Gravure.

Gravure is a high quality printing process capable of producing printed images which have a continuous tone effect similar to a photograph. The gravure process utilizes a metal printing cylinder onto which the image is etched.

Gravure is used for many packaging applications, magazines, and pressure sensitive labels. Gravure is the preferred method of producing magazines and catalogs that have large circulations. An example of a high volume, high quality publication that utilizes rotogravure is the "National Geographic" magazine.

There are also many specialty items that are created with rotogravure including gift wrap, wallpaper, plastic laminates, printed upholstery, imitation wood grain finishes, and vinyl flooring. Many of the specialty items are printed on very wide presses. Some of them, such as those that print patterns on floor coverings, are up to 150 inches wide.

A gravure sheet-fed process is used for smaller runs for such items as limited edition prints and other artwork, photographic books, high denomination postage stamps, stock certificates, and some advertising pieces.