Is hologram packaging the 6th P of marketing mix

1. The Holography Times
TM
Endeavour to safe guard products & people
July 2009 | Vol. III | Issue VII www.homai.org
Special Report
Is HOLOGRAM PACKAGING
the 6th “P” of marketing mix
ALSO
• GE’s breakthrough with holographic storage
• LitiHolo upgrades ready hologram kit to retail market
• Embossing basics
• Holo-pack•Holo-print 2009 debates the next 20 years for holography
• Industry updates and more…
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The Holography Times is a quarterly newsletter published by HoMAI.

2. The Holography Times
www.homai.org
Editorial
“What an idea sir ji, an idea can change your life” We all must have watched
this TV commercial of IDEA, which is based on the ideology of encouraging
new & innovative ideas. This is applicable to the packaging industry as well!
At this time of cut throat competition and global market conditions, companies
have turned to new forms of packaging and intelligent labelling to ensure they
get the attention of consumers to be successful in moving their product off
the shelf, and also aid in helping consumers check for authenticity. In today’s
retail environment, where stores are trimming the number of sales associates
assigned to help customers, your “box” becomes an integral part of point-of-
sale marketing. In addition, retailers are asking manufacturers to shrink
packaging size, in order to maximize the revenue-per-foot of shelf space. The
challenge thus is to get your product noticed.
There are a variety of effects that the designer can use to enhance the
appearance and offer greater perceived value to the product. However, not
every good packaging idea comes with a price tag- A little creative thinking
is all that is needed! This quarterly issue of Holography times has a very
important offering on the importance of holographic packaging and the reasons
for its widespread adoption. This is with an objective to create a forum for
exchange of information on all aspects of holography. This issue also includes
latest holography happenings, technology read on basics of Embossing process,
industry news & updates among many others.
We appreciate your feedback and value your suggestions.
Will be back with more insightful and informative articles!
Happy reading!
Team HoMAI!
In this Issue
News Bytes 3-5
Holoflex view
on packaging
6
Is hologram packaging
the 6th “P” of marketing
7
Embossing Basics 12
HoMAI AGM 2009 – Setting
priorities & goals for future 14
Events & Conference 14
Holo-pack • Holo-print 2009
debates the next 20 years for
holography 15
Innovation & ideas
can change the life
of your product!
2

3. The Holography Times News Bytes
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GE’s breakthrough with holographic storage
General Electric has made a
breakthrough in digital storage
technology that will allow standard-size
discs to hold the equivalent of 100
DVDs. The work the GE researchers
are doing involves holographic
storage. Holography as an optical
process is capable of storing not only
three-dimensional images like the
ones placed on many credit cards for
security purposes, but the 1’s and
0’s of digital data as well. The data
is encoded in light patterns and the
patterns are stored in light-sensitive
material. The holograms act like
microscopic mirrors and refract light
patterns when a laser shines on them.
Each hologram’s recorded data can
then be retrieved and deciphered.
Over the years there have been a
number of advances in materials
science, optics, and applied physics
needed to make holographic storage
a practical, cost-effective technology.
However, it is now potentially
possible to pack data far more
densely using holographic storage
rather than the conventional optical
technology, used in DVDs and the
newer, high-capacity Blu-ray discs,
in which information is stored as a
pattern of laser-etched marks across
the surface of a disc.
The storage advance has succeeded
in a laboratory setting, thus it is still
necessary to develop this technology
to the point were it can work in
products that can be mass-produced
at affordable prices. However, GE’s
development is a pioneering step.
.”This could be the next generation
of low-cost storage,” said Richard
Doherty, an analyst at Envisioneering,
a technology research fi rm. The GE
researchers have taken a different
path and rely on smaller, less
complex holograms--a technique
called microholographic storage.
The holograms, in GE are scattered
across a disc in a way that is similar
to the formats used in today’s CDs,
conventional DVDs, and Blu-ray
discs. A player that could read
microholographic storage discs could
also read CD, DVD, and Blu-ray
discs, however, holographic discs,
with the technology GE has attained,
could hold 500 gigabytes of data. Blu-ray
is available in 25GB and 50GB
discs, and a standard DVD holds 5
gigabytes. Optical storage experts
and industry analysts consider this
development a big step forward in
digital storage with a wide range of
uses in commercial, scientifi c, and
consumer markets.
Another important technical
specifi cation in the storage device
is its price. When Blu-ray was
introduced in 2006, a 25GB disc
cost $1 a gigabyte, today, the price is
about half. GE anticipates that when
they are introduced, perhaps in 2011
or 2012, holographic discs using this
technology will be less than 10 cents
a gigabyte.
Source: www.ge.com
LitiHolo upgrades ready hologram kit to retail market
LitiHolo, a division of Liti
Holographics, Inc., announced
the launch of its latest Hologram
Kit with a full retail packaging
design. LitiHolo fi rst introduced
their Hologram Kit in 2004 as an
internet/catalog product for making
holograms at home. After 5 years
of helping people make their own
holograms, Liti’s Hologram Kit
has been relaunched with a new
retail packaging design and is
ready to go onto retail store shelves
worldwide.
LitiHolo’s Hologram Kit sales were
initially fueled by internet word-of-mouth
through popular websites such
as Slashdot and Engadget. Over the
years, larger distributors were added to
expand the reach of the Hologram Kit.
Now, the Hologram Kit is ready
for its next phase of growth,
moving beyond internet and catalog
distribution and into retail stores.
The LitiHolo Hologram Kit retails
for $99, and contains everything
to make real 3D laser holograms at
home or classroom. The kit is simple
enough so that the fi rst holograms
can be made in less than an hour. It
also includes LitiHolo’s exclusive
“Instant Hologram” Film, which is a
unique material that doesn’t require
any chemicals or processing for
developing the 3D image. The special
fi lm simply lets view the hologram
immediately after creating it, which
not only makes hologram creation
easier but also safer by eliminating
harsh chemicals.
Hologram Kit Source: www.prlog.org/tag/technology
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4. News Bytes The Holography Times
US Postel Service website
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New revolutionary ‘interactive’ 3D tools by
pop sci and U.S. postal service
One of the amazing interactive
3D tools used recently has been
the July issue of Bonnier’s Popular
Science magazine which features a
3D cover. This cover allows readers
to log onto the magazine’s Web
site and interact with an animated
“hologram.” When a reader logs
onto popsci.com/imagination and
holds the cover to a Web camera,
an interactive image featuring wind
turbines appears on the computer
screen. Once the image is activated,
the user can cause the blades to
begin turning by blowing air onto
the webcam microphone. The actual
cover image is not three-dimensional.
The 3D hologram was provided
to Popular Science by General
Electric’s “Plug Into the Smart Grid”
initiative. Popular Science utilized
“augmented reality” fi rm Metaio’s
Web application software, called
“Unifeye Viewer,” to make the 3D
system work. Augmented reality
technology, is a process that enables
3D animations to be integrated into
live video streams and pictures.
Noora Guldemond, Metaio’s business
development manager, said “The
3D Cover of Populer Science Magazine
system analyzes the texture of the
environment i.e. the Popular Science
cover, on the basis of an algorithm,
searches for different features and
matches them onto a reference image.
This allows us then to calculate the
3D position and orientation of the
camera in respect to the environment
to display the 3D animation.”
Also, the US Postal service has
launched a “virtual simulator”, on
its website that allows people with a
webcam to view a hologram of the
various fl at-rate boxes to see which
fi ts their item the best. The web page
is designed to help educate consumers
and businesses about Priority Mail
fl at-rate boxes. With a web cam
and a print-out from the site, a user
can turn on the fl at rate box virtual
simulator and can see priority mail
holograms of various size boxes in
front of them. They can then move
the boxes around on the screen and
see how big they are in relation to
objects that they have on hand.
These technologies are highly
interactive and revolutionary,
encouraging other companies to use
them as well.
Sources: http://ge.ecomagination.com/
smartgrid/popsci/
De La Rue’s digital authentication service for
governments and brand owners
De La Rue Security Print, a division of De La Rue
PLC, announced the launch of De La Rue Verify ™,
a new Digital Authentication, Track and Trace® solution
for national governments and brand owners. Powered
by Verify Brand, the web-based, fl exible and fully
confi gurable service provides a secure hosted environment
to manage data and verify product authenticity, as well
as, track, manage and promote products anywhere in the
supply chain.
Large organisations can easily integrate De La Rue Verify
with existing systems to monitor, track, detect, alert,
trace and report real-time events in the supply chain. The
business intelligence generated can be used to identify
illicit trade points, support more effi cient forward and
reverse logistics, forecast and increase revenue and identify
effi ciency savings.
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5. The Holography Times News Bytes
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Trivandrum’s light logics develops
holographic weapon sight elements for defence
In India, Light Logics, a Trivandrum Technopark-based
company has developed professional grade holographic
weapon sight elements. Light Logics is a techno-intensive
company with core capabilities in Holographic Imaging
and Photonics.
Holographic sights facilitate sharp, quick and easy aiming
of weapons. The development is a shot in the arm of the
company that has been recently adjourned by the ISBA
(Indian Science Technology and Entrepreneurs Parks and
Business Incubators Association) as the most innovative
Indian Engineering and Production Company incubated
under the various technology parks of the country. The
company is supported by the DSIR (Department of
Scientifi c and Industrial Research).
Dr Ajith Kumar, CEO of Light Logics said that the
production of professional grade holographic weapon
sight elements is a great step forward and a scientifi c
development of national importance that will help the
country in its defence and onsite operations against
terrorists. Usually a weapon is aimed with the help of a
few reference points on it and it is brought in line with
the target and fi red. In laser sights, a laser beam is emitted
from the weapon and the beam spot of this laser, falling
on the target is used to align the weapon with the target
and fi re. Since the laser spot falling on the target is really
tiny, here alignment with the target is diffi cult when
the target is away from the weapon. Here it is essential
to send a laser beam to the target, and hence the target
recognizes that he is targeted. Holographic sights carry
a set of critical light diffracting element that creates
a virtual spot that is used to target the weapon. It has
wider fi eld of view and hence very easy to align the
weapon, even if the target is moving.
Holographic elements of weapon sights have to meet
stringent and stable performance parameters. Also, such
holograms have to undergo testing environmental stress
and temperature conditions. The elements have to maintain
its accuracy and clear vision repeated exposure to under
ultraviolet radiation. Light Logics sight element qualifi es
on all such aspects and is one of best sight elements now
available in the world.
Source: www.lightlogics.in
This has been done since the
Government tax receipts and global
brand sales are under increased
pressure in the current economic
climate. Dean Banks, managing
director at De La Rue Security Print,
said, “Illicit traders cannot be allowed
to compound this with counterfeiting
and diversion activities that increase
in times of recession. Organisations
that wish to step up security and
reclaim lost revenues and profi ts can
utilise the power of this authentication
service to add unique identifi cation to
every item, that provides a positive
return on investment.”
Products can be upgraded with unique
identifi cation at any print location,
using multiple technologies including
human readable, bar code, RFID
or proprietary designs. Markets for
this technology include government
documents such as fi scal (tax) stamps
and literally every type of industry,
notably pharmaceutical and medical
products, chemicals, health and
beauty, food products, automotive
and aerospace products, software and
media, FMCG, and others.
Source: www.delarue.com
Holographic Weapon Sight
In
India
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6. Holofl ex View The Holography Times
Holographic packaging films
Flexible & rigid packaging has witnessed a paradigm shift in
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paradigm in the past few years. Specially, on the technology front
which has been further accentuated by the ever-growing demands
of the discerning end users. The instinct of adaptation has led
the converters to upgrade and resort to refi ning of not only the
processes but also the input materials from time to time.
In the recent past we have seen the advent and perfection
of metallized substrates, multifunctional coatings, foil
embossing on cartons, registered hotmelt applications, cold
seals, transfer labeling, printed & heat shrinkable printed
sleeves et al, all of which have helped the brand owners
make a positive impact at the Point of Sale.
But still the world seems to have moved a little farther
down the roads of mastery in order to preempt the
demands of the future generation consumers.
Enter Holographic Polyesters & Oriented
Polypropylene fi lms. These fi lms, metallized or
non metallized, are the new buzz word to create even
more impactful packaging. Several brand owners have
adopted this technology to upgrade their packaging to
new heights.
These fi lms are used/available as:
• Lamination fi lms for paper board cartons.
• Mono layer Holographic heat sealable and shrinkable webs
– typically used as a holographic overwrap fi lm.
• Sandwich layers between the printed and the sealant in triple
laminates.
• Surface holographed paper board for cartons.
These fi lms make the packaging stand out on the super market shelf.
They add to the package aesthetics and impart an invincible protection
from counterfeit or lookalikes.
We have an entire range of metallized or non metallized holographic webs for
your needs with specifi ed or customized designs, patterns and motifs embossed on
them by state of the art technology accessible to only a few manufacturers worldwide.
Please feel free to get in touch with us for more information on HOLOGRAPHIC PACKAGING
FILMS and we will be more than happy to be at your service.
www.holofl ex.com
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7. The Holography Times Cover Story
Is hologram packaging
the 6th “P” of marketing
Holography has evolved from security to packaging, since Glaxo used it in 1989. Again in
1994 Smithkline Beachem launches Aquafresh white toothpaste in USA in a carton covered
in holographic laminate, the first time of holographic packaging has been used for branding.
The journey started by these companies is on its road to success with drastic developments
in holography. Holography is a science which is continually evolving since the past 60 years.
The key is innovation and the approach is to stay one step ahead of counterfeiters.
At this time of cut throat competition and global market conditions, companies have
turned to new forms of packaging and intelligent labelling to ensure they get the attention
of consumers to be successful in moving their product off the shelf and aid in helping
consumers check for authenticity . Not every good packaging idea comes with a price tag.
A little creative thinking is all that is needed. In the article we discuss the increasing use
of Holography in packaging and product promotion.
Packaging - The 6th ‘P’ In The Marketing Mix
Packaging is the dress code of any brand. It is the 6th element of the
marketing mix which is heavily integrated into our daily lives, which we
see all around us, on everyday items such as chocolate bars and potato chip
packets. Wikipedia defi nes it as “the technology of protecting products”;
however, packaging plays an important role in the marketing mix- as a
price criterion, as a setter of trends, in defi ning the character of products,
and as an instrument to create brand identity and shelf impact. Packaging
is distinct from “packing”, and plays an integral part now, since we live in
an economy where there is adoption of branded products and widespread
consumer preferences.
However, if we look at it from the manufacturer’s point of view-manufacturers
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take great pains in making their products. Then they spend
great sums to market their product. The consumer accepts it and it is a
great success. Soon they get unwanted publicity. Though all of the assets
are protected, the “golden goose”, that is the brand, is unprotected.
This is because, unknowingly, the consumer often buys products that
resemble what they want (counterfeits). If you think it will not happen
to you, think again. Fake spurious and counterfeit products have fl ooded
the market. There are 128 ‘known versions’ of Parachute Hair Oil, 113 of
Fair & Lovely cream, 44 of Vicks VapoRub, and 38 of Clinic plus Shampoo.
The reason they are so popular with counterfeiters is that they are money
spinning brands with a wide appeal and can be easily reproduced and sold
in the Indian market. The problem is so widespread and compelling that it
even has arch rivals Hindustan Lever and Procter & Gamble working with
FICCI’s Mumbai-based Brand Protection Committee, which comprises 20
FMCG companies. The spread of new printing technologies has facilitated
proliferation of counterfeits. This is a grave cause of concern for companies
because fake products often ride on the success of the original product,
eating into sales, and, in some cases, harming the consumer. Every time
a company tries to shake off fakers by altering the design or colour of its
products, counterfeiters are usually only a few days behind them.
DO YOU KNOW?
Facts about packaging
• Size of Packaging industry
Worldwide (est.): USD 800 Bn.
• US packaging market accounts for
about 24 %
• World packaging industry has been
growing at a rate of 5-7 %
• Size of the Indian Packaging
industry : USD 14 billion
• Indian packaging industry growing
at a rate of 15% (These figures
indicate towards a change in the
industrial and consumer set up)
• This growth rate of 15% is expected
to double in the next two years
• Reason for this growth: Increased
interaction with the developed
world, influencing aesthetic
and quality norms of the Indian
consumer
• Current trends : Greater consumption
of branded products and increased
use of rigid and flexible packaging
• Food and Pharma packaging are the
key driving segments
• New development: Flexible
packaging is replacing all forms
of rigid packaging; with new
innovations like concept of single
use unit pack being globally
acknowledged
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8. Cover Story The Holography Times
Add to this, getting manufacturers to get their product
noticed on the shelf & market, can be even more diffi cult.
Today, most European supermarkets stock more than
10,000 products under one roof. Also in India, where
supermarkets chains are increasing day by day, some
30,000 items fi ght for a shopper’s attention on an average
trip to the supermarket. Research shows that nearly two-thirds
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of those items are not noticed at all. Unseen is
unsold, quips one expert in shelf psychology. According
to American Psychologist Schwartz, “we need to
completely rethink the belief that increased choice
means increased satisfaction. The range of choice
today is so immense that one always has the nagging
feeling of have actually made the wrong one. So we fall
back on what is tried and tested and branded articles,
due to our unconscious fears.” Thus there is a great need
for creative ideas and unique packaging to make the brand
noticeable and also prevent counterfeiting.
What is important to note is the fact that it takes more
than the vigilance of a trademark team to combat these
problems. The cost of the battle is to be borne by the
companies. It is certainly amazing that companies spend
crores of rupees on marketing to increase their market
share by a few per cent, but do not consider the effect
anti-counterfeit measures can have on their market
share, at a much lower cost. Data from around the world
indicates that brands protected by overt anti-counterfeit
measures have benefi ted from increased sales, through
a great reduction in counterfeits, leading to increased
consumer confi dence in the brand. The best strategy
to increase sales and also counteract counterfeits is
to use innovative tamper-proof packaging, multiple
holograming practices and periodically changing
authentication measures on a product specifi c basis.
Holographic packaging and its importance
Today the most cost-effective method to combat
counterfeiting and build consumer confi dence is the
incorporation of hologram image on the product or
packaging. Holograms as anti-counterfeit devices are so
successful that now over 40 currencies around the world
have holograms as part of the anti-counterfeit protection
system - including the Swiss Frank, Euro, British Sterling,
Japanese Yen, etc. One important application in recent
times is the use of holographic material as a packaging
material.
The process of making a hologram is known as
holography. In other words, with the help of holography,
three-dimensional visual information is recorded, stored
and replayed. Under proper illumination, a hologram
displays a multi-dimensional image which can be seen
from many angles and depths. There are various types
of holographic materials used as packaging materials.
They are Holographic Packaging Films, Hologram Hot
stamping Foils, Holographic Aluminum Foils, Hologram
Labels, Hologram Tape/Security Tape, Hologram
Stickers. Nowadays, package designers are familiar with
holographic treatments like a laminated fi lm or transfer
fi lms. These hologram foils or fi lms create various
holographic patterns that create unique, eye-catching
packaging designs.
Holographic Packaging Films
Various types of Holograms are also used in Packaging
like 2D/3D Hologram, true Color Hologram, Dot-matrix
Hologram, Kinetic Movement Hologram and Flip Flop
Hologram. In this new age of holographic packaging
it is the art of future dressing up of the brand. It is not
often that a simple design element is fl exible in its use
and so remarkable in its effectiveness. The impact of
holography on packaging is immediate.
Holography is today incorporated into various package
designs. The concept of using hologram as a packaging
material is rapidly gaining commercial acceptability on a
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9. The Holography Times Cover Story
worldwide scale. These holographic materials are used in
a variety of sectors such as
• Food industry sectors
• Toiletries
• Dental products
• Wine and spirits
• Tobacco
• Detergent sector
• Personal heath care products
• Pharmaceutical products
In recent years, holographic special effects have become
more affordable. As a result, holograms are being seen
in more mainstream products- not just the traditional
hi-tech, high-end products. For example, today we can
fi nd holographic special effects on many of the familiar
toothpaste brands. Total® toothpaste from Colgate® and
Aquafresh® toothpaste from SmithKline use holographics
and colored inks to create eye-catching packages.
Holographic packaging fi lms are ideal for fl exible or
rigid packaging. Application of holographic packaging
is already extremely diverse ranging from toothpaste
packaging to chewing gum wrappers. Hologram packaging
includes fl exible packaging, board packaging, rigid box,
pack packaging etc.
Some of the advantages of holographic packaging materials
are as follows:
1) Holography adorns packages around the world by
providing an added dimension of distinctiveness
and BRAND IDENTITY - The innovative use of
holographic packaging has a proven track record
of increasing sales by providing eye catching visual
impact in he form of registered image holograms or
wallpaper designed holography with a certain pattern,
logo or trademark.
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2) Customer perceives higher value addition, since
holography PROVIDES DIFFERENTIATION and
shelf appeal that brings product to the front on the
shelf – In this era, where customers face the psychology
of choice, everyday, holography helps in getting the
attention of the customers and moving the product
off the shelf. This is because holographic images can
“move” and “speak” to consumers through optical
motion, and packages with holograms provide enough
enticing eye candy to attract attention and gravitate
toward the package. Many hologram designs are based
on how the light is going to play with the image, where
the light is coming from and hitting the package on the
shelf. In an already crowded marketplace, the ability of
a product to get noticed due to the sheer packaging is
an invaluable tool to retain and increase market share.
For e.g. In February 1999, when Colgate-Palmolive
Canada decided to enter the whitening toothpaste
market for the fi rst time, it knew it had to capture
attention quickly in a lively, competitive environment
and the Colgate name alone wasn’t going to do that. The
company hoped to win over loyal users of competitive
brands, and persuade even users of its own standard
toothpaste to upgrade to its new brand, “Colgate
Sensation.” As a late entry into the marketplace, it was
likely to be facing an uphill climb. Colgate-Palmolive’s
global headquarters in New York recommended using
a holographic package to break through shelf clutter,
grab consumer attention and establish the presence of
the new product in the market.
3) Inherent use of holography AGAINST
COUNTERFEIT helps to build in levels of security
and authentication – In reality, all products are subject
to counterfeiting. Counterfeiting and tampering can
undermine consumers trust in the quality and safety
of a branded product, leading to a loss in market
share. Due to the inherent nature of the hologram, it
prevents tampering and counterfeiting. Hence proper
holographic packaging on consumer goods serves an
important way for brand protection and also protection
of the brand’s integrity.
For e.g. According to estimates, counterfeiting
costs the global pharmaceutical industry billions
of dollars each year and the U.S. pharmaceutical
companies are not immune. In 1989, Glaxo welcome
(then Glaxo) discovered that its ulcer-treatment drug
Zantac distributed in the United Kingdom was being
counterfeited. The dupe’s packaging was so good,
said a Glaxo representative, that it literally took a
magnifying glass to prove that it was counterfeit. To
prevent this from happening again, Glaxo started
using a holographic tamper-evident closure seal
Holographic packaging: A unique way of
advertising
The brand name of manufacturers of products like
Cosmetics: Clinique, Loreal
Toothpaste: Colgate, Aquafresh
Detergents: Ariel
Snack foods: Cadburys
Spirits: Coors
Collectible CD’s and DVD’s: Finding Nemo, The Terminator, The
Incredibles, Men in Black etc., are a few who have used holographic
packaging. This has proved that holographic packaging can not
only gain market share, maintain market positions and launch new
products, but they can also establish stronger brand identity.
9

10. Cover Story The Holography Times
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for packages sent to the UK and told users that the
appearance of a hologram denotes authenticity.
4) Greater impact at the point of sale as they
differentiate package from the competition due to
new and INNOVATIVE PACKAGING METHODS
For e.g. When Nicolas Feuillatte was considering a
unique package to display its champagne for the 2005
holiday season, they decided to use holography. The
basic idea was to create a package that would make
its brand standout in a category specially known for
its stunning packages. What made this package unique
was the innovative way in which the holographic
fi lm was incorporated into the package, producing a
dramatic and strikingly beautiful and attractive box.
5) ENHANCED AESTHETICS ensuring a Premium
look - In the end, it is important to realise that the
advancement of printing and packaging technologies
is not only benefi ting manufacturers, it is also helping
counterfeiters. The use of holography is a cost-effective
way of countering which, also, adds to the
attractiveness of the package. Across the whole range
of packaging applications, there is no more creative
or secure medium than holography. Hologram
and Holographic effects have proved themselves
successfully for packaging of branded products,
foods, pharmaceuticals & hi-tech products
and promotions for many years. These catch a
consumer’s attention and also prevent someone
from devising a similar package. To combat illegal
duplication of a product, companies need to incorporate
holographic effects into packaging and develop unique
holographic designs that will serve as a “visual cue of
authenticity” that will be easily recognizable by users.
Manufacturers must stay one technological step ahead
of counterfeiters, and that step is holography.
New developments with
innovative holograms
Korean company JINSUNG SNT has developed a hologram product,
Nanogram HiMax, with a resolution ten times higher than that of
conventional holograms – the images are brighter and the 3-D effects
more defined. Also it can be produced as a 100% paper hologram
for applications such as security labels; it is also environmentally
friendly because of its 100% recyclability.
Application of the Nanogram HiMax goes beyond security labels.
The hologram can also be used as state-of-the-art optical lens
film. UV printed with a water base primer coating, the film can
be applied on materials such as carton board and paper, and used
as hologram product boxes, shopping bags, promotional marketing
displays, or even interior wallpaper. For packaging, the holograms
can help attract attention to the product. At the same time, the
hologram makes a box as an effectively secure package. This takes
packaging security to another level. Most holograms today are
printed on small stickers and labels, and then stuck to a corner of
the package, or on the lid opening. But with holographic packaging,
you cover more of the package’s surface with holograms, making
it harder to counterfeit.
10

11. The Holography Times
www.homai.org
11

12. Technology The Holography Times
www.homai.org
Embossing Basics
Embossing: Standing out in a crowd
In a retail environment, where stores are trimming the
number of sales associates assigned to help customers,
your box becomes an integral part of point-of-sale
marketing. In addition, retailers are asking manufacturers
to shrink the size of packaging in order to maximize the
revenue-per-foot of shelf space. The challenge is to design
a retail box that will attract the consumer, educate the user
and secure the product. There are a variety of effects that the
designer can use to enhance the appearance, offer greater
perceived value and improve the structure of the carton.
This article will focus on the Embossing Process and how
to communicate the requirements and expectations of the
designer.
Embossing Defined
Embossing is the creation of a relief (raised) image on a
fl at material, such as paper, in order to create a design.
Pressure, and at times heat, reshapes (stamps) the surface
of the paper to create the image. Debossing is the reverse
process of sinking the image into a fl at substrate surface.
Specifi cations for an emboss include:
• The number of levels the image requires – single,
multi or sculptured.
• The depth of emboss is subject to several variables
including but not limited to:
- Caliper or weight of paper stock. Depending on
the area to be embossed, on average, cover or
text weight stocks withstand up to 2.5 times the
caliper of the paper in embossing. (See “Factors
Affecting Depth of Embossing”) (1)
- Font style, width and size.
- Foil board or Mylar-foil stock have
characteristics that impact depth. (See “Factors
Affecting Depth of Embossing”)
- The shape of the edge of the die: fl at, round or
beveled. The angle of the bevel should also be
specifi ed from 30% to 80%.
Types of Embossing
• A blind emboss is an embossed image that is not
stamped into a printed image, not foil stamped, and
the resulting raised image is the same color as the
paper.
• A registered emboss is an embossed image that
registers to a printed or foil stamped image.
• A combo-emboss or foil embossing is a combination
of foil stamping and embossing, which results in a
raised and foil stamped a image.
Terms & Symbols (Foil Stamping and Embossing Association)
Figure: A list of symbols that die manufacturers use to know what kind of effect a die should be given.
12

13. The Holography Times Technology
• “Glazing refers to an embossing that appears
polished. Notably on dark-colored stocks, the heat
and pressure is substantially increased to smooth and
shine the surface.”(1)
Plate Embossing is the primary process we use to emboss
paper stock. The other primary method is Roller Embossing,
also called pebbling. This is used in paper mills to create
an overall pattern. Plate Embossing is performed on a die-cutter
or stamping press with two parallel surfaces, called
the bed and the platen. The embossing die is clamped to
the bed, and the counter is attached to the platen. The
paper is embossed when the bed and platen are brought
together with enough pressure to force the paper into the
embossing die.
Ordering Dies
Dies (also know as embossing dies or relief dies) are the
critical tools for achieving the desired results. There are a
number of die materials available and the most common
are as follows:
• Magnesium Dies are economical and are used for
short run, bold or large letters and minimal detail. For
embossing, the angle of the bevel cannot be controlled
as well as a brass die, therefore the embossing may
have a slightly rounded appearance.
• Copper Dies provide reasonably good quality for
impressions of 50,000 to 100,000 and are mid-range
in price. The level of detail is better than magnesium,
but not at the level of Brass.
• Brass Dies provide the optimum in quality, durability,
and ability to show fi ne details. Brass is used for fi ne
lines, sculpted images, combo foil stamping and
embossing, and for those images that need extensive
hand tooling. While brass is usually the most expensive
die, they also have a long life and are capable of
running over a million impressions.
Once an original metal die is made, additional or duplicate
dies can be prepared. Also known as “dupes” these
duplicates are formed from a thermo set material such as
Bakelite. A fi berglass mold is prepared from the metal
original and used to form the duplicate.
Once the die is prepared a counter die is made perfectly
matched to the relief die. The counter is usually pre-cast by
the die maker or can be made by the press-operator. These
counters are made from resin materials and are molded to
the shape of the die.
Preparing Artwork
Art should be prepared slightly larger and for greater depth
more letter spacing (kerning) is required to compensate for
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the added dimension of the emboss area. Type should be
bold without any pointed or small serifs. Rules should be
at least 2 points thick. Line art must be prepared as if it
were going to print a solid color. Edges should be clean,
crisp and prepared in a Vector Format.
For multi-level or sculptured embossing dies, use color-coded
layers to indicate the different levels. The die-maker
will follow the multi-level suggestions as closely
as possible. The embossing art should be prepared as a
separate layer in the digital fi le and supplied as an overlay
on any proofs submitted. A discussion between the
customer and the Production Planner should take place to
clarify the expectations for the embossed image.
If the embossed image is going to register to a printed
image, supply the die maker with one of the dominant
printing negatives. Try to keep embossed images at least
½ inch from all scores or edges on the folding carton.
Preparing an embossing die is an art form and proper
communication of expectations is critical to assuring a
successful project.
Factors Affecting Depth of Embossing
• The artwork may present some limitations. Please
review with the Production Planner;
• The surface coating of the stock (i.e. high-gloss
stocks) will make the stock more brittle and therefore
can present limitations to the depth of embossing. For
example, an uncoated stock will give in to embossing
without cracking further than a coated stock;
• As with surface coatings, foil also adds limitations to
the depth of embossing and expectations should be
discussed with the production planner;
• Some stocks, such as latex reinforced papers, are
crack- resistant and will offer high-relief potential.
General Use of Embossing
• Logos or accents surrounding logos;
• Borders or highlights surrounding images or
information used to attract attention;
• Elegant accents for distinctive symbols, images,
graphics, or lines;
• Occasionally used for security in the form of seals or
symbols of authenticity on certifi cation for important
documents;
Sources:
(1) Foil Stamping and & Embossing Association, www.fsea.com
(2) www.fi neprintschool.com
13

14. Events & Calendar The Holography Times
Events
&
Calendar
ASIA PRINT & PACK EXPO 2009
28-31 August, 2009, Bangalore
www.pdatradefairs.com
PRINT 2009
11-16 September 2009,
McCormick Place, Chicago
www.print09.gasc.org
LABEL EXPO
23-26 September, 2009, Brussels
www.labelexpo-europe.com
ASIAN HIGH SECURITY PRINTING
CONFERENCE
13-15 October, 2009, Beijing, China
www.cross-conferences.com
HOLO-PACK•HOLO-PRINT® 2009
11-13 November, 2009,
Budapest, Hungary
www.holopackholoprint.info
LABEL EXPO ASIA 2009
1-4 December, 2009, Shanghai
www.labelexpo-asia.com
PRINTECH 2009
18-21 December, 2009, Mumbai
www.mmsprintech.com
OPTICAL DOCUMENT SECURITY
20-22 January, 2010,
San Francisco, CA, USA
www.opticaldocumentsecurity.com
5TH GLOBAL FORUM
ON PHARMACEUTICAL
ANTICOUNTERFEITING
24-26 February, 2010, Miami, FL, USA
www.reconnaissance-intl.com
PAN-EUROPEAN HIGH SECURITY
PRINTING CONFERENCE
13-15 April, 2010, Berlin, Germany
www.cross-conferences.com
CURRENCY CONFERENCE
9-12 May, 2009, Buenos Aires,
www.homai.org
Argentina
www.currencyconference.com
HoMAI AGM 2009 – Setting priorities &
goals for future
Earlier this week, Hologram Manufacturers Association of India (HOMAI) held its
9th Annual General Meeting on the 10th July 2009 at Hotel Le Meridien, Janpath
in New Delhi. The President, Mr. U K Gupta chaired the meeting and presented the
organizations’ annual report to a full house of members.
On the 10th anniversary of HoMAI, the Chairman refl ected on how far the association
has come and how much it has achieved. It was a good time to take stock of the
laurels and to look at future opportunities and challenges. Since its inception in
December 1998, the association has grown from 9 members and an industry size of
Rs 60 crores to more than 30 members with an industry size of Rs 400 crores. The
Indian holographic industry has also been recognized and felicitated in multiple ways
at various international and national platforms due to its exceptional commitment and
contribution at the global level. On this occasion, Mr. U K Gupta thanked all the
founder members, governing body & members for their support & faith in making
HOMAI a symbol of integrity, authenticity & reliability. He also welcomed the new
members namely HIRA Holovision, Bangalore & Sheetal Mercantile Pvt Ltd, New
Delhi to the HoMAI family.
He further added that the AGM was a good platform for the industry to analyse
its strengths, opportunities and challenges. Most of the members were in favor of
upgrading technology and fi nding new and innovative techniques & methods to serve
the industry. Primarily so, since today, HoMAI members account for over 95% of
total security holograms and approx 90% of the total holographic packaging fi lms
produced in India.
Mr. U.K. Gupta also emphasized the importance of positioning the Hologram industry
as the most innovative industry having the right technology against counterfeiting. He
encouraged the association to identify new business applications along with newer
markets that could have a high potential of innovation and growth. He reassured the
members that HOMAI has already been taking initiatives in this direction. He further
added that for increased sustenance it is important to be aware of developments in
production technologies and materials, to enhance productivity, quality and cost
effi ciency.
Following were initiatives to be considered on priority for the near future:
1. New sectoral studies of markets e.g, Pharma, Excise, FMCG, Automobile,
Tax Stamps, Garments, Electronics & Currency;
2. Rejunevation of HoMAI awards;
3. Up-gradation of facilities and technological know-how;
4. Enhancing security standards for hologram companies;
5. Liasioning with consumer bodies & Non-Profi t organization towards ill effects
of counterfeiting;
6. Formation of Anti-piracy cell / committee.
Furthermore, the AGM was a success since suppliers like, KAYGEE, GIRIRAJ FOILS
gave their assurance in improvement & development of raw materials for the industry.
With these initiatives and the commitment of the members the year ahead looks to be
another year of growth and a time for HoMAI to demonstrate its unique advantages
and show its true potential.
14

15. The Holography Times Pre-review
Holo-pack • Holo-print 2009 debates the
www.homai.org
next 20 years for holography
Industry showpiece to be held in
inventor’s home city
The future of holography will be debated
in the birth place of the technology’s
inventor when the industry gathers for
its annual conference and trade show
in November. Organised by publishers
and consultants Reconnaissance
International, Holo-pack•Holo-print®
2009 (Nov 11 - 13) will take place in
Editorial Board
Neha Gupta | C S Jeena
The Holography Times is published by
HOLOGRAM MANUFACTURERS ASSOCIATION OF INDIA (HoMAI)
21-Ground Floor, Devika Tower 6, Nehru Place,
New Delhi110019, INDIA
Telefax: +91-11-4161 7369,
Email: info@homai.org • Web: www.homai.org
Disclaimer: The data used here are from various published and electronically available
primary and secondary sources. Despite due diligence the source data may contain
occasional errors. In such instances, HoMAI would not be responsible for such errors.
Budapest, Hungary, where Denis Gabor, the inventor of
the hologram, was born in 1900.
It’s 20 years since the fi rst Holo-pack•Holo-print, during
which time holograms have signifi cantly developed and
emerged as one of the most effective anti-counterfeiting
and authentication devices used by public and private
sector organization the world over.
But holograms are all around us in numerous other guises:
surface-relief holographic fi lms and papers are used as
decorative materials for packaging, greetings cards, store
décor and gift wrap; holographic optical elements are used
in optical disk players, projectors and display screens, and
display holograms are one of the most effective illustrative
and display vehicles available. Additionally, high capacity
holographic data storage is now becoming reality.
The pace of change and innovation in holography has
quickened in recent years, so the theme of this year’s event
will be ‘Holography: the next 20 years’. This will allow
the industry to look at new strategies that will sustain
holograms as the pre-eminent document protection and
brand anti-counterfeiting device, to develop and grow in
other established applications and to fi nd new applications
in the face of the toughest economic downturn for more
than 70 years.
During the last 20 years developments in materials,
quality standards and manufacturing processes have laid
the foundations for holography’s unprecedented growth in
Western Europe, Asia and North America.
Today, producers in developing economies in Eastern
Europe and Latin America continue to expand the
boundaries of hologram and holographic material
production and end-user applications.
Holopack∙Holoprint 2009 will see hologram producers,
strategists, business development executives, artists and
designers as well as origination, production and fi nishing
equipment suppliers .
Converters of holographic materials, printers, label
manufacturers, end-users and industry analysts will also
be expected.
Debates will focus on how the industry will perform
during the recession – the most serious since holograms
became a viable commercial product - and how growth
can be achieved as organisations trim their budgets and
competition continues to grow from alternative brand
protection and promotional marketing technologies.
Delegates will also see some of the new holographic
products, applications and technologies which will play a
key role in the strategies used to drive forward growth over
the next two decades.
Reconnaissance International’s Ian Lancaster said: “This
year we really expect a lively debate with a lot of interest
from all sectors of the holographic, anti-counterfeiting,
authentication and brand protection communities.
“Over the next 20 years, I expect to see changes in the way
holograms are perceived by customers and specifi ers, with
new materials and technology paving the way for ever
more interesting applications.”
Holo-pack•Holo-print 2009 will also host the annual
International Hologram Manufacturers’ Association
Excellence in Holography Awards. These recognise
outstanding industry achievement and are given to those
organisations that have introduced the most innovative or
commercially viable hologram product or technique over
the past year.
For more information visit at www.holopackholoprint.info
Dr. Dennis Gabor
(The Father of Holography)
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16. 16 www.homai.org