CN110418721B

CN110418721B - Product or product packaging with structural elements

Info

Publication number: CN110418721B
Application number: CN201880018707.1A
Authority: CN
Inventors: M.英霍夫; A.海涅; P.弗兰兹; T-H.胡恩; K.迈耶; R.德梅尔
Original assignee: Giesecke and Devrient GmbH
Current assignee: Giesecke and Devrient GmbH
Priority date: 2017-07-10
Filing date: 2018-07-06
Publication date: 2021-02-19
Anticipated expiration: 2038-07-06
Also published as: DE102017006507A1; EP3651997B1; CN110418721A; RU2736433C1; EP3651997A1; WO2019011465A1

Abstract

The invention relates to a product or product packaging having a structural element (100) which generates a three-dimensionally appearing graphic of an object, wherein the structural element (100) comprises: -a reflective image structure (120) of an object, the reflective image structure comprising a relief structure with relief elements (121,122) in a surface of the product or product packaging and a light-reflective layer (130), wherein the reflective image structure (120) is capable of three-dimensionally visualizing a graphic of the object relative to the surface for an observer; -a printed, multicoloured colour image (140) of the object, the colour image being arranged relative to the reflective image structure such that the figure of the object appears multicoloured and three-dimensionally to an observer; wherein the color image (140) and/or the light-reflective layer (120) is translucent.

Description

Product or product packaging with structural elements

The present invention relates to a product or product package having a structural element. The invention also relates to a method for producing a structural element on a product or product packaging.

In order to create a spatial impression for the observer, it is known, for example, to represent objects in a perspective manner, to shade them, or to intentionally use regions of unclear representation.

There are currently many, sometimes very complex or technically demanding methods, such as holograms of various design variants, for conveying the spatial impression. The costs for such techniques are generally relatively high.

It is known for high-security elements, such as security threads, security strips or blocks for banknotes, to orient the individual reflective elements of a metallized relief structure (Reliefstruktur) formed by the reflective elements in the pattern region in such a way that the viewer is given the impression of a curved pattern. Corresponding patent applications are for example documents WO2013/007374A1 and WO2014/060089A 2.

On this basis, the object of the invention is to provide a decorative construction element, which can be produced in particular at low cost.

The technical problem is solved by the following technical scheme.

A product or product package having a structural element that creates a three-dimensionally appearing graphic of an object includes a reflective image structure. The structural element includes a reflective image structure of the object and a color image of the object. The reflective image structure includes a relief structure (or so-called relief structure) having relief elements and a light-reflective layer in a surface of the product or product package. The reflective image structure allows the appearance of the object to be visualized for the viewer in three dimensions relative to the surface image of the product or of the product packaging. The color image is a printed (aufdrucken) multicolor image of the object. The color image is arranged relative to the reflective image structure in such a way that the image of the object appears multicolored and three-dimensionally to the observer. The color image and/or the reflective layer are translucent.

The structural elements of the product or product packaging can be produced particularly cost-effectively, since both the reflective image structure and the color image can be produced by printing techniques (or embossing techniques and printing techniques).

Furthermore, it is more cost-effective to provide the retroreflective layer as a partially printed retroreflective layer or a partially transferred retroreflective layer.

The object is displayed by means of a color image and a reflective image structure, which can be selected and manufactured independently of each other. It is particularly advantageous that the color image can be produced with a lower positional accuracy with respect to the reflective image structure. In particular, the color image only has to be arranged with a positional tolerance of maximally 0.2mm, preferably maximally 1mm, relative to the reflective image structure. This positional tolerance is for example greater than the lateral dimension of the relief element.

Preferably, the color image is a printed color image and/or the relief structure is a relief structure (or a structure in a surface) produced by embossing. The embossing is preferably carried out in a carrier layer. The carrier layer may be transparent, translucent or opaque. The relief structure is produced in particular by means of embossing or embossing, i.e. for example by means of inkless intaglio embossing or by means of embossing or embossing. It is also conceivable for the embossing and the application of the color image to be carried out jointly, in particular in one inked embossing or intaglio step.

The translucent color image may be arranged directly on or over the translucent or opaque reflective image structure. In the case of a translucent reflective image structure, the (translucent or opaque) color image can be arranged directly under the reflective image structure or under the reflective image structure. In the case of a relief structure in the upper side of the transparent carrier layer, the color layer can even be arranged on the lower side of the transparent carrier layer.

The color image itself can be designed (in particular in terms of pleochroic properties) in such a way that the color image additionally assists the three-dimensional impression produced by the reflective image structure for the observer, for example by shading, color tone changes or similar composition means.

In a preferred embodiment, the reflective image structure comprises a light-reflecting layer, which is produced in particular by means of a printing process. Because the retroreflective layer is translucent, it may also be referred to as an enhanced retroreflective layer. The light-reflecting layer can be applied (in particular over the entire surface) before or after the introduction (in particular embossing) of the relief structure. Highly refractive or metallic layers can be used as light-reflecting layers. Preferably, the light-reflecting layer is produced by printing a colour (or lacquer) with a metallic pigment. The metallic pigments may be nanoscale pigments or planar pigments, in particular having an average length in the range from 0.5 to 10 μm. The planar pigment may be rigid or flexible so that it can adapt to the relief structure. It is obviously somewhat more expensive to evaporate a light-reflecting layer (CVD, PVD).

It is particularly preferred that the light-reflecting layer is formed by means of a printing method (for example offset printing, screen printing), is subsequently inked by means of the printing method and is then (plain) imprinted. Alternatively, the light-reflecting layer is embossed and then inked. In a further preferred embodiment, the light-reflecting layer is applied to the carrier layer as a film application (for example as a hot or cold transfer film) or as a laminated metal layer. The light-reflecting layer is then printed in color using a printing method and (before or after this printing-optionally) embossed.

Advantageously, the structural element shows a multicolored and three-dimensional representation of the object on the front side. The structural element can show a further object on the rear side for the observer or the same object in a further graphic. On the rear side, for example, a further color image and/or a further reflective image structure is provided on the opaque carrier layer. On the transparent or translucent carrier layer, either a further color image is present which interacts with the reflective image structure or a further reflective image structure is present which interacts with the color image, below the color image and the reflective image structure. The color image (F), the reflective image structure (R) and further elements as color image (F2) or reflective image structure (R2) can be present together on one side of the carrier layer or distributed on the front side and the back side of the carrier layer (F R/F2; R F/R2; F/R F2; R/FR 2). For example, the transparent carrier layer can be provided with only one light-reflecting layer, a color image on the front side and a further color image on the rear side, so that a curved pattern of the object (for example an apple) is produced on the front side and a reverse curved pattern of other objects (for example a glass aquarium from above) is produced on the rear side.

In a particularly preferred embodiment, the multi-color properties predetermined by the color image remain unchanged during movement of the component, for example tilting and/or pivoting. The hue, i.e. the a and b values in the LAB color space, remain unchanged and the brightness, i.e. the L value, may vary. In the case of tilting and/or pivoting of the structural element, the reflection image structure shows the observer a reflection behavior which changes itself. In particular, the reflection image structure is adjusted in such a way that the gloss points move over the three-dimensionally appearing object.

The structured element may also comprise other relief structure regions. The relief structure and/or the light-reflective layer are arranged in the regions of the reflective image structure and in further regions. The relief structure constitutes a reflective image structure in the first region. The further region comprises a relief-structured partial region which adjoins a region of the reflective image structure or surrounds the reflective image structure. The relief-structured partial regions are preferably relief-structured, achromatic partial regions or partial regions which are otherwise relief-structured, for example with other relief element types.

The further regions may comprise restricted, local regions which are free of relief structures and which are reflective. The partial region preferably adjoins or is surrounded by the relief-structured partial region. The face without relief structures is configured in the form of characters or patterns. Which are preferably arranged at a distance from the region of the reflection image structure in order not to impair the identifiability of the object in this region. In a further embodiment, the restricted surface (partial region) without relief structure surrounds the relief-structured surface (partial region). The enclosed relief-structured surface or its outer contour can be highlighted in this way.

The reflective image structure includes a plurality of reflective relief elements. These reflective relief elements of the reflective image structure are typically of the first relief element type. The relief elements of the relief structure lie in a common relief structure plane. The reflective image structure, although producing a three-dimensional figure of the object, is a generally flat structure (especially without height associated with the object). The relief height of the reflective image structure coincides with the maximum height of one of the relief elements. The relief element has, in particular, a flat light-reflecting surface, wherein the relief element floatsThe relief elements may be distinguished by their inclination and azimuth. Preferably, the relief elements are arranged in a mosaic-like manner, i.e. surface-filled. A plurality of identically structured relief elements form the relief structure in the first region. The orientation (e.g., tilt angle and azimuth angle) of the relief elements is selected based on the lateral position of the relief elements such that the incident light rays are reflected at the relief elements in the same direction in which the three-dimensional object reflects the light. The reflection image structure produces, in particular, a curved, three-dimensional representation of the object which has a curved surface in practice. The smallest dimension of the light-reflecting relief elements is greater than 10 μm, preferably greater than 30 μm, in particular greater than 100 μm, but at most 1 mm. The minimum dimension of the relief element, for example the width, diagonal, diameter or edge length (honeycomb shape), is measured transversely, i.e. on the basis of the relief structure plane. The height of the relief elements (impression height) is at most 300 μm, preferably at most 150 μm, particularly preferably 100 μm, and in particular in the range from 10 μm to 120 μm, preferably 25 μm to 100 μm, particularly preferably 25 μm to 50 μm. Preferably, the aspect ratio (height versus width) is about 1: 1.3. The relief element has an area of 100 μm²To 1mm²Preferably between 900 μm²To 250000 μm²In particular in 10000 μm²To 250000 μm²More preferably 90000. mu.m²To 250000 μm²In the meantime.

The reflective relief elements of the reflective image structure differ by one or more parameters:

spatial orientation, in particular the angle of inclination and/or the azimuth, of the relief elements, and

-the structure height of the relief elements.

The structured elements preferably further comprise relief elements of at least a second relief element type. The second embossment-element type is distinct from the first embossment-element type in one or more parameters:

an outer contour of the relief element, and/or

The size of the relief elements, and/or

-the reflectance of the relief elements.

Even relief elements of the second relief element type can be distinguished from one another by one or more parameters:

-the structure height of the relief elements.

The structural element may additionally comprise a visually variable element. The visually variable element is present in particular in the second partial region. The visually variable partial region of the further region preferably adjoins the relief-structured partial region or is surrounded by the relief-structured partial region. The visually variable element may be constituted at least in part by a relief structure. The visually variable elements show the effect of the appearance of different images as a result of different viewing angles, or the tilting effect (Kippeffekt), i.e. the viewer is presented with a pattern, for example a symbol, a motif or an object, only in a predefined tilting or pivoting area. For example, linear relief elements may be present in the second region, which is locally modified at the side of the relief element (by printing, surface modification (e.g. matting) or additional embossing elements).

The structural elements are made directly on the product or product packaging. Preferably, the relief structure is introduced into the surface of the product or product package. The structural element serves as a logo for the product. The product is here an end product or a product intended for an end customer (or user).

The structural element is not easily imitated. This applies in particular to the following cases: the structuring element can comprise, in addition to the three-dimensional and colored pattern, further regions with relief structures and/or visually variable elements. It may also be referred to herein as a simple security element.

The method for producing a three-dimensionally appearing graphic structural element of an object or of a product packaging comprises the following steps. A reflective image structure of the object is made, wherein the relief structure is introduced into the surface of the product or product package. The relief structure with the relief elements is in particular located in the plane of the relief structure. The reflective image structure allows the graphics of the object to be visualized three-dimensionally for the viewer. Multicolor color images of the object are made, which are arranged relative to the reflective image structure such that the object graphic appears multicolor and three-dimensional to an observer.

As mentioned above, the order in which the color image and the reflection image structure or parts thereof are made can be chosen differently. Thus, for example, the carrier layer can already be light-reflecting (e.g. metallized) or the carrier layer can be printed (e.g. by screen printing) with a light-reflecting color (in particular with metallic nanopigments or platelet-shaped pigments). The color image can be printed onto the light-reflecting layer (for example in lithography) and then the relief structure can be provided by means of embossing. Alternatively, the relief structure is introduced into the light-reflective layer and then the color image is printed (e.g. by means of inkjet printing). The carrier layer can alternatively also be first embossed and then provided with the light-reflecting layer and the color image. Suitable printing methods for printing color images are, in particular, screen printing, offset printing, gravure printing, inkjet printing or digital printing. The different color portions, for example RGB portions, can be printed one after the other in a plurality of printing substeps.

Further embodiments and advantages of the invention are explained below with reference to the drawings, in which scales and proportions are not shown in order to improve readability.

In the drawings:

figure 1 shows a schematic top view of a structural element,

figure 2 shows a schematic cross-sectional view of a structural element,

fig. 3 shows a top view of the structuring element together with a further relief structure.

Fig. 1 shows a plan view of a structural element of a product or of a product package. The structural elements include a reflective image structure 120 of an object, such as an apple, and a color image 140 of the object.

A cross-section of the structural element 100 is shown in fig. 2. The carrier layer 110, for example a transparent packaging film, is provided with a relief structure. A light-reflecting layer 130, for example a metal layer, is arranged on the carrier layer 110. The color layer or ink film of the multicolored color image 140 is located on the metal layer. The color layer is translucent. For the purpose of illustration in this example, the color image includes three

regions

141, 142, and 143 of different colors.

The structural element 100 is seen from above by an observer. The individual relief elements 121,122 of the relief structure are oriented such that the reflective image structure 120 produces a curved, three-dimensional figure of the object for the observer. The principle of such orientation is known from documents WO2013/007374Al and WO2014/060089A 2. A colored and three-dimensional image of the object is produced for the observer by the translucent color image 140 on the reflective image structure 120.

As shown in fig. 1, the relief elements 121,122, 125 are configured as honeycombs or regular hexagons. The relief elements 121,122 of the reflective image structure 120 contain the inclination of the relief elements 121,122 as digital information. Relief elements having inclination angles of 10, 25, 40, 60 and 40 degrees are arranged in a ring around the untilted relief element, respectively. In this case, the oblique structures are each oriented in the direction of the central relief element (azimuth angle). Relief elements 125 located outside the reflective image structure 120 are optional and in this example are oriented flat.

The differently colored

regions

141, 142, 143 of the color image are selected in terms of their color and arrangement such that they additionally assist the impression of the three-dimensional nature of the object. The color image is preferably a true-color image, i.e. may (not only locally) comprise arbitrary color value classes. These colors (or hues) can be produced by basic colors, for example CYMK. In particular, graduated or proportional colors are used. It is also conceivable to use decorative colors, for example with effect pigments.

It is likewise conceivable in both figures that the color image and the reflection image structure can be designed for the object independently of one another. The grid of reflective image structures is independent of the grid of color images. The position of the grids relative to one another and/or the exact arrangement of the color image relative to the reflective image structure is not important for three-dimensional, polychromatic patterning of objects. The changes can therefore be carried out at low cost and there is no high requirement for positional accuracy in the production process.

Fig. 2 shows a simplified illustration of some variants. If the light-reflecting layer 130 is translucent, the color layer of the color image 140 may also be located below the light-reflecting layer 130. The relief structure may be produced by embossing. Advantageously, the carrier layer 110 is directly embossed and then the light-reflecting layer 130 and the color layers of the color image 140 are applied. Alternatively, the existing retroreflective and/or color layers are embossed together.

If the carrier layer 110 is transparent, viewing the structural element from the rear side (from below in fig. 2) shows a retroflexed, reflected image of the object. Thus, a graphic of another color, for example of an object (an apple shaded in red instead of in green), can additionally be produced for the viewer of the rear side by the translucent or opaque rear-side printing. If the rear side printing is translucent, the curvature is furthermore reversed on the rear side (red apples curved outward from the relief structure plane on the front side appear green apples curved behind the relief structure plane).

Fig. 3 shows an expanded structural arrangement 200 on a carrier layer 110, wherein the structural element 100 is combined with further elements or partial regions, which comprise: a relief-structured local region 220, here a line-shaped relief element; a visually changing local region 230, here a modified linear relief element; the local regions 240 that reflect light are here local regions that do not have a relief structure. The further element can be produced in particular in the same process step, in particular also by means of embossing (and optionally by means of colour printing). The mosaic-like relief structures in the region of the structuring element 100 are combined with a second relief-element-type relief element 221, in this case a linear relief structure, in a second region, namely the relief-structured partial region 220. The second region may surround or adjoin the first region of the structural element 100. Just as well, the outer contour of the object can be emphasized by varying the type of relief element. The light-reflecting partial regions 240 of the second region are free of relief structures, i.e. are not structured in terms of their height. The boundary of the local region without relief structure is indicated by a dashed line. The partial regions without relief structures are, independently of the viewing angle, mirror-like or reflective surfaces, optionally overprinted in a monochromatic manner.

In the visually-changing local region 230, a visually-changing element having an effect of developing different images depending on the observation angle is configured by the relief structure. The line-shaped relief structures are additionally embossed on the side edges in this partial region, so that the visually changing partial region 230 can be perceived as a separate region depending on the viewing angle. The local modification 231 of the local area may be performed by means of printing or embossing. A corresponding solution for visually changing local regions 230 is described in more detail in document WO2013/045055a1, for example.

List of reference numerals:

100 structural element

110 carrier layer

120 reflection image structure

121. 122, 125 relief elements

130 light reflecting layer

140 color image

141. 142, 143 color image areas of different colors

200 structural arrangement

220 localized regions of relief structuring

230 visually changing local area

240 local area of light reflection

Claims

1. A product having a structural element (100) that produces a three-dimensionally appearing graphic of an object, wherein the structural element (100) comprises:

-a reflective image structure (120) of the object, the reflective image structure comprising a relief structure with relief elements (121,122) and a light-reflective layer (130), wherein the reflective image structure (120) is capable of three-dimensionally visualizing the pattern of the object with respect to a surface for a viewer;

-a printed, multicoloured colour image (140);

wherein the color image (140) and/or the light-reflective layer (130) are translucent,

it is characterized in that the preparation method is characterized in that,

the relief structure is introduced into the surface of the product,

the relief elements (121,122) have a transverse dimension of more than 30 [ mu ] m, an

The printed, multicolored color image (140) is a color image of the object, which is arranged relative to the reflective image structure such that the image of the object appears multicolored and three-dimensionally to an observer.

2. The product according to claim 1, characterized in that the retroreflective layer (130) is a partially printed retroreflective layer.

3. The product of claim 1, wherein the retroreflective layer (130) is a partially transferred retroreflective layer.

4. The product according to claim 1, characterized in that the relief structure and/or the retroreflective layer are provided in the area of the reflective image structure (120) and in further areas.

5. The product according to claim 4, characterized in that the further region comprises a relief-structured local region (220) adjoining a region of the reflective image structure (120) or surrounding the reflective image structure, wherein the relief-structured local region (220) is achromatic and/or otherwise relief-structured.

6. The product according to claim 5, characterized in that the further regions comprise restricted relief-free and light-reflecting partial regions (240) which adjoin on the relief-structured partial regions (220) or are surrounded by the relief-structured partial regions (220).

7. The product according to claim 5, characterized in that the further region comprises a visually changing local region (230), the visually changing local region (230) adjoining the relief-structured local region (220) or being surrounded by the relief-structured local region (220).

8. The product according to claim 7, characterized in that the visually changing local region (230) is formed by a local modification of the relief structure of the relief-structured local region (220).

9. The product according to claim 1, characterized in that the relief elements (121,122) of the reflective image structure are of a first relief element type, and the relief structure further comprises at least relief elements (221) of a second relief element type.

10. The product of claim 9,

the relief element types differ in one or more of the following parameters:

an outer contour of the relief element, and/or

The size of the relief elements, and/or

-the reflectance of the relief elements.

11. The product of claim 1, wherein the relief structure is a structure embossed into a carrier layer of the product; and/or the color image is designed such that it additionally assists the impression of three-dimensionality for the observer by reflecting the image structure.

12. A product according to claim 1, characterized in that, when the product is tilted and/or turned,

-the reflection image structure (120) produces a self-changing reflection behavior for the observer, and/or

-the multi-colorfulness predefined by the color image (140) remains unchanged.

13. A product according to claim 1, characterized in that the relief elements of the reflective image structure differ by one or more of the following parameters:

-the spatial orientation of the relief elements,

-the structure height of the relief elements.

14. A product according to claim 13, wherein said spatial orientation is an inclination and/or an azimuth.

15. Product according to one of claims 1 to 14, characterized in that the relief elements (121,122) have a transverse dimension of more than 100 μm.

16. A product package having a structural element (100) that creates a three-dimensionally appearing graphic of an object, wherein the structural element (100) comprises:

-a printed, multicoloured colour image (140);

it is characterized in that the preparation method is characterized in that,

the relief structure is introduced into a surface of the product package,

17. The product packaging according to claim 16, wherein the retroreflective layer (130) is a partially printed retroreflective layer.

18. The product packaging according to claim 16, wherein the retroreflective layer (130) is a partially transferred retroreflective layer.

19. Product packaging according to claim 16, wherein the relief structure and/or the retroreflective layer is provided in the area of the reflective image structure (120) and in further areas.

20. Product packaging according to claim 19, wherein the further region comprises a relief-structured partial region (220) adjoining a region of the reflective image structure (120) or surrounding the reflective image structure, wherein the relief-structured partial region (220) is achromatic and/or otherwise relief-structured.

21. Product packaging according to claim 20, characterized in that the further region comprises a restricted relief-free and light-reflecting partial region (240) which adjoins the relief-structured partial region (220) or is surrounded by the relief-structured partial region (220).

22. Product packaging according to claim 20, wherein the further region comprises a visually varying local region (230), the visually varying local region (230) adjoining the relief-structured local region (220) or being surrounded by the relief-structured local region (220).

23. Product packaging according to claim 22, wherein the visually changing local area (230) is formed by a local modification of the relief structure of the relief-structured local area (220).

24. Product packaging according to claim 16, wherein the relief elements (121,122) of the reflective image structure are of a first relief element type, and the relief structure further comprises at least a relief element (221) of a second relief element type.

25. The product package of claim 24,

the relief element types differ in one or more of the following parameters:

an outer contour of the relief element, and/or

The size of the relief elements, and/or

-the reflectance of the relief elements.

26. A product package as recited in claim 16, wherein the relief structure is a structure embossed into a carrier layer of the product package; and/or the color image is designed such that it additionally assists the impression of three-dimensionality for the observer by reflecting the image structure.

27. A product package according to claim 16, wherein, when the product package is tilted and/or rotated,

-the multi-colorfulness predefined by the color image (140) remains unchanged.

28. A product package as recited in claim 16, wherein the relief elements of the reflective image structure differ by one or more of the following parameters:

-the spatial orientation of the relief elements,

-the structure height of the relief elements.

29. A product package as recited in claim 28, wherein the spatial orientation is an oblique angle and/or an azimuthal angle.

30. Product packaging according to one of claims 16 to 29, characterized in that the relief element (121,122) has a transverse dimension of more than 100 μm.

31. A method for manufacturing a structural element of a product according to one of claims 1 to 15, said structural element comprising a three-dimensional appearing graphic of an object, said method comprising:

-making a reflective image structure (120) of the object, wherein a light-reflective layer (130) is introduced, wherein the reflective image structure allows to visualize the graphic of the object in three dimensions for a viewer; and is

-printing a multicoloured colour image (140), wherein the colour image (140) and/or the retroreflective layer (130) is translucent;

it is characterized in that the preparation method is characterized in that,

introducing a relief structure having relief elements (121,122) into a surface of the product,

the relief elements (121,122) have a transverse dimension of more than 30 [ mu ] m, and

the color image (140) is a color image of the object, which is arranged relative to the reflective image structure such that the image of the object appears multicolored and three-dimensionally to an observer.

32. The method according to claim 31, wherein the color image (140) is printed with a positional tolerance of 0.2mm up to 1mm with respect to the reflective image structure.

33. A method for manufacturing a structural element of a product package according to one of claims 16 to 30, the structural element comprising a three-dimensional appearing graphic of an object, the method comprising:

it is characterized in that the preparation method is characterized in that,

introducing a relief structure having relief elements (121,122) into a surface of a product package,

34. The method according to claim 33, wherein the color image (140) is printed with a positional tolerance of 0.2mm up to 1mm with respect to the reflective image structure.