A designation for the gravure printing process when performed on a rotary web press. Gravure is a high quality process capable of producing printed images having a continuous tone effect, similar to that of a photograph. The high quality is achieved by the transfer of ink from cells of various sizes and depths that are etched into a copper covered steel cylinder. The various sizes and depths of the depressions create the different densities of the image. The areas of the cylinder that are not etched become the non-image areas. The image areas of a typical rotogravure cylinder contain thousands of cells per square inch. The cylinder can be created with analog or digital plating processes.
Rotogravure is used for many packaging applications, pressure sensitive labels, and magazines. It is the preferred printing process for producing magazines and catalogs that have large circulations.