WO2007089736A2

WO2007089736A2 - Designing, sampling and ordering product packaging using an interactive computer interface

Info

Publication number: WO2007089736A2
Application number: PCT/US2007/002459
Authority: WO
Inventors: Robert Ziegler; Scott Miller
Original assignee: Robert Ziegler; Scott Miller
Priority date: 2006-01-27
Filing date: 2007-01-28
Publication date: 2007-08-09
Also published as: WO2007089736A3

Abstract

A system and method for designing, sampling and producing packaging for consumer products using an interactive software system. Utilizing the system, a user can select a packaging type for a particular consumer product. The user is then provided with a selection library of virtual models that correspond to the selected packaging type. The user then selects a virtual model from the selection library of virtual models. A graphics design is created for the selected packaging type. The graphics design is then virtually applied to the virtual model of the packaging that was selected. The result is a virtual product package model that mimics a real product package in extreme detail. The user views the virtual product package model and alters the model until satisfied with the overall design. Data from the virtual product package model can then be used to directly manufacture physical samples of the product packaging.

Description

SYSTEM AND METHOD FOR DESIGNING, SAMPLING AMD

ORDERING PRODUCT PACKAGING USING AN INTERACTIVE

COMPUTER INTERFACE

Technical Field Of The Invention

In general, the present invention relates to systems and methods that relate to the creation and virtual sampling of product packaging. More particularly, the present invention relates to interactive software systems where virtual images of product packaging can be created and displayed.

BACKGROUND ART In modern society, most all prepared food and beverage products that are available for retail sale are prepackaged by the product manufacturer. The packaging of a product is of tremendous importance. Not only does a product packaging have to keep a product fresh and undamaged, a product's packaging must appeal to the retail consumer. The ability of a product's packaging to attract a consumer's eye is often referred to as "consumer appeal". There are many variables that contribute to the consumer appeal of a particular product's packaging. Among the many variables are packaging shape, packaging size, color -schemes, label design, and the ability or lack of ability to view the product inside the packaging. Often it is the packaging of a product that causes a retail consumer to select one product over another. A product's packaging, therefore, must not only have good consumer appeal, it must have better consumer appeal than the competitor' s products that are sitting on the same store shelf. No one can quantify exactly why one product' s packaging has more consumer appeal than another product's packaging. The consumer appeal of a product is highly transient and depends upon variables, such as the age, sex and geographical location of the retail consumer viewing the packaging. Accordingly, the design of a product's packaging has become an art form. Many companies hire professional graphic artists and designers to create a variety of packaging designs. These packaging designs are then tested, using focus groups and sample markets, to determine which of the product packaging design has the best consumer appeal .

Traditionally, creating the packaging of a product is a two-step process. First, the packaging style and shape is selected. Secondly, the color scheme for the selected package is created and/or a label for the selected package is created. For example, if a company manufactures a beverage, the company may first select the bottle shape for the beverage. The company will then select the label used to encircle the selected bottle. The combined label and bottle assembly is then evaluated for customer appeal. It is very expensive and time consuming to physically produce different packaging shapes and labels. Accordingly, many manufacturers evaluate various packaging and label combinations using computer models. Packaging has a three-dimensional shape. Labels are typically two-dimensional. Computer models of three-dimensional shapes, such as bottles, cans, and boxes can be readily created using commercial computer aided design (CAD) software. Using CAD software, a packaging shape is rendered into a mathematical model. That model can then be manipulated to produce virtual images from any desired visual perspective.

Labels, however, are graphical in nature. Thus, they are poorly suited for design using CAD software. Rather, labels are typically designed using graphical design software, such as Adobe Illustrator™. In fact, in the packaging industry, there exist many commercial software packages that are specifically engineered for use in design of packaging labels. Such label design systems are exemplified by U.S. Patent No. 6,125,374 to Terry, entitled Interactive Graphic Processing System For Packaging And Labels.

Often graphics computer files that are created using label software are incompatible with the CAD computer files used to create packaging models. A third program must then be used to combine the dissimilar file types and create a single virtual image of the combined packaging and label. Such combination software is exemplified by U.S. Patent No. 4,796,201 to Wake, entitled Stored Program Control System For Creating And Printing Graphic Bearing Packaging.

Although the ability to produce a virtual image of a product with label is available in prior art CAD systems, such prior art systems have many limitations . Typically, such prior art systems create a solid model of the packaging and apply the label to the solid model. Although the shape of the solid models are accurate, a person cannot see how light passes into and through the model. In other words, the solid model lacks the translucency that would be present in a real product. The virtual model of and designed packaging would therefore not be photorealistic. Prior art solid form modeling prevents the product within the packaging from being viewed accurately. Many other details, such as the way light passes through or is refracted by the packaging surfaces also cannot be ascertained. Accordingly, although a virtual model can be generated, that model is not photorealistic and cannot show many of the packaging subtleties that contribute to the consumer appeal of the product.

Prior art three-dimensional design systems are also limited to generating one virtual image at a time from one virtual model. A single three- dimensional structural packaging model is designed. A single two-dimensional graphic design is created. The data from both models are then converted from disparate data formats into compatible data formats and combined to create a virtual model, from which a virtual image is generated. If a user is dissatisfied with the generated virtual image, the virtual model must be redesigned by starting the data conversion and combination process again. This process is labor intensive and requires the use of skilled designers and programmers.

Furthermore, having a virtual image of a product packaging is nice, but it is no substitute for having a real physical sampling of the packaging. Virtual images of a product's packaging can be obtained using prior art systems. However, these same prior art systems are generally not utilized to produce a physical production run of all components of the product being modeled. They are limited to sending outputs of either the 3D structural data, or the 2D label data, but not both. Such complete physical samples with both structural and label components are needed for focus group comparisons and test marketing research.

A need therefore exists for a way to produce virtual models of three-dimensional packaging, wherein the virtual models can be rapidly created, easily altered and readily created without specialized programmers . A need also exists for a system that produces virtual models of packaging that are photorealistic and wherein the data from the models can be used to create real physical samples of the product being modeled. These needs are met by the present invention as described and claimed below.

DISCLOSURE OF THE INVENTION

The present invention is a system and method for designing, sampling and producing packaging for consumer products using an interactive software system. Utilizing the system, a user can select a packaging type for a particular consumer product. The user is then provided with a selection library of virtual models that correspond to the selected packaging type. The user then selects a virtual model from the selection library of virtual models. A graphics design is created for the selected packaging type. The graphics design is then virtually applied to the virtual model of the packaging that was selected. The result is a virtual product package model that mimics a real product package in a photorealistic manner. The user views the virtual product package model and alters the model until satisfied with the overall design. Data from the virtual product package model can then be used to directly manufacture physical samples of the product packaging.

BRIEF DESCRIPTION QF THE DRAWINGS

For a better understanding of the present invention, reference is made to the following description of exemplary embodiments thereof, considered in conjunction with the accompanying drawings, in which:

FIG. 1 is a schematic overview of the present invention system; FIG. 2 is a block diagram showing an exemplary method of operation used by the present invention system;

FIG. 3 is an exemplary embodiment of a design screen in accordance with the present invention; and

FIG. 4 is a block diagram illustrating further method steps that can be used by the present invention system.

BEST MODE FOR CARRYING OUT THE INVENTION Although the present invention system can be used to design, view and create many types of product packaging, such as bags, boxes and cans, the present invention is particularly well suited for creating bottle containers that use printed label appliques. Accordingly, by way of example, the present invention system will be described as being used to design, view and create a bottle container having a printed label applique. It will be understood that the use of such an embodiment is merely exemplary and is being used to demonstrate one of the best modes contemplated for the present invention system. The selected exemplary embodiment should not be considered a limitation of the present invention system, wherein all types of three- dimensional packaging products are intended to be included within the scope of the invention as defined by the claims.

Referring to Fig. 1, an overview schematic of the present invention system 10 is shown. The present invention system 10 is used to design, model, view and eventually produce samples of a product's packaging. The system 10 includes modeling software. Although the modeling software can be sold to users and loaded onto the computer of the user, it is preferred that the software be run by a centralized systems computer 12. The centralized systems computer 12 can be accessed by a user's computer via the Internet 14 or some similar networking link. Users can then run the modeling software upon the payment of an access fee or the opening of an access account.

Although the exemplary embodiment references only one user, it will be understood that the present invention system 10 can be accessed by multiple users simultaneously. Once a user accesses the centralized systems computer 12, the user selects a type of packaging. The packaging can be a bag, box, can, bottle or the like. Once a packaging type is selected, the user is provided with a selection library of packaging samples 16. The packaging samples represent various types of packaging, both proprietary and public, that are available for use in industry. A mathematical 3-D model for each of the choices in the selection library is already preprogrammed into the centralized systems computer 12. For example, a user may select a bottle as the packaging type. Once the bottle type is selected, a selection library of many bottle types may be presented. Each bottle type presented has an existing 3-D model already contained within the centralized systems computer 12.

Once a packaging type is selected, the user is presented with a selection library of labels 18 that are appropriate for the packaging type selected. For example, if a user selects a bottle of a particular shape and size, the user will be presented with a selection of label appliques that can fit upon the selected bottle.

Once a specific label is selected, the user is provided with the graphic tools needed to design the details of that label. Alternatively, the user is provided with an opportunity to download a preexisting label design, label design template or label dieline. Once the label is completed, the selected container and selected label are combined to produce a virtual model 20. The virtual model 20 is photorealistic having many visual nuances that have never before been used in packaging modeling software.

The virtual model 20 can be used for many purposes. The virtual model 20 can be used in focus groups. The virtual model 20 can be used for advertisements, catalogs and in any other manner that a true photograph of an existing product would be used.

After a virtual model 20 is approved, a user can order physical samples that correspond to the virtual model 20. Data from the virtual model 20 is transmitted to a printing machine 24 and a physical modeling system 26. The printing machine 24 prints a label 30. The physical modeling system 26 produces samples 32 of the selected container. Once the container samples 32 and labels 30 are formed, the labels 30 are applied to the container samples 32 to produce production models 34. The physical samples are then sent to the user in fulfillment of a placed work order.

It will therefore be understood that by using

It the present invention system 10, a person or company can create custom packaging for a product, visualize that packaging using a virtual model and then order actual physical samples of the new packaging. All this can be done without the need of dedicated hardware and without having to hire any specialized personnel who are trained in design.

As has been previously mentioned, the details of the present invention system 10 will be described assuming that a customer using the system desires to find a bottle packaging for a beverage. Such a packaging selection is being used only for example.

Referring to Fig. 2, it can be seen that to use the present invention system, a user would log onto a website to access the proprietary software of the present invention. See Block 40. Alternatively, a customer could purchase the software and run the software on their own computer. Once using the software, the customer would select a packaging type. See Block 42. The packaging type can be a box, bag, tray, platter or the like. However, a bottle is being used in the exemplary embodiment. Once the packaging type is selected, a user is presented with a selection library though which the user can browse. See Block 43. The selection library has samples of many different styles of bottles. Some of the bottle styles shown in the selection library my be proprietary to a specific company and cannot be used without a license. If that is the case, the user will be informed of the proprietary nature of the selection.

Once a user finds a desired packaging style, the user clicks on that style in the selection library. See Block 44. Once a style of packaging is selected, a generic model of the selected style is displayed on the screen. The user is then provided with options to customize the model to meet a specific need. See Block 46. As an example, refer briefly to Fig. 3. In Fig. 3 a generic model of a bottle 60 is shown. The bottle 60 has a height, maximum diameter, neck diameter and cap type. All of these aspects of the bottle 60 can be selectively changed by the user. The user can enter a desired volume and height for the bottle 60. Alternatively, the user can enter a desired volume and maximum width. The user can also vary the neck size and the type of cap 61 used for the bottle 60.

A user may like different features of different models in the selection library. Since the models are preprogrammed in a common programming language, various features of various models can be mixed and matched. For example if a user likes the shape of one bottle and the handle of another, These features can be combined and morphed into a single model.

In addition to being able to alter certain size parameters and features, the user can also alter certain physical characteristics, such as bottle material, cap material, material color, and material thickness. The user is also provided with an option to virtually fill the selected packaging with product. In the case of a bottle 60, the bottle 60 will be filled with a liquid. The volume of the liquid and its color can be selected. Furthermore, the liquid type is entered because different types of liquids refract and reflect light differently. Different packaging styles from the selection library can be displayed with the primary selected style. In this manner, a user can make on-screen comparisons between selections by just clicking upon the various selections offered.

Returning to Fig. 2, it will be understood that the generic packaging model is modified to match the needs of the user. See Block 46. By modifying a generic model, a user creates a customized model. The customized model has unique optical characteristics that depend upon the dimensions used in the custom model, the material selected and the selected contents of the custom model. These optical characteristics are calculated as part of the running modeling software. See Block 48.

As is indicated by Block 50, a user is prompted to select a label type once a custom model of the packaging is complete. The selection library for the labels is automatically limited to the types and sizes of labels that are compatible with the packaging represented by the custom model. See Block 52. Utilizing the label selection library that is presented, the user selects a generic label model. Once a generic label model is selected, the running software begins to run a graphics subroutine that enables a user to design the graphics of the label in a traditional manner. See Block 54. A user therefore creates a custom label model that is compatible with the selected custom model of the packaging. Alternatively, the user may also input a preexisting custom label graphic that was previously designed or was designed using a different graphics design program.

Once the custom packaging model and the custom label design are complete, the system automatically combines the two models to produce a three- dimensional virtual model. See Block 56. The virtual model can be viewed from any perspective. The virtual model presented for display is photorealistic. The virtual model shows the exterior surfaces of the selected bottle. If the selected bottle is transparent or translucent, the interior surfaces of the bottle are also modeled. Knowing the shape, thickness, color and material of the bottle at all points, the optical characteristics of the bottle can be calculated. Furthermore, knowing the type of liquid that is to be placed in the bottle, the optical characteristics of the liquid can also be calculated. Knowing the optical characteristics of both the bottle and its contents, a photorealistic model can be generated. The photorealistic model will enable a person viewing the model to see into the bottle and through its contents. The virtual model, although presented on a two-dimensional screen, will seem three-dimensional. Accurate shadows and light refraction patterns will be portrayed in the virtual image. Accordingly, a user can view the virtual model in different lights, in the same way customers will view the product. The user can then determine if the colors used in the label either compliment or detract from the color of the bottle and the bottle's contents in different lights. A user may then want to alter the colors of the label, the color of the bottle, the color of the bottle cap, or even the color of the beverage in the bottle to make the product have better customer appeal .

For example, suppose a manufacturer intends to make a lemonade drink and package the drink in a clear glass bottle. The manufacturer may then select a label that complements the color of the product. Using the present invention modeling system, the manufacturer may discover that when the bottle is illuminated from behind, the label may fade into the background color and become difficult to read. Alternatively, a manufacturer may learn that in some lights the color of the label distorts the color of the product, making the color of the product less appealing.

It will therefore be understood that the present invention system calculates the optical characteristics of the selected container and the contents of the container. The system also takes into account the colors, transparency and reflective properties of both the label and the cap. See Block 58. This data is then used in the generation of the virtual model so that the virtual model is photorealistic. See Block 59. A user can create, alter, and save as many virtual models as desired. Once a user is happy with the virtual model, or models, created, that user can then order a production run of those models .

Referring to Fig. 4, it can be seen that once a virtual model is selected, a production run of physical samples can be created. Data for the label and the container are obtained from the virtual model. The data for the label is sent to a printer that is capable of printing the selected style of label. The data corresponding to the selected bottle is sent to a physical modeling system. See Block 72 and Block 74.

The generic models of bottles presented in the selection library of packaging samples correspond to either proprietary or generic bottle types that are currently available in the open market. If a user selects one of these generic bottle types, the bottle type is quickly ordered and obtained. However, if a user customized a bottle, that bottle must be custom manufactured. The data used in the modeling of the bottle is converted into machine language and is fed into a CNC machine, rapid prototyping device, or other computer-driven rapid tooling device. The CNC machine is then used to cut a prototype tool for a blow molding machine . Once the tool is ready, the tool is placed in a blow molding machine and samples of the selected bottle shape are created.

Once the physical bottles are obtained, either through purchase or manufacturing, the created labels are applied to the bottles, therein creating production models. See Block 76. The production models are then shipped to the user, as ordered by the user. See Block 78. The user can then fill the production samples with product for evaluation purposes or even test marketing samples to the public.

It will be understood that the embodiment of the present invention system that has been illustrated and described is merely exemplary and that a person skilled in the art can make many variations to the described embodiment. For instance, it will be understood that the present invention system can be applied to all types of products and product packaging and need not be limited to beverages and bottles. Furthermore, in packaging such as bags and cans, labels need not be used. Rather, the entire exterior of the bag or can serves as the label. The design of the graphics on the exterior of the can or bag can then be designed in the same manner as the label in the exemplary embodiment. Obviously, since no separate label is used in such packaging, no separate label is produced. Rather production samples are obtained by- printing the designed graphics onto the exterior of the selected packaging. All such variations, modifications and alternate embodiments are intended to be included within the scope of the present invention as set forth by the claims.

Claims

CLAIMS :

1. A method of modeling packaging for a consumer product, said method comprising the steps of: selecting a packaging type; providing a selection library of virtual models of the selected packaging type; selecting a virtual model from said selection library of said virtual models; generating a graphics design for the selected packaging type; virtually applying said graphics design to said virtual model selected, therein creating a virtual product package model; and viewing said virtual product package model.

2. The method according to Claim 1, wherein each of said virtual models in said selection library has physical dimensions, wherein said method further includes the step of selectively altering at least some of said physical dimensions from a virtual model chosen from said selection library, therein making a custom virtual model.

3. The method according to Claim 2, further including the step of calculating the optical effects that said custom virtual model would have on passing light.

4. The method according to Claim 1, wherein each of said virtual models in said selection library can be viewed with passing light, wherein each of said virtual models in said selection library has precalculated optical effects on passing light, and wherein said method further includes the step of calculating optical effects of said graphics design on passing light.

5. The method according to Claim 4, further including the step of combining said optical effects of said virtual model selected with said optical effects of said graphics design to determine a composite optical effect that said virtual product package model would have on passing light.

6. The method according to Claim 5, further including the step of selecting a content type for said virtual product package model.

7. The method according to Claim 6, further including the step of calculating the optical effects of said content type on passing light.

8. The method according to Claim 7, further including the step of adding said optical effect of said content type to said composite optical effect that said virtual product package model would have on passing light.

9. The method according to Claim 1, wherein said virtual model selected represents a packaging type that uses applied graphics, wherein said step of generating a graphics design for the packaging includes designing applied graphics .

10. The method according to Claim 9, further including the steps of providing a selection library of applied graphics that are compatible with said virtual model selected, and selecting one of said applied graphics from said selection library of applied graphics.

11. A method of designing and ordering prototypes of product packaging, said method comprising the steps of: running modeling software in a systems computer; providing access to said systems computer via a networking link; providing a selection library of packaging types; having a user select one of said packaging types; providing a selection library of graphic design templates compatible with a selected packaging type; having a user create a graphics design using a selected graphics design template; virtually applying said graphics design to said packaging type selected, therein creating a virtual product package model; physically producing said graphics design using data from said virtual product package model; physically providing said packaging type using data from said virtual product package model; and physically applying said graphics design to said packaging type, therein producing a physical product package model .

12. The method according to Claim 11, wherein said networking link is the World Wide Web.

13. The method according to Claim 11, wherein said step of creating a virtual product package model includes creating a photorealistic virtual product package model that accurately models how passing light is effected by said packaging type and said graphics design.

14. The method according to Claim 11, wherein said step of providing a selection library of packaging types includes providing a first selection of multiple packaging types and showing a second selection of multiple styles of a packaging type selected.

15. A modeling method for product packaging, said modeling method comprising the steps of: providing a selection library of packaging styles, wherein a virtual model exists for each of said packaging styles in said selection library; selecting a packaging style from said selection library; creating a virtual model of a graphics design for said packaging style; creating a virtual product packaging model by combining said virtual model of said packaging style with said virtual model of said graphics design.

16. The method according to Claim 15, further including the step of utilizing data directly from said virtual product packaging model to create a physical product packaging model.'

17. The method according to Claim 15, wherein each of said packaging styles in said selection library has physical dimensions, wherein said method further includes the step of selectively altering at least some of said physical dimensions, therein making a custom virtual model of a packaging style.

18. The method according to Claim 15, wherein each of said virtual models for said packaging styles in said selection library can be viewed with passing light, wherein each of said virtual models in said selection library has precalculated optical effects on passing light, and wherein said method further includes the step of calculating optical effects of said graphics design on passing light.

19. The method according to Claim 18, further including the step of combining said optical effects of a selected packaging style with said optical effects of said graphics design to determine a composite optical effect that said virtual product packaging model would have on passing light.

20. The method according to Claim 19, further including the steps of selecting a content type for said virtual product packaging model, calculating the optical effects of said content type on passing light, and including said optical effects of said content type in said virtual product packaging model .