Understanding  Rotogravure

Rotogravure is an advanced printing process used for high-quality printing on various surfaces such as paper, plastic, and metal. The process involves engraving an image onto a printing cylinder, which then transfers the ink onto the desired surface. Rotogravure is widely used in the packaging industry for printing on plastic films used in food and consumer goods packaging.

What is Rotogravure?

Rotogravure is a printing technique that uses engraved cylinders to transfer ink onto a substrate. The cylinders are etched with tiny cells that hold the ink, and when the cylinder rotates, the ink is transferred to the substrate. This process allows for high-quality printing with precise and consistent colors.

How Does Rotogravure Work?

Rotogravure works by etching tiny cells onto a cylinder using a diamond stylus. The cylinder is then coated in ink, and excess ink is wiped off the surface, leaving ink only in the etched cells. As the cylinder rotates, it transfers the ink onto the substrate, creating a high-quality image.

What Are the Advantages of Rotogravure?

Rotogravure offers many advantages over other printing techniques. It provides high-quality printing with precise and consistent colors, making it ideal for packaging and label printing. It also offers excellent durability and resistance to fading and wear.

How is Rotogravure Used in Advertising?

Rotogravure is widely used in advertising for its ability to produce high-quality images with vibrant colors. It's commonly used for packaging printing, as well as for printed materials such as magazines and catalogs. The process can also be used to print on non-paper surfaces such as plastics and metals.

How Does Rotogravure Fit into Digital Marketing?

Rotogravure is not typically used in digital marketing since it's an analog process. However, it's still widely used in traditional advertising, which can support digital marketing efforts by providing printed materials such as brochures, catalogs or product labels.

What Role Does Rotogravure Play in Ad Tech & Video Marketing?

Rotogravure doesn't play a significant role in ad tech or video marketing because it's mostly utilized for physical print media rather than digital ones.


  • "The Gravure Cylinder" by Harold D. Lundeen
  • "Rotary Gravure Printing" by Robert Fuchs
  • "Gravure Process & Technology" by Richard D. Warner
  • "Gravure: A History" by Walter Groggin
  • "Gravure Printing" by David J. Rose
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