There is described a device and method for magnetically transferring indicia to a coating composition, such as an ink or varnish, applied to at least a part of the surface of a substrate, the coating composition comprising at least one type of magnetic or magnetizable particles. The device comprises a body subjected to a magnetic field generated by appropriate electromagnetic means, which body carries determined indicia in the form of engravings on a surface of the body, which engravings influence orientation of field lines of the magnetic field. The body comprises at least one layer of material of high magnetic permeability in which the engravings are formed. In unengraved regions of the layer of material of high magnetic permeability, the field lines of the magnetic field extend substantially parallel to the surface of the body inside said layer of material of high magnetic permeability.