What is a 3D hologram?

3D Hologram Schmidt + Clemens Achema

Definition of a 3D hologram:

A 3D hologram is defined as a 3D projection that exists freely in space and is visible to everyone without the need for 3D glasses.

Holography is the next stage of photography and conventional film and its three-dimensionality creates completely new possibilities for use, such as for product presentation. A 3D hologram displays products, objects, and animated sequences three-dimensionally and enables seemingly real objects or animations to appear to float completely freely in space. Unlike a conventional film on a standard screen, a 3D hologram is visible from all sides, which means the observer can walk around the hologram, enabling an absolutely realistic-looking image to form.

A particularly interesting point – unlike 3D television or Virtual Reality, a 3D hologram can be seen by everyone without 3D glasses, which is an incredible advantage for use at trade fairs, exhibitions, and similar events.

This method of using 3D holograms opens up a completely new, revolutionary way of presenting products. The products are displayed in a high-quality, exclusive and innovative way and the needs of the corresponding target groups are precisely taken into account at the same time.

It is also recommendable to use an acoustic backdrop perfectly coordinated to suit the 3D hologram, including background sound and special sound effects. It lengthens the attention span and sub-consciously embeds the product being presented even more deeply in the minds of the audience.

What is required to display a 3D hologram?

To display a 3D hologram, three things are usually required:

1. A hologram projector (also known as a holography pyramid or holography display), which makes the holographic 3D projection possible.
2. A 3D hologram that is projected straight into the room and displays the content (in our example, the whiskey that virtually flows into the glass).
3. A real object or product that is displayed by the hologram (in our example the glass).

Hologram projector

Hologram projector with 3D hologram for whiskey

Hologram projectors are available in various sizes, which are optimally adapted to suit various purposes and products. 3D holograms offer a wide variety of applications.

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What is a 3D hologram used for?

To present products in an innovative way:

3D holograms are a completely new, innovative way of presenting products and impressively displaying their USPs to potential customers three-dimensionally. Unlike conventional forms of presentation, such as product films, customers gain a far more realistic, more detailed impression of the products being displayed. Furthermore, holograms are not only useful for displaying concrete products three-dimensionally, they can also realize visual effects such as fire, rain, fog, or smoke, which other forms of presentation are unable to achieve. Even a conventional diagram becomes a genuine eyecatcher when presented as a 3D hologram.

To create worlds of emotion:

3D holograms make it possible to display products in a fully unique way. For instance, a hologram can be used to create a visually appealing and stylistically perfectly coordinated environment that precisely matches the product.

A backdrop of virtual golden rain is an ideal way of displaying precious jewelry such as watches or colliers; it can cause rain or snow to fall on an all-weather tire, or the sun to shine on it; industrial machines can be created live as if by magic before the very eyes of the audience – the possibilities are endless and there are visualization options to suit every product.

No other technology manages to similarly present the advantages of a product like 3D holograms. Observers feel that they are being directly and emotionally appealed to and the incomparable display draws them to the products being presented.

To explain technically complex concepts in a simple way:

3D holograms are an ideal way of presenting complex material in an illustrative, straightforward manner. In the process, they forge ahead into new, previously unknown dimensions that cannot be generally reached using sketches, drawings, photos, videos, or PowerPoint presentations. They open up completely new options for explaining rather complicated information to potential customers in a simple, easy way. In the end, these are not only a benefit for potential customers, but also constitute an invaluable competitive edge.

To pleasantly surprise customers:

In this day and age, in which we can easily be tempted to believe that we’ve already seen everything, it is invaluable to be able to surprise customers with something new. A 3D hologram helps you do so impressively and leads not only to the product presented being permanently embedded in the customer’s memory, but also the company that makes it. Moreover, the use of holograms means the product is presented as being innovative and in touch with the latest trends. With a 3D hologram, you can exploit the unbelievable element of surprise that this trendsetting technology offers, as it generates attention like no other and impresses your customers in the long term.

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Where is a 3D hologram mostly used?

3D holograms have a diverse and highly impressive range of uses. Among other things, they can be used for:

  • Trade fairs
  • Meetings
  • Events
  • Museums
  • Exhibitions
  • POS presentations
  • Product presentations
  • Showrooms
  • Flagship stores
  • And lots more

For every place, occasion, or purpose there is a suitable holographic system. The important thing to remember is a good briefing in advance, to make sure all of the parameters have been taken into account in order to create to 3D hologram perfectly coordinated to suit each individual product.

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What makes a 3D hologram so fascinating?

3D holograms are new, innovative and most people have only seen them in Hollywood films. Now they have become reality in a particularly impressive way. The discrepancy between what the eye sees and what the mind is aware of can create an unusually long attention span, which is a great way of embedding product information in people’s minds or creating a good image. Although the eye sees what appears to be a real object or effect, such as fire, for example, the brain knows that what it is seeing cannot be real. And it is exactly this effect that automatically generates a long attention span in the observer, resulting in a 2–3-minute hologram being watched from beginning to end by up to 80% of people – an effect that cannot be achieved with a conventional film displayed on a screen.

Quite apart from that, a 3D hologram is highly appealing and therefore excellently suitable not only for presenting complex technical concepts, it is also virtually predestined for displaying precious stones and similar visually appealing goods. This technology makes it possible to additionally emphasize their beauty and perfection and to display them in an extremely aesthetic way, already making the presentation a sensual experience in itself.

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Which sectors are 3D holograms suitable for?

3D holograms are suitable for every sector. Whether industry, mechanical engineering, pharmaceuticals, medical technology, food, telecommunications, automotive, or other sectors, the range of possibilities is practically endless. Products, processes, and procedures that require a lot of explanation profit from this new presentation technology just as much as conventional products that need to be innovatively presented.

If you are looking for an eyecatcher, the hologram is the right magnet for attracting customers.

Regardless of which sector or product, depending on the briefing, the most important thing is to develop an individual hologram for each customer that precisely matches the customer, the target group, and the environment. This strategy guarantees an impressive 3D hologram that arouses the interest of potential customers and helps retain existing ones.


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How does the workflow look when developing a 3D hologram?

The creation of a 3D hologram consists of four steps:

  1. The idea:

    Everything starts with a good briefing to give the team an idea of which product, service, or process will be presented, what the message is, what the USPs are, and where the 3D hologram is going to be used. The briefing is the basis for developing an initial idea about how the hologram could look, which effects reinforce the eyecatcher effect, which hologram projector best suits the product and where it is going to be used. All of these points are then discussed with the customer, to make sure that all of the customer’s wishes have been taken into account before the storyboard is created.

  2. The storyboard:

    The storyboard describes and visualizes the key scenes and content of the 3D hologram. Once it has been approved by the customer, the 3D designers, motion designers, and sound artists get to work.

  3. The design:

    3D models are set up, or delivered CAD data are imported and then photorealistically textured and displayed in the right light by the 3D designer. With the help of effective 3D programming, additional effects and the right music as well as a great deal of computer capacity now help bring the animation to life. The motion designers implement the basic idea visually and the sound artists underlay the hologram with sound and a diversity of sound effects in order to create a multi-sensual effect.

  4. The finish:

    The magic of the animation becomes perfect when a real object serves as a reference inside the system. This can be a product, some 3D lettering, or a seemingly simple base. This is how an illusion with a WOW effect is created that is a delight to all who see it. The 3D hologram is tested live on the hologram projector selected by the particular customer, with the aim of guaranteeing high quality and achieving an optimal result. Depending on the hologram projector selected, it can be set up by the customer, the stand constructor, or by a special technical team in the case of a large-scale hologram projector.

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Which level of success can be achieved through the use of 3D holograms?

Several of the many advantages frequently mentioned by customers after using 3D holograms:

  • Up to 30% more leads generated