BRIGHT IDEA: Using Technology to Put the Product in a Fresh Light

From the What’ll They Think of Next Department comes ‘the world’s first photochromic newspaper insert.’ To show the advantage of its Transitions Comfort Lenses – lenses that darken in bright light to protect against glare – Transitions Optical of Pinellas Park, Fla., used photochromic printing technology for an insert that ran this month in three Pennsylvania newspapers with a combined readership of over 500,000. (Pittsburgh-based St. George Group designed the insert.) Readers were instructed to take the insert outside to see how parts of it change color in sunlight.