Product category:
Printing Companies: General Commercial
News Release from: Terry Smith Group | Subject: Micromotion
Edited by the Printingtalk Editorial
Team on 16 December 2005
Kaleidoscopic Movement Illusion In
Highlighted Ink
Borders and Books bookstores is the first retailer to use a patented print technique developed by Terry Smith Group.
Borders and Books bookstores is the first retailer to use a patented print technique developed by Terry Smith Group Known as Micromotion, Borders has adopted the process for its Christmas in-store point of purchase (POP) campaign
This article was originally published on Printingtalk on 28 Jul 2005 at 8.00am (UK)
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The technology involves the application of a light refracting ink applied via bespoke software.
The result is the illusion of kaleidoscopic movement in the ink in pre-selected highlighted areas, said the company.
Helen James, the Borders account director at Terry Smith Group commented: "Clients and prospects are always asking to see something genuinely new.
We have responded to this challenge and have put a great deal of time and effort in to developing this process over the last year.
We are delighted that Borders responded favourably, showed the vision to step away from the norm at this critical time of year and were prepared to seek out genuine innovation." Andrew Hinton, head of communications at Terry Smith Group went on to explain: "Our own research conducted in 2004, showed that POP that contained an element of movement significantly improved in-store stand out, particularly in environments with high visual noise.
We also saw uplift in dwell time and recall by the consumer.
Having identified the potential to further drive sales for our clients through the provision of a solution that created movement without the often prohibitive costs associated with a digital medium or electronic inks, we set about meeting the challenge." A spokesperson for Borders Bookstores commented: "Terry Smith Group has an aggressive research and development programme to keep it ahead of its competitors and as a client we benefit from this when the opportunity fits our own objectives.
At a time when much of retail industry is battening down the hatches, we are proud to continue our creative and innovative approach." The design concept was created by Alcone on behalf of Borders.
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