From a design and visual culture standpoint, holograms enable a specific way of shaping visual identity and individualization of products. They also have a certain commercial and artistic potential and value whilst development of multimedia content opens up new possibilities for application of holography. A special feature of holography is that it can accurately reproduce a very realistic three dimensional copy of the real object that often looks like the object itself. That is because holograms reproduce all characteristics of the real object – its size, shape and texture. The artistic value of holograms is not questionable. They have the same value as does any other technology that has successfully infiltrated in art and completely changed it. Holography has become a very interesting medium for contemporary artists who gladly experiment with it. Required technical settings and materials for creating and reproducing holograms are the basis for successful realization of imaginary art form, so intermediate knowledge of physical principles in designing and implementing holography is needed. The latter opens up possibilities for collaboration between scientists and artists through various programs. In the example of holographic installation at the Museum of Contemporary Art, a survey among visitors of the museum was performed, and the results describe the experience that application of holograms, as the new media, leaves on the observer. These results can give real information about the potential future of holography and its application.