TYPES OF HOLOGRAPHIC IMAGERY

There are several types of micro-embossed holograms appropriate for hangtag, label, and folding carton projects. A summary of the advantages and disadvantages of each type is outlined on following page:

1)     2D “Active” and Diffraction Patterns and Images

Known as “diffraction gratings”,” rainbow”, or “prismatic” patterns are the most eye catching and inexpensive holograms. They are usually made by combining a series of 2D holographic color patches or “dots” that are designed to be easily viewable from multiple angles of light into a geometric pattern of some kind. They are usually overprinted (offset, flexo, gravure, letterpress, and screen) with opaque or transparent inks to further communicate the customer’s selling message.

2)     3D (three dimensional)

Holograms made from actual 1:1 size objects. These are best made by using objects that do not have depth greater than 2”. The objects used cannot be delicate (e.g. a flower). The hologram is best illuminated (best depth of field and most vivid rainbow colors) by a direct point source of light coming from above such as an incandescent spotlight or direct sunlight at a particular angle. Under direct florescent lighting a section of the embossed 3D object hologram will be fairly viewable. This section is called the “image plane” -- which is the area, which appears to be on the “surface” of the hologram. The further away any part of the 3D object or scene is from the image plane the more out of focus it will appear. Therefore, in making an easily viewable 3D hologram for most direct lighting situations it is best to put as much of the important visual information as possible on the image plane. It is also possible to combine two different 3D objects in one hologram so one is seen from one angle and one from another angle. These are usually called “2 channel” holograms.

3)     Mutiplane holograms

Made from multiple planes of regular black and white flat art. Usually, they consist of one plane of art on the image plane (surface), one plane set slightly behind (about 1/4”) and one plane floating above the surface. Sometimes this type of imagery is called “2D-3D”.

4)     Photograms

Multiplane holograms which use regular color flat art (usually provided as a transparency or on disk). The color artwork is then separated similar to process printing and the resulting hologram, when held a specific angle, has natural color mix just as a photograph.

5)     IPI Stereogram (also called “integrals” or “synthetic” holograms)

Made from a series of two-dimensional 35mm motion picture film of a partially rotating object or 3D computer graphics. This technique can allow a 3D hologram to be made from large objects (such as cars or people) or delicate objects (such as a flower).

6)     Combinations of the above

For example we can take a 3D object hologram that may have a limited viewing angle and surround it with a very attention getting 2D diffraction pattern.

                                            ADVANTAGES AND DISADVANTAGES
                                                OF DIFFERENT TYPES
                                           OF HOLOGRAPHIC IMAGERY


2D Diffraction Patterns

Advantages:

    -Rainbow colors, very unusual in retail store environment
    -Extremely attention getting -- wide angles of viewing
    -Can show some movement or shift between many different images.
    -Can make custom patterns for $2,000 to $5,000
    -Inexpensive production and application costs
    -Can be easily customized by overprinting with either opaque or translucent inks.

Disadvantages:

    - Not 3D
    - Choosing right pattern can be challenging
    - Sometimes can be counterfeited.


True 3D (Three Dimension)

Advantages:

    - Rainbow colors or black and white (achromatic)
    - Can show actual 3 dimensions
    - Unusual
    - Can show some movement or shift between two different images ("two channel")
    - Very hard to counterfeit

Disadvantages:

    - Not as easily seen clearly under florescent lighting or in non-direct lighting situation.
    - Needs lighting from above.
    - Angle of hologram relative to viewer may effect easy viewing capability
    - Up-front costs for custom imagery can run as high as $10,000. May need to sculpt small objects which can take time.
    - Production run costs are higher than 2D.
    - Application costs slightly higher than 2D patterns.

Multiplaner and PhotoGrams

Advantages:

    - Unusual rainbow colors
    - Generally more easily seen than 3D object holograms
    - Flat artwork fairly easy to generate and understand
    - Can show two different flat images at different angles
    - Less expensive to generate custom images.
    - Can create several size hologram master images on same master plate at 
        the same time.
    - Hard to counterfeit.

Disadvantages:

    - Viewing angle of hologram still limited though not as much as 3D object 
        holograms.
    - Custom mastering/creation costs can run up to $8,500
    - Application costs may be higher than 2D pattern materials.

IPI Steroegrams

Advantages:

    - Can reduce or enlarge objects such as people or cars
    - Can show delicate objects such as flowers
    - Can show some motion
    - Can make imagery from 3D computer graphics.
    - Very hard to counterfeit

Disadvantages:

    - Hard to see without good direct point source of light. Not as bright.
    - Up front cost of 35mm movie picture filming or 3D computer graphics.
    - Production and application costs as high as 3D

Combinations

Advantages:

    - Can get the attention getting appeal of the 2D pattern with the selling 
        message capability of the 3D image making 3D images worthwhile
    - Can create interesting effects

Disadvantages:

    - Depends on what you are combining -- see above.