Investment in innovation by surface effects specialists continues to bring highly innovative,eyecatching features,which incorporate advanced optical technology to the world of luxury and brand packaging.In turn,this now provides packaging designers with advanced new graphic tools,enabling them to respond to the current trend for colour shifting effects.It also provides a measure of deterrence against piracy.For instance,while mechanically produced fresnel lens effects remain fascinating additions to packaging,the real value is digitally produced images that offer graphic designers so much more scope for creativity and imagination.New technologies such as Fresnels’Cellini~TM are seen as being similar to digital sculpturing,facilitating the creation of masterpieces for brand and packaging enhancement.
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