A computer implemented method and apparatus for embedding a 2D image in a 3D model. The method comprises generating a 3-dimensional (3D) print matrix representing a 2-dimensional (2D) image, wherein the print matrix comprises a plurality of sub-regions, the base plane of each sub-region angled with respect to a top surface of the print matrix so as to produce a plurality of shades, each shade representing a shade of the 2D image; and embedding the print matrix in a (3D) model.