Abstract: An indicia encoding system including an lenticular lens is provided for the pictorial encoding of indicia so that once encoded such indicia can be readily decoded using a viewer provided with a similar lenticular lens. The indicia encoding system comprises a carriage that is pivotally mounted on a base and has a rotation mode between an initial tilting position and a final tilting position. A photosensitive film holder with the lenticular lens affixed thereto is mounted onto the carriage and is slidably positionable, by a cam activated linkage, parallel to the pivotal axis of the carriage for exposing to light transmitted through an objective lens only selected portions of the photosensitive film during each carriage rotation mode. The objective lens is suppoted by a lens holder such that the lens is positioned inside a bellows that extends from the film holder to the lens holder.