US20080053857A1

US20080053857A1 - Package having two different views for increased awareness in display

Info

Publication number: US20080053857A1
Application number: US11/881,560
Authority: US
Inventors: Paul Vincent Enriquez Albano; Kainaz Rattan Gazder
Original assignee: Procter and Gamble Co
Current assignee: Procter and Gamble Co
Priority date: 2006-08-31
Filing date: 2007-07-27
Publication date: 2008-03-06
Also published as: WO2008027817A2; JP2010500249A; CN101506057A

Abstract

An array of a plurality of packages for storing and/or displaying products. Each package has a first display view which is viewed from a first display direction. The first display view has a main display element which is defined by a brand name, a brand logo, or a product name. The main display element has a pseudo-occupation area. Each package also has a second display view which is viewed from a second display direction which is different from the first display direction. The second display view has a concept display element which is defined by at least one graphic and occupies at least a portion of the pseudo-occupation area. The display direction of each package is determined to show the first or second display view of each package such that the array as a whole displays a predetermined pattern.

Description

CROSS REFERENCE TO RELATED APPLICATION

This application claims the benefit of U.S. Provisional Application No. 60/841,317 filed Aug. 31, 2006.

FIELD OF THE INVENTION

The present invention relates to packages for consumer products.

BACKGROUND OF THE INVENTION

Consumer products such as disposable absorbent products (e.g., sanitary napkins, baby diapers), laundry detergents, etc. are often contained in packages (e.g., plastic bags, cardboard boxes, plastic bottles) and sold as individual products in stores, for example, warehouse stores, supermarkets, and/or club stores.
Such consumer products are displayed and advertised in many different ways. Over the years, there have been numerous attempts to maximize consumer awareness of such products in order to increase sales of the products. One way to increase consumer awareness is to advertise the product. This can, and has, been done by many different means, including, but not limited to, television, radio, print and other mass media, coupons, in-store advertising, direct mailing and e-mailing, catalogs and web site links and advertisements.
For example, in television commercials (TVCMs) sellers (e.g., stores or manufactures of consumer products) try to draw potential consumers' attention to their products, in particular to their brand names, brand logos, and product names. In addition, such TVCMs also try to send messages about the products such as concepts of products to potential consumers. Such concepts typically include, but are not limited to, images of advantages or benefits which are brought by the products in use. Often, the communication with the potential consumers is more effective if it is expressed by a non-texts form (i.e., not characters), such as a graphic(s).
Even if brand names, brand logos, and/or product names successfully catch potential consumers' attention together with product concepts, it is still desirable for sellers to draw potential consumers' attention again to their products at their market places, i.e., shelves or other storage devices in the stores.
However, in typical conventional stores, packages of consumer products are simply disposed on shelves in an arrangement showing one view (typically the front view) of the packages. Since stores sell or handle a number of products, it is very difficult to draw potential consumers' attention to a particular product which they may have an interest in among the numerous products displayed in the stores.
Thus, it would be desirable to provide a method, a package, or an array of a plurality of packages that uniquely increase awareness of the product to a potential consumer.

SUMMARY OF THE INVENTION

In one aspect, the present invention is directed to a package for storing and/or displaying products at least in either the horizontal direction or the vertical direction. The package covers, wraps, or contains at least a portion of a product, and has a first display view which is looked from a first display direction, the first display view intended to be displayed to a consumer for sale, the first display view having a main display element which is defined by a brand name, a brand logo, or a product name that has the largest pseudo-occupation area in the package. Each package also has a second display view which is looked from a second display direction which is different from the first display direction, the second display view intended to be displayed to a consumer for sale, the second display view having a concept display element which is defined by a graphic(s), the concept display element occupying the largest pseudo-occupation area in the package, the concept display element carrying concept of the product which is bought when the product is actually used.
In another aspect, the invention is directed to an array of a plurality of the above mentioned packages for storing and/or displaying products at least in either the horizontal direction or the vertical direction. The display direction of each package is selectively determined to show the first or second display view of each package such that the array as a whole shows a predetermined pattern formed by the first and second display views of the packages.
In another aspect, the invention is also directed to a method for displaying an array of such packages. The method comprises the steps of: providing a plurality of the above mentioned packages; and selectively determining the display direction of each package to show the first or second display view of each package such that the array as a whole shows a predetermined pattern formed by the first and second display views of the packages.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a simplified perspective illustration of a package for disposable absorbent articles, which is one embodiment of the present invention;

FIG. 2 is a simplified perspective illustration of a package, which is another embodiment of the present invention;

FIG. 3 shows a schematic illustration showing of the second view of the package shown in FIG. 1;

FIG. 4 shows a schematic illustration showing a part of the second view of the package shown in FIG. 1;

FIG. 5 is a schematic plan view of one embodiment of the present invention showing a number of packages displayed on a display unit; and

FIG. 6 is a schematic plan view of another embodiment of the present invention showing a number of packages displayed on a storage or display unit.

DETAILED DESCRIPTION OF THE INVENTION

Herein, “array of packages” refers to any arrangement of at least two packages which are disposed on a shelf (or other display devices) in either the horizontal or vertical direction. The array of packages can include more packages than two which are disposed in both the horizontal and vertical directions. In one embodiment, the array includes packages which are placed (adjacently or with certain distance) one another to form a row in the horizontal direction. In an alternative embodiment, the array includes packages which are stacked one another to form a column in the vertical direction. However, such packages do not always have to be stacked one another but can be placed in different stages of a shelf (or other display devices) to form a column through the stages in the vertical direction. These embodiments are shown in FIGS. 5 and 6.
Herein, “product” refers to any object, material or substance that is intended for use by a consumer.
Herein, “consumer” refers to any person who purchases or makes a decision to purchase a product, or is contemplating making a purchase of a product. Typically, the consumer will be the end user of the product, but the definition of consumer, as used herein is not so limited. For example, the consumer can be a purchaser for an end user who is different from the purchaser.
Herein, “brand name” refers to any name of a particular product or product line. The brand name is expressed by a character(s) or a word(s). Generally, such brand names are trade names or trademarks.
Herein, “brand logo” refers to any indicia associated with a particular product or product line. The brand logo includes one or more, or any combination of a character(s), a word(s), a graphic(s) or any combination thereof.
Herein, “graphic” refers to any figure that is constituted by a line(s), a color difference or transition of at least two colors, or a combination thereof, which can produce an image. So, the graphic includes a picture(s) and a symbol(s) or an icon(s). If desired, the graphic can include a character(s).
Herein, “product name” refers to any name of a particular product or product line. The product name is expressed by character(s) or a word(s). Such product names can include generic names or descriptive language as well as trade names or trademarks.
Herein, “display view” refers to any outside appearance of a package when the package is looked from one external direction. The display view is intended to be displayed to a potential consumer for sale. The display view can be formed by one panel of a package if that panel occupies the whole view but it can also be formed by two or more panels of a package if those jointly occupy the view. The display view is recognized in a two-dimensional plane.
Herein, “display direction” refers to any three-dimensional direction which a package is looked from externally. The display direction gives a display view to a potential consumer.
Herein, “display element” refers to any unified component element which constitutes at least a part of a display view. The display element can be formed by one or more, or any combination of a character(s), a word(s), a graphic(s) or any combination thereof which unifies such a component element(s) in a display view. The display element is recognized in a two-dimensional plane in the display view.
Herein, “pseudo-occupation area” refers to an area defined by a virtual rectangle which inscribes (or touches internally) a display element. The pseudo-occupation area is recognized in a two-dimensional plane in the display view. Assuming a two-dimensional X-Y plane in the plane where the display element exists, the virtual rectangle can be defined by a rectangle surrounded by the following 4 lines: X=Xmax; X=Xmin; Y=Ymax; and Y=Ymin. (Wherein, Xmax, Xmin, Ymax, and Ymin are: the maximum X-value, the minimum X-value, the maximum Y-value, and the minimum Y-value, respectively, which are obtained by the display element in the X-Y plane.) The pseudo-occupation area is calculated as the area within the rectangle surrounded by the above 4 lines. (One example for measuring a pseudo-occupation area is explained hereinafter by referring to FIG. 4.) The pseudo-occupation area can be measured and/or calculated by, for example, an image processor which includes a digital video camera and a computer.
The present invention is directed to an improved package for products which provides a means for covering, wrapping, or containing at least a portion of a product, and/or storing, shipping, protecting, or displaying the product or products that is or are disposed within or at least partially within the package. Packages are also used to identify the product(s) therein and provide the consumer with information relating to the product. Such a package can be a covering member or a banding member of certain material (e.g., a plastic film material or a paper sheet material) which partially covers or bands a product, a wrapper material (e.g., a plastic film material or a paper sheet material) which wraps a product, or a container (e.g., a plastic bag, a plastic or cardboard box, a plastic bottle) which contains a product. The package of the present invention may be made of any suitable material.
The package can take any shape or size. For example, if the package is a container, it can generally take a shape which is selected from the group consisting of a prismatic shape (including a triangular prism shape, a cubic shape and a rectangular solid shape, and other polygon cylinder shape such as a hexagonal cylinder), a circular cylinder shape (including an oval cylinder shape), a pyramid shape (including a triangular pyramid shape, a square pyramid shape, and other polygon pyramid shape), a circular cone (including an oval cone shape), and a sphere shape.
These package shapes typically include two or more flat panels which form at least a part of the outer surface of the package. Herein, “flat panel” refers to any component panel of a package which generally has a flat surface and constitutes a part of the outer surface of the package. It should be noted that there is no requirement that the package includes any particular number of panels.
FIG. 1 is a simplified perspective illustration of a package 100 for disposable absorbent articles (e.g., sanitary napkins), which is one embodiment of the present invention. In this embodiment, the package 100 generally has a rectangular solid shape and includes a front panel 11, a rear panel 12 opposed to the front panel 11, side panels 13 which connects the front and rear panels 11 and 12, a top panel 14 which connects the front, rear, and side panels 11, 12 and 13, and a bottom panel 15 opposed to the top panel 14. Each of these panels 11-15 is generally flat as shown in FIG. 1. These panels 11-15 form an outer surface 24 of the package 100. A plurality of disposable absorbent articles or sanitary napkins may be contained in the package 100. The package 100 shown in FIG. 1 is a flexible plastic bag which can be formed from a continuous tube of a thin thermoplastic film material. The side portions of the package 100 are closed and sealed by forming gusset structures 26 at the side panels 13. In the embodiment shown in FIG. 1, a polyethylene film is used as a base film material of the package member.
The package of the present invention has at least two views, i.e., (a) a first display view which is looked from a first display direction, and (b) a second display view which is looked from a second display direction which is different from the first display direction. In many embodiments, the package have more than two or unlimited number of views depending on the directions which the package is looked from.
The first and second display directions can be determined by any directions which show any portions of the outer surface of the package, and thus the first and second display views can be defined as any views obtained from such directions. When a package includes a plurality of panels, each of these first and second display views can be constituted by a single panel or a multiple panels of the package, depending on the direction which the package is looked from.
In certain embodiments, a package has first and second panels which form the first and second display views, respectively. In one embodiment, the package has two panels (e.g., the front and rear panels) which are generally flat and opposing one another, and form the first and second display views, respectively. (Such an embodiment is shown in FIG. 1) In the package of the present invention, the first and second display views can be partially overlapped but they do not have to be overlapped (i.e., they can have no overlapped portions). When the first and second display views are partially overlapped, each view shares a common display element.
FIG. 2 shows another embodiment of a package 200 which generally has a hexagonal cylinder shape. The package 200 includes six side panels 31-36, a top panel 30 and a bottom panel 37. These panels 30-37 are generally flat. If the first display view V1 is the display view looked from the direction D1 which is perpendicular to the side panel 31, the first display view V1 is formed by the three adjacent side panels 31, 32 and 36. Similarly, if the second display view V2 is looked from the direction D2 which is perpendicular to the side panel 36, the second display view V2 is formed by the three adjacent side panels 35, 36 and 31. In this embodiment, the first and second display views V1 and V2 are partially overlapped at the side panels 31 and 36. (Thus, it should be noted that the “main display element” and the “concept display element” which are defined and discussed hereinafter can be formed by either one single panel or two (or more) panels, i.e., it can extend over two or more panels.)
In the embodiment shown in FIG. 1, the package 100 generally has a rectangular solid shape. The package 100 is looked from the direction D1 which is perpendicular to the front panel 11, a first display view V1 is formed by the front panel 11 only, i.e., the whole area of the first display view V1 is occupied by the front panel 11 only and not occupied by the other panels. This package 100 is also looked from the direction D2 which is perpendicular to the rear panel 12, a second display view V2 is formed by the rear panel 12 only.
In the present invention, the first display view is intended to be displayed to a consumer for sale. The first display view has a main display element which is defined by a brand name, a brand logo, or a product name. The main display element has the largest pseudo-occupation area in the outer surface of the package.
The first display view of the present invention is defined as the view that has the main display element having the largest pseudo-occupation area in the outer surface of the package. In certain embodiments, depending on the first display direction chosen, there can be a plurality of first display views if each of them shows a main display element that occupies the largest pseudo-occupation area in the package (note: such a main display element can be either the same single display element or two or more of different display elements). It should be noted that any display view that has a main display element occupying the largest pseudo-occupation area in the package can be considered as the first display view of the present invention.
In the embodiment shown in FIG. 1, the main display element 50 is defied by the brand name 51 (“Whisper”). Alternatively, the main display element 50 can be defied by a brand logo or a product name. The main display element 50 has the largest pseudo-occupation area in the package 100 (i.e., within the outer surface 24 of the package 100).
FIG. 3 shows a second view V2 of the package 100 shown in FIG. 1. The second view V2 of the package 100 is obtained when the rear panel 12 is looked from the direction D2 which is perpendicular to the rear panel 12 in FIG. 1.
The second display view of the present invention is also intended to be displayed to a consumer for sale. The second display view has a concept display element. Herein, “concept display element” refers to any display element that is defined by a graphic(s) and carries at least one certain concept or message with regards to the product, which is brought when the product is actually used. Any concept with regards to the product can be carried by the concept display element. In many embodiments, such a concept tries to reflect advantage or benefit of the product which is to be obtained when the product is actually used. If desired, the second display view can additionally have a character(s) and/or a word(s) which is unified with the graphic(s) to form one display element.
Additionally, the second display view of the present invention can additionally have other display element(s) which is formed by one or more, or any combination of a character(s), a word(s), a graphic(s) or any combination thereof which unifies such a component element(s) in a display view.
In the embodiment shown in FIGS. 1 and 3, the second display view V2 (i.e., the view of the rear panel 12 of the package 100) has a concept display element 60. This concept display element 60 includes a graphic element 61 of “dancing lady” which carries a concept of “healthy and active woman” who is using the product. In the embodiment shown in FIG. 3, the second display view V2 further includes a graphic element 62 of the product (i.e., a sanitary napkin) which is contained in the package 100. Further, the second display view V2 can further include a display element of a catchphrase(s) which can carry certain message, or explain the product. For example, in the embodiment shown in FIG. 3, the second display view V2 can include a catchphrase, for example, “Flexi-curves. Flexi-protection.”
Concept to be carried by the concept display element can vary depending on the nature and/or feature(s) of the product contained in the package. For example, if the product is a baby diaper, the concept display element can be a picture of a smiling healthy baby that carries a concept of “healthy and happy baby” who is using the product. In another example, if the product is a skin care product (e.g., a moisturizing lotion product), the concept display element can be a picture of a woman's face having a smooth healthy skin that carries a concept of “smooth healthy skin face lady” who is using the product. In another example, if the product is a haircare product (e.g., a shampoo product), the concept display element can be a picture of a lady with beautiful hair that carries a concept of “long shining hair” for who is using the product. In another example, if the product is a laundry product, the concept display element can be a set of white clothes that carries a concept of “sparkling whiteness” for who is using the product.
The concept display element occupies the largest pseudo-occupation area in the package. The second display view of the present invention is defined as the view that has the concept display element having the largest pseudo-occupation area in the outer surface of the package. In certain embodiments, depending on the second display direction chosen, there can be a plurality of second display views if each of them shows a concept display element that occupies the largest pseudo-occupation area in the package (note: such a concept display element can be either the same single display element or two or more of different display elements). It should be noted that any display view that has a concept display element occupying the largest pseudo-occupation area in the package can be considered as the second display view of the present invention.
FIG. 4 shows a schematic illustration of the concept display element 60, which constitutes a part of the second view V2 of the package 100 shown in FIG. 1. In this embodiment, the concept display element 60 includes the graphic element 61 of “dancing lady” and the graphic element 62 of the product (i.e., a sanitary napkin). Assuming a two-dimensional virtual X-Y plane in the plane where the concept display element 60 exists, a virtual rectangle 63 is defined by an area surrounded by the following 4 lines:
X=Xmax
X=Xmin
Y=Ymax
Y=Ymin
wherein, Xmax, Xmin, Ymax, and Ymin are the maximum X-value, the minimum X-value, the maximum Y-value, and the minimum Y-value, respectively, of the concept display element 60 in the X-Y plane. These 4 lines are indicated by L1, L2, L3, and L4, respectively, in FIG. 4. The virtual rectangle 63 formed by the 4 lines L1, L2, L3, and L4 inscribes (or touches internally) the concept display element 60. The pseudo-occupation area of the concept display element 60 is calculated as the area surrounded by the virtual rectangle 63.
In the embodiment in FIG. 1, since the virtual rectangle 63 of the concept display element 60 occupies the largest pseudo-occupation area within the outer surface 24 of the package 100, that view V2 is considered as the second display view of the invention.
The package of the present invention is in no way limited to a particular type or category of products. Thus, the package of the present invention can be practiced with any product therein. For example, the product of the present invention can be selected from the group consisting of feminine care products such as sanitary napkins, pantiliners, and tampons; baby care and/or adult incontinent products such as diapers and incontinent pads; tissue, paper towel or wipe products; hair care products such as shampoos and conditioners; food and soft-drink products such as potato chips, coffees, and juices; laundry products such as detergents and bar soaps; fabric care products such as fabric softeners; home care products such as surface cleaning products; oral care products such as toothpastes; pharmaceutical products; anti-perspirant/deodorant products; pet food products; cosmetic and skin care products including soaps; electrical instruments including shavers and batteries; food storage container products; garbage bag products; and other consumer products.
It should be noted that the present invention has no limitation to the sizes or dimensions of the packages. In certain embodiments, the package has at least 15.4 cm in width, at least 6.1 cm in height, and at least 3.6 cm in depth. In the embodiment shown in FIG. 1, the package for containing sanitary napkins has 11.6 cm in width, 9.6 cm in height, and 8.1 cm in depth. The package of the present invention can have any sizes or dimensions.
The present invention also includes an array of a plurality of (i.e., two or more) packages for storing and/or displaying products at least in either the horizontal direction or the vertical direction. In certain embodiments, such packages are arranged in both the horizontal and vertical directions. The array can include packages that are all the same in terms of size, shape, and/or the product within the package. Alternatively, the array can include packages of different sizes, shapes, and/or products within the package.
The packages can be arranged in a free-standing condition (i.e., standing alone and/or stacked on the ground or floor without any display structure holding them). Alternatively, the packages can be arranged in a structure which supports or keeps them in a standing condition. The array of packages can be located such that they are distant or removed from other products and/or packages or may be located next to other products or packages of the same or different manufacturer.
In the array, if desired, each package can have a different shape which can be any shape, such as, for example, a prismatic shape, a circular cylinder, a pyramid shape, a circular cone, and a sphere shape, etc. However, in certain embodiments, all the packages have the same shape.
FIG. 5 is a schematic plan view of certain embodiments of the present invention showing a number of packages displayed on a display unit 70. In this embodiment, the display unit has three stages or shelves 71-73. In the first shelf 71, the packages 100 are arranged in both the horizontal and vertical directions (i.e., they are stacked in the vertical direction) to form a first partial array 81. In the second shelf 72, the packages 100 are arranged and stacked in both the horizontal and vertical directions to form a second partial array 82. In the third shelf 73, the packages 100 are arranged and stacked in both the horizontal and vertical directions to form a third partial array 83. Although each partial array 81-83 forms one array of packages which can be considered as one embodiment of the present invention, all the three partial arrays 81-83 as a whole (i.e., when they are considered as being combined) also form one big combined array 80 of packages 100 which can be considered as a further embodiment of the present invention.
In the embodiments shown in FIG. 5, the arrays 81-83 include packages 100 that are all the same in terms of size, shape, and the product contained therein but the display direction of each package 100 is selectively determined to show the first or second display view V1, V2 of each package 100 such that each array 81-83 (and the combined big array 80) as a whole shows a predetermined pattern formed by the first and second display views V1 and V2 of the packages 100. Such a selection of the display views V1 and V2 of each package 100 can be made by rotating each package 100.
Herein, “predetermined pattern” refers to any pattern which has a rule in its repetition of component elements (i.e., the display views of packages). There is no limitation for such a predetermined pattern formed by the first and second display views, i.e., it can be changed depending on the display design desired by sellers or stores. Some predetermined patterns include a simple rule in repetition such as a vertical stripe pattern, a horizontal stripe pattern, and a grid pattern, however, other predetermined patterns can include a more complicated rule in repetition including a combination of the above mentioned simple rules.
In some embodiments, the predetermined pattern formed by the first and second display views of the packages is selected from the group consisting of a vertical stripe pattern, a horizontal stripe pattern, a grid pattern, an oblique stripe pattern, and a combination of at least two of them.
In the embodiments shown in FIG. 5, the array 81 as a whole shows a vertical stripe pattern formed by the display views V1 and V2. The array 82 as a whole also shows a horizontal stripe pattern formed by the display views V1 and V2. The array 83 as a whole also shows a grid pattern formed by the display views V1 and V2, wherein each grid unit is formed by one package 100. The combined array 80 as a whole also shows a combination of the above three patters formed by the display views V1 and V2.
In the embodiments shown in FIG. 5, one package 100 forms a unit component of each pattern. Alternatively, two or more packages 100 showing the same view (i.e., two or more adjacent views together) can form a unit component for other patterns.
FIG. 6 is a schematic plan view of further embodiments of the present invention. The array 84 as a whole shows a vertical stripe pattern wherein the width of each stripe is formed by two packages showing the same view, which is also another example of the predetermined pattern.
The array 85 as a whole shows a grid pattern wherein each grid unit is formed by four packages showing the same view, which is also another example of the predetermined pattern.
The array 86 as a whole shows an oblique stripe pattern wherein each oblique stripe is formed by two or one packages showing the same view, which is also a still another example of the predetermined pattern.
In the above described embodiments, the packages 100 have the same sizes or dimensions, and thus the first and second display views V1 and V2 have the same sizes or dimensions. However, it should be noted that the packages 100 having the same sizes or dimensions can show display views V1 and V2 having different sizes or dimensions by choosing first and second display directions. For example, if the second display direction V2 is chosen as the direction which is perpendicular to the side panel 13 in the embodiment shown in FIG. 1 (not shown), a second display view V2 having different sizes or dimensions is obtained.
Alternatively, it should also be noted that the packages 100 having different sizes or dimensions can show display views V1 and V2 which have the different sizes or dimensions.
Although the packages 100 of the above described embodiments have two display views V1 and V2, it should be noted that they can have a further display views within each package 100 if desired.
In the above embodiments, since the arrays 80-86 as a whole shows a predetermined pattern formed by the first and second display views V1 and V2, they can provide a way to uniquely display the packages 100 in a way that can increase the awareness of a potential consumer, compared with the conventional arrangements which typically show one view (typically the front view) of the packages on shelves. Additionally, since the rear panel 12 of the package 100 has the graphic element 61 of “dancing lady” which carries the concept of “healthy and active woman”, the arrays 80-86 of packages 100 can also provide an improved communication means for effectively transferring the concept of the product contained in the packages. Further, since the package 100 has the second display view V2 having the concept display element 60 to be displayed in addition to the first display view V1 having the main display element 50, sellers or stores can choose either one of the views which should be shown to potential consumers.
The dimensions and values disclosed herein are not to be understood as being strictly limited to the exact numerical values recited. Instead, unless otherwise specified, each such dimension is intended to mean both the recited value and a functionally equivalent range surrounding that value. For example, a dimension disclosed as “40 mm” is intended to mean “about 40 mm”.
All documents cited in the Detailed Description of the Invention are, in relevant part, incorporated herein by reference; the citation of any document is not to be construed as an admission that it is prior art with respect to the present invention. To the extent that any meaning or definition of a term in this written document conflicts with any meaning or definition of the term in a document incorporated by reference, the meaning or definition assigned to the term in this written document shall govern.
While particular embodiments of the present invention have been illustrated and described, it would be obvious to those skilled in the art that various other changes and modifications can be made without departing from the spirit and scope of the invention. It is therefore intended to cover in the appended claims all such changes and modifications that are within the scope of this invention.

Claims

1. An array of a plurality of packages for storing and/or displaying products at least in either the horizontal direction or the vertical direction,

each package covering, wrapping, or containing at least a portion of a product, and having:

(a) a first display view which is viewed from a first display direction, the first display view intended to be displayed to a consumer for sale, the first display view having a main display element which is defined by a brand name, a brand logo, or a product name, the main display element having a pseudo-occupation area; and

(b) a second display view which is viewed from a second display direction which is different from the first display direction, the second display view intended to be displayed to a consumer for sale, the second display view having a concept display element which is defined by at least one graphic, the concept display element occupying the pseudo-occupation area, the concept display element displaying a concept of the product as used,

wherein the display direction of each package is selectively determined to show the first or second display view of each package such that the array as a whole shows a predetermined pattern formed by the first and second display views of the packages.

2. The array of packages of the claim 1, wherein each package has at least first and second panels which form the first and second display views, respectively.

3. The array of packages of the claim 1, wherein the second display view additionally has a display element of a catchphrase.

4. The array of packages of the claim 1, wherein each package has a shape which is selected from the group consisting of a prismatic shape, a circular cylinder, a pyramid shape, a circular cone, and a sphere shape.

5. The array of packages of the claim 1, wherein all the packages have the same shape which is a cubic shape, a rectangular solid shape, or a prismatic shape such that they can be stacked one another in the vertical direction.

6. The array of packages of the claim 5, wherein the predetermined pattern formed by the first and second display views of the packages is selected from the group consisting of a vertical stripe pattern, a horizontal stripe pattern, a grid pattern, an oblique stripe pattern, and a combination of at least two of them.

7. The array of packages of the claim 1, wherein the product is selected from the group consisting of a feminine care product; a baby care and/or adult incontinent product; a tissue, paper towel or wipe product; a hair care product; a food and soft-drink product; a laundry product; a fabric care product; a home care product; an oral care product; a pharmaceutical product; an anti-perspirant/deodorant product; a pet food product; a cosmetic and skin care product; an electrical instrument; a food storage container product; and a garbage bag product.

8. A method for displaying an array of packages, the method comprising the steps of:

providing a plurality of packages for storing and/or displaying products at least in either the horizontal direction or the vertical direction on a display shelf, each package covering, wrapping, or containing at least a portion of a product, and having:

(a) a first display view which is viewed from a first display direction, the first display view intended to be displayed to a consumer for sale, the first display view having a main display element which is defined by a brand name, a brand logo, or a product name, the main display element having a pseudo-occupation area in the package,

(b) a second display view which is viewed from a second display direction which is different from the first display direction, the second display view intended to be displayed to a consumer for sale, the second display view having a concept display element which is defined by at least one graphic, the concept display element occupying the pseudo-occupation area, the concept display element displaying a concept of the product as used; and

selectively determining the display direction of each package to show the first or second display view of each package such that the array as a whole shows a predetermined pattern formed by the first and second display views of the packages.

9. A package for covering, wrapping, or containing at least a portion of a product, the package having:

(b) a second display view which is viewed from a second display direction which is different from the first display direction, the second display view intended to be displayed to a consumer for sale, the second display view having a concept display element which is defined by at least one graphic, the concept display element occupying the pseudo-occupation area in the package, the concept display element carrying concept of the product which is bought when the product is actually used.