Note: Descriptions are shown in the official language in which they were submitted.
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METHOD OF PACKWG GOODS AND GOODS PACKED ACCOR1~INGLY
This invention relates mainly to the art of food and light industry and
concerns to packing of household purpose and daily demand goods which are
supplied to retail trade as piece commodiri~ units in individual packing.
Background Art
Universal method of packing of daily demand and household purpose
i o goods consists in that the goods in portions, mainly granular and liquid
ones. are
placed in the appropriate individual packings, which surfaces bear symbolics
allowing to identify the goods. The individual packing bears, for this
purpose, the
minimally necessary information on the corresponding goods: the name of the
goods, its quantit~~, some data on the enterprise - manufacturer, date of
production,
i s and similar readable information. The inforniation includes, in many
cases,
pictures representing logos of the manufacturer, and also decorative elements
which are traditionally inherent in a concrete kind and grade of the goods.
Such information may be placed on packings surfaces directly, or it may
be placed on any carrier fixed on a surface of individual packing and being a
sort
20 of stitch or a label of the goods.
The individual packing for food liquids and fluid products may be glass
or plastic bottles, banks. rigid packages and other vessels, and for granular
products they may be banks, packages and other suitable containers. The
individual packing may be paper or polymeric envelopes for the formed piece
25 products, for example, fur soap pieces.
Certain additional images in the form of teh~ts andlor pictures having the
direct relation to the goods or to character of its use may be placed
sometimes on
individual packings of some goods. For example, the labels of some kinds of
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vodka ma'~ indicate that these goods are made of a perfect wheat and the back-
labels of some high-quality vermuth grades may indicate the recipes of
cocktails. .
which can be prepared on the basis of this drink.
The piece goods bearing on the individual packing the necessary minimal
identiying information on the goods and also additional images, concerning
these
goods, and the packing method allowing to obtain the goods with the afore
mentioned characteristics, are the nearest on technical essence to the
applicant's
proposal.
A method is known of packing of foodstuff providing their placing in
~ o tight packing of a soft material which surface bears the necessary
identifying
symbolics and also images in the form of drawings and diagrams being the
consumer instruction for opening of packing (see, for example, United States
patent US 5094863, IPC B 43 M 7/00, 1992). It may be considered as the
analogue of the present invention.
~ s Ii is knov4m also the principle as such of placing images which are not
the
identifying symbolics, on a surface of various sorts of the goods, or on their
packings, or on elements of the packings.
In particular, the images are placed on a surface of a toilet paper (see
French patent application FR 2172929, IPC G 09 F 23/00, 1973 ), table napkins
20 (see United States patent US 5573830, IPC D 04 H 1/64, 1996), single cloths
(see
French utility certificate FR 2095115, IPC G 09 F 23/00, 1972), lottery
tickets
(see Russian patent RU 2093903, IPC G 09 F 23/14, 1997), post envelopes (see
Russian patent 2099798, IPC G 09 F 23/10, 1997), cigarette packings (see
European patent EP 0646531, IPC B 65 D 85/10, 1997) and other products.
25 However, practically all afore mentioned cases relate to dissemination of
an advertising information.
The specificin~ of advertising business is such, that the efFlciency of any
advertising depends directly on its repeatability and it is supposed, in this
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connection. that the advertising statements placed on the goods surfaces,
should
be identical and should be regularly repeated.
It should be especially noted that:
- the piece goods which are the nearest to the proposed ones bear on
s surfaces of the individual packings the minimally necessary identifying
symbolics
and the additional images directly concerning the given goods;
- the method of packing of the goods which is the nearest to the proposed
one, provides for complete identity both basic symbolics and additional images
placed on surfaces of individual packings of each commodity unit.
~o
Brief Description of the Invention
The claimed invention has the aim to increase consumer's demand for the
household piece goods of daily demand because of improving their
attractiveness
for the consumer.
i s It relates basically to the piece goods of household purpose and daily
demand supplied to retail trade in individual packings and being the granular,
liquid or formed materials.
The aim is achieved because:
- unequal images, attractive to a consumer, which have been not
2o connected directly with the goods or its characteristics and properties,
are placed
additionally on a surface of individual packings of the piece goods;
- degree of the images inequality is such, that the image on the surface of
packing of, at least, one unit of the goods in a set of the goods purchased
normally
by one consumer, does not repeat.
2s The essence of the applicant's proposal consists in the following.
The proposed method of puce goods packing assumes, that the goods of
household character and daily demand supplied to retail trade as separate
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commodity units (in distinction of the goods which are sold by weight). are
portioned and/or placed in individual packings.
The packing of the goods separate units. depending on character of the
goods, may be the glass or plastic bottles, the glass, tin or plastic banks,
the
s cardboard or tin boxes, the paper or polymeric packages and wrappers, and so
on.
Symbolics identifying the given goods and carrying out the minimal
necessary and obligatory infornlation, including, in particular, the name of
the
goods, some information on its qualiri~ and quantity, on enterprise -
manufacturer,
on the date of production and so on, are placed on the surface of individual
i o packings of separate commodity units. Other information, besides the
readable
one, may be placed on a surface of individual paclings. It may be trademarks
or
logos, or decorative elements peculiar to the given goods, and so on.
Additional images shall be placed on surfaces of individual packings,
except for the obligatory unified symbolics identifying the goods and being
~ s identical on each commodity unit.
The additional images may be texts or pictures, which are attractive to a
consumer because of its contents. They shall be not concern directly to the
goods
or its consumer characteristics and properties.
The additional images which are placed on surfaces of individual
Zo packings should be of educational, entertaining, instructive or other
character
attractive to a consumer.
The images of advertising and decorative nature may not be considered as
ones attractive to a consumer in framework of the present invention.
The additional images may be such textual fragments as, for example,
25 proverbs, sayings, aphorisms, parting words, wishes, popular expressions;
and
may be such pictures as, for example, rebuses, puzzles, mysterious pictures,
or
caricatures.
4
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The mainest feature of the proposed method is that the images on
surfaces of individual packings of separate commodity units of the
homogeneous.
goods are not identical.
Requirement of the "images inequality" shall be considered as satisfied in
s framework of the present invention in an equal measure when:
- the image on the surface of individual packing o f at least, one
commodity unit of one grade in a set of the goods purchased normally by one
consumer, does not repeat;
- the images on the surfaces of individual packings of each commodity
~ o unit of one grade in a set of the goods purchased normally by one
consumer, do
not repeat.
The optimum degree of inequality of the images on the surfaces of
individual packings of separate commodity units should be such, that the
probability should be minimized of purchase by one consumer of products with
~ s the identical images on surfaces of individual packings.
The texts and/or pictures on surfaces of individual packings of separate
units of the piece goods of one set shall be, preferably, logically
interconnected, for
example, by common idea, uniform subjects or in a similar way.
These images shall be of entertaining, educational, instructive or other
Zo character, attractive to a consumer, they shall cause the positive emotions
and
carry the useful information.
It is desirable, that the additional images on surfaces of individual
packings were bordered from the obligatory images, identifying the goods.
If the purpose of additional images placing on individual packings of the
25 goods in. the background art was to increase the consumer's knowlege about
quality of the given goods and about recommended character of its use, the
purpose of the present invention consists in increase of consumer demand on
these
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goods. because of placing on the packings of the images causing positive
emotions
and carrying some useful information.
Detailed Description of the Invention
s The basic idea of the proposed invention consists in that the external
appearance of packings of the piece goods of one kind and grade is made
various,
having kept at the same time some necessary traditional and familiar
symbolics,
inherent to packing of these goods. It. will allow to increase consumer demand
for
such goods.
i o The present invention relates basically to the piece goods of food and
household purpose and daily demand, supplied to retail trade in individual
packings and being, basically, the food or household goods, as well as the
goods
of household chemistry, which supplied normally to retail trade.
At the same time, this invention does not limited by these goods. The
y s invention may be used also at packing of other piece goods placed in
individual
pa.ckings.
'fhe claimed invention results in achieveing the aim to increase
consumer demand on the goods because of improving the attractiveness of the
goods for the consumer.
2o Images in the form of texts and/or pictures carrying the information,
attractive and interesting to a consumer and causing his (hers) positive
emotions
are placed on packings of the corresponding goods for achieving the aim in
view.
The aim is achieved because:
- unequal images, attractive to a consumer and not connected directly
25 with the goods or its characteristics and properties, are placed
additionally on a
surface of individual packings of the piece goods, and
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- the degree of the images inequalit)~ is such, that the image on the surface
of packing o~ at least. one unit of the given goods in a set of the goods
purchased-
normally by one consumer, does not repeat.
The proposed method of piece goods packing assumes, that the goods of
household character and daily demand supplied to retail trade as separate
commodity units (in distinction of the goods which are sold by weight) are
portioned andior placed in individual packings.
The "goods" mean, in framework of the present invention, the products of
daily demand and individual consumption supplied to retail trade as separate
i o commodity units in a packed form.
In particular, this invention relates to meal products (milk and dairy
products, butter and vegetative oil, canned food, groats, flour and so on), to
juices,
beverages and alcoholic drinks, to goods of household chemistry (detergent
powders, washers and cleaners etc.), to household goods (pieces of soap and so
i s on).
The packing of separate units of the goods may be, depending on the
goods character, the glass or plastic bottles, the glass, tin or plastic
banks, the
cardboard or tin boxes, the paper or polymeric packages and wrappers and so
on.
Symbolics identifying the given goods and carrying out the minimal
2o necessary and obligatory information, including, in particular, the name of
the
goods, some information on their quality and quantity, on the enterprise -
manufacturer, on the date of production and so on, is placed on the surface of
individual packings of separate commodity units. Other information, besides
the
readable one, shall be placed on the surface of individual packings, namely,
2s trademarks or logos, decorative elements peculiar to the given goods, a.nd
so on.
The similar images, identifying the goods, should be unified, i.e. they
shall be completely identical on each individual packing of any unit of the
concrete
goods.
..,..~_...~.. ~_..~~,"-.~.....-.. "._~....... .~~~...~r.
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Such information may be placed directly on the surface of individual
packing or on any carrier fixed on this packing.
The additional images shall be placed on the surface of individual
packing. except for obligatonT symbolics identifying the goods.
s The additional images are texts and/or pictures attractive to a consumer,
and their contents shall be not connected with the goods or its consumer
properties
and characteristics.
The "texts" mean the independent images carrying the readable
information, and the "pictures" mean all other independent images, except for
i o textual .
Both texts and pictures shall be the images completed on sense, contents
and form. which can attract attention and interest of a consumer and cause his
(hers) positive emotions.
The attractiveness to a consumer of the images is achieved basically at
~ s the expense of its semantic contents, which should be interesting and
useful for the
consumer, and not because of the form of such images.
'f1e additional images which are placed on surfaces of individual
packings may be of educational, entertaining, instructive or other character
attractive to a consumer.
2o The images of advertising character shall not be considered, from this
point of view, as attractive to a consumer, which is tired by dominance of
advertising, existed everywhere and besides his (hers) wishes.
The images of decorative character such as ornaments, vignettes,
patterns, graphic figures and so on, also shall not be considered, in
framework of
25 the present invention, as attractive to a consumer, because they do not
carry any
semantic sense. Nevertheless such images may be used as auxilial-y elements of
the external appearance of the individual packings.
a
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The tests may. for example. be riddles, proverbs, sayings, aphorisms,
sharades, signs, parting words, wishes, short poems, fragments of poems and
prose, and also may carry out the other useful and interesting information.
Pictures ma5~, for example, be mysterious ones, rebuses, chess tasks and
etudes. or puzzles.
The mainest feature of the proposed method is that the images on the
surfaces of individual packings of separate commodity units of the homogeneous
goods are not identical.
Thus the "images inequality" means the non-coincedence of the complete
i a corresponding images. though the separate elements of the images may
coincide.
The requirement of the "images inequality" shall be considered as
satisfied in framework of this invention, when:
- the image on the surface of individual packing of, at least; one
commodity unit of one grade in a set of the goods purchased normally by one
i s consumer, does not repeat;
- the images on the surfaces of individual packings of each commodity
unit of one grade in a set of the goods purchased normally by one consumer, do
not repeat.
The optimum degree of inequality of the images on surfaces of individual
2o packings of separate commodity units should be such, that the probability
is
minimized of purchase by one consumer of products with the identical images on
surfaces of individual packings at purchase at one time of several units of
the same
goods, as well as at the repeated purchases of these goods.
It is necessary to provide initially a. wide enough variety of the images on
2s individual packings of the goods, taking into account the average volume of
single
purchase of the given goods. It should be done to decrease the probability of
purchase by one consumer at single purchase of the goods with the identical
additional images on surfaces of individual packings of the goods.
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It is necessary to update periodically the form and contents of the
additional images to decrease the probability of purchase by one consumer at
repeated purchases of the goods with the identical additional images on a
surface
of individual packing of the goods.
s The periodicity of updating of the additional images depends on average
frequency of purchases of the given kind of the goods by the individual
consumer.
I~ for example, to admit conditionally, that the average consumer buyes a
package of milk 2 times per one week,, and pack of a detergent powder - one
time
per 3 months, it becomes obvious, that the updating of the additional images
on
1 o the milk packages should be made more often, than the updating of the
additional
images on packs of a detergent powder.
The texts and/or pictures on surfaces of individual packings of separate
units of the piece goods of one set shall be, preferably, logically
interconnected, for
example, by common idea, uniform subjects or in a similar way.
~ s It is desirable, that the additional images on surfaces of individual
packings shall be bordered from the obligatory identifying images.
1'he different and constantly varying in due course additional images of
the contents, attractive to a consumer, which are placed on surfaces of
individual
packings of the piece goods, will induce the consumer to buy the goods packed
2o according to the proposed, and not to the other, method.
The proposed piece goods contained in individual packing, are
characterized in that the additional images placed on its packings have an
independed character, and are not connected directly with the goods and its
consumer properties.
2s The images may be of entertaining, educational, instructive or other
character, attractive to a consumer.
If the purpose of the additional images placing on individual packings of
the goods in the background art was to increase the consumer knowlege about
io
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yualiiy of the given goods and about recommended character of its use, the
purpose of the present invention consists in increase of consumer demand on
these
goods, because of placing on the goods packing of the images causing positive
emotions and carrying the useful information.
s The following Examples illustrate additionally the essence of the
proposal, they are not having. however. any limiting character.
EXAMPLE 1.
The milk is bottled and hermetized in rigid rectangular containers such as
"Tetrapack" in volumes of one litre.
~ o The minimally necessary obligatory information on the goods was placed
previously on the two opposite surfacees of the containers. The additional
images
which are the short. poems presented in the school program were placed on the
other two opposite surfaces.
The identical poems were repeated 10 times of 100 containers.
15 The probability is insignificant of the purchase in one and the same time
by one consumer of two containers which surface bears the identical poems, and
the probability is practically excluded of repeated purchase (for example, on
the
next day) of containers with identical poems.
EXAMPLE 2.
2o The branded vine was bottled by 0,75 litre in the glass bottles, then the
bottles were tightened.
Labels containing the necessary minimal information on a product were
adhered to the front sides of the bottles.
Additional labels containing descriptions of entertaining histories and
25 illustrating playful pictures were adhered to the bottles opposite sides.
Only 30 labels of 100 contained the repeated information.
The probability is rather insignificant of purchase in one and the same
time by one consumer of two bottles having identical additional labels, and
the
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probability is practically excluded of repeated purchase (for example, in one
week
time) of bottles with identical additional labels.
ExAMPLE 3.
Buckwheat wa.s packed by one kg in paper packages, which one side
beared the minimally necessary obligatory information on the goods, and the
other
side beared advises on the flower and vegetable gardens care.
Identical advises were repeated 40 times of 100 packages.
The probability is rather insignificant of purchase in one and the same
time by one consumer of two buckwheat packings bearing on packages the
~ o identical information, and the probability is practically excluded of
repeated
purchase (for example, in one month time) of packings with the same advises.
E_X.AMPLE 4.
Separate pieces of a toilet soap were covered with individual wrappers of
a dense paper.
i s Each individual wrapper beared the minimally necessary obligatory
information on the goods and in addition it beared pictures representing some
scenes from popular cartoons.
Identical pictures were repeated 40 times of 100 envelopes of pieces of
the toilet soap.
2o The probability is rather insignificant of purchase in one and the same
time by one consumer of two soap pieces bearing identical pictures on the
wrapper, and the probability is small of repeated purchase (for example, in
one
month time) of a soap piece with the same picture.
The implementation of the present invention raises competitiveness of
25 products which are made according to the invention, because of presence on
their
individual packings of the interesting, various, not repeated, accessible and
attractive information causing positive emotions.
Z2
