Application and Problems of Digital Stereo Advertisement Printing (I)

In recent years, the total consumption of the advertising printing industry in China has been maintaining a rapid and steady upward trend. It is reported that of the total advertising revenue of RMB 93.3 billion in 2002, only the consumption of television, newspapers and magazines was used in the second quarter. There are 31.7 billion yuan, more than all other Asian countries, and these consumer figures do not include three-dimensional advertising, dynamic vision, print.

As of the end of November 2002, there were as many as 160,000 advertising printing companies in China with nearly 3 million employees. It is estimated that it will increase at a rate of 14% each year.

In 2003, the industry's annual output value was 150 billion yuan, of which the books, magazines, newspapers and packaging market reached 134 billion yuan. In addition to outdoor POP advertising, indoor billboards, posters, advertising light boxes, and other various forms of printed matter such as three-dimensional or dynamic visual print, large-scale outdoor three-dimensional advertising, three-dimensional grating materials and printing supplies market is also very broad.

According to IMI EuroPe statistical report: China's advertising printing market has moved to the world's largest position and has become the world's largest outdoor POP advertising market. Another figure is that the number of large inkjet printers in China is 30% more than in the United States, and a number of digital inkjet instrument output bases have been formed. These inkjet output bases operate almost all day, and it is estimated that the number of large inkjet printers for 700 inkjet output bases will expand 4-6 times in the near future. With the continuous update of the quality of inkjet and the emergence of digital printing presses, the market will continue forever in order to achieve a small number of three-dimensional and visual dynamic advertising production. What is different is the continuous updating and progress of technology.

At present, the output volume of stereoscopic advertisements and three-dimensional printing is less than one thousandth of the turnover of the printing industry and the photography industry. It is estimated that the annual production value of stereoscopic advertisements and three-dimensional printing is worth several billion yuan. With the unique industrial advantages of China's advertising industry, it will surely become the design center and production base of the three-dimensional printing industry in the world.

The reason for restricting three-dimensional printing

The appearance of grating materials and the production of three-dimensional printing have been almost 100 years old. However, this technology has not been widely used. The main reasons are the following three.

One, no special processing software

The traditional visual effect processing mainly relies on the plane processing software to layer, arrange and edit the images one by one, and then complete the later three-dimensional synthesis and output through the grating synthesis software produced by other companies. The workload is large, the production cycle is long, and the repeatability is high. And can not get the real stereoscopic image output and professional visual effects. Because the design of the plane processing software is designed for the digital plane and does not have the visual effect processing function, only a limited number of design companies and professional engineers can produce limited visual effects images, of course, the fees are high. Even if the production cost is low, if the visual effects do not meet the needs of the customers, the promotion and popularization will not be achieved.

Second, the material cost is expensive

This form of stereoscopic vision is a pursuit of market behavior, but has been abandoned due to the high cost of the grating sheet and the extremely low yield. At present, most of the grating plates are imported from the United States, and they cost hundreds to thousands of dollars per square meter. The output of these gratings is good but the price is expensive. The base material of organic glass is used, and the material is brittle and should not be used outdoors. The transport loss is large and is affected by the defects such as temperature deformation caused by the stress of the mirror surface of the grating column, which results in the promotion of the resistance. Although gratings made in China and Taiwan are cheaper, they are all made by the hot-press molding process. The material of the grating material is extremely brittle so it is not suitable for outdoor use. It has large transportation loss, deformation due to temperature, poor linearity, and non-uniformity caused by uneven temperature shrinkage in the production of the grating plate. Therefore, the above-mentioned grating materials have been sold for a long time and it is difficult to form mass production.

Third, poor high-tech materials

The large-scale outdoor inkjet advertising industry has developed very rapidly. However, the technology has yet to be improved in the application of three-dimensional advertisements. The main reasons are that the existing gratings and consumables need to be prefabricated, the size is limited, and the thickest three-dimensional grating materials are only A few millimeters. It can not meet the long-distance viewing, if you want to get a huge three-dimensional advertising distance of tens of meters, you need at least tens of millimeters thick grating material. At present, there are no conditions for producing such grating materials. Even if they can be produced, only the weight of the material will be at least several hundred kilograms per square meter. The price is immeasurable, and it is inconvenient for commercial promotion.

New technology brings dawning digital visual effects processing software to the industry. The United States has introduced a digital image processing software called 3D4U 3.8. It is said that it can realize digital stereoscopic images and digital visual effects processing, as long as there is a certain amount of digital image processing. The basics of using 3D4U 3.8 software are likely to become experts in the design of special effects such as three-dimensional, animated, motion pictures, film clips, and three-dimensional plus animations.

Together with the latest POP advertising grating materials, it is easy to produce huge advertisements with excellent cost-effective indoor or outdoor three-dimensional, motion picture, text change, flipping and other effects.

The software can also be applied to large inkjet printers and laser imagesetters for direct digital output, which is really good news.

(to be continued)