NZ622070B2 - Packaging material, package and packaging blank - Google Patents

Abstract

Disclosed is a product package comprising an image having angle dependent viewing properties such as a hologram or lenticular lens print formed to provide the effect of a 3D image of the product in the package to create an improved visually striking appearance. The package carries imaging features arranged to produce a three dimensional image there-on, wherein when viewed the imaging features provide the appearance of a three dimensional product in the package so as to give the appearance of a transparent package. The imaging features are arranged so that the appearance of the product in the package is aligned with the product when packaged in the package. The imaging features can be arranged to produce a three dimensional representation of portions of a product that are within the package and spaced apart from the surface of the package. The imaging features can also be arranged to give the appearance of a window through the package directly to the product or a portion of the product there-within. rranged to produce a three dimensional image there-on, wherein when viewed the imaging features provide the appearance of a three dimensional product in the package so as to give the appearance of a transparent package. The imaging features are arranged so that the appearance of the product in the package is aligned with the product when packaged in the package. The imaging features can be arranged to produce a three dimensional representation of portions of a product that are within the package and spaced apart from the surface of the package. The imaging features can also be arranged to give the appearance of a window through the package directly to the product or a portion of the product there-within.

Description

Packaging Material, Package and Packaging Blank Field of the ion The present invention relates to packaging materials, packages and packaging blanks.

Background to the Invention Lenticular print and holographic techniques are well known ways of ing an image ‘IO that has viewing angle ent properties. However, to date the use of angle dependent viewing properties in the field of packaging for consumer goods has been limited. Effective ways of maximising the impact of viewing angle dependent image properties in packaging for consumer goods are needed to take advantage of the visually striking appearance that packages having viewing angle dependent image properties can produce.

It is an aim of example embodiments of the present invention to address at least one disadvantage of the prior art, whether identified herein or otherwise.

Summary of the ion According to the present invention there are provided ing materials, packages and packaging blanks as set forth herein. Other e features will be nt from the description which follows.

In a first aspect, the present invention provides a product package, the package carrying imaging features arranged to produce a three dimensional image there-on, wherein when viewed the imaging features provide the appearance of a three dimensional product in the package so as to give the appearance of a arent package, wherein the g features are arranged so that the appearance of the product in the e is aligned with the product when packaged in the package In one example embodiment there is provided packaging material in the form of a flexible sheet carrying imaging features for producing viewing angle dependent image there— on, wherein when viewed from a first viewing angle the imaging es are generally transparent, and wherein when viewed from a second viewing angle the imaging features e an image which is not transparent.

The imaging es may be arranged to produce a three ional image when viewed from the second viewing angle, for example as holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features.

The flexible sheet material may comprise a generally transparent sheet. In another embodiment the flexible sheet may se a window over which the imaging features are provided, for example as an overlay. The window may comprise a transparent portion of the le sheet, or an opening in the flexible sheet.

[FOLLOWED BY PAGE 2] WO 42087 The packaging material may se a laminated material of two or more layers, with the imaging features provided on a surface layer, or overlaid by a transparent layer. The packaging material may comprise one or more plastics sheets, and one or more metallic foil sheets. The packaging al may comprise a portion carrying a cold seal layer, and/or a portion carrying a release lacquer for use with a cold seal layer. in another example embodiment there is provided a package comprising the packaging al described in relation to the embodiment above formed around a product. The packaging al may form the exterior, or an ally visible surface of the package. in another example ment there is provided a t package, the package carrying imaging features arranged to produce a three dimensional image there-on, wherein when viewed the imaging features provide the appearance of a three dimensional product in the package so as to give the ance of a transparent package.

The imaging features may be arranged to produce a three dimensional image when viewed from within a predetermined viewing angle range. The imaging features may comprise holographic imaging features and/0r lenticular g features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features.

The imaging features and product in the package may be ed with one another so that the appearance of the product in the package is aligned with the product as it is positioned in the package. The imaging features and product in the package may be arranged with one another so that the appearance of the product in the package overlies the product as it is positioned in the package. The imaging features and product in the package may be arranged with one another so that the appearance of the product in the package is positioned to correspond to the position of the product as it is oned in the package.

The g features may be arranged to produce a three dimensional representation of ns of a product that are within the package and spaced apart from the e of the package, for example below or within the surface of the package, for example as recessed or concave featu res.

The imaging features may be arranged to produce a life size representation of the product in the package.

The imaging features may be carried on a packaging material which is a lamination of two or more layers. The ing material may comprise one or more plastics sheets, and W0 2013f042087 one or more metallic foil sheets. The imaging es may be ed on a surface layer, or overlaid by a transparent layer. The packaging al may comprise a portion carrying a cold seal layer, and/or a portion carrying a release lacquer for use with a cold seal layer. The imaging features may be carried on a sticker affixed to the package. The imaging features may be provided on an in—moulded label in a packaging material substrate.

The imaging features may be provided over only a portion of the package, or in two or more distinct portions if the e. The imaging features may be carried on a generally planar portion of the package.

In another example embodiment there is provided a package for a product, the package comprising imaging es at a transparent portion there—of, the imaging features arranged to produce a three dimensional image overlaid on the product contained in the package and visible through the transparent portion.

The imaging es may be arranged to produce a three dimensional image when viewed from within a predetermined viewing angle range. The imaging features may comprise holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features.

The g features may be provided on flexible sheet material, or other generally arent sheets. In another embodiment the package may se a window over which the g features are provided, for example as an overlay. The imaging es may be provided on an in—moulded label in a ing material substrate.

The three ional image may correspond to the appearance of the product contained in the package, or may in other embodiments correspond to a t description, or a brand or other product identifier, either in graphical or written form, in another example embodiment there is ed a package for a product, the package comprising imaging features for producing a viewing angle dependent image, the imaging features provided on a non-planar portion of the package.

The imaging features may be provided on externally visible portions of the package.

The imaging features may be ed to be generally transparent when viewed from a first viewing angle. The imaging features may be ed to produce a three dimensional image when viewed from the second viewing angle, for example as holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features.

WO 2013042087 The package may comprise a flexible sheet material provided with the imaging features, and positioned around a product. The flexible sheet material may be wrapped around the product. The e sheet material may be d to the surface of the package, for e as a r placed on the exterior of the package. The e may comprise imaging features carried on an in-moulded label, for example carried on a flexible sheet material in—moulded as a label.

The imaging features may be provided on a convex portion of the package, for example running up to a convex corner or a convex edge of the package across non-parallel surfaces, or running around a convex corner or a convex edge of the package, or on a convex portion conforming to the shape of the packaged product at any part there—of. The imaging features may be provided across a portion of a first face of the packaging and around the packaging on to a portion of a second face of the packaging. For example, the first and second faces may comprise lly planar faces that intersect one another at an edge of the package. The imaging features may be ed on three or more planar faces that meet at a corner of the package. The imaging features may be provided at a concave portion of the e, for example a portion ing a concave portion of the product.

In another example embodiment there is provided packaging material in the form of a flexible sheet having a first area carrying first imaging features arranged to produce viewing angle dependent images there-on across a predetermined viewing angle range, and second area distinct from the first and carrying second imaging es and arranged to produce a three dimensional image across the predetermined viewing angle range.

The first and second imaging features may be arranged to produce a three dimensional image when viewed from within the predetermined viewing angle range, for e as holographic imaging features and/or lenticular g features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features.

The first imaging features may be arranged to provide no e image over a portion of the viewing angle range. The first imaging features may be arranged to provide a first image over a first portion of the viewing angle range, a second image over a second portion of the viewing angle range. The first imaging es may be arranged to provide no e image over a viewing angle range bounded by the first and second ns of the viewing angle range. The first imaging features may be ed to provide no visible image at angle ranges outside the first and second viewing angle ranges. The first imaging features may further be arranged to provide a third image over a third portion of the viewing angle range. The operation of the imaging features over the third portion of the viewing angle range, and the 2012/055039 relationship with the first and second portions of the viewing angle range corresponds to those described for the first and second portions of the viewing angle range, and angles outside the first and second portions of the viewing angle range.

The packaging material may comprise a laminated material of two or more layers, with the imaging features provided on a surface layer, or overlaid by a transparent layer. The packaging material may comprise one or more plastics sheets, and one or more metallic foil sheets. The packaging al may comprise a portion carrying a cold seal layer, and/or a portion carrying a release lacquer for use with a cold seal layer. The first and/or second imaging features may be carried on a sticker affixed to the package.

The first and/or second g features may be carried on planar portions of the package.

The three dimensional image may pond to the appearance of the product contained in the package, or may in other embodiments correspond to a product description, or a brand or other product identifier, either in graphical or n form. Similarly, the images produced by the first imaging es may correspond to the appearance of the product ned in the package, or may in other embodiments correspond to a product description, or brand or other product identifiers, either in graphical or written form.

In another e embodiment there is provided a package comprising the packaging material described in relation to the embodiment above formed around a product. The packaging material may form the exterior, or an externally visible e of the package. The package may comprise imaging features ed on an in-moulded label in a packaging al substrate. in another example ment there is provided packaging material in the form of a flexible sheet carrying a first set of imaging features, the first set of imaging features arranged to produce, when viewed through a corresponding optical modifier including a second set of imaging features, a three dimensional image.

The imaging es may be arranged to e a three dimensional image when viewed using the optical modifier, for example as holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features. The optical modifier may comprise holographic imaging features and/or lenticular g features such as a one ional array or a two dimensional array of micro lenses or other micro—optical features.

W0 2013.1042087 The packaging material may comprise a laminated material of two or more layers, with the imaging features provided on a surface layer, or overlaid by a transparent layer. The packaging al may comprise one or more plastics sheets, and one or more metallic foil sheets. The packaging material may comprise a portion carrying a cold seal layer, and/or a portion carrying a release lacquer for use with a cold seal layer.

In another example embodiment there is provided a package comprising the ing material described in relation to the ment above formed around a product. The packaging material may form the exterior, or an ally visible surface of the package. The packaging may comprise the optical modifier packaged therein with the product, so as to be available once the packaging has been opened. The three dimensional image may correspond to the appearance of the product contained in the package, or may in other embodiments correspond to a product ption, or a brand or other product identifier, either in graphical or n form.

A package comprising a label which is in-moulded to a substrate material, the label comprising imaging features arranged to produce a three ional image there-on.

The label may be in-moulded to a lid of the package. The substrate material may comprise a plastics material. The label may be arranged with the imaging features provided on a non-planar portion of the package.

The imaging features may suitably be arranged to produce a three dimensional image ing the appearance of a three dimensional t in the package so as to give the appearance of a transparent package.

The g features may be arranged to produce a three dimensional image when viewed from within a predetermined viewing angle range. The imaging features may comprise holographic g features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other optical features.

The imaging es and product in the package may be ed with one another so that the appearance of the product in the package is aligned with the t as it is positioned in the package. The imaging features and product in the package may be arranged with one another so that the appearance of the product in the package overlies the product as it is positioned in the e. The imaging features and product in the package may be arranged with one another so that the appearance of the product in the package is positioned to correspond to the position of the product as it is positioned in the package.

The imaging features may be arranged to produce a three dimensional representation of portions of a product that are within the package and spaced apart from the surface of the package, for example below or within the surface of the package, for example as recessed or concave featu res.

The imaging features may be arranged to produce a life size representation of the product in the package.

The imaging features may be carried on a label which is a lamination of two or more layers. The label may comprise one or more plastics sheets, and one or more metallic foil . The imaging features may be ed on a surface layer, or overlaid by a transparent layer.

The imaging features may be provided over only a n of the label, or in two or more distinct portions if the package. The imaging features may be d on a generally planar portion of the package.

The substrate material may comprise a arent portion there-of, the imaging features arranged to e a three ional image overlaid on the product contained in the package and visible through the transparent portion of the substrate material.

The imaging features may be arranged to produce a three ional image when viewed from within a predetermined viewing angle range. The imaging features may comprise holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other optical features.

The imaging features may be provided on flexible sheet material, or other generally transparent sheets.

The three dimensional image may correspond to the appearance of the product contained in the package, or may in other embodiments correspond to a product ption, or a brand or other t identifier, either in cal or written form.

The label may carry first imaging features defining a first area and arranged to produce viewing angle dependent images there—on across a predetermined viewing angle range, and a second area distinct from the first and carrying second imaging features and arranged to produce a three dimensional image across the predetermined viewing angle range. The label may carry imaging es defining one or other of the first and second areas, and the other of the first and second areas may be defined elsewhere on the package.

The label may comprise imaging features arranged to provide a three ional entation of the product contained in the package, or may in other embodiments correspond to a t description, or a brand or other product identifier, either in graphical or written form.

The first and second imaging es may be arranged to produce a three dimensional image when viewed from within the predetermined viewing angle range, for example as aphic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other optical features.

The first imaging features may be ed to provide no e image over a portion of the viewing angle range. The first imaging features may be arranged to provide a first image over a first n of the viewing angle range, a second image over a second portion of the viewing angle range. The first g es may be arranged to provide no visible image over a viewing angle range bounded by the first and second portions of the viewing angle range. The first imaging features may be ed to provide no visible image at angle ranges outside the first and second viewing angle ranges. The first imaging features may further be arranged to provide a third image over a third portion of the viewing angle range. The operation of the imaging features over the third portion of the viewing angle range, and the relationship with the first and second portions of the viewing angle range corresponds to those described for the first and second portions of the viewing angle range, and angles outside the first and second portions of the viewing angle range.

The first and/or second imaging features may be carried on planar portions of the package.

The three dimensional image may correspond to the appearance of the product contained in the e, or may in other embodiments correspond to a product description, or a brand or other product identifier, either in graphical or written form. Similarly, the images produced by the first imaging es may correspond to the appearance of the product contained in the package, or may in other embodiments correspond to a product description, or brand or other product identifiers, either in graphical or written form.

The imaging features may in some embodiments be arranged to produce a viewing angle dependent image there-on, wherein when viewed from a first viewing angle the imaging features are generally transparent, and wherein when viewed from a second viewing angle the imaging features produce an image which is not transparent.

PCT/132012/055039 The imaging es may be ed to produce a three dimensional image when viewed from the second viewing angle, for example as holographic imaging es and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features.

The label may comprise a generally transparent sheet. The substrate material may be generally arent. In r embodiment the substrate material may comprise a transparent window over which the label is provided, for example as an overlay.

The label may comprise a laminated material of two or more layers, with the imaging features provided on a surface layer, or overlaid by a transparent layer. The label may comprise one or more plastics sheets, and one or more metallic foil sheets.

The label may comprise a first set of imaging features, the first set of imaging features arranged to produce, when viewed h a corresponding optical modifier including a second set of imaging features, a three dimensional image. The imaging features may be arranged to produce a three dimensional image when viewed using the optical modifier, for example as holographic imaging features and/or lenticular imaging es such as a one dimensional array or a two ional array of micro lenses or other micro-optical features.

The optical modifier may se holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features.

A packaging blank comprising the packaging material or for use in the package of any of the example embodiments described above.

Brief Introduction to the Figures For a better tanding of the invention, and to show how embodiments of the same may be d into effect, reference will now be made, by way of example, to the accompanying diagrammatic drawings in which: Figure 1 shows a plan view of a packaging material formed into a packaging blank, ing to an example embodiment of the present invention; Figure 2 shows a front perspective View of a package formed form the packaging blank of Figure 1; Figure 3 shows a plan view of a package according to r example embodiment of the present invention, and further shows a side view of a part of the product contained in the package; Figure 4 shows a plan view of a package according to another example embodiment of the present invention; Figure 5 shows a front perspective view of a package according to another example embodiment of the present invention; Figure 6 shows a plan view of a package according to another example embodiment of the present invention being viewed, and further shows how the ance of part of the package changes according to viewing angle; and Figure 7 shows a plan view of a package according to another e embodiment of the present invention, and further shows how an optical r can be used to change the appearance of the package.

Description of Example Embodiments Figure 1 shows packaging al formed into a packaging blank 10. The packaging blank 10 is shown in Figure 2 formed around a product (not shown) to produce a package 20.

The packaging blank 10 comprises a flexible sheet carrying imaging features there-on.

The imaging features are provided in te first and second regions 21, 22 on the packaging blank 10, with the imaging features on the packaging blank 10 in these two regions referred to as the first imaging features 11 and the second imaging features 12 respectively.

The first region 21 is shown hatched, and the second region is that between the dashed lines.

The first and second imaging features 11, 12 are each arranged to produce viewing angle dependent images when observed by the human eye.

The first imaging features 11 are arranged such that when viewed from a first viewing angle the first imaging features 11 are lly transparent, and wherein when viewed from a second viewing angle the first imaging features 11 e an image which is not transparent.

Herein, "transparency" describes the y to pass light from the e spectrum there- through t diffusion or significant distortion, enabling a clear and recognisable image to be formed by light passing from one side of the packaging to the other. It should be understood that the term also es clear, but colour-filtering arencies. Furthermore, the non-transparent images described herein may comprise real or virtual images which at least partially obstruct, overlie, augment or otherwise alter the image which would be visible when observed from the first viewing angle or which would be visible if the imaging es were not present.

The first imaging features 11 are arranged to produce a three ional image when viewed from the second viewing angle, as may suitably be achieved by using a two- dimensional array of micro-optical features on the packaging blank 10. In the region of the first imaging features 11 the flexible sheet which carries the first imaging features is itself generally transparent, meaning that when viewed from the first viewing angle the product which is contained in the e 20 is visible through the ing blank 10 when formed into the package 20, thus enabling a prospective purchaser to inspect the product an appreciate its characteristics and ies by looking through the packaging blank 10. However, by changing the angle from which the package 20 is viewed, the ansparent image produced by the first imaging 11 features becomes visible. In the example embodiment shown, the first imaging features 11 are arranged when viewed from the second viewing angle to produce an image including information about the product contained in the package 20, for e a brand identifier, or a ption of the product's features or characteristics.

The second imaging features 12 are arranged on the ing blank 10 such that when the packaging blank 10 is formed around a product by wrapping to form the package 20, the second imaging features 12 are position on the front face 21 of the package 20 and run from the front face 23 around the edges of the front face 23 and onto the side and end faces 24, 25 of the package 20. in this way the second imaging features 12 are provided on non- planar portions of the package 20.

As mentioned above, the second imaging es 12 are ed to produce viewing angle dependent images when observed by the human eye. Consider the packaging 20 as stationary, and viewed by an observer moving relative to the packaging 20 such as walking past the packaging 20 when displayed on a supermarket shelf. it will be appreciated that the non-planar arrangement of the second imaging features 12 means that the change in viewing angle produced as the er moves relative to the ing will be different across the extent of the second imaging features 12. This increases the likelihood of the observer appreciating a tion between g angle dependent images provided by the second g features 12. Furthermore, the different relative orientations of the second imaging features 12 provided across the second region 22 mean that relative to the observer's movement, different types of transition between first and second viewing angles and therefore different viewing—angle dependent images may be provided by the second imaging features WO 2013042087 The second imaging features 12 are arranged such that viewed from a first viewing angle the first imaging features 12 produce a first virtual image, and when viewed from a second viewing angle produce a second virtual image. The images ed by the second imaging features are produced by a mensional array of micro-optical features provided on the on the packaging blank 10 which is formed around a product to produce the package . The micro-optical features may comprise micro lenses, or specular reflection features for example.

In the example embodiment shown in Figures 1 and 2, the packaging material may comprises a laminated al of a ity of layers, with the imaging features 11, 12 provided on a surface layer, or overlaid by only transparent layers. Suitable laminations comprise one or more plastics sheet and one or more metallic foil sheets, for example bonded to one another using an adhesive, with the foil sheet for e providing a base for the cs. An advantage of this type of lamination is that transparent plastics layers may conveniently be used, or transparent windows over which the imaging features may be provided, for example as an y. The laminated al may in some embodiments conveniently be provided with a cold seal adhesive base layer, enabling a re-sealable package to be formed using a flow wrap process. The cold seal adhesive base layer may for example provide a seal when pressed against itself, or t another surface of the packaging material during packaging. The packaging material may be overlaid by a layer of release lacquer, which is ed to facilitate opening of packages, for example flow—wrapped packages made using the material. The use of a release r may be particularly advantageous when cold seal or other adhesive layer is provided in the packaging al. in other embodiments the imaging es 11, 12 may be provided on a separate label, for example to be bonded to the packaging blank during the packaging s by use of adhesive. in still other embodiments the imaging features 11, 12 may be formed on a label which is in-moulded to a substrate material. ln-mould labelling is a process which a label is positioned in a mould and the ate formed into its desired shape using the mould. This results in the moulded form including the label therein, giving benefits in the manufacture of moulded plastics containers such as bottles and tubs. Figure 5 shows an example package 50 with an in-moulded label 52 in the lid 54, the label 52 carrying imaging 51 features to provide a three dimensional representation of the cheese product contained in the package 50.

As shown in Figure 2, the g features are provided on a non—planar portion of the e 20 as the flexible sheet material of the packaging blank bends around the edge of the front face 23 of the package 20. However, it will be appreciated that many other variations are possible, depending on the shape of the product to be packaged and the desired characteristics of the images to be ed by the imaging features. For example the imaging features may be provided on a convex n of the package that ms to a curved face or other feature of the shape of the packaged product. The imaging es may also be provided at a concave portion of the package, for example by vacuum forming around concave portion of the product. Even though curvature and different angles of the surface or surfaces ng may be thought to generally distort the image that would be produced by a perfectly flat arrangement of g features, some example embodiments may exploit this distortion to produce eye—catching visual s. in such embodiments the imaging features are designed to produce a predetermined imaging effect on a flat planar surface, but in the es of the example embodiments the imaging features are provided across the non- planar surface, In e embodiments, packaging comprising the flexible sheet material may be displayed for sale on a shelf, display stand, rack, hanger or the like, in such a way as to maintain portions of a first face and a second face visible to consumers as they move by package. Packaging in which imaging features are provided on first and second faces enable two different effective viewing angles for the imaging features provided on the two faces, which may increase the appealing effect of the images produced by the imaging features.

Furthermore, interesting and appealing effects may be produced by the g features which extend around the packaging in the area of transition from one face to another. Even if passing around the corner or edge of the packaging causes a variation in an image effect produced by the imaging features, an area of tion between images ed by features on a first face and on a second face is likely to be eve-catching, as the transitional area will produce a range of effective viewing angles as a consumer moves by the package.

Figure 3 shows a e 30 according to another example ment. The package contains a product 301 therein, which is shown as a chocolate bar with blocks 300 having valley-like recesses 310 between them, when viewed from the side. The package 30 carries imaging features 31 arranged to produce a three dimensional image there—on, wherein when viewed the imaging features 31 provide the appearance of the three dimensional t 301 in the package so as to give the appearance of a transparent package.

The g features 31 and product 301 in the package 39 are arranged with one another so that the ance of the product 301 in the package is aligned, and so that the three dimensional representation of the portions of a product 301 that are within the package correspond to a life size representation of the product in the package, ing corresponding depth of valley 310.

As shown in Figure 3, the imaging features 31 are provided over only a portion of the package, but it will be appreciated that other arrangements are possible. in the Figure 3 embodiment, and other related embodiments the imaging es 31 are arranged to give the appearance of a window through the package 39 directly to the product there-within. To generate a striking visual effect the window, or the whole package frontage may be arranged with imaging features to provide a realistic, for example colour-matched, representation of the product with sufficient definition to pass as the product or to give an accurate-to-Iife representation thereof.

Figure 4 shows a package 40 according to another example embodiment. The package 40 contains a product 400 which is e through a transparent portion 42. On the transparent n 42 are imaging features 41 arranged to produce a three ional image overlaid on the product 400 contained in the package. in this example the product 400 is a chocolate bar and the image produced by the imaging features 41 is a brand identifier "Milka“.

In this embodiment the overlay is arranged such that the three dimensional image appears to lie directly on the product contained in the package, for example as integrated into the product. in other embodiments the y is ed such that the three dimensional image appears to extend directly out from the volume of, or sink into the volume of the product contained in the e.

Figure 6 shows a e 60 according to another example embodiment. The package 60 has a first area 61 carrying first imaging es arranged to produce viewing angie dependent images there—on across a predetermined viewing angle range, and second area 62 distinct from the first and carrying second imaging features and arranged to produce a three dimensional image across the predetermined viewing angle range.

The first imaging es are arranged to provide no e image over a portion of the viewing angle range, for example around 30 degrees and 50 s. The first imaging features are ed to provide a first image over a first portion of the viewing angle range, a second image over a second portion of the viewing angle range and a third image over a third portion of the g angle range. in the embodiment of Figure 6, the first portion of the viewing angle range is around 20 degrees, the second portion of the viewing angle range is around 40 degrees and the third potion of the viewing angle range is about 60 degrees. The The three dimensional image in the second area 62 is a brand identifier "Milka". The images ed by the imaging features in the first area 61 are graphical representations associated with the product, for example, mountains, a cow and an image of the chocolate product itself. in this embodiment potential purchasers moving past the package 60 have their attention caught by the images in the first and second areas 61, 62, with the contrast between the changing image produced by substitution of three dimensional images in the first area viewing angle and the three dimensional image which remains in the second area being particularly visually interesting, The package 60 also includes a d area 63 carrying r two dimensional print.

Figure 7 shows a e 70 according to another example embodiment in plan view.

The package 70 comprises packaging material in the form of a flexible sheet carrying a first set of imaging features 71. The first set of imaging features 71 is shown in the first part of Figure 7. The first set of imaging features 71 is arranged to produce, when viewed through a corresponding optical modifier 73 including a second set of imaging features 72, a three dimensional image. The optical modifier 73 and its effect on the appearance of the e 70 are illustrated in the second part of Figure 7.

The package 70 is ed with the optical modifier 73 packaged therein with the product, so as to be available once the packaging 70 has been opened. The three dimensional image may correspond to the ance of the product contained in the e, or may in other embodiments correspond to a product description, or a brand or other product identifier, either in graphical or written form, or to a promotional code or similar to be made available to the purchaser of the product without being generally e outside the package 70 unless the viewer has the optical modifier 73. In example embodiments the first set of imaging features 71 is configured such that no meaningful image information is appreciable without use of the second set of imaging features 72 from the l modifier 73.

In one example of this type, the first set of imaging es 71 is imperceptible to the naked eye, so blending into the background of any substrate or printing which is t on the packaging material. in this example the optical modifier 73 may be passed over the packaging by a consumer in order to hunt for and/or reveal the secret image produced by the first set of imaging features 71 when viewed in combination with the second set of imaging features 72 of the l modifier 73. in another example embodiment the first set of imaging features 71 is provided in an area that is distinctive from the remainder of the packaging, for example an area comprising a ate or printing that has a random, pseudo random or otherwise meaningless appearance when viewed without the second set of imaging es 72 of the l modifier 73. In this example the optical er 73 may be used directly to reveal a three dimensional image.

It can be seen that packages in accordance with example embodiments of the invention provide simple and cost ive ways of taking advantage of the visually striking appearance that images having viewing angle dependent image properties can produce. imaging features as described enable e embodiments to provide more information relating to the product within the package on the same packaged area. This enables such product packages to be more interesting and more informative to the consumer, using viewing-angle dependent images. The viewing-angle ent images may be layered with one another to convey information in a portion of the surface area of the package, Alternatively, or in addition, the visually striking appearance of packages according to example embodiments can cause such packages to stand out from the background of other products on the shelf in a supermarket WO 42087 environment, with g ers drawing to the visual effects ed as they move past the packages, changing the effective viewing angle, and causing different angle- dependent images to bring the packaging to life.

It will be appreciated that the different types of imaging es operate to produce angle dependent images in different ways, and over different ranges of inclination and azimuth angle. The e of reflective holographic elements and micro lens arrays are envisaged as suitable for the imaging features, but others are possible.

The packaging materials, ing blanks and packages described above can be applied to the packaging of any suitable products but are particularly suitable for use with consumable products, including confectionery products such as chocolate. gh example embodiments of the present ion have been shown and bed, it will be appreciated by those skilled in the art that changes may be made without departing from the scope of the invention as defined in the claims. ion is directed to all papers and nts which are filed concurrently with or previous to this specification in connection with this application and which are open to public inspection with this specification, and the contents of all such papers and nts are incorporated herein by reference.

All of the features disclosed in this specification ding any accompanying claims, abstract and drawings), and/or all of the steps of any method or process so disclosed, may be combined in any combination, except combinations where at least some of such features and/or steps are mutually exclusive.

Each feature disclosed in this specification (including any accompanying claims, abstract and drawings) may be replaced by alternative features serving the same, equivalent or similar purpose, unless expressly stated otherwise. Thus, unless expressly stated otherwise, each feature disclosed is one example only of a generic series of equivalent or similar features.

The invention is not restricted to the details of the foregoing embodiment(s). The invention extends to any novel one, or any novel combination, of the features disclosed in this specification (including any accompanying claims, abstract and drawings), or to any novel one, or any novel combination, of the steps of any method or process so disclosed.

Claims (9)

What is claimed is:

1. A product e, the e carrying imaging features arranged to produce a three dimensional image there-on, wherein when viewed the imaging features provide the appearance of a three dimensional product in the e so as to give the appearance of a transparent package, wherein the imaging features are arranged so that the appearance of the product in the package is aligned with the t when packaged in the package. 10

2. The product package of claim 1, wherein the imaging features are arranged to produce a three dimensional representation of portions of a product that are within the package and spaced apart from the surface of the package.

3. The product package of claim 1 or 2, wherein the imaging features are 15 arranged to e a three dimensional representation of concave features of the product.

4. The product package of any one of claims 1 to 3, n the imaging es are arranged to produce a life size representation of the product in the package. 20

5. The t package of any one of claims 1 to 4, wherein the imaging features are ed to produce an accurate-to—life entation of the product in the package.

6. The product package of any one of claims 1 to 5, n the majority of the front of the package is arranged with imaging features to provide a realistic impression of the 25 product in the package.

7. The product package of any one of claims 1 to 5, wherein the imaging features are arranged to give the appearance of a window through the package directly to the product there—within.

8. The product package of claim 7, wherein the imaging features are arranged to give the appearance, through the window, of a portion of the product only.

9. The product package of claim 1, substantially as herein described with 35 reference to any one of the