One such method is holographic packaging, which provides an effective means of giving products maximum on-shelf. Adding to this, holograms are also being used as a safety feature to avoid counterfeiting of cigarette brands. Because of the versatility of the holographic origination process, any manner and combination of logos, images, text and animated sequences can be reproduced to create a variety of dynamic visual effects. These are particularly effective when used in combination with standard ink and printing processes. Packaging designers are developing customer-specific holographic images to complement and reinforce particular aspects of an established brand image or identity.
Holograms also make the pack seem something very valuable to the consumer.
One example of the kind of benefits that this technique can bring is the hologram made for the Caykur tea brand, which is sold in Turkey and has a large share of the market. From 1990 the state government agency that owns the brand suffered loss of sales due to counterfeit tea in identical packaging. Hologram manufacturers see a trend away from one-off sales promotion campaigns and towards packs being specifically designed to incorporate holographic illustrations. In several cases holograms have become a permanent feature of a product's packaging.