AU2012311084B2

AU2012311084B2 - Packaging material, package and packaging blank

Info

Publication number: AU2012311084B2
Application number: AU2012311084A
Authority: AU
Inventors: Patrick POITEVIN
Original assignee: Intercontinental Great Brands LLC
Current assignee: Intercontinental Great Brands LLC
Priority date: 2011-09-21
Filing date: 2012-09-21
Publication date: 2015-09-03
Anticipated expiration: 2032-09-21
Also published as: EP2736815A2; WO2013042087A2; US20170129653A1; US20140360905A1; CN103826974A; ZA201402792B; CA2851776A1; ES2577957T3; BR112014006281A2; EP2736815B1; WO2013042087A3; AU2012311084A1; GB201116277D0; CA2851776C; CN103826974B; RU2568564C2; PL2736815T3; NZ622070A; RU2014115734A

Abstract

A packaging material comprising an image having angle dependent viewing properties. The packaging material is in the form of a flexible sheet which may be wrapped around a product to be packaged. By suitable arrangement of the image on the packaging material a package, and selection of appropriate image properties a package can be produced that has a visually striking appearance.

Description

1 Packaging Material, Package and Packaging Blank Field of the Invention 5 The present invention relates to packaging materials, packages and packaging blanks. Background to the Invention Lenticular print and holographic techniques are well known ways of producing an image 10 that has viewing angle dependent properties. However, to date the use of angle dependent viewing properties in the field of packaging for consumer goods has been limited. Effective ways of maximising the impact of viewing angle dependent image properties in packaging for consumer goods are needed to take advantage of the visually striking appearance that packages having viewing angle dependent image properties can produce. 15 It is an aim of example embodiments of the present invention to address at least one disadvantage of the prior art, whether identified herein or otherwise. Summary of the Invention 20 The invention provides a product package and a and product, the package carrying imaging features arranged to produce a three dimensional image there-on, wherein when viewed the imaging features provide the appearance of a three dimensional product in the package so as to give the appearance of a transparent package, wherein the imaging features 25 are arranged so that the appearance of the product in the package is aligned with the product when packaged in the package In one example embodiment there is provided packaging material in the form of a flexible sheet carrying imaging features for producing viewing angle dependent image there 30 on, wherein when viewed from a first viewing angle the imaging features are generally transparent, and wherein when viewed from a second viewing angle the imaging features produce an image which is not transparent. The imaging features may be arranged to produce a three dimensional image when 35 viewed from the second viewing angle, for example as holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features.

2 The flexible sheet material may comprise a generally transparent sheet. In another embodiment the flexible sheet may comprise a window over which the imaging features are provided, for example as an overlay. The window may comprise a transparent portion of the flexible sheet, or an opening in the flexible sheet. 5 The packaging material may comprise a laminated material of two or more layers, with the imaging features provided on a surface layer, or overlaid by a transparent layer. The packaging material may comprise one or more plastics sheets, and one or more metallic foil sheets. The packaging material may comprise a portion carrying a cold seal layer, and/or a 10 portion carrying a release lacquer for use with a cold seal layer. In another example embodiment there is provided a package comprising the packaging material described in relation to the embodiment above formed around a product. The packaging material may form the exterior, or an externally visible surface of the package. 15 In another example embodiment there is provided a product package, the package carrying imaging features arranged to produce a three dimensional image there-on, wherein when viewed the imaging features provide the appearance of a three dimensional product in the package so as to give the appearance of a transparent package. 20 The imaging features may be arranged to produce a three dimensional image when viewed from within a predetermined viewing angle range. The imaging features may comprise holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features. 25 The imaging features and product in the package may be arranged with one another so that the appearance of the product in the package is aligned with the product as it is positioned in the package. The imaging features and product in the package may be arranged with one another so that the appearance of the product in the package overlies the product as it is 30 positioned in the package. The imaging features and product in the package may be arranged with one another so that the appearance of the product in the package is positioned to correspond to the position of the product as it is positioned in the package. The imaging features may be arranged to produce a three dimensional representation of 35 portions of a product that are within the package and spaced apart from the surface of the package, for example below or within the surface of the package, for example as recessed or concave features.

3 The imaging features may be arranged to produce a life size representation of the product in the package. The imaging features may be carried on a packaging material which is a lamination of 5 two or more layers. The packaging material may comprise one or more plastics sheets, and one or more metallic foil sheets. The imaging features may be provided on a surface layer, or overlaid by a transparent layer. The packaging material may comprise a portion carrying a cold seal layer, and/or a portion carrying a release lacquer for use with a cold seal layer. The imaging features may be carried on a sticker affixed to the package. The imaging features 10 may be provided on an in-moulded label in a packaging material substrate. The imaging features may be provided over only a portion of the package, or in two or more distinct portions if the package. The imaging features may be carried on a generally planar portion of the package. 15 In another example embodiment there is provided a package for a product, the package comprising imaging features at a transparent portion there-of, the imaging features arranged to produce a three dimensional image overlaid on the product contained in the package and visible through the transparent portion. 20 The imaging features may be arranged to produce a three dimensional image when viewed from within a predetermined viewing angle range. The imaging features may comprise holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features. 25 The imaging features may be provided on flexible sheet material, or other generally transparent sheets. In another embodiment the package may comprise a window over which the imaging features are provided, for example as an overlay. The imaging features may be provided on an in-moulded label in a packaging material substrate. 30 The three dimensional image may correspond to the appearance of the product contained in the package, or may in other embodiments correspond to a product description, or a brand or other product identifier, either in graphical or written form. 35 In another example embodiment there is provided a package for a product, the package comprising imaging features for producing a viewing angle dependent image, the imaging features provided on a non-planar portion of the package.

4 The imaging features may be provided on externally visible portions of the package. The imaging features may be arranged to be generally transparent when viewed from a first viewing angle. The imaging features may be arranged to produce a three dimensional image when viewed from the second viewing angle, for example as holographic imaging features 5 and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features. The package may comprise a flexible sheet material provided with the imaging features, and positioned around a product. The flexible sheet material may be wrapped around the 10 product. The flexible sheet material may be adhered to the surface of the package, for example as a sticker placed on the exterior of the package. The package may comprise imaging features carried on an in-moulded label, for example carried on a flexible sheet material in-moulded as a label. 15 The imaging features may be provided on a convex portion of the package, for example running up to a convex corner or a convex edge of the package across non-parallel surfaces, or running around a convex corner or a convex edge of the package, or on a convex portion conforming to the shape of the packaged product at any part there-of. The imaging features may be provided across a portion of a first face of the packaging and around the packaging on 20 to a portion of a second face of the packaging. For example, the first and second faces may comprise generally planar faces that intersect one another at an edge of the package. The imaging features may be provided on three or more planar faces that meet at a corner of the package. The imaging features may be provided at a concave portion of the package, for example a portion overlying a concave portion of the product. 25 In another example embodiment there is provided packaging material in the form of a flexible sheet having a first area carrying first imaging features arranged to produce viewing angle dependent images there-on across a predetermined viewing angle range, and second area distinct from the first and carrying second imaging features and arranged to produce a 30 three dimensional image across the predetermined viewing angle range. The first and second imaging features may be arranged to produce a three dimensional image when viewed from within the predetermined viewing angle range, for example as holographic imaging features and/or lenticular imaging features such as a one dimensional 35 array or a two dimensional array of micro lenses or other micro-optical features. The first imaging features may be arranged to provide no visible image over a portion of the viewing angle range. The first imaging features may be arranged to provide a first image over a first portion of the viewing angle range, a second image over a second portion of the 5 viewing angle range. The first imaging features may be arranged to provide no visible image over a viewing angle range bounded by the first and second portions of the viewing angle range. The first imaging features may be arranged to provide no visible image at angle ranges outside the first and second viewing angle ranges. The first imaging features may further be 5 arranged to provide a third image over a third portion of the viewing angle range. The operation of the imaging features over the third portion of the viewing angle range, and the relationship with the first and second portions of the viewing angle range corresponds to those described for the first and second portions of the viewing angle range, and angles outside the first and second portions of the viewing angle range. 10 The packaging material may comprise a laminated material of two or more layers, with the imaging features provided on a surface layer, or overlaid by a transparent layer. The packaging material may comprise one or more plastics sheets, and one or more metallic foil sheets. The packaging material may comprise a portion carrying a cold seal layer, and/or a 15 portion carrying a release lacquer for use with a cold seal layer. The first and/or second imaging features may be carried on a sticker affixed to the package. The first and/or second imaging features may be carried on planar portions of the package. 20 The three dimensional image may correspond to the appearance of the product contained in the package, or may in other embodiments correspond to a product description, or a brand or other product identifier, either in graphical or written form. Similarly, the images produced by the first imaging features may correspond to the appearance of the product 25 contained in the package, or may in other embodiments correspond to a product description, or brand or other product identifiers, either in graphical or written form. In another example embodiment there is provided a package comprising the packaging material described in relation to the embodiment above formed around a product. The 30 packaging material may form the exterior, or an externally visible surface of the package. The package may comprise imaging features provided on an in-moulded label in a packaging material substrate. In another example embodiment there is provided packaging material in the form of a 35 flexible sheet carrying a first set of imaging features, the first set of imaging features arranged to produce, when viewed through a corresponding optical modifier including a second set of imaging features, a three dimensional image.

6 The imaging features may be arranged to produce a three dimensional image when viewed using the optical modifier, for example as holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features. The optical modifier may comprise holographic 5 imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features. The packaging material may comprise a laminated material of two or more layers, with the imaging features provided on a surface layer, or overlaid by a transparent layer. The 10 packaging material may comprise one or more plastics sheets, and one or more metallic foil sheets. The packaging material may comprise a portion carrying a cold seal layer, and/or a portion carrying a release lacquer for use with a cold seal layer. In another example embodiment there is provided a package comprising the packaging 15 material described in relation to the embodiment above formed around a product. The packaging material may form the exterior, or an externally visible surface of the package. The packaging may comprise the optical modifier packaged therein with the product, so as to be available once the packaging has been opened. The three dimensional image may correspond to the appearance of the product contained in the package, or may in other 20 embodiments correspond to a product description, or a brand or other product identifier, either in graphical or written form. A package comprising a label which is in-moulded to a substrate material, the label comprising imaging features arranged to produce a three dimensional image there-on. 25 The label may be in-moulded to a lid of the package. The substrate material may comprise a plastics material. The label may be arranged with the imaging features provided on a non-planar portion of the package. 30 The imaging features may suitably be arranged to produce a three dimensional image providing the appearance of a three dimensional product in the package so as to give the appearance of a transparent package. The imaging features may be arranged to produce a three dimensional image when 35 viewed from within a predetermined viewing angle range. The imaging features may comprise holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features.

7 The imaging features and product in the package may be arranged with one another so that the appearance of the product in the package is aligned with the product as it is positioned in the package. The imaging features and product in the package may be arranged with one another so that the appearance of the product in the package overlies the product as it is 5 positioned in the package. The imaging features and product in the package may be arranged with one another so that the appearance of the product in the package is positioned to correspond to the position of the product as it is positioned in the package. The imaging features may be arranged to produce a three dimensional representation of 10 portions of a product that are within the package and spaced apart from the surface of the package, for example below or within the surface of the package, for example as recessed or concave features. The imaging features may be arranged to produce a life size representation of the 15 product in the package. The imaging features may be carried on a label which is a lamination of two or more layers. The label may comprise one or more plastics sheets, and one or more metallic foil sheets. The imaging features may be provided on a surface layer, or overlaid by a transparent 20 layer. The imaging features may be provided over only a portion of the label, or in two or more distinct portions if the package. The imaging features may be carried on a generally planar portion of the package. 25 The substrate material may comprise a transparent portion there-of, the imaging features arranged to produce a three dimensional image overlaid on the product contained in the package and visible through the transparent portion of the substrate material. 30 The imaging features may be arranged to produce a three dimensional image when viewed from within a predetermined viewing angle range. The imaging features may comprise holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features. 35 The imaging features may be provided on flexible sheet material, or other generally transparent sheets.

8 The three dimensional image may correspond to the appearance of the product contained in the package, or may in other embodiments correspond to a product description, or a brand or other product identifier, either in graphical or written form. 5 The label may carry first imaging features defining a first area and arranged to produce viewing angle dependent images there-on across a predetermined viewing angle range, and a second area distinct from the first and carrying second imaging features and arranged to produce a three dimensional image across the predetermined viewing angle range. The label may carry imaging features defining one or other of the first and second areas, and the other 10 of the first and second areas may be defined elsewhere on the package. The label may comprise imaging features arranged to provide a three dimensional representation of the product contained in the package, or may in other embodiments correspond to a product description, or a brand or other product identifier, either in graphical or 15 written form. The first and second imaging features may be arranged to produce a three dimensional image when viewed from within the predetermined viewing angle range, for example as holographic imaging features and/or lenticular imaging features such as a one dimensional 20 array or a two dimensional array of micro lenses or other micro-optical features. The first imaging features may be arranged to provide no visible image over a portion of the viewing angle range. The first imaging features may be arranged to provide a first image over a first portion of the viewing angle range, a second image over a second portion of the 25 viewing angle range. The first imaging features may be arranged to provide no visible image over a viewing angle range bounded by the first and second portions of the viewing angle range. The first imaging features may be arranged to provide no visible image at angle ranges outside the first and second viewing angle ranges. The first imaging features may further be arranged to provide a third image over a third portion of the viewing angle range. The 30 operation of the imaging features over the third portion of the viewing angle range, and the relationship with the first and second portions of the viewing angle range corresponds to those described for the first and second portions of the viewing angle range, and angles outside the first and second portions of the viewing angle range. 35 The first and/or second imaging features may be carried on planar portions of the package. The three dimensional image may correspond to the appearance of the product contained in the package, or may in other embodiments correspond to a product description, 9 or a brand or other product identifier, either in graphical or written form. Similarly, the images produced by the first imaging features may correspond to the appearance of the product contained in the package, or may in other embodiments correspond to a product description, or brand or other product identifiers, either in graphical or written form. 5 The imaging features may in some embodiments be arranged to produce a viewing angle dependent image there-on, wherein when viewed from a first viewing angle the imaging features are generally transparent, and wherein when viewed from a second viewing angle the imaging features produce an image which is not transparent. 10 The imaging features may be arranged to produce a three dimensional image when viewed from the second viewing angle, for example as holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features. 15 The label may comprise a generally transparent sheet. The substrate material may be generally transparent. In another embodiment the substrate material may comprise a transparent window over which the label is provided, for example as an overlay. 20 The label may comprise a laminated material of two or more layers, with the imaging features provided on a surface layer, or overlaid by a transparent layer. The label may comprise one or more plastics sheets, and one or more metallic foil sheets. The label may comprise a first set of imaging features, the first set of imaging features 25 arranged to produce, when viewed through a corresponding optical modifier including a second set of imaging features, a three dimensional image. The imaging features may be arranged to produce a three dimensional image when viewed using the optical modifier, for example as holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features. 30 The optical modifier may comprise holographic imaging features and/or lenticular imaging features such as a one dimensional array or a two dimensional array of micro lenses or other micro-optical features. A packaging blank comprising the packaging material or for use in the package of any of 35 the example embodiments described above. Brief Introduction to the Figures 10 For a better understanding of the invention, and to show how embodiments of the same may be carried into effect, reference will now be made, by way of example, to the accompanying diagrammatic drawings in which: 5 Figure 1 shows a plan view of a packaging material formed into a packaging blank, according to an example embodiment; Figure 2 shows a front perspective view of a package formed form the packaging blank of Figure 1; 10 Figure 3 shows a plan view of a package according to another example, and further shows a side view of a part of the product contained in the package; Figure 4 shows a plan view of a package according to another example embodiment; 15 Figure 5 shows a front perspective view of a package according to another example embodiment; Figure 6 shows a plan view of a package according to another example embodiment 20 being viewed, and further shows how the appearance of part of the package changes according to viewing angle; and Figure 7 shows a plan view of a package according to another example embodiment, and further shows how an optical modifier can be used to change the appearance of the 25 package. Description of Example Embodiments Figure 1 shows packaging material formed into a packaging blank 10. The packaging 30 blank 10 is shown in Figure 2 formed around a product (not shown) to produce a package 20. The packaging blank 10 comprises a flexible sheet carrying imaging features there-on. The imaging features are provided in separate first and second regions 21, 22 on the packaging blank 10, with the imaging features on the packaging blank 10 in these two regions 35 referred to as the first imaging features 11 and the second imaging features 12 respectively. The first region 21 is shown hatched, and the second region is that between the dashed lines. The first and second imaging features 11, 12 are each arranged to produce viewing angle dependent images when observed by the human eye.

11 The first imaging features 11 are arranged such that when viewed from a first viewing angle the first imaging features 11 are generally transparent, and wherein when viewed from a second viewing angle the first imaging features 11 produce an image which is not transparent. Herein, "transparency" describes the ability to pass light from the visible spectrum there 5 through without diffusion or significant distortion, enabling a clear and recognisable image to be formed by light passing from one side of the packaging to the other. It should be understood that the term also includes clear, but colour-filtering transparencies. Furthermore, the non-transparent images described herein may comprise real or virtual images which at least partially obstruct, overlie, augment or otherwise alter the image which would be visible 10 when observed from the first viewing angle or which would be visible if the imaging features were not present. The first imaging features 11 are arranged to produce a three dimensional image when viewed from the second viewing angle, as may suitably be achieved by using a two 15 dimensional array of micro-optical features on the packaging blank 10. In the region of the first imaging features 11 the flexible sheet which carries the first imaging features is itself generally transparent, meaning that when viewed from the first viewing angle the product which is contained in the package 20 is visible through the packaging blank 10 when formed into the package 20, thus enabling a prospective purchaser to inspect the product an appreciate its 20 characteristics and qualities by looking through the packaging blank 10. However, by changing the angle from which the package 20 is viewed, the non-transparent image produced by the first imaging 11 features becomes visible. In the example embodiment shown, the first imaging features 11 are arranged when viewed from the second viewing angle to produce an image including information about the product contained in the package 20, for example a 25 brand identifier, or a description of the product's features or characteristics. The second imaging features 12 are arranged on the packaging blank 10 such that when the packaging blank 10 is formed around a product by wrapping to form the package 20, the second imaging features 12 are position on the front face 21 of the package 20 and run 30 from the front face 23 around the edges of the front face 23 and onto the side and end faces 24, 25 of the package 20. In this way the second imaging features 12 are provided on non planar portions of the package 20. As mentioned above, the second imaging features 12 are arranged to produce viewing 35 angle dependent images when observed by the human eye. Consider the packaging 20 as stationary, and viewed by an observer moving relative to the packaging 20 such as walking past the packaging 20 when displayed on a supermarket shelf. It will be appreciated that the non-planar arrangement of the second imaging features 12 means that the change in viewing angle produced as the observer moves relative to the packaging will be different across the 12 extent of the second imaging features 12. This increases the likelihood of the observer appreciating a transition between viewing angle dependent images provided by the second imaging features 12. Furthermore, the different relative orientations of the second imaging features 12 provided across the second region 22 mean that relative to the observer's 5 movement, different types of transition between first and second viewing angles and therefore different viewing-angle dependent images may be provided by the second imaging features 12. The second imaging features 12 are arranged such that viewed from a first viewing 10 angle the first imaging features 12 produce a first virtual image, and when viewed from a second viewing angle produce a second virtual image. The images produced by the second imaging features are produced by a two-dimensional array of micro-optical features provided on the on the packaging blank 10 which is formed around a product to produce the package 20. The micro-optical features may comprise micro lenses, or specular reflection features for 15 example. In the example embodiment shown in Figures 1 and 2, the packaging material may comprises a laminated material of a plurality of layers, with the imaging features 11, 12 provided on a surface layer, or overlaid by only transparent layers. Suitable laminations 20 comprise one or more plastics sheet and one or more metallic foil sheets, for example bonded to one another using an adhesive, with the foil sheet for example providing a base for the plastics. An advantage of this type of lamination is that transparent plastics layers may conveniently be used, or transparent windows over which the imaging features may be provided, for example as an overlay. The laminated material may in some embodiments 25 conveniently be provided with a cold seal adhesive base layer, enabling a re-sealable package to be formed using a flow wrap process. The cold seal adhesive base layer may for example provide a seal when pressed against itself, or against another surface of the packaging material during packaging. The packaging material may be overlaid by a layer of release lacquer, which is provided to facilitate opening of packages, for example flow-wrapped 30 packages made using the material. The use of a release lacquer may be particularly advantageous when cold seal or other adhesive layer is provided in the packaging material. In other embodiments the imaging features 11, 12 may be provided on a separate label, for example to be bonded to the packaging blank during the packaging process by use of 35 adhesive. In still other embodiments the imaging features 11, 12 may be formed on a label which is in-moulded to a substrate material. In-mould labelling is a process which a label is positioned in a mould and the substrate formed into its desired shape using the mould. This results in the moulded form including the label therein, giving benefits in the manufacture of moulded plastics containers such as bottles and tubs. Figure 5 shows an example package 50 13 with an in-moulded label 52 in the lid 54, the label 52 carrying imaging 51 features to provide a three dimensional representation of the cheese product contained in the package 50. As shown in Figure 2, the imaging features are provided on a non-planar portion of the 5 package 20 as the flexible sheet material of the packaging blank bends around the edge of the front face 23 of the package 20. However, it will be appreciated that many other variations are possible, depending on the shape of the product to be packaged and the desired characteristics of the images to be produced by the imaging features. For example the imaging features may be provided on a convex portion of the package that conforms to a 10 curved face or other feature of the shape of the packaged product. The imaging features may also be provided at a concave portion of the package, for example by vacuum forming around concave portion of the product. Even though curvature and different angles of the surface or surfaces carrying may be thought to generally distort the image that would be produced by a perfectly flat arrangement of imaging features, some example embodiments may exploit this 15 distortion to produce eye-catching visual effects. In such embodiments the imaging features are designed to produce a pre-determined imaging effect on a flat planar surface, but in the packages of the example embodiments the imaging features are provided across the non planar surface. In example embodiments, packaging comprising the flexible sheet material may be displayed for sale on a shelf, display stand, rack, hanger or the like, in such a way as 20 to maintain portions of a first face and a second face visible to consumers as they move by package. Packaging in which imaging features are provided on first and second faces enable two different effective viewing angles for the imaging features provided on the two faces, which may increase the appealing effect of the images produced by the imaging features. Furthermore, interesting and appealing effects may be produced by the imaging features 25 which extend around the packaging in the area of transition from one face to another. Even if passing around the corner or edge of the packaging causes a variation in an image effect produced by the imaging features, an area of transition between images produced by features on a first face and on a second face is likely to be eve-catching, as the transitional area will produce a range of effective viewing angles as a consumer moves by the package. 30 Figure 3 shows a package 30 according to another example embodiment. The package 30 contains a product 301 therein, which is shown as a chocolate bar with blocks 300 having valley-like recesses 310 between them, when viewed from the side. The package 30 carries imaging features 31 arranged to produce a three dimensional image there-on, wherein when 35 viewed the imaging features 31 provide the appearance of the three dimensional product 301 in the package so as to give the appearance of a transparent package. The imaging features 31 and product 301 in the package 39 are arranged with one another so that the appearance of the product 301 in the package is aligned, and so that the 14 three dimensional representation of the portions of a product 301 that are within the package correspond to a life size representation of the product in the package, including corresponding depth of valley 310. 5 As shown in Figure 3, the imaging features 31 are provided over only a portion of the package, but it will be appreciated that other arrangements are possible. In the Figure 3 embodiment, and other related embodiments the imaging features 31 are arranged to give the appearance of a window through the package 39 directly to the product there-within. To generate a striking visual effect the window, or the whole package frontage may be arranged 10 with imaging features to provide a realistic, for example colour-matched, representation of the product with sufficient definition to pass as the product or to give an accurate-to-life representation thereof. Figure 4 shows a package 40 according to another example embodiment. The package 40 contains a product 400 which is visible through a transparent portion 42. On the 15 transparent portion 42 are imaging features 41 arranged to produce a three dimensional image overlaid on the product 400 contained in the package. In this example the product 400 is a chocolate bar and the image produced by the imaging features 41 is a brand identifier "Milka". In this embodiment the overlay is arranged such that the three dimensional image appears to lie directly on the product contained in the package, for example as integrated into the product. 20 In other embodiments the overlay is arranged such that the three dimensional image appears to extend directly out from the volume of, or sink into the volume of the product contained in the package. Figure 6 shows a package 60 according to another example embodiment. The package 25 60 has a first area 61 carrying first imaging features arranged to produce viewing angle dependent images there-on across a predetermined viewing angle range, and second area 62 distinct from the first and carrying second imaging features and arranged to produce a three dimensional image across the predetermined viewing angle range. 30 The first imaging features are arranged to provide no visible image over a portion of the viewing angle range, for example around 30 degrees and 50 degrees. The first imaging features are arranged to provide a first image over a first portion of the viewing angle range, a second image over a second portion of the viewing angle range and a third image over a third portion of the viewing angle range. In the embodiment of Figure 6, the first portion of the 35 viewing angle range is around 20 degrees, the second portion of the viewing angle range is around 40 degrees and the third potion of the viewing angle range is about 60 degrees. The The three dimensional image in the second area 62 is a brand identifier "Milka". The images produced by the imaging features in the first area 61 are graphical representations 15 associated with the product, for example, mountains, a cow and an image of the chocolate product itself. In this embodiment potential purchasers moving past the package 60 have their attention caught by the images in the first and second areas 61, 62, with the contrast between the changing image produced by substitution of three dimensional images in the first area 5 viewing angle and the three dimensional image which remains in the second area being particularly visually interesting. The package 60 also includes a printed area 63 carrying regular two dimensional print. Figure 7 shows a package 70 according to another example embodiment in plan view. 10 The package 70 comprises packaging material in the form of a flexible sheet carrying a first set of imaging features 71. The first set of imaging features 71 is shown in the first part of Figure 7. The first set of imaging features 71 is arranged to produce, when viewed through a corresponding optical modifier 73 including a second set of imaging features 72, a three dimensional image. The optical modifier 73 and its effect on the appearance of the package 15 70 are illustrated in the second part of Figure 7. The package 70 is provided with the optical modifier 73 packaged therein with the product, so as to be available once the packaging 70 has been opened. The three dimensional image may correspond to the appearance of the product contained in the 20 package, or may in other embodiments correspond to a product description, or a brand or other product identifier, either in graphical or written form, or to a promotional code or similar to be made available to the purchaser of the product without being generally visible outside the package 70 unless the viewer has the optical modifier 73. In example embodiments the first set of imaging features 71 is configured such that no meaningful image information is 25 appreciable without use of the second set of imaging features 72 from the optical modifier 73. In one example of this type, the first set of imaging features 71 is imperceptible to the naked eye, so blending into the background of any substrate or printing which is present on the packaging material. In this example the optical modifier 73 may be passed over the packaging by a consumer in order to hunt for and/or reveal the secret image produced by the first set of 30 imaging features 71 when viewed in combination with the second set of imaging features 72 of the optical modifier 73. In another example embodiment the first set of imaging features 71 is provided in an area that is distinctive from the remainder of the packaging, for example an area comprising a substrate or printing that has a random, pseudo random or otherwise meaningless appearance when viewed without the second set of imaging features 72 of the 35 optical modifier 73. In this example the optical modifier 73 may be used directly to reveal a three dimensional image. It can be seen that packages in accordance with example embodiments of the invention provide simple and cost effective ways of taking advantage of the visually striking appearance 16 that images having viewing angle dependent image properties can produce. Imaging features as described enable example embodiments to provide more information relating to the product within the package on the same packaged area. This enables such product packages to be more interesting and more informative to the consumer, using viewing-angle dependent 5 images. The viewing-angle dependent images may be layered with one another to convey information in a portion of the surface area of the package. Alternatively, or in addition, the visually striking appearance of packages according to example embodiments can cause such packages to stand out from the background of other products on the shelf in a supermarket environment, with passing consumers drawing to the visual effects produced as they move 10 past the packages, changing the effective viewing angle, and causing different angle dependent images to bring the packaging to life. It will be appreciated that the different types of imaging features operate to produce angle dependent images in different ways, and over different ranges of inclination and azimuth 15 angle. The example of reflective holographic elements and micro lens arrays are envisaged as suitable for the imaging features, but others are possible. The packaging materials, packaging blanks and packages described above can be applied to the packaging of any suitable products but are particularly suitable for use with 20 consumable products, including confectionery products such as chocolate. Although example embodiments of the present invention have been shown and described, it will be appreciated by those skilled in the art that changes may be made without departing from the scope of the invention as defined in the claims. 25 Attention is directed to all papers and documents which are filed concurrently with or previous to this specification in connection with this application and which are open to public inspection with this specification, and the contents of all such papers and documents are incorporated herein by reference. 30 All of the features disclosed in this specification (including any accompanying claims, abstract and drawings), and/or all of the steps of any method or process so disclosed, may be combined in any combination, except combinations where at least some of such features and/or steps are mutually exclusive. 35 Each feature disclosed in this specification (including any accompanying claims, abstract and drawings) may be replaced by alternative features serving the same, equivalent or similar purpose, unless expressly stated otherwise. Thus, unless expressly stated 17 otherwise, each feature disclosed is one example only of a generic series of equivalent or similar features. The invention is not restricted to the details of the foregoing embodiment(s). The 5 invention extends to any novel one, or any novel combination, of the features disclosed in this specification (including any accompanying claims, abstract and drawings), or to any novel one, or any novel combination, of the steps of any method or process so disclosed. It is to be understood that, if any prior art publication is referred to herein, such 10 reference does not constitute an admission that the publication forms a part of the common general knowledge in the art, in Australia or any other country. In the claims which follow and in the preceding description of the invention, except where the context requires otherwise due to express language or necessary implication, the 15 word "comprise" or variations such as "comprises" or "comprising" is used in an inclusive sense, i.e. to specify the presence of the stated features but not to preclude the presence or addition of further features in various embodiments of the invention.

Claims

1. A product package and a product, the package carrying imaging features arranged to produce a three dimensional image there-on, wherein when viewed the imaging 5 features provide the appearance of a three dimensional product in the package so as to give the appearance of a transparent package, wherein the imaging features are arranged so that the appearance of the product in the package is aligned with the product when packaged in the package. 10

2. The product package and product of claim 1, wherein the imaging features are arranged to produce a three dimensional representation of portions of a product that are within the package and spaced apart from the surface of the package.

3. The product package and product of claim 1 or claim 2, wherein the imaging 15 features are arranged to produce a three dimensional representation of concave features of the product.

4. The product package and product of any one of claims 1 to 3, wherein the imaging features are arranged to produce a life size representation of the product in the 20 package.

5. The product package and product of any one of claims 1 to 4, wherein the imaging features are arranged to produce an accurate-to-life representation of the product in the package. 25

6. The product package and product of any one of claims 1 to 5, wherein the majority of the front of the package is arranged with imaging features to provide a realistic impression of the product in the package. 30

7. The product package and product of any one of claim 1 to 5, wherein the imaging features are arranged to give the appearance of a window through the package directly to the product there-within.

8. The product package and product of claim 7, wherein the imaging features are 35 arranged to give the appearance, through the window, of a portion of the product only.