Reflex Lenticular Magic Box

IAPHC ''Best Of Best'' lenticular award: Reflex's lenticular magic box

Reflex Printed Plastics, based in Kent is dedicated to the art of UV screen and litho printing onto plastic and other synthetic materials. Their experience and knowledge working with these substrates and specialist equipment enable Reflex to offer full printing and finishing service in-house.

The business challenge: introduce and market lenticular services

Not a company to rest on its laurels, Reflex is constantly scanning the globe to locate innovative technologies. In their quest to become a leading lenticular printing house, Reflex had already begun printing in 3D before their introduction to HumanEyes. Previously they outsourced the file creation which became an expensive endeavor. In addition, Reflex was committed to being in full control of their production workflow. In order to become a true lenticular printer, Reflex decided to manage the entire process and began looking for a software solution to meet their needs. After extensive research and hands-on trials, Reflex chose HumanEyes.

“The lenticular results we are able to achieve using HumanEyes meets our high standards for quality. We knew we had found our solution to help us broaden our capabilities and offerings our customers. HumanEyes is a package that is all encompassing for our needs,” says Bryony Webb, Client Liaison Executive at Reflex Printed Plastics.

After installing HumanEyes’ software for use with its high volume offset presses, the company’s next challenge was how to introduce and market its new lenticular services to existing and new customers. Reflex also wanted to raise awareness of its expertise within the lenticular industry and challenge its own, as well as other peoples’ expectations of the substrate.

The solution: lenticular “Magic Box” promotion

Reflex sales and marketing staff set out to create a marketing pack that would showcase the different forms of lenticular, various lenses and a variety of finishing methods in its repertoire. The pack was to be sent to its prestigious clients (and potential clients) with the aim of inspiring them to using lenticular within their business. The pack also included an educational element, helping clients understand uses and limitations of the substrate.

“We were determined to wow both the experts and those new to the field of lenticular,” says Miss Webb. “In creating the pack we have extended previously perceived boundaries of lenticular use. Reflex worked very closely with local design agency Bussroot, ensuring the final product both challenged and complimented the lenticular media. The Magic Box is a promotional showcase for our design, print and finishing capabilities using HumanEyes’ software.”

The resulting promotional piece called “The Magic Box” contains a variety of items including: coasters, a mouse mat, a wand, postcard, and an information booklet. All were designed with a mystical twist and employ morphing, animating, flipping and/or 3D techniques.

The packaging of the box is created entirely from 75lpi lenticular and shows an animated hand holding a wand with sparks flying from it.

“Lenticular is a notoriously difficult substrate to crease, fold and cut, as it is fairly brittle, the lens direction needs careful consideration. We experimented with various creases/perforations to ensure that the substrate wouldn’t crack when folded. Following many mock-ups and minor adjustments to CAD drawn cutter guides, our specially adapted Young-shin machine was tested to its fullest.” reported Miss Webb,

The mouse mat combines studio photography with carefully selected stock imagery. The 62lpi lens produces an amazing 3D effect, and has been combined with an animated hand appearing from a gravestone. On this product, the outer box and the wand box, we combined traditional silk screened chrome print with the litho printed lenticular. The chrome provided a further dimension to the lenticular creating a rich metallic effect.

The Magic Box content utilises three different lenticular lenses; 62 lines per inch, 75lpi and 161lpi. The fine 161lpi lens was essential in animating the intricate detail of a pocket watch.

In short, the Reflex Magic Box promo pack clearly shows the benefits of using each lens, along with detailed information and advice on lenticular usage.

In addition to sending the packs to current and prospective customers, the company advertised the packs, beginning in January 2008, in multiple trade publications including Packaging Professional, Printing World, and Packaging Today.

So proud of its work on this project, Reflex entered its Magic Box promotion in the IAPHC Best Use of Lenticular contest for 2007 and received the Best of the Best Award.

An additional Reflex submission, a rugby poster printed for Guinness Brewery, received a gold award in the contest.

The Results: Innovative lenticular marketing Increases profile and business opportunities

“We believe this marketing initiative is greatly increasing our profile within the lenticular industry. We have received very positive feedback from the full range of industries we address.” Webb says Reflex has experienced a noticeable increase in lenticular business leads and opportunities as a result of its innovative “Magic Box” promotion.