PrintDevizor shows off the impact of standard and decorative effects before anything goes to print, says Stonecube, the firm that unveiled the software at last week's MacExpo.

"The 995 software allows you to see what the design looks like indoors or outdoors, in light or shade," said managing director Martin Coulthard, who founded the firm in 2002.

You can tilt and turn the image through 360 degrees as you would a real product in the hand.

"Standard software gives a flat image on the screen," he said. "This is not how the design looks in your hand and with true light conditions bouncing off reflection.

"PrintDevizor is good for special decorative print like metallic or fluorescent inks, varnish, embossing, lamination and foil blocks," said Coulthard.

Stonecube in Bristol took over two years to design the software, beta tested at Hallmark Cards, Penguin and Reader's Digest Association, said Coulthard.

"It is the first and only print-finish visualiser system on the market for Mac and PC. Designers refine and improve designs. Printers generate the visualisation and show it to the client. It's about creating effective designs for print and communicating them."

Another beta tester, London's Brewer Riddiford Design Consultants, said PrintDevizor gave "freedom to experiment with a range of print effects and quickly see what works best and then effectively communicate it."

Alcan Print Finishers in Reading has also been using the software with foil blocking and spot colours.

Marketing manager Richard Pinkney said: "You can apply and view multiple effects in real time without compromising on the quality of design. Mocking up images is cost effective."

Story by Jez Abbott