Holographic films are helping packaging manufacturers catch the eye and reinforce a brand's identity.
Specialist origination techniques offer a variety of colourful 3D visual effects, ranging from the iridescent and visually striking to more subtle, muted tones and graphic features.
Holography is also useful in preventing anti-counterfeiting.
The films can be used for flexible packaging or paper-carton laminations in the cosmetic, food, cleaning supplies, automotive, or CD/DVD industries.
Mark Deakes, general secretary of the International Hologram Manufacturers Association, cites API’s Holofoil as an example of one of the latest generation of decorative holographic foils used for packaging.
“Maximum shelf appeal is an important element of the marketing mix, particularly among premium products – but increasingly for mass market consumer items,” he said.
“In addition to more than 20 standard patterns with differing visual effects and colour variants, unique custom designs are also possible with the Holonique foil range.”
Special effects
Holographic foils can also be used to differentiate product at the point-of-sale.
Colgate Palmolive, for example, launched its premium Total brand of toothpastes into an already crowded market using holographic foil on its packaging.
It was not the first toothpaste brand to do this.
“The visual effects holography brings were identified as important in building a powerful message and instant recognition,” Deakes said.
“API’s foil was specified to offer a bespoke, reliable and flexible design solution that could also withstand fast production speeds.”
Other examples of packaging-enhancing holography include the award-winning anniversary pack for Unilever Turkey for its 25th anniversary Magnum ice cream.
The over-printing by BEP Hologram features a reversed-out ‘M’ to enable the hologram to capture the essence of the product.
Holograms such as these can be customised to feature product names, emblems or company logos for flexible packaging or paper-carton laminations across cosmetic, food, cleaning supplies, automotive, or CD/DVD industries.
