Advances in eye-catching holography which are opening up opportunities for ever more innovative and successful brand packaging and design will be presented at a new one-day course ahead of next month’s Holo-pack•Holo-print 2011 in Las Vegas.
‘Packaging with Holographics’ on November 9, organized by Reconnaissance International, will present what works in holographic packaging design through demonstrations and case studies. It will also cover the options in holographic materials so packaging designers and converters can select the most cost-effective option to deliver their on-shelf objectives.
Packaging with Holographics is aimed at brand managers, packaging designers, promotional agencies, printers and converters and will explain how developments in holographic technologies are revolutionizing the costs, aesthetics and ecological credentials of packaging with holographics.
Case studies featuring BlackBerry, Crest, Microsoft, Gillette and others will show how new holographic techniques are contributing to brand identity and ensuring products catch the eye of consumers as they scan supermarket shelves.
The day is split into concept and design aspects in the morning, materials in the afternoon, so that brand managers, designers and producers take away from the course a grasp of the basics of working with and handling holographic materials.
Tim Cain of Breit Technology will take delegates through the product development process, showcasing how the ‘Cast and Cure’ UV embossing method is offering beneficial ways to enhance the look of packaging while delivering cost and eco-friendly advantages.
Nigel Abraham, who is lead holographer for Microsoft holographic disks, will look at what’s involved in the design of holographics for packaging, covering topics such as working in 3D and with the dynamic nature of holographic patterns and colours. He will give tips for art directors and designers to retain control of the diffractive design process to deliver projects on time and within budget.
To demystify holographic design, Jeremy Sie, a graphic designer experienced in working with holograms, will give a live demonstration of how to use common software such as Illustrator and Photoshop to design for holograms.
Tobii’s Barbara Barclay will explain how eye-tracking technology can be used to demonstrate the success of holographic packaging in attracting shoppers’ attention – one of the primary reasons for using holographics.
In the afternoon, participants will gain an understanding of the characteristics of different holographic materials, from familiar films like PET and OPP to the newer UV embossed or transparent materials. This will cover the costs of different materials and whether converting (lamination, hot-stamping) is required or not.
Course chair Dr Glenn Wood said holographic packaging adds shelf appeal and draws consumers’ attention and the opportunities for further usage in competitive consumer sectors are huge.
He added: “Manufacturers have the considerable challenge of capturing customer attention and maintaining or growing market share.
“So ‘Packaging with Holographics’ comes as a timely showcase for the stunning eye-catching and creative appeal of holograms, which are helping to meet these challenges by giving products a highly distinctive decorative edge over competitors.”