Thats right Colin this was practised by only a few in the know. A white UB is printed first, then the puff UB. Flashing is critical. Just enough to dry the puff without raising. The final puff happens in the dryer. The raised parts lighten up slighty in color. So savvy designers employed this technique, often using half tones and patterns in the puff base.
Could be one of those things that make a comeback