Holographic films and foils elevate brand security and aesthetics amid strong market growth

Nivea’s “Make-Up Expert” carton with hologram.

25 May 2021 --- Holography remains a highly versatile and flexible technology in the search for ever more interesting packaging concepts and designs, says Dr. Paul Dunn, chair of the International Hologram Manufacturers Association (IHMA). 

“Holography’s accessibility, relatively low-cost and versatility lends itself to integration with various substrates and print and conversion technologies, driving new products and innovative commercial applications,” he outlines.

“Advanced film coating and manufacturing technologies are pushing new application boundaries, while a wide variety of specialist origination techniques offer an almost endless variety of colorful 3D visual effects, ranging from the iridescent and visually striking to more subtle, muted tones and graphic features.”

A healthy market
IHMA is confident the holographic foil market will continue to generate high CAGR growth between 2021-2027, driven by the impact of COVID-19, requirements for more innovative anti-counterfeiting packaging solutions to secure supply chains and demand for added value brand appeal.

A new generation of optical structures is meeting these requirements, featuring distinct, easily identifiable visual effects that are more difficult to simulate.

Meanwhile, the eye-catching appeal of contemporary holograms makes them a powerful engagement accouterment at the point of sale.

“Surveys undertaken over the years have established that the technology grabs the attention of global consumers browsing the product shelves in a store or supermarket,” notes Dunn.

“This is the one single property all brand owners look for in their packaging – maximum brand appeal.”Dr. Paul Dunn, chair of the International Hologram Manufacturers Association.

The sustainability angle
According to Dunn, holographic films and foils are compatible with recyclability and capable of supporting the drive for more environmentally responsible packaging solutions.

“There are products out there that are 100 percent recyclable already receiving interest from brand packagers and designers using sustainable and repulpable processes for print enhancement purposes,” he tells PackagingInsights.

“Consumers want ever more stylish but sustainable packaging solutions, produced using low carbon technologies and very eco-friendly materials and processes.”

“We are seeing films and foils incorporating the very best in advanced optical technology [while] reducing transport costs and associated carbon emissions by minimizing the need to ship components from country to country.”

Brand refreshments
Holography can enhance commercial packaging with a premium look, which is why more companies are embracing holographic films and foils, says Dunn.

“Innovation in holographic films are ideal for a wide variety of flexible eye-catching applications, further increasing the creative visual opportunities for packaging and print designers to reinforce brand identities and reinvigorate mature or aging designs.”

The Excellence in Holography Awards recently showcased holography’s power to refresh brands. US-based Hazen Paper Company’s holographic calendar was singled out as a “significant step forward” in holography for commercial packaging.

The calendar includes lenses set behind the date and month windows, a grey motion background sky and color variant for the dragon’s body, and dual lenses to create a flame effect.

Meanwhile, AR Packaging offers different technologies to boost packaging design with luminous holographic finishes, with Nivea’s “Make-Up Expert” cartons one notable adopter.Hazen Paper Company’s holographic calendar with lenses set behind the date and month windows, a grey motion background sky and color variant for the dragon’s body, and dual lenses for flame effect.

Combating COVID-19 criminality
The importance of anti-counterfeiting technologies has heightened during the COVID-19 pandemic as fake vaccinations and certificates proliferate.

“US law enforcement agencies and drug suppliers are being urged to step up their investment in anti-counterfeiting measures in the wake of reports of a 300 percent increase this year in adverts on the dark web for coronavirus vaccines, fake vaccination certificates and fake negative COVID-19 test results,” explains Dunn.

“Falsified medicines and test kits can pose a terrible threat and endanger lives. Supply chains must be bolstered with stronger, more effective security plans, including the introduction of hard-hitting anti-counterfeiting regulations and strategies.” 

“For instance, the use of track and trace programs on packaging featuring security devices are especially helpful, facilitating greater cooperation among law enforcement and providing harder-hitting ways to tackle mutual threats.”

“Holograms can be effective in the frontline fight against counterfeiters and fraudsters, protecting brands and profits. Those involved in the supply chain are reassured by their presence on products, recognizing the security and financial benefits provided.”

Holographic anti-counterfeit solutions
Dunn highlights Holography Industry CJSC’s (Belarus) next-gen labels, which use a combination of polygraphic printing and holographic images to enable the implementation of new visual effects, as an example of what hologram anti-counterfeit protection can offer.

Holography Industry CJSC’s cold embossed hologram integrated into labels also enables bespoke designs to be produced for brand enhancement and shelf appeal.

Similarly, Holostik’s work for Afxigra In India has led to a holographic packaging product that protects the brand and enhances visual aesthetics.

“Holostik’s Magnum is a secure yet eye-catching hologram incorporating a portfolio optical of features, including full visible, dynamic effects, emboss effects producing depth, kinetic effect, Fresnel effects, 2D/3D effects, 3D text, a gradient effect, animated flower and text, and an animated covert laser readable effect,” lists Dunn.

Meanwhile, toothpaste, premium cosmetics and personal care products are among the other big users of holographic elements in packaging.

“In this application, the security naturally provided by a hologram is of peripheral benefit as any custom-designed holographic pattern offers the option of including security features to make the package secure against counterfeiting,” Dunn adds.Holostik’s work for Afxigra In India has produced a holographic pack that enhances product protection and shelf appeal.

Edible holograms?
In the food space, Dunn highlights a budding technology for “printing” holograms on food, following reports in the US that scientists have molded edible holograms on chocolate.

“Although it’s early days, and the process only works for certain types of confection, the development could open up a host of exciting future possibilities around the control and labeling of food.”

“For instance, edible holograms offer a safe, rapid and cost-effective way to print important messages on food – they could be used to ensure better food safety, improve food labeling or more clearly indicate ingredients and sugar content.”

The capacity to print holograms on food is a promising development, Dunn indicates, heralding innovative and exciting ways for the food industry to add value.

“Holograms are effective weapons in the frontline fight against counterfeiters and fraudsters, protecting brands and profits.”

“Those involved in the food supply chain would be reassured by their presence on products, recognizing the security, brand enhancement and financial benefits provided,” he concludes.

By Joshua Poole

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