Hologram Manufacturers Association of India

With the advancement in printing technology counterfeiters have never found difficulties in counterfeiting any product. Counterfeiting is the biggest problem facing the industries- eroding not only sales and revenues, but also compromising brand equity - ultimately leading to eroded consumer confidence. There is a need for a robust and sophisticated form of security containing various multi-layers. Fortunately for manufacturers, there are options available like holograms or Optical Variable Devices. Since 1989, Holograms have proven a highly effective overt solution and the latest generation of holograms, is exceptionally versatile and secure, since they can overt, covert & forensic feature at one point. Today, when many technologies are able to authenticate documents or products, like OVI and security printing techniques such as guilloche patterns and fine line designs, all offering first line defense and provide instant verification, then question arise why HOLOGRAMS?

1. Uniqueness of Hologram Technology (Impossible to copy): “Uniqueness is inherent in the very process of holographic recording. If the same holographer but at two different points of time or if two different holographer but at same point of time, were to carry out holographic recording from “the positive” of each layer, minute examination will reveal subtle differences between the  two version of the same hologram created by them. Thus, it is impossible to make an exact replica of the hologram and therefore it is regarded as virtually impossible to copy.   

2.Hologram’s provide three layers security: With the advancement in technology, Hologram is the only technology which can provide overt, covert and forensic feature at a single point of time and also the biggest strength of hologram lies in it’s flexibilities of mixing with other technologies.   

3. Hologram enhances the security of the security printing - In last 20 year’s hologram have proved itself as the best overt technology against counterfeiting. World wide currency and visa printing is considered to be the most high level security printing, at present may countries are using hologram in currencies and visas in spite of high level security printing and this manifest that hologram enhances the security of the security printing.    

4. Unseen is Unsold – Hologram enhances brand image & visibility - Unseen is unsold, quips one expert in shelf psychology. Today, In India, where supermarkets chains are increasing day by day, some 30,000 items fight for a shopper’s attention on an average trip to the supermarket. Research shows that nearly two-thirds of those items are not noticed at all. Thus there is a great need for creative ideas and unique packaging to make the brand noticeable. Holography adorns the packages around the world by providing an added dimension of distinctiveness and BRAND IDENTITY.  [The success of the best selling issue in the history of National Geographic magazine was attributed to its holographic cover].   

5. Higher Value Addition - Customer perceives higher value addition, since holography provides differentiation and shelf appeal. Holographic images can “move” and “speak” to consumers through optical motion, and packages. [In 1999, Colgate Palmolive recommended using a holographic package to break through shelf clutter, grab consumer attention and establish the presence of new product in the market].