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Is hologram packaging the 6th P of marketing
Embossing Basics
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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, GEs 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 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 todays 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. Bluray 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, scientic, and consumer markets. Another important technical specication 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
eneral Electric has made a breakthrough in digital storage technology that will allow standardsize 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 1s and 0s 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 holograms 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,
itiHolo, a division of Liti Holographics, Inc., announced the launch of its latest Hologram Kit with a full retail packaging design. LitiHolo 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, Litis Hologram Kit has been relaunched with a new retail packaging design and is ready to go onto retail store shelves worldwide. LitiHolos Hologram Kit sales were initially fueled by internet word-ofmouth 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 rst holograms can be made in less than an hour. It also includes LitiHolos exclusive Instant Hologram Film, which is a unique material that doesnt require any chemicals or processing for developing the 3D image. The special lm simply lets view the hologram immediately after creating it, which not only makes hologram creation easier but also safer by eliminating harsh chemicals.
Source: www.prlog.org/tag/technology
Hologram Kit
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New revolutionary interactive 3D tools by pop sci and U.S. postal service
ne of the amazing interactive 3D tools used recently has been the July issue of Bonniers Popular Science magazine which features a 3D cover. This cover allows readers to log onto the magazines 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 Electrics Plug Into the Smart Grid initiative. Popular Science utilized augmented reality rm Metaios 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, Metaios business development manager, said The
is designed to help educate consumers and businesses about Priority Mail at-rate boxes. With a web cam and a print-out from the site, a user can turn on the 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.
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 at-rate boxes to see which ts their item the best. The web page
These technologies are highly interactive and revolutionary, encouraging other companies to use them as well.
Sources: http://ge.ecomagination.com/ smartgrid/popsci/
e 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, exible and fully congurable 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 efcient forward and reverse logistics, forecast and increase revenue and identify efciency savings.
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In India
Trivandrums light logics develops holographic weapon sight elements for defence
a virtual spot that is used to target the weapon. It has wider 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 qualies on all such aspects and is one of best sight elements now available in the world.
Source: www.lightlogics.in
n 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 Scientic 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 scientic 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 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 re. Since the laser spot falling on the target is really tiny, here alignment with the target is difcult 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
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Cover Story
ackaging 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 denes 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 dening 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 manufacturers point of viewmanufacturers 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 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 FICCIs 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.
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Add to this, getting manufacturers to get their product noticed on the shelf & market, can be even more difcult. 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 ght for a shoppers attention on an average trip to the supermarket. Research shows that nearly twothirds 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 beneted from increased sales, through a great reduction in counterfeits, leading to increased consumer condence 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 specic basis.
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 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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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 rst time, it knew it had to capture attention quickly in a lively, competitive environment and the Colgate name alone wasnt 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-Palmolives 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 brands 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 dupes 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
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 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 lms are ideal for exible or rigid packaging. Application of holographic packaging is already extremely diverse ranging from toothpaste packaging to chewing gum wrappers. Hologram packaging includes 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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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 lm was incorporated into the package, producing a dramatic and strikingly beautiful and attractive box.
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
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 beneting manufacturers, it is also helping counterfeiters. The use of holography is a costeffective 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 consumers attention and also prevent someone from devising a similar package. To combat illegal
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 packages surface with holograms, making it harder to counterfeit.
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Technology
Embossing Basics
Embossing: Standing out in a crowd
n 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.
Specications 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: at, round or beveled. The angle of the bevel should also be specied 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.
Embossing Defined
Embossing is the creation of a relief (raised) image on a 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 at substrate surface.
Figure: A list of symbols that die manufacturers use to know what kind of effect a die should be given.
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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 colorcoded layers to indicate the different levels. The diemaker will follow the multi-level suggestions as closely as possible. The embossing art should be prepared as a separate layer in the digital 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 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.
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 diecutter 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 ne details. Brass is used for 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 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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Events & Calendar 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 reected 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 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 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 efciency. Following were initiatives to be considered on priority for the near future: 1. 2. 3. 4. 5. 6. New sectoral studies of markets e.g, Pharma, Excise, FMCG, Automobile, Tax Stamps, Garments, Electronics & Currency; Rejunevation of HoMAI awards; Up-gradation of facilities and technological know-how; Enhancing security standards for hologram companies; Liasioning with consumer bodies & Non-Prot organization towards ill effects of counterfeiting; Formation of Anti-piracy cell / committee.
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-PACKHOLO-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, Argentina www.currencyconference.com
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.
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