well the top of the image doesn't match the lower.. on top the effect laps over the edge of that ring. that makes it look like a flat printed graphic,, while on the bottom ring area it looks like it is raised well above the surface.. Thus it does both ,, looks like a flat surface and raised 3d type effect..
In fact the lower left quadrant,, it has what looks like a piece of paper lapping over the edge and drooping down onto the lower surface..
I wonder if changing the lighting effects would help..
Not sure what effect you are wanting,, but would the DreamSuite autoeffects crack paint help ya..