Printed items, whether it is packaging or publications, have a special look and feel to them. However, when print creates a different look, it can make for an eye-catching experience. By creating the impression of 3D light fields on a printed item using light fields, Lumii has taken the idea of being noticed by consumers to a whole other dimension.
 
Founded by 2015 by Matt Hirsch and Tom Baran of MIT, Lumii does not require special lens sheets or foils to create its 3D effects. Instead, the company utilizes advanced algorithms to produce hologram-like effects on standard clear film run on two-sided commercial presses. This is ideal for packaging, brand protection and many other end uses.
 
“Lumii was founded in 2015 with the idea that high-performance computation and advanced algorithmic intelligence can bring exciting new possibilities to commercial printing,” said Baran, Lumii’s CEO. “We offer a service that allows customers to produce hologram-like 3D images and other eye-catching effects using conventional dual-sided analog or digital presses – any process capable of printing on standard clear media. We’re currently focusing closely on security and package printing, and our technology works with any size print application, large or small.”
 
Hirsch, Lumii’s CTO, commented that Lumii’s patented technology is the result of PhD work in computational optics, optimization and human perception done by Lumii’s founders at the MIT Media Lab and MIT Research Lab for Electronics.
 
“We recognized that thanks to the unprecedented amounts of high-performance computation available today, it’s possible to create hologram-like images without needing special optics like lenticular sheets,” Hirsch noted. “Our technology steers distinct light rays to a viewer’s eyes simply by placing specially-engineered dot patterns on two layers of transparent film, which we believe opens up a wide range of applications where holographic printing was formerly out of reach.”
 
He added that the algorithms needed to do this use tera-scale computation, tracking the simulated appearance of the final print from up to 1000 distinct perspectives as the patterns are being created, and this is all enabled by recent advances in high-performance computation.
 
The ability to create eye-catching images on a traditional press is obviously a critical advantage for brand owners.
 
“The ability to create 3D light fields with existing print technology allows our customers to create engaging product packaging experiences, enhance brand protection, and much more, all while saving cost and reducing complexity as compared to using traditional holographic or lenticular media,” said Hirsch. “This lowers production cost as compared to using traditional holographic foils, and it opens up new product applications that were formerly out of reach.”
 
Hirsch noted that on digital presses, the Lumii solution enables variable printing of holographic content, an industry first that opens a new tier of security applications. “And because our tech is algorithmic, it’s dynamically tunable depending on the needs of the application, delivering sharp text, several inches of virtual ‘pop-out,’ or 180 degrees field of view as needed, all on media going down to 4 mils thickness and beyond,” he added.
 
Lumii’s technology can be used on conventional web and digital presses, which is a major advantage, although getting the message out on this ability has proved to be a challenge.
 
“A big opportunity with what Lumii offers is that holographic content can be produced using standard presses and media that people currently own, and I think a big challenge is communicating to people how this can dramatically transform the way that they think about using printed media to deliver new experiences,” Hirsch observed. “On one level, part of the solution has been to come up with a set of physical sample packs, which can be ordered through our site.”
 
Working closely with customers has helped them learn more about Lumii’s capabilities and processes.
 
“We’ve also gravitated toward the practice of working closely with lead customers as opposed to providing a ‘throw it over the wall’ experience, which has really helped us understand customer needs collaboratively, often suggesting directions where Lumii tech can really shine in their applications,” said Baran. “Perhaps the other challenge is in doing press calibration which amounts to modeling the press for use with the Lumii process, and once again our solution is to develop a collaborative relationship with a select few print partners who we certify as being able to do high-quality, cost-effective production.”
 
Hirsch said that Lumii is all about using the full range of printing to deliver innovative, secure, and compelling experiences.
 
“One of the wonderful aspects of print is that there has been so much innovation in developing inks and media that are robust, safe, and that work in a broad range of applications,” Hirsch added. “And alongside this, printers and presses have been highly optimized to accurately place dots on a wide range of substrates. We get to leverage all of this in what we do, which allows us to produce holographic content for a wide variety of print applications, large and small. We can go up to 4’x8’ panels using an Océ flatbed press, and we can go down to small holographic labels produced using an offset, flexo or digital press.”
 
Lumii’s technology has drawn attention from companies, who see opportunities to draw attention from consumers or add security to their products.
 
“We’ve gotten a very positive reaction from brands, who have been very excited about the opportunities that our solution enables and the high-quality imagery produced using our process,” Baran said.
 
“Individuals are also often surprised that prints made with the Lumii process contains no special lenses or foils – just whatever standard clear media is recommended for use with the press,” Hirsch added. “To see an example of a handful of applications in security printing and product packaging, readers are encouraged to visit our site. We’re also working on getting the technology out in front of consumers’ eyes in some exciting collaborations that are on the horizon.”