Although lenticular printing has been around for more than 50 years, most people have never heard of the technology. When describing it to people we meet, we usually say, “it’s an image that looks like one thing from one angle and like another when viewed from a different angle.” The response is often, “ohhh… a hologram”.
A hologram is very different, but no sense in arguing with potential customers! A hologram is not printing but something closer to photography where an emulsion is exposed to reflected light to capture an image. That image can then be viewed by laser light or, in some cases, any pinpointed direct light source.
Lenticular is, in fact, a specialized form of traditional printing and is most often done on a conventional lithographic press. The name “lenticular” comes from the fact that the image is printed onto a plastic sheet that contains tiny lenticules.