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Wednesday, June 19, 2019

Towards Engaging Packaging

Recall being pitched a similar idea for product packaging, this seems to take it further.  Now could deeper information be communicated this way?

Creating 3-D images, with regular ink
MIT startup Lumii helps manufacturers replicate the visual effects of holograms on their printed materials.

By Zach Winn | MIT News Office 

This month, 5,000 distinctive cans of Fuzzy Logic beer will appear on local shelves as part of Massachusetts-based Portico Brewing’s attempt to stand out in the aesthetically competitive world of craft beer.

The cans feature eye-catching arrays of holographic triangles that appear three dimensional at certain angles. Curious drinkers might twist the cans and guess how Portico achieved the varying, almost shining appearance. Were special lenses or foils used? Are the optical effects the result of an expensive, holographic film?

It turns out it takes two MIT PhDs to fully explain the technology behind the can’s appearance. The design is the result of Portico’s collaboration with Lumii, a startup founded by Tom Baran SM ’07 PhD ’12 and Matt Hirsch SM ’09, PhD ’14.

Lumii uses complex algorithms to precisely place tens of millions of dots of ink on two sides of clear film to create light fields that achieve the same visual effects as special films and lenses. The designs add depth, motion, and chromatic effect to packages, labels, IDs, and more.  ... " 

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