Skin is the largest organ in the human body, and given the fact that skin is wholly responsible for tactile (touch) sensations, it’s a wonder that so many marketing efforts completely ignore the influence skin’s sensory experience has on decision-making. Most marketing aims to appeal to the eyes first, and forget to take into account the powerful sense of touch. Recent research, however, has fueled new marketing tactics that seek to take advantage of physical touch in order to promote products, services, and brands.
One way to achieve a tactile effect in your marketing is through an on-press process called reticulation. This effect is achieved when a spot varnish and an overall UV coating is applied on top of standard offset print. When these two are mixed, there is a chemical reaction that results in a tactile and visual effect.
Reticulating Varnish creates a raised and textured coating affect that can give tangible depth, dimensionality and texture to images and words. You can simulate the feel of sand and silk – raise images off the page – or give the illusion of multiple layers – you can imitate the look of practically anything!
When reticulating varnish is applied to a colored background, it can create a subtle patterned effect.
When reticulating varnish is applied to an image, it gives it texture, dimension and movement.
Reticulating Varnish doesn’t just offer aesthetic benefits to your printed communications, is also has practical benefits as well. UV printing offers unbeatable turnaround times and provides protection from smudges, scratches and fingerprints. In addition, UV printing is a process that can truly be defined as environmentally friendly. UV inks are non-toxic, recyclable and because UV coating is curved into a solid by ultraviolet lamps, the process releases no volatile organic compounds (VOCs) and is non-flammable.
Specialty effect coatings and overprints continue to gain popularity as printed media attempts to distinguish itself from other types of media. You can evoke a mood, convey an attitude, project energy, or calm. You can take your reader on a tactile journey that would not be possible with other types of media in today’s digital world. If you are interested in Reticulating Varnish, or any other specialty coating, contact us today.