Its amazing how much printmaking has evolved while remaining fundamentally unchanged. The rotogravure printing process is part of a long tradition of etching methods. People used to carve into wood blocks and use simple inks. Now they can print any image, in any color, onto almost any product. The ends are different but the means are basically the same. Flexography is a fancy new printing process that is basically an update of the letter press. The basic principles of print making never stop being useful.