Polestar Sheffield, working in partnership with packaging specialist Hovat, has developed an affordable and practical solution to deliver the viewing glasses required for 3D print. The development of a suitable 3D format offers the capability to be loose inserted, tipped on, bound in or onserted universally into any magazine or book, opening up new opportunities at a time when the movie industry has generated considerable public interest in 3D reality.

Explaining the challenge faced by Polestar Sheffield and Hovat, Polestar Account Director Jeff White said: "3D printing is not a new concept, but the problem for the magazine publisher and advertiser has always been that the high cost of application and manufacture of the 3D glasses has made widespread adoption impractical. Now the new Hovat 3D viewer system introduces a very simple format, allowing the reader to easily view 3D images either within content pages of the magazine or images attached to the viewer."

Thanks to this simple concept publishers and advertisers have a new creative opportunity to engage readers and increase the attention span of consumers. Managing Director of Hovat Bill Habergham sums up the innovation, saying, "the best ideas are the simplest. Our joint innovative incorporation of the 3D glasses into standard A5 or A4 size product with a simple tear off strip offers the advertiser or publisher exciting opportunities in a new market." Early indications promise great success for the Hovat 3D viewer.