While humans once perceived the world to be stationary during Galileo Galilei’s time, and thought that print images are static during Johannes Gutenberg’s time, Edelmann is now changing the world view: Prints can move!
Thanks to the new “MOVE” technology, a combination of ingeniously designed and arranged print images, underscored with precisely measured press cuts, viewers discover movements in the print image depending on their own angle and the light’s angle of incidence.
Depending on the elaborateness and composition of the effect, a pumping or flowing motion can even be seen. What is more,
iridescent colors can be created without the use of foil or varnish.
As a result, packaging takes over an active role as the simulated movement in the image creates a dialogue with the audience, thereby grasping the audiences’ attention and increasing the viewing time.