A method of defining a pattern of coating fluid on a surface includes introducing coating fluid containing microspheres onto a surface of an applicator roll, wherein the topography of the applicator roll surface comprises at least one longitudinally extending circumferential, helical groove portion which is sized to at least partially receive the microspheres of the coating fluid therein, and at least one circumferential, longitudinally extending smooth surface portion. The method further includes engaging the applicator roll surface with a doctor blade to remove coating fluid from the smooth surface portions thereof and to limit the amount of microspheres advanced past the doctor blade by the helical groove portion of the applicator roll surface. Thus, a pattern of coating fluid containing microspheres remains on the applicator roll surface which is defined by the helical groove portion thereon and is formed to define at least one stripe of coating fluid containing microspheres. The pattern of coating fluid is transferred from the applicator roll surface to a moving web by a reverse kiss coating.