WO2011084938A1

WO2011084938A1 - Packaging with registered texture

Info

Publication number: WO2011084938A1
Application number: PCT/US2011/020079
Authority: WO
Inventors: Ravi Kumar Saggar
Original assignee: The Procter & Gamble Company
Priority date: 2010-01-05
Filing date: 2011-01-04
Publication date: 2011-07-14
Also published as: US20110164835A1

Abstract

A package formed of a film-based packaging material includes graphics registered with texturing.

Description

PACKAGING WITH REGISTERED TEXTURE

FIELD OF THE INVENTION

This disclosure relates generally to packaging of products in a manner that is attractive to consumers and, more particularly, to film-based packaging material that is at least partially textured. The packaging may formed of one or more film layers that are embossed in at least some regions, or may be formed of laminated structurally elastic-like film web substrate wherein inherent elongation properties of at least portions of the given web material used in the construction of the package are modified by a mechanical process. The portions of the web material so embossed or otherwise modified are disposed in a pattern that is registered with graphics printed on the packaging material.

BACKGROUND OF THE INVENTION

Many consumer products sold in bulk quantities are packaged in film-based packaging material. Film packaging material has several advantages over cardboard or other packaging, such as the ability to tightly wrap the enclosed products so as to minimize the footprint on retail shelving. The film packaging also can be moisture impermeable, thereby protecting the packaged products from external elements and retaining moisture of pre-wetted articles stored in the package.

In most retail settings, there is only a brief period of time in which to capture a consumer' s attention and convey a positive impression of a product so that a consumer will select a given product for purchase. The initial consumer reaction that a manufacturer of consumer products generally seeks to achieve is to cause the user to stop long enough to focus their eyes on a given product displayed, for example, on a retail shelf. The ability of a given product's packaging to trigger this reaction is known as "stopping power." The next reaction from the consumer which is considered a logical progression toward a decision to purchase the product is for the consumer to hold her or his gaze and fixate on the product for some extended period of time. This is known as the "hold". Finally, it is desired to have the consumer reach a decision to purchase the product, which is known as the "close". The use of graphics on film packaging material to attract and attempt to hold consumers' attention in an effort to influence their decision to purchase the product is well known. Film packaging is also often made of transparent material, which has the advantage of enabling consumers to view one or more of the enclosed products prior to purchase without opening the package. Notwithstanding the use of graphics or transparent film packaging, it is difficult to convey to consumers the softness of material through conventional film packaging. Many consumer products that are typically packaged in film packaging, particularly those products associated with baby care, are provided with texturing to improve softness. By providing packaging that can convey to consumers, through a combination of visual and tactile sensation, an impression of what their experience with a product will be like, the packaging has the capacity to provide increased stopping power and will tend to hold the user's attention for a longer period of time relative to conventional film packaging. SUMMARY OF THE INVENTION

The film packaging of the present disclosure includes texturing that may mimic the texturing pattern of product stored in the package. By texturing the packaging in a manner that mimics the texturing pattern of the stored product, consumers viewing the package are provided with a visual indicator conveying the softness of the product within the package. The textured packaging material may be formed of one or more film layers that are embossed in at least some regions, or may be formed of laminated structurally elastic-like film web substrate wherein inherent elongation properties of at least portions of the given web material used in the construction of the package are modified by a mechanical process. Texturing the film packaging material also provides the user with a tactile sensation when the packaging is touched or held. The texture also facilitates gripping the packaging.

U.S. Patent No. 7,270,861, the entire disclosure of which is incorporated herein by reference, discloses various processes for modifying the inherent elongation properties of web material that involve imparting texture to the web material in the form of protuberances. The web material takes the form of a two-layered material comprising first and second precursor webs, each comprising polymeric film material. In one embodiment of U.S. Patent No. 7,270,861, the web material has protuberances that are integral extensions of the second precursor web extending through the first precursor web. In another embodiment of U.S. Patent No. 7,270,861, protuberances are formed in the second precursor web and openings are provided in the first precursor web coinciding with the location of respective protuberances, but the protuberances extend in a direction away from the first precursor web, rather than passing through the openings of the first precursor web.

The web materials processed in the manner described in U.S. Patent No. 7,270,861 are known as structurally elastic-like film web substrates, or "SELF" webs, and the processes are referred to as "SELFING". SELFING is used in the manufacture of bags formed of polymeric film material intended for collecting refuse because of the increased strength properties of the resulting film. However, the packaging material of the present disclosure takes advantage of the texturing that SELFING imparts to the film in an effort to evoke a consumer reaction upon their initial exposure to the package that conjures up a positive suggestion in the consumer's mind about the use of the product. In the textured film package material of certain embodiments of the present disclosure, it is the second embodiment of SELFING described in U.S. Patent No. 7,270,861, i.e. in which protuberances are imparted to a two-layered film by a roller in such a fashion that a "B" layer of the film web, which is a layer closest to the roller, is punctured by raised elements of the roller. The raised elements also stretch an opposing "A" layer of the film web, forming protuberances. In certain alternate embodiments of the present disclosure, the "B" layer is not punctured by the raised elements of the roller, but rather, double-layered protuberances are formed in the film web material. In yet additional embodiments of the present disclosure, the film web utilized for the packaging material is a single film layer and the texturing is formed by imparting protuberances to that single layer.

It will be understood that graphics may be used in conjunction with the texturing of the film packaging material to further enhance the visual impact of the texturing to the consumer. For example, the portions of the web material so embossed or otherwise modified to include texture are disposed in a pattern that is registered with graphics printed on the packaging material. While the texturing of the packaging film may be soft to the touch, it is recognized that it need not feel as soft as the product within the package, and may even feel rough to the touch.

BRIEF DESCRIPTION OF THE DRAWINGS

While the specification concludes with claims particularly pointing out and distinctly claiming the subject matter that is regarded as the present invention, it is believed that the invention will be more fully understood from the following description taken in conjunction with the accompanying drawings. Some of the figures may have been simplified by the omission of selected elements for the purpose of more clearly showing other elements. Such omissions of elements in some figures are not necessarily indicative of the presence or absence of particular elements in any of the exemplary embodiments, except as may be explicitly delineated in the corresponding written description. None of the drawings are necessarily to scale. FIG. 1 is a perspective view of a package formed of a film-based packaging material with a portion of the exterior surface of the packaging material bearing a texture that is in register with graphics printed on the packaging material;

FIG. 2 is a perspective view of an apparatus used to impart a textured surface to a web of film-based packaging material of the present disclosure;

FIG. 3 is a perspective view of a section of double film-layered web material that may be used in the construction of film-based packaging material of the present disclosure;

FIG. 4 is a cross-sectional view taken along lines 4-4 of FIG. 3;

FIG. 5 is a cross-sectional view similar to FIG. 4, but illustrating an alternate embodiment of double film-layered web material that may be used in the construction of packaging material of the present disclosure, wherein the web material is formed of a single film layer;

FIG. 6 is a cross-sectional view similar to FIG. 4, but illustrating an alternate embodiment of the double-layered web material that may be used in the construction of packaging material of the present disclosure;

FIG. 7 is a cross-sectional view similar to FIG. 4, but illustrating another alternate embodiment of double-layered film;

FIG. 8 is a perspective view of a first pattern of protuberances of a texture -bearing portion of packaging material of the present disclosure, in register with graphics printed on the packaging material;

FIG. 9 is a perspective view of a second pattern of protuberances of a texture-bearing portion of packaging material of the present disclosure, in register with graphics printed on the packaging material;

FIG. 10 is a perspective view of a third pattern of protuberances of a texture-bearing portion of packaging material of the present disclosure, in register with graphics printed on the packaging material;

FIG. 11 is a perspective view of a fourth pattern of protuberances of a texture-bearing portion of packaging material of the present disclosure, in register with graphics printed on the packaging material;

FIG. 12 is a perspective view of a fifth pattern of protuberances of a texture-bearing portion of packaging material of the present disclosure, in register with graphics printed on the packaging material;

Fig. 13 is a perspective view of a package formed of a film-based packaging material with a portion of the exterior surface of the packaging material bearing a texture that is in register with graphics printed on the packaging material in the form of an image of a product contained in the package, wherein the texture is positioned in a manner that mimics the texture of the actual product, and with a portion of the package cut away to illustrate a plurality of products stored within the package;

Fig. 14 is an enlarged view of the portion of the package illustrated in Fig. 13 designated by reference number 14;

FIG. 15 is a cross-sectional view taken along lines 15-15 of Fig. 14;

Fig. 16 is a perspective view of a sixth pattern of protuberances of texture-bearing portion of packaging material of the present disclosure similar to that illustrated in Fig. 8, but alternating between texture-bearing and non-texture bearing portions, in register with graphics printed on the packaging material;

Fig. 17 is a perspective view of a seventh pattern of protuberances of texture-bearing portion of packaging material of the present disclosure similar to that illustrated in Fig. 9, but alternating between texture-bearing and non-texture bearing portions, in register with graphics printed on the packaging material;

Fig. 18 is a perspective view of an eighth pattern of protuberances of texture-bearing portion of packaging material of the present disclosure similar to that illustrated in Fig. 10, but alternating between texture-bearing and non-texture bearing portions, in register with graphics printed on the packaging material;

Fig. 19 is a perspective view of a ninth pattern of protuberances of texture-bearing portion of packaging material of the present disclosure similar to that illustrated in Fig. 11, in register with graphics printed on the packaging material;

Fig. 20 is a top view of a tenth pattern of protuberances of texture-bearing portion of packaging material of the present disclosure similar to that illustrated in Fig. 12, in register with graphics printed on the packaging material;

Fig. 21 is a perspective view of a package formed of a film-based packaging material with a portion of the exterior surface of the packaging material bearing a texture that is in register with graphics printed on the packaging material in the form of an image of a product contained in the package, wherein the texture is positioned in a manner that mimics the texture of the actual product;

Fig. 22 is a perspective view of a package formed of a film-based packaging material with a first portion of the exterior surface of the packaging material bearing a first texture that is in register with graphics printed on the packaging material in the form of a first region of an image of a product contained in the package and a second texture that is in register with graphics printed on the packaging material in the form of a second region of the image of a product contained in the package different from the first region, wherein the first texture is positioned in a manner that mimics a first texture of the actual product and the second texture is positioned in a manner that mimics a second texture of the product, and with a portion of the package cut away to illustrate a plurality of products stored within the package;

Fig. 23 is an enlarged view of the portion of the package illustrated in Fig. 22 designated by reference number 23 ; and

Fig. 24 is a cross-sectional view taken along lines 24-24 of Fig. 23.

DETAILED DESCRIPTION OF THE INVENTION

A package 10 of a first embodiment of the present disclosure, formed of a film-based packaging material 12, is illustrated in FIG. 1. One or more portions of the film-based packaging material 12 are provided with a multiplicity of protuberances 14 to impart texture to those portions of the film-based packaging material 12. The film-based packaging material 12, also referred to herein as a film-based web material 12, is also supplied with graphics 16, including one or more graphic elements 18, such as geometric shapes, logos, text, photographs or renderings of products provided within the package 10. The texture is preferably registered with at least one of the graphic elements 18. As used herein, the phrase "registered with at least one of the graphic elements 18" refers to the texture either positioned on the graphic element 18 in a manner approximating the shape of a graphic element 18, or at least a particular region of the graphic element 18. In addition, the phrase also is used herein to describe instances in which the texture is positioned in a location that abuts at least one edge of a graphic element 18.

The protuberances 14 may be formed in the film-based packaging material by SELFING, in a manner described in U.S. Patent No. 7,270,861, assigned to the Procter & Gamble Company. FIG. 2 illustrates an apparatus 20 used to impart protuberances 14 to a web of film-based packaging material 12 of the present disclosure. As illustrated in FIGS. 3, 4, 6 and 7, the film- based packaging material 12 may be a double-layered film, including a first precursor web "A" and a second precursor web "B". The apparatus 20 includes a patterned roll 22, including raised elements or teeth 24, and a non-patterned, grooved roll 26. The teeth 24 impart protuberances that project in a direction outside of the plane of the first precursor web A of the double-layered film. It is recognized that the apparatus 20 may instead utilize two patterned rolls 22 having either the same or differing patterns on the same or different corresponding regions of the respective rolls, which may be particularly useful if it was desired to impart protuberances extending from both sides of the double-layered film, i.e. with a first set of protuberances projecting from the first precursor web A, and a second set of protuberances projecting from the second precursor web B. However, it is preferable that all protuberances 14 of the film-based packaging material 12 of the present disclosure project in the same direction, and most preferable that the protuberances 14 all face outward when the film-based packaging material 12 is formed into a package 10.

The teeth 24 may be arranged in a uniform or non-uniform pattern on the patterned roll 22. The teeth 24 may also be arranged in groupings so as to form islands 28 of protuberances 14. Such groupings may also be arranged in a uniform or non-uniform pattern. There may be regions of the patterned roll 22 with no teeth, so that when the web of film-based packaging material 12 passes between the patterned roll 22 and the grooved roll 24 of the apparatus 20, no protuberances are formed on the portions of the web of film-based packaging material 12 interacting with those regions of the patterned roll 22 along which no teeth are provided.

The film-based packaging material 12 may interact with the apparatus 20 such that the second precursor web B is pierced by the teeth 24 and the first precursor web A is stretched outward by the teeth 24 so as to project from the precursor web A in a direction opposite the second precursor web B, as illustrated in FIG. 4. Alternately, as illustrated in FIG. 7, both the second precursor web B and the first precursor web A are stretched outward by the teeth 24 so as to project from the precursor web A in a direction opposite the second precursor web B, with the stretched portion of the second precursor web B passes through the plane of the first precursor web A. As a result, each of the protuberances 14 is two-ply.

In another alternate embodiment, as illustrated in FIG. 5, the web material 12 is formed of a single film layer, with protuberances 14 extending in one direction therefrom. In yet another embodiment, as illustrated in FIG. 6, the film-based packaging material may be formed of a double-layered film, such that the first precursor web A is pierced by the interaction of the teeth 24 stretching discrete locations along the second precursor web B in the direction of, and through, the first precursor web A. However, it is noted that embodiments in which either layer of the web material is pierced render the web material less impervious to moisture at the locations of the apertures, so it is generally preferred, at least for packages intended to retain pre- moistened or absorbent products, that neither precursor web A or B is pierced.

As an alternative to SELFING, the protuberances 14 may be formed by embossing, which may include blown embossing or cast embossing. When formed into the shape of a package 10, the film-based packaging material 12 is preferably oriented such that the protuberances 14 face outward, i.e. in directions away from the product contained in the package. While inwardly-directed protuberances 14 still provide the package 10 with some texture, outwardly-directed protuberances have aesthetic benefits, in that they convey an appearance of softness. Outwardly-directed protuberances 14 also have a functional benefit, in that they provide a superior gripping surface to the package 10 as compared to smooth packages, or packages with inwardly-directed protuberances.

Figures 8-12 and 16-20 illustrate, by way of example only, swatches of packages 10 with various patterns of protuberances 14 that may be imparted to the film-based packaging material 12 within the scope of the present disclosure. For example, as illustrated in Figure 8, the protuberances 14 may be arranged in a pattern of aligned rows and columns of elongate protuberances 14 to form a texture having a lower edge abutting a first edge 30 of a graphic element 18. As illustrated in Figure 9, the protuberances 14 may be arranged in a pattern of longitudinally offset columns of elongate protuberances 14 to form a texture having a lower edge abutting a first edge 30 of a graphic element 18 As illustrated in Figure 10, the protuberances 14 may be arranged in a pattern of islands 28 of elongate protuberances 14, with each of the islands 28 including, by way of example only, three protuberances 14, with a central protuberance 32 of each island 28 having a greater length than outer protuberances 34. As with the patterns of protuberances 14 illustrated in Figs. 8 and 9, the islands 28 of protuberances 14 in Figure 10 form a texture having a lower edge abutting a first edge 30 of a graphic element 18.

As illustrated in Figure 11, the protuberances 14 may be arranged in a pattern of alternating rows of islands of different sizes, with a first row of relatively large islands 36 and a second row of relatively small islands 38, laterally offset from the relatively large islands 36. The pattern of alternating rows of islands 36, 38 forms a texture having a lower edge abutting a first edge 30 of a first graphic element 18, and an upper edge abutting a second edge 40 of a second graphic element 42.

Yet another exemplary pattern of protuberances 14 is illustrated in Figure 12. In this example, the protuberances 14 may be arranged in a pattern of groups of horizontally-positioned protuberances 14 forming diamond- shaped islands 44. The texture formed by the islands 44 has a lower edge abutting a first edge 30 of a graphic element 18.

Each of the various patterns of protuberances 14 are disposed on the film-based packaging material 12 in register with at least one graphic element 18 printed on the film-based packaging material 12. The graphic elements 18 illustrated in FIGS. 8-12 are by way of example only, and as indicated above, may take many forms. The patterns of protuberances 14 may be provided in register with multiple graphic elements 18. The protuberances 14 may be imparted to the film-based packaging material 12 by SELFING or embossing, as described above.

Figures 16-20 illustrate additional arrangements of the various patterns of protuberances

14 described above and illustrated in Figures 8-12. However, instead of abutting an edge of a graphic element 18, each of the patterns of protuberances 14 is positioned on the graphic element 18 in a manner approximating the shape of a graphic element 18. Figure 21 illustrates a pattern of protuberances similar to that shown in Figures 12 and 20, arranged on a graphic element 18 of a package 10.

Turning to Figures 13-15, a package 110 may be provided with graphics 116 including a graphic element 118 in the form of a photograph or rendering of one or more products disposed within the package 110. In this case, by way of example only, the graphic element 118 is a depiction of a diaper. For purposes of clarity, a portion of the package 110 is broken away to show a plurality of diapers 100 disposed within the package 110. A multiplicity of protuberances 114 is imparted to the film-based packaging material 112 of which the package 110 is formed, with the protuberances 114 arranged so as to be in register with, and coincide with, a particular region of the graphic element 118, in this case a region defining a waistband region of the depiction of the diaper. Diapers 100 disposed within the package 110 typically include a textured waistband region to receive hooked fasteners of closure strips provided on the diapers. The textured waistband region of the diaper is typically soft to the touch.

By providing protuberances 114 in register with the graphic element 118 defining a particular region 119 of the depiction of the diaper, such as the waistband region, the protuberances 114 convey to consumers the texture of that region of the diaper product contained in the package. Products disposed in the package 110 may be made of a variety of materials, such as soft films, woven materials, non-woven materials, paper, cardboard, or a combination of materials. Protuberances 114 may be imparted to different regions of the film- based packaging material 112 coinciding with different portions of the graphics 116 printed on the package 110. The protuberances 114 may be provided in varying patterns to convey different textures of those different portions. For example, as illustrated in Figures 22-24, interior portions 120 of the depiction of the diaper on the package may be shown to have a first concentration or pattern of protuberances 122 to convey softness of the bodyside portion of the diaper to be worn against a baby's skin, while a second concentration or pattern of protuberances 124 may be provided on the particular region 119 representing the waistband portion of the depiction of the diaper on the package 110. The first concentration or pattern of protuberances 122 may differ from the second concentration or pattern of protuberances 124, by way of example only, in size, shape, number, length, width, or direction (i.e. directed inwardly toward or from product disposed within the package 110) so as to convey distinct textures.

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."

Every document cited herein, including any cross referenced or related patent or application, is hereby incorporated herein by reference in its entirety unless expressly excluded or otherwise limited. The citation of any document is not an admission that it is prior art with respect to any invention disclosed or claimed herein or that it alone, or in any combination with any other reference or references, teaches, suggests or discloses any such invention. Further, to the extent that any meaning or definition of a term in this document conflicts with any meaning or definition of the same term in a document incorporated by reference, the meaning or definition assigned to that term in this 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

CLAIMS What is claimed is:

1. A film-based packaging material (#12 in Figs. 1-2, 8-12, and 16-20) comprising at least one substrate into which a multiplicity of protuberances (#14 in Figs. 1-2, 4-12, and 16-20, #114 in Figs. 13-15) are imparted, the substrate including graphics (#16 in Fig. 1, #116 in Fig. 13) printed thereon including one or more graphic elements (#18 in Figs. 1, 8-12, 16-21, and #118 in Figs. 13-14), and characterized in that the protuberances are disposed in register with at least one of the graphic elements.

2. The film-based packaging material of claim 1, wherein the protuberances are imparted to the film-based packaging material by embossing.

3. The film-based packaging material of claim 1, wherein the protuberances are imparted to the film-based packaging material by SELFING (Fig. 2).

4. The film-based packaging material of claim 1, formed into a package containing one or more products (#100 in Figs. 13 and 22), and wherein the graphics printed on the film-based packaging material include a depiction (Figs. 13 and 22) of at least one of the products disposed within the package.

5. The film-based packaging material of claim 4, wherein the protuberances are provided on a region (#119 in Figs. 22-24) of the depiction of the at least one of the products disposed within the package, and the region represents a corresponding region of at least one of the products disposed within the package.

6. The film-based packaging material of claim 5, wherein the corresponding region bears a texture arranged in a pattern, which is mimicked by a pattern into which the protuberances are arranged.

7. The film-based packaging material of claim 6, wherein the pattern includes a plurality of the protuberances arranged in a discrete grouping of protuberances, surrounded on all sides by portions of the substrate into which no protuberances are imparted, thereby defining islands of the protuberances.

8. The film-based packaging material of claim 1, formed into a package containing one or more products, wherein the protuberances are oriented such that they project outwardly from the film-based packaging material relative to the one or more products contained in the package.

9. The film-based packaging material of claim 1, comprising a two-layered film including a first precursor web and a second precursor web, wherein each of the protuberances includes a portion of the first precursor web extending in a direction opposite the second precursor web.

10. The film-based packaging material of claim 9, wherein each of the protuberances further includes a portion of the second precursor web extending through the first precursor web.