Abstract: A foamable ink composition which comprises a water-based printing ink, a foaming agent and a pseudoplastic additive. The ink, foaming agent and pseudoplastic additive are foamed with a compressed gas. The pseudoplastic additive aids in the mixing of the ink with the gas and enhances the stability of the foam. The foam is especially adapted for application to a gravure cylinder where it is doctored to convert the foam bubbles into thin discrete membranes spanning the gravure cells. These membranes then are transferred, either directly or indirectly to a moving web.