Understanding the WOW Factor in Security Holography

As part of an initiative to define and categorise the visual characteristics that contribute to the ‘WOW factor’ in security holography, Reconnaissance International conducted a global survey of professionals involved in the specification, design, and assessment of holographic security features. The objective was to identify the attributes that are most effective in capturing attention and supporting document authentication across both ID documents and banknotes.

The findings confirm that features producing immediate optical response 

–visible without specialised equipment

–remain the most effective. Three core characteristics stood out across both ID and currency applications.

First, kinetic movement: holograms that shift, rotate, or animate with changes in viewing angle were rated highest in perceived effectiveness. These features are not only visually striking but also difficult to simulate or replicate, maintaining their relevance in securing the document.