What is OPTICAL ADVERTISING?
OPTICAL ADVERTISEMENT is a name for specially constructed images which move, change design or evoke impression of depth so that draw attention and raise active visual interest.
- Optical advertising is action, makes illusion of movement, interaction, change and spatial perception and due to this it is able to captivate people on the first sight, bring them to a stop and make them explore it.
- Because of that rises manifold both its direct effectivity and also its long-term subconscious incidence of the advertisement message. ( „Yes, it was the ad, where the whirligig was turning around...!“).
- Optical advertising is nowadays one of the most interesting presentation and marketing tools for attracting a customer.
- Immense advantage of optical advertising is the fact that it works in the long term without necessity of maintenance and does not need any extra costs.
Traditional forms of visual advertising are quickly becoming a history.
On a placard with an optical advertisement rest our eyes 20 times longer than currently used manners of advertisement pannels (finding of University of Vienna).
HOW IT WORKS?
- Optical advertisement is based on Lenticular Technology.
- Desired effect is generated by transition of ‘coded’ image through unique lenticular foil.
- For perceiving is not necessary any electric energy but only to change angle of sight.
- Optical advertisement opens a broad variety of new creative possibilities because on the same image can be delivered much more information than on traditional print on any material.
- Lenticular image – belong to so-called autostereoscopic effects which provide three-dimensional image without special glasses.
- The term is derived from words lenticula (lens) and lento (to bend).
- Principle of lenticular effect:Specially adjust, „cut up“ image is viewed through roll of plastic called lenticular lens screen. Surface of the screen is formed by dozens of tiny parallel cylindrical lenses. Number of lenses per inch, lpi; is called pitch.
Each of them has focal distance equal to thickness of clear plastic and magnifies only very narrow strip of image underneath it. Whenever the angle of sight is changed, focus is moved, lens magnifies another strip and observer sees a different motive.
