DIGITAL WATERMARKING GUIDE

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1 link CREATION STUDIO DIGITAL WATERMARKING GUIDE v.1.4

2 Quick Start Guide to Digital Watermarking Here is our short list for what you need BEFORE making a linking experience for your customers Step 1 File Requirements Image Characteristics and some basic needs for a good starting image JPE Preferably, at least 300 x 300 pixels e size of 10 MB Set to the size and resolution that it will be printed at Either RGB, CMYK, or Grayscale are OK Step 2 pick the best quality image that will support your print process Fair level of contrast Good mix of shadows, midtones and highlights No Not too much white space Minimal to no text or graphics See page 5 for more information on selecting an image This sounds more complicated than it actually is...the main thing is to have all the necessary parts for creating a successful linking experience. This can be a simple experience, like connecting to a website; or it can be a rich experience, connecting to an image, video, or action buttons with even more connections Simple experience - Connect to a single web page. All you need handy is the web URL you want to connect your users to Rich experience - Connect to multiple web resources. You will need several things handy depending on which template you use Title (30 character limit) Step 3 Optimize your experience Content You can specify an image or a video in this area. We recommend you use a YouTube video that has public viewing permissions You can also use a mp4 video hosted on a public web location. If you choose this option, you will also need to provide a URL to a preview image. Buttons (optional but recommended) Each button requires a name, and an action. You can button and a share button. For the web site button, you will need the URL to the web site. It s important to evaluate your digital watermark Link before putting it out in the real world. Verify that the watermarked image has good visual quality. Then test with a variety of mobile devices (we recommend the Samsung S4 and any iphone) using LinkReader mobile app. If you need to use the advanced watermarking settings to improve scannability of your watermark, see pages 7 & 8 of this guide. Finally, get one-on-one help reach out to us via the Feedback & Support button on the site to get 1-on-1 assistance.

3 DIGITAL WATERMARKING GUIDE Contents Purpose... 1 Overview of Link Technology... 1 Digital Watermarking... 1 Visibility... 1 Scannability... 1 Effective Digital Watermarking... 2 Image Selection... 2 Technical Requirements... 2 Image File Type... 3 Image Quality & Compression... 3 Maximum Image File Size... 3 Minimum Image Print Size... 3 Recommended Image Characteristics... 4 Examples of Images with Good Characteristics... 4 Testing & Evaluation... 5 Testing Scannability... 5 Evaluating Visibility... 5 Fixing Scannability Issues Caused by Image Content... 5 Advanced Download Feature... 6 Scanning Distance... 6 Watermark Strength... 6 Setting the Right Strength... 6 For Link Developer API Users... 7 Watermark Strength... 7 Watermark Resolution... 7

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5 DIGITAL WATERMARKING GUIDE link Creation Studio Purpose This document is a guide to digital watermarking. Best practices for incorporating Link technology into your images are covered here: how best to select images to watermark; how to adjust factors that affect watermark effectiveness; and how to test & evaluate your digital watermarks. Overview of Link Technology Link technology creates a connection or link between a print image and a web-based digital experience. This digital experience may contain web pages, videos and/or images, as well as added functionality like sharing. Once an image has been linked, it can be printed, published and distributed. Anyone can then scan or read the linked image with the appropriate app on a mobile device, and access the associated online content. In overview, links are: Created and managed by content creators using the online Link Creation Studio Read by end users or consumers who scan printed images with the mobile app LinkReader Customized in new and exciting ways by programmers using Link Developer The process of adding a connection or link to an image file is known as digital watermarking. Digital Watermarking A digital watermark is a way of embedding a small amount of data into a digital image file. Once this data has been embedded into an image, it is basically imperceptible to the human eye, yet still detectable by web-connected mobile devices (such as smartphones and tablets) using the LinkReader app. Once detected or scanned by a mobile device, the data hidden in a digital watermark is decoded in order to connect the end user to a web-based digital experience that is unique and specific to the digitally watermarked image. Digital watermarks and their corresponding digital experiences are created and managed using the online Link Creation Studio. The data contained in a digital watermark is referred to as its payload. Payloads are small enough so that the image quality is minimally affected when the watermark is embedded, yet large enough to uniquely identify an image and connect to a digital experience specific to that image. A payload is embedded into an image by making small modifications to the image pixels. These modifications are so slight that they are imperceptible to the human eye, but significant enough to be detectable or scannable by a program scanning the image. Visibility Visibility is the degree to which a digital watermark is perceptible to human observers. The goal is to keep visibility of a digital watermark as low as possible. Scannability Scannability is the degree to which a digital watermark can be successfully detected by a mobile device using the LinkReader app. The goal is to keep scannability of a digital watermark as high as possible. March 23, 2015 DIGITAL WATERMARKING GUIDE v1.4 1

6 link Creation Studio DIGITAL WATERMARKING GUIDE Effective Digital Watermarking There are two competing requirements of effective digital watermarking: keeping visibility low so that human viewers don t see the watermark; at the same time, keeping scannability by mobile devices high. Keeping visibility of the watermark low ensures that good image quality of the print is preserved. An important feature of digital watermarking is the ability to incorporate Link technology without degrading the aesthetic appearance of the print. Keeping scannability high ensures that end users can easily use their mobile devices to quickly access the associated online content. An important part of ensuring good scannability is selecting images with appropriate characteristics. Image Selection Technical Requirements One advanced feature to create more effective watermarks is the ability to adjust the strength at which a watermark is applied to an image. The lower the strength, the better the visibility. Keep in mind that improving visibility by lowering watermark strength also decreases the scannability of the watermark. Embedding a watermark with too low a strength can degrade the scannability to the point where it may not detect consistently on some devices. Learning to find the right balance between scannability and visibility is an essential part of effective watermarking. The following are specific requirements that all images you watermark must meet: Characteristic Resolution Requirement Between 72 ppi (pixels per inch) and 750 ppi File type JPEG only (support for TIFF to be added in the future) File size Maximum of 10 MB Colormode CMYK, RGB, or Grayscale Bit depth Image print size Ink density (CMYK only) 8 bits per channel Minimum of 1.4 x 1.4 Smaller images can be watermarked, but may be difficult to scan Optimal maximum of 300% 2 DIGITAL WATERMARKING GUIDE v1.4 March 23, 2015

7 DIGITAL WATERMARKING GUIDE link Creation Studio Image File Type Link technology currently supports watermarking JPEG images only. Support for TIFF will be added in the future. PNG and GIF are not supported for the following reasons: PNG file format has an alpha channel, which is incompatible with watermarking; and GIF uses a limited color palette table, and may contain animation, both features which are incompatible with digital watermarking. In order to watermark files of these types, first convert (or export) them to JPEG format; then you will be able to watermark them as desired. Image Quality & Compression The JPEG file format supports various amounts of file compression by allowing you to set the image quality with image editing software. Better image quality generally equates to a lower amount of file compression and a larger file size. As a general rule, you should use the highest image quality whenever possible. This is because the JPEG file format is a lossy format, meaning that image quality, and by extension digital watermark quality, degrades as more compression is applied to an image file. So keeping the highest image quality helps ensure the best watermark quality and therefore the best scannability. Be aware that although most image editing programs allow you to specify JPEG image quality, each one does it differently. The standard scale is generally a percentage from 1 (lowest quality) to 100% (maximum quality). However, Adobe Photoshop uses a range from 1 (lowest quality) to 12 (maximum quality), and Adobe Illustrator uses a range from 0 (lowest quality) to 10 (maximum quality). In all cases, use the value that gives you the maximum quality. Maximum Image File Size The maximum file size that can be watermarked is 10 megabytes. If your file size is greater than 10MB, it is advisable to compress the image by saving it with a lower image quality in order to get it under 10MB. This is the only reason to save an image file using a lower image quality. Minimum Image Print Size Embedding a digital watermark requires a minimum print area of about 2 square inches, or a minimum dimension of at least 1.4 inches on the smallest side. However, it is not advisable to watermark such a small image, because the small size may render it difficult to scan by the LinkReader app. Instead, whenever possible, rework your artwork so that your images are at least 2 inches on the shortest side. This will help ensure minimum acceptable scannability. March 23, 2015 DIGITAL WATERMARKING GUIDE v1.4 3

8 link Creation Studio DIGITAL WATERMARKING GUIDE Recommended Image Characteristics Selecting images with the right characteristics is an important part of successful watermarking. Ideal Characteristic Less Ideal Higher contrast Contrast High contrast makes the watermark less visible. Lower contrast More mid-tones More texture Less white space No text or graphics Tonal range Mid-tones provide for better scannability. Texture vs. Flat Tints Texture makes the watermark less visible. Flat tints make the watermark more noticeable. White Space White space does not use ink. Without ink there is no way to embed the watermark signal, which lowers scannability. Text or Graphics Text and graphics should not be watermarked. Straight edges and lines tend to make the watermark too visible, and it lowers image quality. Less mid-tones More flat tints More white space Some text or graphics Examples of Images with Good Characteristics Selecting images with the right characteristics is an important part of successful watermarking. Note the following images exhibit good contrast, a good range of mid-tones, moderate to high amounts of texture, while avoiding white space, text and graphics. 4 DIGITAL WATERMARKING GUIDE v1.4 March 23, 2015

9 DIGITAL WATERMARKING GUIDE link Creation Studio Testing & Evaluation Testing Scannability To test watermark scannability, try to detect a watermark using the LinkReader app in several areas of the image. If possible, test with several devices. You should be able to detect a watermark within 1-3 seconds. Examine the image for areas that will draw attention, and be sure to evaluate these areas for scannability. Be sure to test under realistic lighting conditions; too dark of an ambient lighting will prevent most watermarks from being scanned consistently. If necessary, test scannability using the mobile device torch or flash. Evaluating Visibility Be sure to evaluate the visibility of the digital watermark on the printed image under realistic lighting conditions, and at the viewing distance you expect your end users to be looking at the watermarked image. It helps to have a second set of eyes to evaluate the print quality; often a watermark is imperceptible unless the viewer knows to look for it. Fixing Scannability Issues Caused by Image Content The content of your image can sometimes affect the scannability of your digitally watermarked image for a number of reasons. For most images, content should not be an issue. However, the following image characteristics could result in scannability issues when scanned with LinkReader. Issue Description Fix Too much white fill Too much black fill Too little color Too little detail Too blurry Areas of pure white will have no watermark signal encoded. Avoid images that are predominantly white. Areas of pure black will have no watermark information embedded in those areas. Avoid images that are predominantly black. Digital watermarking works because it hides itself in the color information. Watermark signal will not embed properly in a desaturated image. Most mobile cameras have difficulty focusing on Images with insufficient detail. If LinkReader can t focus on the image, it may not be able to scan the watermark. If LinkReader can t focus on the image due to blurriness, it may not be able to scan the watermark well. Use Advanced Download feature: check the box for Adjust Image Levels Use Advanced Download feature: check the box for Adjust Image Levels Modify the image to have more color, or watermark it as a Grayscale image. Select images that aren t just solid swatches of color. Make sure they have at least enough detail to focus on quickly. Select images that are in focus. March 23, 2015 DIGITAL WATERMARKING GUIDE v1.4 5

10 link Creation Studio DIGITAL WATERMARKING GUIDE Advanced Download Feature All Link Creation Studio accounts have access to advanced watermarking features in order to customize how the watermark gets written into the image. The primary advanced features are scanning distance and watermark strength. Scanning Distance This feature is a general approximation of the scanning distance range that most devices will be able to scan. Some devices may have a considerably larger range, and a number of devices may, in fact, have a smaller range. Consequently, it is recommended to test the completed watermarked to verify the scanning experience is acceptable. Important note: The range of scanning distances available to any particular image is directly related to the absolute size of the image in pixels. This means that if your image is rather small, you may have fewer choices for scanning distance. The general rule is: the smaller the image is in pixels, the fewer available choices for scanning distance. Watermark Strength Choosing watermark strength sets the degree to which the digital signal is embedded in an image. It is important to weigh the impact of modifying watermark strength on both scannability and visibility. Lowering strength will improve visibility, but at the expense of scannability. Raising strength will improve scannability, but at the expense of visibility. For standard RGB colormode images, the default strength is set to High. For CMYK colormode images (often used for printing on a press), the default strength is set to Medium. This difference in default watermark strength is a reflection of somewhat differing requirements based on how an image gets printed. The following table is a general guide to the trade-off provided at each strength level. Strength Low Medium (CMYK default) High (RGB default) Description Lower scannability but lower watermark visibility Good balance between watermark visibility and scannability Higher watermark visibility but higher scannability Setting the Right Strength Most images should watermark well using the default value If visibility is too great (reduced image quality), adjust the strength to either Medium or Low If strength is reduced to Low or Medium, verify scannability is still at an acceptable level 6 DIGITAL WATERMARKING GUIDE v1.4 March 23, 2015

11 DIGITAL WATERMARKING GUIDE link Creation Studio For Link Developer API Users Although all Link Creation Studio accounts have access to advanced watermarking features, Link Developer API users get unparalleled access to fine-tuning digital watermark parameters. Watermark Strength The following table summarizes the various levels of watermark strength, provides a description for each one, and also maps to the standard scale that non-developers see. This table only covers the RGB image format; a separate CMYK table update to follow soon. Strength Description Standard scale 1 Major risk of scan failures, no visible impact on visual quality 2 Significant risk of scan failures, almost no impact on visual quality 3 Some risk of scan failures, minimal impact on visual quality 4 Good scannability, minimal impact on visual quality Low 5 Best balance between visual quality and scannability 6 Good balance of visual quality with improved readability 7 Great for readability in low light conditions and smaller images Medium 8 Great readability with some impact on visual quality 9 Excellent readability with significant impact on visual quality 10 Best possible readability with major impact on visual quality High Watermark Resolution Watermark resolution corresponds to the distance at which the watermark can be scanned. Look at scanning distance on page 6 to get more information on this feature. The image resolution (ppi) must match the desired final print resolution, in order for this feature to work properly. If no image resolution (ppi) has been set on the image prior to watermarking, the scanning distance may not work as expected. Resolution Sample Use Approximate Scan Range 75 Smaller images to be scanned at a close range 3-7 away 50 Medium images with a greater desired scan range 4-10 away 25 Larger poster size images to be scanned at a greater distance 7-20 away March 23, 2015 DIGITAL WATERMARKING GUIDE v1.4 7

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