SHINY STEALS THE SHOW (A look at films, foils, and holograph

Holograms: Bright outlook

Suppliers continue to make holograms more user-friendly and accessible to package printers, but perceived process challenges still make some printers hesitant to put them to work. According to Phil Maniscalco, sales manager at ITW Holographic and Specialty Products, more and more consumer product companies are incorporating metallized or holographic substrates as an integral part of their packaging. "Consumer household products (such as Lysol and Simple Green) are where I continue to see strong demand," he says. Maniscalco also notes growing demand for diffractive heat-shrink packaging and says consumers will begin seeing it on the shelf within six months.