Esquire’s ‘Mix-N-Match’ Printer Adopts 3D Technology
Sandy Alexander expands special effects printing portfolio.
Sandy Alexander—the Clifton, New Jersey-based printer that recently produced Esquire’s perforated “mix and match” cover—has partnered with 3D media company Azuna to offer its clients three-dimensional design and printing technology.
“We are seeing an increased demand from our clients for unique breakthrough advertising techniques,” Doug Hazlett, the company’s vice president of marketing, told FOLIO:. “The 3D technology is one way to break through the clutter and have consumers stop and read your ad [or editorial content].”
The Azuna technology produces four-color, 3D effects by using two to five layers of integrated design, Hazlett said. "The 3D effect works with imagery, type and logos," he said. The effect can be inward—making it look like the product has fallen into the page—as well as outward, “like the product is coming out toward you and is more intrusive."
Costs vary depending on the project, Hazlett said. “There is an incremental cost involved but we believe the increased awareness exceeds breakeven and increases ROI.”