National recently began a technology development relationship with Quad Graphics, in Pewaukee, WI, one of the world's most successful printers of magazines, catalogs, direct mail, and other commercial products.
For about 10 years, Quad has operated a small division quietly working on lenticular. This group developed intellectual property in the web printing of lenticular, and this led to Quad regularly producing promotional lenticular projects, mainly for outside brokers.
As Quad's customers gained experience with lenticular's capabilities, and witnessed its impactful benefits first hand, they started asking for a lenticular solution that would work for magazine and book covers.
Quad couldn't comply (nor could any other printer, for that matter), because of in-house imaging and thick lens technology limitations. The introduction of National Graphics' Crystal brand technology changed that equation.
Quad and National have jointly developed a new technology, dubbed Crystal Web, a litho-web variant centered around National's Crystal brand lens and National Graphics' Extreme Vision brand imaging technology.
Quad won't say which of it's publishing clients will be first to wrap a Crystal Web brand cover around its pages. But the solution is available today through both National and Quad. Now magazine publishers and advertisers can exploit spectacular, never-before-seen visual effects available with lenticular.
Book covers are next. However, there remains some development work to do in the area of hardback covers, principally with adhesives. And being plastic, the question of mixed stream waste will be an issue for shop floor management, as Quad's people have discovered.
But for publishers and advertisers who want to astound readers with cover graphics that meet or exceed the visual threshold of electronic media, the Crystal brand lenticular lens is your ticket to ride.
COVERS' HOTTEST LOOKS
Victoria Fogarty, VP of Marketing
Beyond strength and durability, the material that you choose to cover your book needs to express the look, feeling, or image you want to convey. A book has a certain character, whether it's reserved, snazzy, or trendy. Whatever the mood, your book needs to look great!