US20140034538A1

US20140034538A1 - Package Navigation Using Contrasting Graphics

Info

Publication number: US20140034538A1
Application number: US13/562,984
Authority: US
Inventors: David Glen Biggs; Jennifer Lea Bacon; Akrit Malik; Susan Mary Oates
Original assignee: Kimberly Clark Worldwide Inc
Current assignee: Kimberly Clark Worldwide Inc
Priority date: 2012-07-31
Filing date: 2012-07-31
Publication date: 2014-02-06
Also published as: WO2014020525A3; GB201502710D0; KR20150051214A; GB2519275A; RU2015104932A; AU2013298191A1; WO2014020525A2; CN104640782A; BR112015001603A2

Abstract

A package includes an outer structure having at least one display face having a pointer region and a focal region, wherein the pointer region has a pointer pattern having a pointer pattern complexity value and the focal region has a focal pattern having a focal pattern complexity value, wherein the difference between the pointer pattern complexity value and the focal pattern complexity value is at least 3 for measurements in millimeters. A portion of the pointer region points toward the focal region. The pointer region can have a first end and a second end, wherein the pointer region tapers from the second end to the first end, and wherein the first end is adjacent the focal region.

Description

BACKGROUND

Packaging for consumer products often serves multiple purposes. For example, the packaging can describe the product located within the packaging, communicate the manufacturer of the product, and provide a convenient method for transporting multiple products. Additionally, packaging can provide navigational cues to assist consumers in finding their products quickly and easily.
Some women during the perimenopause and menopause experience a hormonal deficient disorder that affects their ability to focus their concentration. This disorder is sometimes referred to as Menopausal Attention Deficient Disorder (MADD), and can create a situation in which additional stimulus is required to get and keep their attention. This disorder requires different or more stimulating navigation to allow the women to properly navigate their product choices.
Navigation skills can be different between perimenopausal/menopausal women and others due in part to aging but also to the results of going through this transition.

SUMMARY

Therefore, a need still exists for a navigational aid that allows these women to intuitively navigate their perimenopausal and menopausal solutions. The inventors have conducted extensive research that found a need for additional levels of complexity to grab their attentions of perimenopausal and menopausal women. Adding complexity to navigational features through the use of contrast accrues the benefit of grabbing the attention of such a consumer without reducing the ease of product navigation. Using complexity in this way can also target such a consumer without grabbing the attention of others, which can add discretion for such consumers.
Easy product navigation typically is thought to result from simple, bold, and clear navigational cues. Simple navigational cue, however, generally lack complexity by definition. A solution is to provide the extra stimulation described herein through selective introduction of complexity into the navigational aids on packaging and in merchandising. Selectively adding complexity creates a contrast in complexity that focuses women's attention on the intuitive navigational information.
In one aspect, the present disclosure provides a package including an outer structure having at least one display face, the display face having a pointer region and a focal region, wherein the pointer region has a pointer pattern having a pointer pattern complexity value and the focal region has a focal pattern having a focal pattern complexity value, wherein the difference between the pointer pattern complexity value and the focal pattern complexity value is at least 3 for measurements in millimeters, and wherein a portion of the pointer region points toward the focal region.
In another aspect, the present disclosure provides a package including an outer structure having at least one display face, the display face having a pointer region and a focal region, wherein the pointer region has a pointer pattern having a pointer pattern complexity value and the focal region has no pattern and a theoretical focal region complexity value, wherein the difference between the pointer pattern complexity value and the focal region complexity value is at least 3 for measurements in millimeters, wherein a portion of the pointer region points toward the focal region.
In another aspect, the present disclosure provides a package for personal care articles, the package including an interior space; a plurality of individually-wrapped personal care articles disposed in the interior space; and a front panel including a focal region that identifies an aspect of the personal care articles. The front panel also includes a pointer region having a first end and a second end, wherein the pointer region tapers from the second end to the first end, and wherein the first end is adjacent the focal region, wherein the pointer region has a pointer pattern having a pointer pattern complexity value and the focal region has a focal pattern having a focal pattern complexity value, and wherein the difference between the pointer pattern complexity value and the focal pattern complexity value is at least 3 for measurements in millimeters.
In another aspect, the present disclosure provides a package including an outer structure having at least one display face, the display face having a pointer region, a focal region, and a border region adjoining the pointer region, wherein the pointer region has a pointer pattern having a pointer pattern complexity value and the border region has a border pattern having a border region pattern complexity value, wherein the difference between the pointer pattern complexity value and the border pattern complexity value is at least 3 for measurements in millimeters, and wherein a portion of the pointer region points toward the focal region.

BRIEF DESCRIPTION OF THE DRAWINGS

The foregoing and other features and aspects of the present disclosure and the manner of attaining them will become more apparent, and the disclosure itself will be better understood by reference to the following description, appended claims and accompanying drawings, where:

FIG. 1 representatively illustrates a perspective view of a first exemplary package of the present disclosure;

FIG. 2 is a schematic illustration of exemplary apparatus set up to measure Pattern Complexity Values; and

FIG. 3 representatively illustrates a perspective view of a second exemplary package of the present disclosure.

Repeat use of reference characters in the present specification and drawings is intended to represent the same or analogous features or elements of the present disclosure. The drawings are representational and are not necessarily drawn to scale. Certain proportions thereof might be exaggerated, while others might be minimized.

DETAILED DESCRIPTION

The present disclosure provides packaging for use with any suitable products. For example, the present disclosure provides packaging for absorbent articles such as baby diapers, training pants, feminine hygiene products, and the like. In a specific aspect, the present disclosure provides packaging for use with feminine incontinence articles. The present disclosure also provides packaging graphics that make navigation easier by selectively incorporating contrasting packaging graphics. As used herein, the term “contrast” means to differ in pattern complexity value, the number of colors, and/or the color intensity.
As used herein, the term “pointer” is used to describe an element that points toward or guides a viewer's attention toward a different element. For example, an arrow can be used as a pointer when a pointed end of the arrow is positioned at or near another element to which a viewer's attention should be drawn. The pointer can be any suitable shape, size, color, dimensionality, portion of a larger object, etc. as a pointer is defined more by its intended function rather than its appearance.
As used herein, the term “article” or “article component” is used to describe an item that is to be used by a consumer. For example, articles include, without limitation, diapers, pull-up type training pant garments, adult incontinence garments, male incontinence products, tampons, vaginal suppositories, pantiliners, female incontinence pads, sanitary napkins, and pessaries. These are sometimes referred to as “personal care articles” or “absorbent personal care articles.” For the purposes of this patent, a separate or individual peel strip that protects the adhesive is considered to be a part of the article. If the peel strip also serves as a wrapper, then the peel strip/wrapper is considered as a packaging component.
As used herein, the term “packaging” or “packaging component” is used to describe any items that are associated with the article, but not used within the absorbency or other functional purpose of the article. Packaging can be any items that are used to transport, store, protect or hide the article. Examples of packaging include, without limitation, wrappers, pouches, bags, boxes, and the like. Typically, boxes or bags are placed on store shelves. Generally, these boxes or bags contain a plurality of absorbent personal care articles. These items can be referred to as an “outer packaging component.” In addition, packaging can include an inner wrapper or pouch in which one or more absorbent personal care articles are placed. Wrappers and pouches can be referred to as an “inner packaging component.” The wrappers or pouches can be placed into a second packaging component, such as the outer packaging described above. The terms “wrapper” and “pouch” are used interchangeably herein.
As used herein, the term “element” is used to describe a separate or individual component of a product or packaging. Product elements can include, for example, a liner, an absorbent core, an outer cover, an attachment system, etc. Packaging elements can include wrapper materials, pouch materials, bag materials, bag handles, wrappers, pouches, bags, and the like.
The term “body side” means the side that would face toward the body of the user, regardless of whether an undergarment is actually being worn by the user and regardless of whether there are or might be intervening layers between the component and the body of the user. Likewise, the term “garment side” means the side that faces away from the body of the user, and therefore toward any outer garments that can be worn by the user, regardless of whether the undergarment is actually being worn by a user, regardless of whether any such outer garments are actually worn, and regardless of whether there might be intervening layers between the component and any outer garment.
As used herein, the term “article” or “article component” is used to describe an item that is to be used by a consumer. For example, absorbent articles include without limitation diapers, pull-up type training pant garments, adult incontinence garments, male incontinence products, tampons, vaginal suppositories, pantiliners, female incontinence pads, and sanitary napkins, which are sometime referred to as “personal care articles” or “absorbent personal care articles.” For the purposes of this patent, a separate or individual peel strip that protects the adhesive is considered to be a part of the article. If the peel strip also serves as a wrapper, then the peel strip/wrapper is considered as a packaging component.
As used herein, the term “packaging” or “packaging component” is used to describe any items that are associated with the article, but not used within the absorbency purpose of the article. Packaging can be any items that are used to transport, store, protect or hide the article. Examples of packaging include, without limitation, wrappers, pouches, bags, boxes and the like. Typically, boxes or bags are placed on store shelves. Generally, these boxes or bags contain a plurality of absorbent personal care articles. These items can be referred to as an “outer packaging component.” In addition, packaging can include an inner wrapper or pouch in which the one or more absorbent personal care articles are placed. Wrappers and pouches can be referred to as an “inner packaging component.” These wrapper or pouches can be placed into a second packaging component, such as the outer packaging described above.
As used herein, the term “color” is intended to mean an individual's perception of the spectral composition of visible light coming from a portion of an object. Color characteristics include hue, saturation and luminosity. Each is a separate color characteristic. Hue is the attribute of a color that allows it to be classified as a given color. Saturation, which is sometimes referred to as vividness, is the intensity of the color. Saturation is the degree of freedom from gray. Luminosity, sometimes referred to as value, is the degree of lightness (paleness) or darkness in a color. For example, a blue with white added is a pale color, e.g. baby blue and blue with black added is a dark color, e.g. navy blue.
As used herein, the term “form” is used to describe an individual's perception of the spatial variation of visible light due to the bulk shape and structure of a portion of an object in three dimensions. Stated another way, form is shape and structure of an item that distinguishes it from its surroundings that causes a spatially discontinuous change in light that is transmitted through or reflected from an item.
As used herein, the term “pattern” is used to describe the individual's perception of spatial variation of visible light due to contrasts in spatial variation of light due to the color, form, and texture of a portion of an object incorporated into the object by the manufactory of the elements. This contrast creates various visual distinct regions or lines sometimes referred to as “figures” within its surroundings sometimes referred to as “ground.” Patterns can be formed by combinations of contrasting color, form, and texture relative to its surroundings or background. For a pattern to be visually perceptible from its background it needs to be visible.
As used herein, the term “visible” is intended to mean an attribute or a feature that is visually perceived by an individual user or consumer. Generally for a consumer or user, the attribute should be visible in the range of about 0.25 feet (0.075 meters) to about 3 feet (0.91 meters). For a non-consumer or non-user, generally for an attribute to be visible, the distance should be greater than about 3 feet (0.91 meters). As used herein, “perceived” or “perception” is the ability to recognize an attribute or feature when the visual angle that the attribute or feature subtends is greater than about 5 minutes of visual arc and less than about 45 minutes of visual arc as determined by the following equation:
Minutes of visual arc=3438*(length of the object/distance from object)

Where

- Length of the object=size of the object measured perpendicular to the line of sight
- Distance from object=distance from the front of the eye to the object along the line of sight
- A minute of visual arc is 1/60^thof 1 degree.

Referring now to FIG. 1, an exemplary package 10 is representatively illustrated. The package 10 includes an outer structure 12 having at least one display face 14. In general, the display face 14 is the side of the package 10 oriented towards the consumer as the package 10 is displayed on the retail shelf. Thus, consumers will generally be viewing the display face 14 when selecting products in the retail environment. However, in various aspects, one or more additional surfaces of the package 10 can be alternately or additionally adapted to be a display face 14.
In various aspects, the outer structure 12 of the various packages can be made of any suitable material or combination of materials. For example, in some aspects, the outer structure 12 can be a polyolef in film, a nonwoven material, cardstock, paperboard, and the like and combinations thereof. In some aspects the outer structure 12 can include one or more openings wherein the contents of the package 10 can be visible from the outside of the package 10. For example, the outer structure 12 can include one or more windows in one or more sides of the package 10. In various aspects, the package 10 can have any suitable number of sides and can be formed in any suitable shape. For example, the package 10 can include six sides and be formed in the shape of a hexahedron as illustrated herein.
The display face 14 includes a pointer region 16 and a focal region 18. The pointer region 16 has a pointer pattern 20 printed therein. The pointer pattern 20 defines a pointer pattern complexity value. Likewise, the focal region 18 includes a focal pattern 22 printed therein. The focal pattern 22 defines a focal pattern complexity value. In general, a printed pattern is visibly perceptibly different as compared to the background color. In preferred aspects, the pointer pattern 20 is more complex than the focal pattern 22. Thus, the pointer region 16 is visually more complex than the focal region.
While not wishing to be bound by theory, it is believed that the visually complex pointer region 16 highlights or draws the attention of the consumer to the simpler focal region 18 like a picture frame to a picture. It is further believed that the contrast in complexity between the pointer region 16 and the focal region 18 helps quickly draw the consumer's eye to the focal region 18 that is usually near the center of the package 10. While other methods of attracting the consumer's attention have been tried, it is believed that the design complexity of the pointer region 16 draws the consumer's attention to the package 10 and the simpler focal region 18 focuses attention on the key customer communications such as branding and navigation.
Focusing attention is further enhanced by arranging the pointer region 16 such that the pointer region 16 actually points at or near the focal region 18 or another region within or adjacent to the focal region 18. The pointer region 16 can be shaped and positioned to enhance a consumer's viewing and understanding of the package 10 and articles. A pointer region 16 that in essence points to the focal region 18 directs a consumer's attention to the focal region 18. The pointer region 16 has a first end, a second end, and a pointer region perimeter, where the first end is disposed adjacent to or in the vicinity of the focal region. The first end can also abut the focal region 18. In other aspects, the first end can overlie part of the focal region 18. In some aspects, the pointer region 16 or a portion of the pointer region 16 defines a pointer region longitudinal centerline, where the pointer region longitudinal centerline is the centerline taken along the long axis of the pointer region 16. The focal region 18 has a focal region longitudinal centerline, where the focal region longitudinal centerline is the centerline taken along the long axis of the focal region 18. In one aspect, the pointer region longitudinal centerline, if taken beyond the extent of the pointer region 16, will intersect the focal region 18. In another aspect, the pointer region longitudinal centerline, if taken beyond the extent of the pointer region 16, will intersect the focal region longitudinal centerline. In still another aspect, the pointer region longitudinal centerline, if taken beyond the extent of the pointer region 16, will be parallel to or co-extensive with the focal region longitudinal centerline.
In another aspect in which the pointer region 16 has an arcuate portion, a tangent to the perimeter taken at some point on the perimeter can intersect the focal region 18. In yet another aspect, a tangent to the perimeter taken at some point on the perimeter of the pointer region 16 can intersect the focal region longitudinal centerline. In still another aspect, a tangent to the perimeter taken at some point on the perimeter can be parallel to or co-extensive with the focal region longitudinal centerline.
The functionality of the packaging arrangement described herein can be demonstrated by analyzing consumer reaction to such packaging including the points on the packaging to which the consumer's attention is drawn. Package design analysis can be performed using a system such as the PRS Eye-Tracking system of Perception Research Services International of Fort Lee, N.J., U.S.A. Additional information regarding this system can be found at www.prsresearch.com, which is incorporated herein by reference to the extent it does not conflict herewith.
Without committing to a specific causality for this effect, it is theorized that, at least in part, the packaging arrangement described herein enhances the natural tendency for a person to redirect attention from complexity to simplicity. It was found that the packaging arrangement described herein allowed a consumer to immediately grasp the important aspects of the articles, and to immediately identify the appropriate article type needed by the consumer, thus minimizing the time spent examining products in the store aisle in which such products are sold.
The complexity of a given graphic can be determined by using the Pattern Complexity Value (PCV or complexity value) measurement method described herein. Generally, the Pattern Complexity Value (PCV) method determines a numeric value of complexity for a printed graphic pattern via a combination of specific image analysis measurement parameters. The PCV method is performed using conventional optical image analysis techniques to detect graphic patterns and measure the complexity of the graphic patterns when viewed using a camera with incident lighting. An image analysis system controlled by an algorithm detects and measures several of the dimensional properties of the graphic pattern. The resulting dimensional measurement data are combined to calculate the PCV of a given pattern.
The method for determining the PCV of a given sample includes the step of acquiring the image of the sample. An exemplary setup for acquiring the image is representatively illustrated in FIG. 2. Specifically, a CCD video camera 102 (e.g., a Leica DFC 310 FX video camera available from Leica Microsystems of Heerbrugg, Switzerland) is mounted on a standard support 104 such as a Polaroid MP-4 Land Camera standard support available from Polaroid Resource Center in Cambridge, Miss. The standard support 104 is attached to a macro-viewer 106 such as a KREONITE macro-viewer available from Dunning Photo Equipment, Inc., having an office in Bixby, Okla. An auto stage 108 is placed on the upper surface of the macro-viewer 106. The auto stage 108 is used to move and adjust the position, via a joystick, of a given sample 110 for optimal viewing by the camera 102. A suitable auto stage is Model H112, available from Prior Scientific Inc., having an office in Rockland, Mass.
The sample 110 possessing a printed graphic design is placed on the auto stage 108 of a Leica Microsystems QWIN Pro Image Analysis system, under the optical axis of a 20 mm Nikon AF Nikkor lens 112 with an f-stop setting of 4. The Nikon lens 112 is attached to the Leica DFC 310 FX camera 102 using a c-mount adaptor. The distance from the front face of the Nikon lens 112 to the sample 110 is approximately 43 cm. The sample 110 is flattened and any wrinkles removed by covering it with a transparent glass plate and/or fastening it to the auto stage 108 surface using transparent adhesive tape at its outer edges. The sample 110 is illuminated with incident incandescent lighting using four, 150 watt, GE Reflector Flood lamps 114. The lamps 114 are attached to the KREONITE macro-viewer 106. The illumination level of the lamps is controlled with a POWERSTAT Variable Auto-transformer, type 3PN117C, available from Superior Electric, Co. having an office in Bristol, Conn.
The image analysis software platform used to acquire images and perform the dimensional measurements is a QWIN Pro (Version 3.5.1) available from Leica Microsystems, having an office in Heerbrugg, Switzerland. Prior to executing the algorithm below, the method for determining the PCV includes the step of shading correction. Additionally, if the sample includes colored graphics then color white balancing is undertaken and three command lines in the algorithm below (denoted with superscript^tt) are changed to reflect color imaging in either red-green-blue (RGB) or hue-saturation-intensity (HSI) color space. Both the shading correction and the white balancing steps are performed using the QWIN software and a flat white background (e.g., a photographic positive from Polaroid 803 film) being illuminated by the flood lamps. The system and images are also accurately calibrated using the QWIN software and a standard ruler with metric markings at least as small as one millimeter. The calibration is performed in the horizontal dimension of the video camera image.
Thus, the method for determining the PCV of a given sample also includes the step of performing the dimensional measurements. Specifically, an image analysis algorithm is used to acquire and process images as well as perform measurements using Quantimet User Interactive Programming System (QUIPS) language. The image analysis algorithm is reproduced below.

- NAME=Pattern Complexity—1a
- PURPOSE=Measures ‘complexity’ of Patterns and Elements via various shape parameters
- CONDITIONS=DFC 310 FX; monochrome or color; 20-mm Nikkor (f/4); 4-floods; white or black back.; cover plate; MP4 pole=69 cm
- AUTHOR=D. G. Biggs
- Open File (CAData\37525\data.xls, channel #1)
- Open File (CAData\37525\feature data.xls, channel #2)
- REPLICATE=0
- SAMPLE=0

Set-Up

- Calvalue=0.140 mm/px
- CALVALUE=0.140
- Calibration (Local)
- Enter Results Header
- File Results Header (channel #1)
- File Line (channel #1)
- File Line (channel #1)
- File Results Header (channel #2)
- File Line (channel #2)
- File Line (channel #2)
- Measure frame (x 31, y 61, Width 1330, Height 978)
- Image frame (x 0, y 0, Width 1392, Height 1040)

For (SAMPLE=1 to 1, step 1)

- PauseText (“Enter object classification (e.g. geo, element, pattern, etc.).”)
- Input (TITLE$)
- File (TITLE$, channel #1)
- File Line (channel #1)
- File (TITLE$, channel #2)
- File Line (channel #2)
- File (“Object ID”, channel #1)
- File (“Area”, channel #1)
- File (“Perimeter”, channel #1)
- File (“Area Fract.”, channel #1)
- File Line (channel #1)
- File (“Object ID”, channel #2)
- File (“Area”, channel #2)
- File (“Cony. Area”, channel #2)
- File (“Perim.”, channel #2)
- File (“Cony. Perim.”, channel #2)
- File (“Number”, channel #2)
- File Line (channel #2)

For (REPLICATE=1 to 1, step 1)

- Image frame (x 0, y 0, Width 1392, Height 1040)
- Binary Edit (Clear Binary2)

Image Acquire

- ACQOUTPUT=0
  - Colour Transform (Mono Mode)^tt
- PauseText (“Position sample for imaging.”)
- Display (Image0 (on), frames (on,on), planes (off,off,off,off,off,off), lut 0, x 0, y 0, z 1,
  - Reduction off)
- Image Setup DC Twain [PAUSE] (Camera 1, AutoExposure Off, Gain 0.00, ExposureTime
- 78.43 msec, Brightness 0, Lamp 49.99)^tt
- Acquire (into)Image°
- ACQFILE$=“CAlmages\37525—Hopkins—
- Oates\”+TITLE$+“ ”+STR$(REPLICATE)+“.tif”
- Write image (from ACQOUTPUT into file ACQFILE$)
- Display (Colour0(on), frames (on,on), planes (off,off,off,off,off,off), lut 0, x 0, y 0, z 1,
  - Reduction off)

Detection and Image Processing

- PauseText (“Adjust detection to include all printed areas. If necessary, this line can be
  - changed to HSI or RGB detection thru editing.”)
- Detect [PAUSE] (blacker than 183, from Image0 into Binary0 delineated)^tt
- PauseText (“Is additional/unique image processing required? If yes, enter 1.”)
- Input (PROCESS)
- If (PROCESS=1)
  - PauseText (“Use Binary Amend to optimize detection. The final step must output to
- Binary0.”)
  - Binary Amend [PAUSE] (Open from Binary0 to Binary0 cycles 1, operator Disc, edge
    erode on)
  - PauseText (“Use Binary Editing to optimize detection. The final step must output to
  - Binary0”)
  - Binary Edit [PAUSE] (Reject from Binary° to Binary0 nib Fill, width 2)
- Else
  - Goto CONTINUE
- Endif

Continue:
Display (Image0 (on), frames (on,on), planes (0,off,off,off,off,off), lut 0, x 0, y 0, z 1,
Reduction off)
PauseText (“Set Measure Frame to encompass features of interest and image
frame to be
just inside the measure frame.”)
Measure frame [PAUSE] (x 31, y 61, Width 1330, Height 978)
Image frame [PAUSE] (x 0, y 0, Width 1392, Height 1040)
PauseText (“If detected regions are within the image frame only, click on ‘OK.”’)
Binary Edit [PAUSE] (Cut from Binary0 to Binary1, nib Fill, width 1) Binary Logical (C=A AND B: C Binary2, A Binary0 B Binary1)
Measure Field
MFLDIMAGE=2

- Measure field (plane MFLDIMAGE, into FLDRESULTS(5), statistics into FLDSTATS(7,5)) Selected parameters: Area, Perimeter, Area Fract

AREA=FLDRESULTS(1)
PERIM=FLDRESULTS(4)
AREAFRACT=FLDRESULTS(5)
File (REPLICATE, channel #1, 0 digits after ‘.’)
File (AREA, channel #1, 1 digit after ‘.’)
File (PERIM, channel #1, 1 digit after ‘.’)
File (AREAFRACT, channel #1, 1 digit after ‘.’)
File Line (channel #1)
Measure Features

- Feature Expression (UserDef1 (all features), title Area/Perim=PAREA(FTR)/PPERIMETER(FTR))
- Measure feature (plane Binary2, 8 ferets, minimum area: 6, grey image:) Image0)
- Selected parameters: Area, X FCP, Y FCP, Perimeter, ConvxPerim, ConvexArea

File (REPLICATE, channel #2, 0 digits after ‘.’)
FSAREA=Field Sum of (PAREA(FTR))
File (FSAREA, channel #2, 1 digit after ‘.’)
FSCONVAREA=Field Sum of (PCONVAREA(FTR))
File (FSCONVAREA, channel #2, 1 digit after ‘.’)
FSPERIM=Field Sum of (PPERIMETER(FTR))
File (FSPERIM, channel #2, 1 digit after ‘.’)
FSCONVPERIM=Field Sum of (PCONVPERIM(FTR))
File (FSCONVPERIM, channel #2, 1 digit after ‘.’)
FSNUMBER=Field Sum of (PACCEPTED(FTR))
File (FSNUMBER, channel #2, 0 digits after ‘.’)
File Line (channel #2)
Binary Edit (Clear Binary2)
Next (REPLICATE)
File Line (channel #1)
File Line (channel #2)
Next (SAMPLE)
Close File (channel #1)
Close File (channel #2)
End

- ^tt—Denotes command lines that must be changed to their color equivalent format prior to execution if color imaging and detection will be performed.

The QUIPS algorithm is then executed using the QWIN Pro software platform. The analyst is initially prompted to enter sample identification information. This is followed by a prompting to enter a base file name for saving the sample replicate specimen images. An opportunity is then given to set up and position the specimen of interest on the sample stage or platform beneath the camera. For most printed designs, a flat white background is suitable to detect the pattern in either gray-scale or color. In some cases, when the specimen is composed of a polymer film, a black background behind the flattened and unwrinkled specimen is suitable to obtain good detection of the pattern.
The sample is positioned so the longest dimension runs horizontally in the image, and the light illumination level of the four-flood lamps is adjusted using the POWERSTAT Variable Auto-transformer to obtain a white level reading of approximately 0.95. During this process of light adjustment, the QUIPS algorithm automatically displays the current white level value within a small window on the video screen. The algorithm then acquires and saves the image to a designated location—typically on the computer's hard drive. The analyst is then prompted to adjust the detection threshold in order to obtain the optimal detection that is possible. The delineation should be turned ‘on’ and the detection interactive window gray-scale histogram as well as visual observation should be used to ensure the best detection possible. For most printed designs, detection will be adjusted in ‘black’ mode in gray-scale or hue-saturation-intensity or red-green-blue mode in color. For polymer film patterns when using a black background, the gray-scale mode will likely need to be switched to ‘white’ mode.
After detection, the analyst is asked whether additional binary image processing is required to further optimize pattern detection. If the analyst believes additional processing will be beneficial, a value of ‘1’ is entered into the prompting window and the analyst is given two opportunities to optimize the binary detection to match the design to the extent possible. In order to check for detected fit versus the actual pattern, the analyst can toggle the ‘control’ and ‘B’ keys on the keyboard simultaneously to turn the overlying binary image on and off. A fit is considered good when the binary image closely matches with the printed pattern with respect to its boundaries and regions within said boundaries. If no additional processing is required, the analyst clicks ‘OK’ without entering any value into the prompting window. If ‘1’ is entered for additional processing, the first opportunity will be thru a ‘Binary Amend’ window showing various options such as ‘closing’ and ‘opening.’ The analyst can experiment to find a good option by changing the output to binaryl or higher. When a specific processing step(s) have been identified, the analyst must do so in such a way so that the final output is into binary0. The second binary ‘edit’ processing step allows for a selection of manual interactions (e.g. reject, accept, draw, etc.) with the image to clean it up for the measurement step of the algorithm. Again, the final step within the manually editing processing step must go into binary0 for the output. If no editing is required, the analyst clicks ‘OK’ and allows the algorithm to proceed.
After the option of additional processing, the algorithm will then prompt the analyst to manually select both measurement and image frame regions of interest (ROI). First, the measurement frame is selected to enclose the detected pattern over as much of the sample (e.g., framing region or focal region) as possible or at least enough to cover one unit cell if there is a pattern that repeats. Secondly, the image frame is selected to be just inside the boundaries of the previously selected measurement frame. The resulting image frame size should be two pixels less wide and long as the measurement frame and located within the measurement frame boundaries.
After the measurement and image frames have been selected, the algorithm will automatically perform measurements and output the data into two different spreadsheets. The first spreadsheet is labeled “data.xls” and is for the field data. The second spreadsheet is labeled “feature data.xls” and is for feature data. The following primary measurement parameter data will be located in the feature data.xls file after measurements and data transfer has occurred:
Area
Perimeter
Convex area
Convex perimeter
Number of features
The following primary measurement parameter data will be located in the data.xls file after measurements and data transfer has occurred. The field area and perimeter data located in the data.xls file are not used for calculations and should be within approximately 5% of those in the featuredata.xls file and can be used to corroborate the accuracy of the comparable area and perimeter data located in featuredata.xls file.
Area Fraction
Area
Perimeter
From these primary measurement parameter data, which are all totals for the selected image frame ROI, a number of secondary derived parameters can be calculated using the following calculations:
Fullness ratio=Sqrt.(area/convex area)
Convexity=convex perimeter/perimeter
Finally, the secondary parameters are combined with area fraction to calculate the PCV parameter:
PCV=(Area/Perimeter×Convexity/Fullness ratio)/Area Fraction
PCV will be in units of a linear distance, so the type of units chosen (e.g., millimeters vs. inches vs. pixels) for image pixel calibration will affect the magnitude of the resulting PCV. For the purposes of discussion and examples in the present application, all measurements and calculations will be in millimeters unless otherwise noted.
Multiple replicates from a single sample can be performed during a single execution of the QUIPS algorithm. Primary dimensional data will be transferred to the EXCEL spreadsheets for each replicate. Between each replicate, a new sample is placed onto the auto-stage and adjusted via a joystick for image acquisition and analysis. The final sample mean PCV parameter is based on an N=5 analysis from five, separate, product specimen subsamples. A comparison between different samples can be performed using a Student's T analysis at the 90% confidence level.
The Pattern Complexity Value method returns a complexity value for a given graphic wherein the more complex the graphic the lower the complexity value. Likewise, the less complex the graphic the higher the complexity value. In other words, graphics having a lower complexity value are more complex than graphics having a relatively higher complexity value (i.e., the PCV is inversely proportional to the complexity of the graphic).
For the case in which a region possessing a graphic design is to be compared with a region that does not possess a graphic, it is possible to determine a theoretical maximum PCV in the non-graphic region using the methodology previously described.
To determine the approximate theoretical maximum, the analyst uses the algorithm Pattern Complexity—1a in the same manner as analyzing a graphic design except that no detection thresholding is performed due to the lack of a pattern. At the point in the algorithm when the analyst is prompted with the choice, “Is additional/unique image processing required? If yes, enter 1”, the analyst then selects yes by entering ‘1.’ The analyst then selects ‘OK’ for the Binary Amend dialog box that follows.
At the Binary Edit dialog box that now appears on the screen, the analyst must first change the edit mode from ‘reject’ to ‘line.’ With the computer mouse, the analyst creates a very short line consisting of only a few pixels in length within the non-graphic region to be analyzed. If the line is drawn longer than a few pixels, or if some other mistake is made, the binary image can be re-set using the ‘Undo’ button located within the Binary Edit dialog box. The short binary line must be made up of a minimum of at least six adjacent pixels to be measured for feature dimensions. Once a short line has been achieved, ‘OK’ can be selected and the algorithm continued.
When selecting measurement and image frame sizes in the next algorithm step, the analyst should choose a region around the short binary feature line created to encompass as much of the non-graphic region as possible.
After selection of the measure and image frames, the algorithm is continued as previously described. If when finished, the analyst finds that no feature measurements have been performed on the short binary line, the algorithm will need to be re-run and a slightly longer line created to ensure the six pixel minimum requirement.
Referring again to FIG. 1, the pointer region 16 representatively illustrates a relatively complex pointer pattern 20. The pointer pattern 20 includes paisley designs 28 of various shapes and sizes and stylized flowers 30 of different sizes. Likewise, the focal region 18 includes a relatively simple focal pattern 22 of offset dots 32. To determine the PCV difference between the pointer pattern 20 and the focal pattern 22, the actual pointer pattern 20 was measured at four different locations and the actual focal pattern 22 was measured at four different locations. The results of these measurements are summarized in Table 1 below. It should be noted that the testing was conducted on actual printed packaging and the illustrations of FIG. 1 are representative of the patterns tested.

TABLE 1

	PCV of focal pattern		PCV of pointer
Location	22	Location	pattern	20	Δ PCV

1	12.46	5	0.694
2	11.89	6	0.633
3	13.39	7	1.023
4	13.11	8	0.746
Mean	12.71	Mean	0.77	11.94
S. Dev.	0.67		0.17
% RSD	5.3		22.2

As can been seen in Table 1, the focal pattern 22 had a mean PCV of 12.71. A PCV of 12.71 indicates a relatively low pattern complexity. In comparison, the pointer pattern 20 had a mean PCV of 0.77. A PCV of 0.77 indicates a relatively high pattern complexity. Thus, the difference in PCV between the focal pattern 22 and the pointer pattern 20 is 11.94. A PCV of 11.94 indicates a relatively large difference in complexity between the two patterns.
In various aspects, the pointer pattern complexity value may be less than 10, less than 9, less than 8, less than 7, less than 6, less than 5, less than 4, less than 3, less than 2, or less than 1. Likewise, the focal pattern complexity value can be at least 8, at least 9, at least 10, at least 11, at least 12, at least 13, or at least 14. In some aspects, the difference between the pointer pattern complexity value and the focal pattern complexity value is at least 3, at least 5, at least 7, and at least 10. In various aspects, the pointer pattern complexity value is lower than the focal pattern complexity value. In other words, in some aspects, the pointer pattern 20 is more complex than focal pattern 22.
The package 10 of FIG. 1 includes a pointer region 16 and a focal region 18. In this aspect, the pointer region 16 is unitary. In comparison, FIG. 3 representatively illustrates another exemplary package 50. The package 50 includes a pointer region 16 and a focal region 18. In these aspects, the pointer region 16 has a pointer region printed pattern 20 having a pointer pattern complexity value, and the focal region 18 has a focal printed pattern 26, which in this aspect is the absence of a pattern, having a focal pattern complexity value. In various aspects, the difference between the pointer pattern complexity value and the focal pattern complexity value is at least 3. In these aspects, the focal pattern complexity value is less than the focal pattern complexity value.
The various regions of the present disclosure can be defined by any suitable means. For example, the various regions of the present disclosure can be defined by color, printed borders, physical structure, and the like and combinations thereof. For example, in FIG. 1, the focal region 18 is defined by a focal region border 36. In this case, the focal region border 36 is a lace-like pattern extending around the focal region 18. In FIG. 3, the focal region border 36 is a solid line extending around the focal region 18. In comparison, in both FIG. 1 and FIG. 3, the pointer region 16 is defined in part by a pointer region border 38 and in part by the physical structure of the package 10. Specifically, the edges wherein the display face 14 transitions into the side panels, the top panels, and the bottom panels can help define the outer edges of the pointer region 16.
The pointer region border 38 has the general shape of the pointer region 16, and the focal region border 36 has the general shape of the focal region 18. The pointer and focal region borders 38, 36 can be wide and bold enough to be clearly visible. Each of the pointer and focal region borders 38, 36 can include a complexity pattern, added line, and/or any other suitable graphic on the inside or outside of the pointer and focal region borders 38, 36. All or part of the pointer and focal region borders 38, 36 can also include a more complex pattern, line, and/or navigational information (e.g., printing or other graphical elements, or different colors, hues, shades, shadowings, luminosities, textures (real or optical illusion), etc. Each of the pointer and focal region borders 38, 36 can also define its own pattern complexity value.
In various aspects, the pointer region 38 can have a pointer pattern 20 that extends beyond the display face 14 onto one or more sides of the package 10. Likewise, the focal region 36 can have a focal pattern 22 that extends beyond the display face 14 onto one or more sides of the package 10.
Utilizing a different number of printed colors in the pointer region 16 as compared to the focal region 18 is another way of creating visual contrast between the two regions 16, 18. In various aspects, the pointer patterns 20 can have one, two, three, four, five, or more than five different printed colors. Likewise, the focal pattern 22 can have one, two, three, four, five, or more than five different printed colors. In various aspects, the number of printed pointer pattern colors is different from the number of printed focal pattern colors. For example, in some aspects, the pointer pattern 20 has at least two printed colors whereas the focal pattern 22 has at least one fewer printed colors. In various aspects, the difference between the number of printed colors in the pointer pattern 20 is at least one, at least two, at least three, at least four, or at least five more than the number of printed colors in the focal pattern 22.
To determine the number of colors in a given graphic or pattern, color images of the given graphic patterns are acquired using the QUIPS algorithm described herein. These images can then be measured for their pattern component L*a*b* color values using a number of software packages. For example, image processing and analysis packages such as Matlab (v.6.5.1, release 13; Mathworks), Adobe Photoshop, and Media Cybernetics Image Pro Plus are all suitable for measuring L*a*b* values of various colored graphics within a given pattern. The L*a*b* value for each color of the pattern can then be used to determine the number of different colors present within the pattern. Two colors are considered different if they are just-noticeably different by a consumer. This difference is sometimes estimated by just-noticeable difference or differential threshold that has been quantified by ΔE*_abgreater than 2.3 as described in ASTM D2244-09b Standard Practice for Calculation of Color Tolerances and Color Differences from Instrumentally Measured Color Coordinates and the references cited therein. Although this just-noticeable difference is sufficient, a larger difference is preferable because the additional contrast between colors is believed to enhance the perceived complexity of the color graphics.
In various aspects, the pointer pattern 20 includes a first total number of inks and the focal pattern 22 includes a second total number of inks. In some aspects, the difference between the first total number of inks and the second total number of inks is at least one. In some aspects, the difference between the first total number of inks and the second total number of inks is at least one, at least two, at least three, at least four, or at least five. In some aspects, the difference between the first total number of inks and the second total number of inks at least one, at least two, at least three, at least four, or at least five and the second total number of inks is less than the first total number of inks.
Another way of creating visual contrast between the various regions is by utilizing different print colors having different L* values in the pointer region 16 as compared to the focal region 18. In various aspects, the focal region 18 can have a background color. Likewise, the pointer region 16 can have a background color. Each background color has an L* value that can be measured by any suitable imaging software program as discussed herein. The L* scale ranges from 0 (black) to 100 (white). The L* values are determined from the perspective of the user. In other words, the background color can be printed on either side of the outer structure 12 but the L* value is measured from the side visible to user. In some aspects, the background color can be on the inside of the outer structure 12. Thus, the L* value of the background color in these aspects are determined by measuring through the outer structure material. Using ADOBE Photoshop CS5 Extended software (version 12.0_x64, Lab Mode, CIELAB D50), the difference between the lowest L* value measured for the background color in the pointer region 16 and the lowest L* value measured for the background color in the focal region 18 can be at least 5, at least 10, at least 15, or at least 20. In various aspects, the lowest L* value measured for the background color in the focal region 18 is greater than the lowest L* value measured for the background color in the pointer region 16. In some aspects, the background color in the focal region 18 can have a lowest L* value of no more than 20, 25, 30, 35, 40, 45, or 50. In some aspects, the background color in the pointer region 16 can have a lowest L* value of at least 30, 35, 40, 45, 50, 55, 60, 65, or at least 70. In a specific aspect, the background color in the pointer region 16 can have a lowest L* value of about 32 and the background color of the focal region 18 can have a lowest L* value of about 15. In various aspects, the lowest L* value for the background color of the pointer region 16 on the display face 14 can be at least 10, at least 15, or at least 20 higher than the lowest L* value for the background color of the focal region 18 on the display face 14.
Again, while not wishing to be bound by theory, it is believed that the color contrast between the pointer region 16 and the focal region 18 highlights or draws the attention of the consumer to the focal region 18. It is further believed that aspects utilizing a darker background color in the focal region 18 quickly draw the consumer's eye to the focal region 18 that is usually near the center of the package 10.
In some aspects, the focal region 18 can include one or more background colors having a color gradation. Specifically, in some aspects, the color of the focal region 18 can have a lower L* value at the outer edges as compared to the more central area of the region. In specific aspects, the focal region 18 can have a color gradation near the center of the focal region 18 to further draw the consumer's eye to this location.
Referring again to FIGS. 1 and 3, the packages 10 and/or 50 can include one or more navigation panels 34. As used herein, the term “navigation panel” refers to a graphic containing information to assist a consumer in selecting the appropriate size and form of product from an array of different product sizes and forms presented on a retail shelf. In various aspects, the navigation panel 34 includes a background color. In some aspects, the navigation panel 34 can include two or more different background colors. In some aspects, the navigation panel 34 can also include a navigation panel pattern. In these aspects, the navigation panel pattern can have a navigation pattern complexity value of at least 2 more than the pattern complexity value of the focal pattern 22.
In some aspects, the packages of the present disclosure can further include a product graphic. As used herein, the term “product graphic” refers to a printed image that closely represents a product located within the package 10. For example in some aspects, the product can be an incontinence pad having a given shape, color, and/or feature and the product graphic can be a printed image that closely resembles the shape, the color, and/or the feature of the incontinence pad located within the package.
In some aspects, the product graphic can be located at least partially in the navigation panel 34. For example, the product graphic can define a product graphic area and the navigation panel can define a navigation panel area. In some aspects, the product graphic area and the navigation panel area can overlap. In some aspects, at least 25, at least 30, at least 40, at least 50, at least 60, or at least 70% of the product graphic area overlaps with the navigation panel area.
Again, not wishing to be bound by theory, it is believed that locating the navigation panel 34 within or adjacent to the focal region 18 assists consumers in quickly finding the navigation information contained therein. Specifically, the contrasting regions are believed to draw attention to the focal region 18. Since the navigation panel 34 is located within the focal region 18 or is adjacent the focal region 18, the consumer is believed to locate the navigation panel 34 more readily.
Another way of creating color contrast is by utilizing different print colors having different L* values in the navigation panel 34 as compared to the pointer region 16 and/or the focal region 18. In various aspects, the navigation panel 34 can have one or more background colors. In some aspects, the navigation panel 34 can be split into a first portion 46 and a second portion 48 as illustrated in FIG. 3. In these aspects, the first portion 46 has a background color and the second portion 48 has a background color. In various aspects, the background color of the first portion 46 can be the same or can be different from the background color of the second portion 48. Again, using ADOBE Photoshop CS5 Extended software (version 12.0_x64, Lab Mode, CIELAB D50), the lowest L* value was measured for the background color in the first portion 46 and the second portion 48 in exemplary navigation panels 34. In one aspect, the lowest L* value for the background color in the first portion 46 is about 13 while the lowest L* value for the background color in the second portion 48 is about 61. In another aspect, the lowest L* value for the background color in the first portion 46 is about 25 while the lowest L* value for the background color in the second portion 48 is about 61. In another aspect, the lowest L* value for the background color in the first portion 46 is about 58 while the lowest L* value for the background color in the second portion 48 is about 61. In some aspects, the lowest L* value of the background color of the navigation panel 34 can be greater than the lowest L* value of the background color of the focal region 18.
Referring again to FIG. 1, in various aspects, the packages of the present disclosure can further include a brand graphic 40. The brand graphic 40 is generally composed of text indicating the source of manufacturing of the product contained with the packages. The brand graphic 40 is not considered part of the focal pattern 22 or the pointer pattern 20. In various aspects, the brand graphic 40 can be located on the display face 14 in any suitable location. For example, in some aspects, the brand graphic 40 can be located within the focal region 18 as illustrated in FIG. 1. In other aspects, the brand graphic 40 can be located within the pointer region (not shown) or can be at least partially located in both the pointer region and the focal region (not shown).
While the disclosure has been described in detail with respect to specific aspects thereof, it will be appreciated that those skilled in the art, upon attaining understanding of the foregoing will readily appreciate alterations to, variations of, and equivalents to these aspects. Accordingly, the scope of the present disclosure should be assessed as that of the appended claims and any equivalents thereto. Additionally, all combinations and/or sub-combinations of the disclosed aspects, ranges, examples, and alternatives are also contemplated.

Claims

1. A package comprising

an outer structure having at least one display face,

the display face having a pointer region and a focal region, wherein the pointer region has a pointer pattern having a pointer pattern complexity value and the focal region has a focal pattern having a focal pattern complexity value, wherein the difference between the pointer pattern complexity value and the focal pattern complexity value is at least 3 for measurements in millimeters, and

wherein a portion of the pointer region points toward the focal region.

2. The package of claim 1, wherein a portion of the pointer region tapers from a second end to a first end, wherein the first end is adjacent the focal region.

3. The package of claim 1, wherein the difference between the pointer pattern complexity value and the focal pattern complexity value is at least 5 for measurements in millimeters.

4. The package of claim 1, wherein the difference between the pointer pattern complexity value and the focal pattern complexity value is at least 10 for measurements in millimeters.

5. The package of claim 1, wherein the focal region has a background color having a lowest L* value and the pointer region has a background color having a lowest L* value, wherein the lowest L* value for the background color of the focal region is at least 10 less than the lowest L* value for the background color of the pointer region.

6. The package of claim 1, further comprising a navigation panel wherein the navigation panel is integral with the focal region.

7. The package of claim 6, wherein the navigation panel does not have a printed pattern.

8. The package of claim 1, wherein the navigation panel is completely surrounded by the focal region.

9. The package of claim 1, further comprising a brand graphic located within the focal region.

10. The package of claim 1, wherein the pointer pattern complexity value is less than 2.

11. The package of claim 10, wherein the focal pattern complexity value is at least 10.

12. A package comprising:

an outer structure having at least one display face,

the display face having a pointer region and a focal region, wherein the pointer region has a pointer pattern having a pointer pattern complexity value and the focal region has no pattern and a theoretical focal region complexity value, wherein the difference between the pointer pattern complexity value and the focal region complexity value is at least 3 for measurements in millimeters,

wherein a portion of the pointer region points toward the focal region.

13. A package for personal care articles, the package comprising:

an interior space;

a plurality of individually-wrapped personal care articles disposed in the interior space; and

a front panel including

a focal region that identifies an aspect of the personal care articles, and

a pointer region having a first end and a second end, wherein the pointer region tapers from the second end to the first end, and wherein the first end is adjacent the focal region, wherein the pointer region has a pointer pattern having a pointer pattern complexity value and the focal region has a focal pattern having a focal pattern complexity value, and wherein the difference between the pointer pattern complexity value and the focal pattern complexity value is at least 3 for measurements in millimeters.

14. The package of claim 13, wherein the pointer region has a perimeter, and wherein a point on the perimeter of the pointer region defines a tangent that intersects the focal region.

15. The package of claim 13, wherein at least a portion of the pointer region defines a longitudinal centerline that intersects the focal region.

16. The package of claim 13, wherein the focal region has a background color having a lowest L* value, the pointer region has a first background color having a lowest L* value, wherein the lowest L* value for the background color of the focal region is at least 10 less than the lowest L* value for the first background color of the pointer region.

17. The package of claim 13, wherein the display face includes a navigation panel, the navigation panel defines a navigation panel area and a majority of the navigation panel area is located within the focal region.

18. The package of claim 17, wherein the navigation panel includes a printed pattern having a navigation panel pattern complexity value of at least 2 more for measurements in millimeters than the pattern complexity value of the focal pattern.

19. The package of claim 17, wherein the focal region has a background color having a lowest L* value, the pointer region has a first background color having a lowest L* value, and the navigation panel has a navigation background color having a lowest L* value, wherein the lowest L* value for the background color of the focal region is at least 10 less than the lowest L* value for the background color of the first pointer region, and the lowest L* value for the background color of the focal region is at least 10 less than the lowest L* value for the background color of the navigation panel.

20. A package comprising

an outer structure having at least one display face,

the display face having a pointer region, a focal region, and a border region adjoining the pointer region, wherein the pointer region has a pointer pattern having a pointer pattern complexity value and the border region has a border pattern having a border region pattern complexity value, wherein the difference between the pointer pattern complexity value and the border pattern complexity value is at least 3 for measurements in millimeters, and

wherein a portion of the pointer region points toward the focal region.