however the results can be incredible generating high impact and branding.
Lenticular has progressed dramatically and now is a highly prized weapon in the marketing arsenal. Selection of your vendor should be done cautiously. Graphics to be used should be scrutinized for quality and matched to the imaging process. Determining the correct effect to properly promote the product or service is equally critical. Not all products need video as sometimes a simple flip to show "Before" and "After" will be sufficient.
As with any marketing media the key is to choose the right media for the right audience. A lenticular post card sent to the elderly might not be a good idea but send that same card to a baby boomer and you might bring back so great memories of childhood prizes and generate a response rate!
To create a flip design two images must be interlaced together. Special software is used to slice the images into segments then interweave them in a specific sequence. The resulting graphic is un-recognizable at this point. The image is printed to a page then, in many cases, a lens material is laminated to the printed image. The lens combines the slices correctly so you view the first image. As you rotate the card the lens moves to the next set of slices and you view the second image. Print quality, placement on the lens and lens configuration all play vital roles in producing the best effect.
Using this technology allows you create several types of effects including flip, morph, zoom, 3D and motion. Many companies now print on the back of the lens rather than laminating which adds to the quality and depth. The improvements in the process have brought lenticular back into the advertising and promotional markets. Lenticular post cards and inserts are found to be very effective marketing tools. On the norm a Lenticular post card will be viewed up to five times longer than a traditional card. They are often retained for the "fun" of showing it off which means more marketing views for the sender. Lenticular imaging can be added to packaging, cereal boxes, magazines, business cards, mailings, ID cards, event passes and even wristbands.
Lenticular allows for great depth of view in the 3D mode. The larger the card the more depth can be created yielding high impact. This can be used to create ID cards that are extremely difficult to counterfeit yet provide the first line authenticator an easy method to verify the identity of the holder. Covert images can be layered behind the photo or ID information for added security. Additionally the lens itself can be used to validate a document printed with an interlaced image. An image generated by the interlace software resembles a datagliph 2D code. When the correct lens is place over the image the authenticator will view the complete word, code or message validating the document or ID. This provides for mobile authentication without the use of black lights or other mechanical means.
The highest level of lenticular now allows for 120 frames of video to be interlaced behind the lens. This provides an effect very close to full motion video. Retailers and other advertisers wanting to show product use or short demonstration videos can utilize this technology. High quality video and editing is required however the results can be incredible generating high impact and branding.
Lenticular has progressed dramatically and now is a highly prized weapon in the marketing arsenal. Selection of your vendor should be done cautiously. Graphics to be used should be scrutinized for quality and matched to the imaging process. Determining the correct effect to properly promote the product or service is equally critical. Not all products need video as sometimes a simple flip to show "Before" and "After" will be sufficient.
As with any marketing media the key is to choose the right media for the right audience. A lenticular post card sent to the elderly might not be a good idea but send that same card to a baby boomer and you might bring back so great memories of childhood prizes and generate a response rate!
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