Printing & media
Guidance on Preparing Artwork for Printed Lenticular Postcards and Promotional Pieces While Managing Image Sequencing and Viewing Distances Carefully.
The process of creating lenticular postcards and promotional pieces demands careful planning, precise sequencing, and thoughtful viewing distance considerations to ensure a durable, engaging display that resonates with audiences over time.
Published by
Anthony Gray
July 23, 2025 - 3 min Read
Lenticular printing blends motion and depth by stacking flat images that shift as the viewer’s perspective changes. To achieve reliable results, start with high-resolution source files, ideally 300 ppi at final print size. Build your sequence in consistent increments, ensuring each frame aligns with a shared baseline. Color management is essential; convert to a stable color profile and proof on a calibrated device. Consider the effect of lens pitch and thickness early, because these factors govern how many frames will be visible from a given distance. Document all settings, including exposure, cropping, and any subject movement, so the production team can reproduce your intent precisely.
The artwork for lenticular postcards must balance narrative clarity with visual intrigue. Begin by sketching a storyboard that outlines the progression viewers will experience as they move. Use tightly controlled contrasts and avoid overly subtle gradients that may vanish under the lenticular interpolation. Choose a sequence length that suits the intended viewing distance; too many frames can create a disorienting “flicker,” while too few may look static. File organization matters: label each frame sequentially, keep a consistent canvas size, and lock layers that won’t shift during printing. Include a clear front-facing composition for the first frame to anchor attention.
Consistency in frame timing and edge handling is critical.
Viewing distance is the compass that guides your lenticular design. Determine the optimal distance early by testing physical proofs. The perceived motion and depth will shift as observers walk closer or step back, so your frames should still read clearly from the common distances your audience will use. Use a controlled grid to align elements across frames, preventing abrupt shifts that distract viewers. When composing, imagine a continuum of distances and verify that essential details remain legible at the farthest anticipated point. This discipline preserves readability while preserving the magic of motion.
Material choices for postcards affect how the lenticular image translates. A rigid, smooth stock reduces micro-bending that can distort frames, while a coated surface helps with ink adhesion and color fastness. Avoid glossy finishes that amplify glare, except when it complements your concept and is paired with protective lamination. If you plan beaming color shifts across frames, test the print with your lens system to ensure tonal transitions read naturally. Keep file sizes manageable and compress carefully to preserve sharpness without introducing visible artifacts at the final print scale.
Practical testing and proofing ensure fidelity before mass production.
Edge management matters more in lenticular than in flat prints. Design safe margins around the active image area to account for trimming tolerances and potential misregistration. Avoid placing important details too close to the edge where they may be cut off. Use bleed and gutter guidelines that reflect the lens pitch and the intended viewing distance, ensuring the sequence remains seamless. When aligning multiple pieces in a campaign, maintain consistent color, brightness, and contrast to preserve unity across the series. A well-planned margin strategy reduces waste and protects essential visuals during production.
In addition to margins, consider the file workflow and version control. Maintain a master archive with all iteration steps, including original scene captures, color profiles, and any adjustments for print. Create a reproducible pipeline so future reprints preserve fidelity. Document the exact print shop parameters: substrate type, coating choice, curing times, and lamination method. Build a set of proofs that simulate the final lenticular look, then compare them against the pre-visualized design. This discipline minimizes surprises when the first batch comes off the press and builds trust with collaborators.
The viewing experience should be curated for permanence and delight.
Before committing to a full run, request a lenticular proof that mirrors the intended production process. Inspect frame alignment, depth cues, and motion transition at several distances. Note any color shifts or blurring introduced by the lens sheet and address through targeted color correction. If possible, test with real customers or colleagues to gather feedback on readability and impact. Use this input to refine the sequence timing and the composition balance. A thoughtful proofing phase catches issues early and saves time and resources in later production stages.
Document the feedback and implement precise adjustments in a controlled manner. Maintain a log of what changed, why, and the measured outcome at each viewing distance. This practice helps when negotiating with printers or suppliers who may propose alternative materials. Keep a master checklist that covers image sequence integrity, color accuracy, edge safety, and optical performance. By approaching proofing as a collaborative, iterative process, you increase the likelihood of a successful rollout that delights audiences and withstands the test of time.
Final preparation steps blend craft with technical precision.
Long-term durability is a practical concern with lenticular pieces. Choose inks and coatings that resist fading under typical display conditions, and ensure the chosen substrate tolerates the printing process without warping. Consider offering protective packaging or sleeves that minimize abrasion while preserving the optical effect. If the postcards will be mailed, plan for safe handling during transit; brittle materials can crack or delaminate, undermining the viewing experience. Communicate care instructions on the back of the card to customers, reducing the chance of accidental damage and preserving the intended motion sequence.
Promotion should align with the artwork’s investigative spirit. Use descriptive copy that invites viewers to explore the sequence, distance, and timing. Provide a brief explanation of how lenticular printing works to set expectations without giving away every secret. Include a simple guide to optimal viewing distances, so recipients know where to stand to enjoy the effect. When integrated into a broader campaign, the postcards should complement other media rather than compete with it. Thoughtful cross-promotion increases curiosity and broadens reach.
Assemble a production packet that consolidates all critical assets. Include the final frame sequence, color profiles, substrate recommendations, mounting guidelines, and a contact list for the printer. Ensure every file is named consistently and organized for quick reference during production and future reprints. A clear packet reduces miscommunication and accelerates timing, which is essential in promotional cycles with strict deadlines. Also incorporate a brief artist’s statement that contextualizes the work, so curators and clients understand the intent and technical approach behind the lenticular effects.
With thorough preparation, lenticular postcards can become memorable, repeatable expressions of your vision. Emphasize clarity of the sequence, appropriate viewing distance, and careful material selection to maximize impact and longevity. Maintain rigorous proofing standards and maintain open lines of communication with production partners. When all elements align—from frame timing to edge safety and durability—the result is a compelling, tactile experience that invites engagement and sparks conversation long after the first view. This disciplined approach makes promotional pieces both collectible and shareable in a crowded marketplace.
