According to a method for applying binder systems, particularly printing ink, to web material using the letterpress printing process, a solvent-free binder system is applied to the letterpress form of an application roller by means of a pattern roller having a cell pattern with a cell depth of .ltoreq.15 .mu.m. The applicator device has an impression cylinder and one or more application rollers, each of which is supplied with a binder system, preferably printing ink, via a binder application system equipped with a pattern roller, with the pattern roller having a cell pattern with a cell depth of .ltoreq.15 .mu.m.