A virtual image display device has a lens array and a virtual image substrate disposed behind the lens array. The virtual image substrate is provided with a virtual image pattern registered to lenses of the lens array. In some embodiments the virtual image pattern can include grey scale information, where the grey scale information includes information in at least one of color and shape. In a static virtual image substrate, the virtual image information can include pixels of at least two different colors. An optical mask can have a virtual image pattern arranged so that a virtual image of an object appears to a viewer when a lens array is applied to the mask. In other embodiments, an optical mask can include an intermediate virtual image pattern containing information for manufacturing a virtual image substrate.