WO2023194843A1

WO2023194843A1 - Device for creating an optical illusion of enlargement

Info

Publication number: WO2023194843A1
Application number: PCT/IB2023/053011
Authority: WO
Inventors: Francesco MASSARA
Original assignee: Massara Francesco
Priority date: 2022-04-07
Filing date: 2023-03-27
Publication date: 2023-10-12

Abstract

Device for creating an optical illusion of enlargement (100), adapted to be arranged on a display shelf (1) of a point of sale (10) in a pair with a homologous device, in order to draw the attention of a buyer (2) to a product (3), characterized by allowing the use of an analysis system (200) for the automated sales in order to determine the impact of its use on the increase of sales. Said device for creating an optical illusion of enlargement (100) also characterized in that it comprises: - a template (110) adapted to be attained with a right-angled contour and with variable size depending on the type of said shelf (1) and of said product (3); - at least a coupling clip (120) glued to said template element (110) and adapted to allow the coupling to said shelf (1).

Description

“DEVICE FOR CREATING AN OPTICAL ILLUSION OF ENLARGEMENT”

Description

Field of the art

The invention refers to the field of optical illusions. Still more specifically, the invention is adapted to provide a device capable of generating an optical illusion that can enlarge the visual field occupied by a product, in order to render it more visible and appealing to buyers, and an analysis system for analyzing the visitor/buyer ratio and the impact on the associated sales.

Prior art

The main object of the packaging design activity, of the study of colors, of shapes as well as of the advertising of a specific product is aimed to render such products more appealing, to make them stand out from among other products offered by competitors, as well as to induce the buyers to prefer them and become regular purchasers of such products.

It is inferred that presently, where the sales environments are more complex and chaotic for consumers, it is of great importance to study how products are presented to the client, starting from the packaging, up to the arrangement of the products themselves on the shelves of stores. Over the years, it was observed that human perception tends to be attracted by showy colors, by particular signs or symbols, and above all by what appears larger and more visible, which thus takes on a particular saliency with respect to similar objects in a specific setting.

Not always, however - for reasons tied to mechanical constrains set by production, to the functionality of the products and their packaging, to studies conducted case by case on the single products and, above all, to the available display space - is it possible to increase the dimensions of a package of products in order to make it more greatly stand out. In this case, optical illusions may be of assistance.

In particular, an illusion obtained by means of illusory geometric effects occurring within a retail sales space can be defined as the altered perception of the objects lying therein, which in turn induces an altered interpretation of their actual size importance. In a retail sales context, an illusory effect is induced by a trigger and its effects extend over another objective, or object in that setting, for example over the packaging of single products or groups of products. For example, the trigger could be the same packaging of a product which, due to its characteristics, can make the spaced assigned to that product be perceived as greater than what it actually is. Alternatively, it can be an additional element of the shelf which triggers an illusion with respect to the perception of other objects, such as groups of products contained therein.

A practice often observed in successful advertising and promotional campaigns is that of exploiting an optical illusion for the purpose of surprising the spectator and thus generating positive feedback with respect to a specific product.

One example is the object of the patent application US8458932B2 by G. SCHNUCKLE. The example refers to an optical illusion device.

The invention is shown in the figures of the patent application as applied to a label to be affixed on a bottle, and hence on a packaging, containing a liquid.

The invention comprises a mirror element and a frame element. The mirror element has a curved reflecting surface and a primary printed image in contact with the reflecting surface. The frame element is spaced from the mirror element and includes a background image element positioned such to be directed towards the reflecting surface. The frame element also includes a transparent window which is positioned in front of the primary image so as to provide a line of sight towards the reflecting surface and the primary image. The bottle with its liquid therefore acts as a lens between the frame element and the mirror element.

The invention that is present in this context, different from that of G. SCHNUCKLE, exploits the Muller-Lyer optical illusion which consists of perceiving a longer or shorter line depending on whether this terminates with the presence of two segments tilted about +/-45° or +/-135°, forming an angle with configuration “in” towards the center or “out” towards the exterior, respectively. The illusion is typically a length illusion and depending on the type of terminals present (in or out) the line is perceived quantitatively longer or shorter.

The invention in fact does not have, as in other advertising campaigns, the object of surprising the buyer, but rather aims to induce the impression that the part included between the two tilted segments is larger, creating a subjective alteration of the dimensions of the observed space.

This type of illusion is employed today for rendering the presentation of graphic printouts more appealing, and also in other fields.

Still more advantageously, the object of the invention is to provide a computer system adapted to analyze the impact on the purchases that the application of the optical illusion devices can involve in relation to a given product.

Description of the invention

According to the present invention, a device is attained for creating an optical illusion of enlargement and an associated analysis system is attained that is adapted to analyze the impact on the sales that the device can have in relation to a given product displayed shelves of a point of sale.

The device consists of a template and of a coupling clip. The device is always used in coupling with a homologous device so as to recreate the Miiller-Lyer optical illusion.

The template, in its preferred embodiment, is produced with right-angled contour but it can also have angles with different opening, as well as different shape, such as rectangular, trapezoidal or other, so as to generate in any case the Miiller-Lyer optical illusion or another similar geometric size optical illusion, when placed in proximity to a homologous product. The dimensions of the template can also be variable, depending on the type of shelf on which it is mounted and depending on the product. The template is also preferably produced with a flexible but resistant material so as to prevent the movement of the products from the shelf from damaging or breaking it. The color, the color shadings and/or the patterns selected for the template can be of various type in relation to the product to be advertised and to the shelf itself on which it is placed. Moreover, the template is favorably arranged for mounting light systems with autonomous battery and/or with direct connection to the electrical energy supply network in order to ensure an improved visibility and immediately attract client attention. The visual motif of the template can also be reported in printed form on the packaging of the product when multiple packages are arranged next to each other, so as to generate an optical illusion that makes the group of packages seem more numerous. The template, additionally, or the simple visible motif that characterizes it, can be reported on the background wall of the shelf, behind the various products, providing a simplification of the appearance of the shelf itself and a perception of greater order.

The coupling clip is glued to the template and can be produced with plastic materials, metallic materials and/or materials of a different nature, and can provide for a coupling of mechanical type, magnetic type, with a screw fixing mechanism, and/or of adhesive nature.

The device is thus suitable for market research purposes; indeed it can be accompanied by an autonomous analysis system that comprises a RFID reader that can be incorporated within the template or simply glued on the back of the same and provides that, on the packaging of each product, a passive RFID sensor is affixed. When the product is taken from the shelf, the hidden RFID reader detects the passage of the passive RFID sensor and by means of a wireless transmitter transmits the data to a software application. The software application counts all the “pick-ups” of the product from the shelf and is also able to produce a summary of the sales in the monitored time period and to make a comparison with existing data banks and/or with data previously inputted with reference to the sales without the use of the device for creating an optical illusion of enlargement. The device can also include a sensor that allows counting the passage of people in front of the shelf so as to create statistics regarding the ratio between visitors and buyers.

As can be inferred, the analysis system is well suited for being employed in an autonomous manner, independent of the type of cash register of the point of sale that employs it, not requiring the use of any particular pre-existing technology if not that of a computer, a smartphone or a tablet where the software application is to be installed.

The advantages offered by the present invention are evident light of the description set forth above and will be even clearer due to the enclosed figures and to the relative detailed description. Description of the figures

The invention will be described in detail hereinbelow in at least a preferred embodiment given as a non-limiting example with the aid of the enclosed figures, in which:

- FIGURE 1 shows an axonometric view of the device for creating an optical illusion of enlargement 100;

- FIGURE 2 shows a view of an analysis system 200 for analyzing said device for creating an optical illusion of enlargement 100.

Detailed description of the invention

The present invention will now be illustrated as a merely non-limiting or non-binding example with reference to the figure, which illustrate several embodiments in relation to the present inventive concept.

With reference to FIG. 1, an axonometric view and a general view is shown of said device for creating an optical illusion of enlargement 100 according to the present invention. In FIG. 1 as in the following description, the embodiment of the present invention is illustrated that is presently deemed to be the best.

Said device for creating an optical illusion of enlargement 100, adapted to be arranged on a display shelf 1 of a point of sale 10 in a pair with a homologous device, in order to draw the attention of a buyer 2 to a product 3, comprises at least a template 110 and at least a coupling clip 120.

Said template 110 is adapted to be attained with a right-angled contour and with variable size depending on the type of said shelf 1 and of said product 3, it is also made of a flexible but resistant material so as to prevent the deformation and/or the breakage thereof following the pick-up of said product 3 from said shelf 1. Said template 110 is coupled to said shelf 1 by means of said coupling clip glued thereto. Said coupling clip 120 in the preferred embodiment provides for a mechanical coupling to said shelf 1.

With reference to FIG. 2, a view is shown of said analysis system 200 of said device for creating an optical illusion of enlargement 100. Said analysis system 200 will be described with reference to FIGS. 1 and 2.

Said analysis system 200 comprises at least a hidden RFID reader 210, at least a passive RFID sensor 220, at least a wireless transmitter 230, at least a software application 240, at least a people counting sensor 250. Said hidden RFID reader 210 is incorporated within said template 110 or glued on the back of the same, this detects the passage of said passive RFID sensor 220 which is applied on the packaging of said product 3 and records the event thereof, transmitting the data to said software application 240 by means of said wireless transmitter 230. Said people counting sensor 250 is instead capable of detecting the presence of said buyer in front of said shelf 1; also here, by exploiting said wireless transmitter 230, the data is sent to said software application 240, which is capable of providing statistical analyses regarding the ratio between detected presences and purchases made in relation to said product 3.

Finally, it is clear that modifications, additions and variations that are obvious for the man skilled in the art can be made to the invention described up to now, without departing from the protective scope that is provided by the enclosed claims.

Claims

Claims A device for creating an optical illusion of enlargement (100), designed to be arranged on a display shelf (1) of a point of sale (10), in a pair with a homologous device, in order to draw the attention of a buyer (2) to a product (3), characterized in that it comprises:

- a template (110) adapted to be attained with a right-angled contour and variable size depending on said shelf (1) and product (3) type;

- at least one coupling clip (120) glued to said template element (110) and adapted for allowing the coupling to said shelf (1). A device for creating an optical illusion of enlargement (100), according to the preceding claim 1, characterized in that said template (110) can be produced with a flexible but resistant material, so as to prevent it from being damaged and/or completely broken, when said product (3) is moved. A device for creating an optical illusion of enlargement (100), according to the preceding claims 1 and 2, characterized in that said template (110) can be produced with different colors, color shadings, and/or patterns, to make the product (3) placed on the shelf (1) stand out better. A device for creating an optical illusion of enlargement (100), according to anyone of the preceding claims, characterized in that said coupling clip (120) can be produced using plastic materials, metallic materials and/or materials of a different nature, for instance mechanical, magnetic or with a screw fixing mechanism, and/or of adhesive nature. A device for creating an optical illusion of enlargement (100), according to anyone of the preceding claims, characterized in that said template (110) comprises mechanisms for mounting light systems having an autonomous battery and/or having a direct connection to the electrical energy supply network, in order to ensure an improved visibility on said shelf (1).

6. A device for creating an optical illusion of enlargement (100), according to anyone of the preceding claims, characterized in that said template (110) has a shape different from an angular one, such as a rectangular, trapezoidal, or another kind of shape, so as to generate in any case a Muller-Lyer optical illusion, or another similar geometric size optical illusion, when placed in proximity to a homologous template.

7. A device for creating an optical illusion of enlargement (100), according to anyone of the preceding claims, characterized in that said template (110) can also be reproduced in printed form on the packaging of said product (3) so as to generate an optical illusion when multiple packages are arranged side by side on said shelf (1).

8. A device for creating an optical illusion of enlargement (100), according to anyone of the preceding claims, characterized in that said template (110) can also be reproduced on the background wall of said shelf (1), that is behind said product (3); wherein, in the described configuration, said template (110) can be reproduced in printed form on the background wall of said shelf (1), in such a way as to provide in any case a simplification of the appearance of said shelf (1) and to give the perception of greater order.

9. A device for creating an optical illusion of enlargement (100), according to anyone of the preceding claims, characterized in that it comprises an analysis system (200) adapted for allowing an automatic sales analysis of said product (3) which is highlighted by said device for creating an optical illusion of enlargement (100); said analysis system (200) comprising:

- at least one hidden RFID reader (210), incorporated or glued on said template (110);

- at least one passive RFID sensor (220) arranged on said product (3) and/or on its packaging;

- at least one wireless transmitter (230), adapted for transmitting the data recorded by said hidden RFID reader (210);

- at least one software application (240), adapted for receiving the data from said wireless transmitter (230) and for keeping track of all the times said product (3) with said passive RFID sensor (220) passes in front of said hidden RFID reader (210);

- at least one people counting sensor (250), adapted to monitor and count the passage of said buyer (2) in front of said device for creating an optical illusion of enlargement (100). A device for creating an optical illusion of enlargement (100), at least according to claim 9, characterized in that said analysis system (200) allows the automatic sales analysis for said product (3), in an autonomous manner, avoiding to employ more advanced cash accounting technologies. A device for creating an optical illusion of enlargement (100), at least according to claim 9, characterized in that said software application (240) is adapted for providing a summary of the sales of said product (3) in the monitored time period, and in that it makes a comparison with existing data banks and/or with previously inputted data that refer to sales in which said device for creating an optical illusion of enlargement (100) was not employed. A device for creating an optical illusion of enlargement (100), at least according to claim 9, characterized in that said people counting sensor (250) can be an optical sensor, an acoustic sensor, a vibration sensor, a photocell sensor, and/or another kind of technology that may serve the purpose of detecting the presence of said buyer (2); said people counting sensor (250) adapted to send the detected data to said software application (240) in order to provide statistical analyses regarding the ratio between the detected presences and the purchases made in relation to said product (3).