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The Holography Times, July 2009, Volume 3, Issue No 7

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Is hologram packaging the 6th P of marketing mix

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The Holography Times, July 2009, Volume 3, Issue No 7

  1. 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… www.homai.org 1 The Holography Times is a quarterly newsletter published by HoMAI.
  2. 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. 3. The Holography Times News Bytes www.homai.org 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 3
  4. 4. News Bytes The Holography Times US Postel Service website www.homai.org 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. 4
  5. 5. The Holography Times News Bytes www.homai.org 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 5
  6. 6. Holofl ex View The Holography Times Holographic packaging films Flexible & rigid packaging has witnessed a paradigm shift in www.homai.org 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 6
  7. 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 www.homai.org 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 7
  8. 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 www.homai.org 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 8
  9. 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. www.homai.org 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. 10. Cover Story The Holography Times www.homai.org 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. 11. The Holography Times www.homai.org 11
  12. 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. 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 www.homai.org 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. 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. 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) 15
  16. 16. 16 www.homai.org

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