WO2005027696A1

WO2005027696A1 - Decorative transparent illusion graphic

Info

Publication number: WO2005027696A1
Application number: PCT/US2004/030106
Authority: WO
Inventors: Donald C. Maxwell, Jr.
Original assignee: Serigraph Inc.
Priority date: 2003-09-13
Filing date: 2004-09-13
Publication date: 2005-03-31

Abstract

The present invention is a decorative graphic display which provides the illusion of transparency and of graphics floating within the display. The decorative graphic display includes a substrate, a reflective material added to at least one side of the substrate, at least one graphic layer added to at least one surface of the reflective material, a clear transparent covering spaced apart from and encapsulating at least one side of the reflective substrate and at least one graphic added to the inner or outer surface of the clear transparent covering. The preferred embodiments of the present invention include a one-sided decorative graphic display, a two-sided decorative graphic display, or a multi-sided decorative graphic display. In yet another embodiment of the present' invention, the decorative graphic display may be comprised of more than two sides of a reflective substrate. For example, a multisided graphic, such as a triangle, square, or rectangle graphic encapsulated within a transparent dome or bubble.

Description

DECORATIVE TRANSPARENT ILLUSION GRAPHIC

CROSS-REFERENCE TO RELATED APPLICATIONS This application is based on and claims the benefit of U.S. Provisional Application No. 60/502,461, filed on September 13, 2003, and is incorporated herein by reference.

BACKGROUND OF THE INVENTION The present invention relates generally to a decorative graphic display, and more particularly to a decorative graphic display which provides the illusion of transparency and of graphics floating within the display.

Many purchasing decisions are made in the retail environment. To competing manufacturers this environment represents their final opportunity to influence the consumer's purchasing decision in favor of their product. Advertising in the retail environment has thus been termed Point of Purchase (POP) advertising or Point of Sale (POS) advertising. POP and POS advertising take numerous forms. Window graphics, floor graphics, cooler decals, displays, shelf talkers, wobblers, danglers, see through graphics, hanging signs, counter mats, register toppers, and the like. Manufacturers recognize the importance of having the POP and/or POS advertising seen by the consumer. Effective POP or POS advertising not only must be seen, it should be noticed. The term "eye time" is commonly used to describe the effectiveness of a piece of POP or POS in holding the consumers attention. To be effective, POP and/or POS advertising must fulfill two main objectives, it must be noticed and it must attract enough "eye time" to get the desired message across to the consumer. To achieve these objectives, many POP and/or POS advertisements incorporates motion, flashing lights, lenticular imaging (3D, animation, morphing images, etc.), sound chips, motion detectors, multiple messages (via lenticular, mechanical and electronic signs) and the like. Many of these techniques require the incorporation of expensive components or expensive raw materials. Economical methods to achieve "eye time" are highly desirable because they allow better impact for the advertiser's expenditures and allow for more pieces of POP and/or POS to be put into the market at the same cost relative to a more expensive advertisement.

Motion is one effect that has been proven to attract attention. Motion can be the result of mechanized components driven by electrical, battery, or solar energy. Another method to achieve motion is to hang a Kghtweight sign from a ceiling using a thin line. The movement of air through the retail environment is sufficient to cause the sign to move. Mechanized components are costly and typically more difficult to install than simple lightweight signs.

One benefit of motion is the ability to display multiple images. A common method to impart these multiple messages economically is to print different graphic images on each side of a hanging sign. These messages or graphic images can be printed on both sides of a double-sided sign, on three sides of a three-sided sign, four sides of a four-sided sign, etc. The movement of air (or mechanical movement) imparts the motion of the sign and presents the multiple images to the consumer.

A common drawback of hanging signs with multiple images is that they are typically produced from economical materials and lack appeal to attract more than a passing glance. Materials such as clear plastics, holographic, Fresnel lenses, lenticular, and "fish eye" lenses are more expensive, yet due to their eye catching nature, are often used. Common usage of these materials results in multiple image signs that are obvious in their construction. Each side is printed or decorated with the desired message. The creation of a sign in which the method of construction of multiple images is seemingly impossible arouses the curiosity of consumers. The present invention uses this seemingly impossible effect to attract the attention of consumers. This seemingly impossible effect lies in the incorporation of different images on each side of a graphic display and the illusion of the graphics hanging in the air inside the display. The viewer's eyes receive the illusion of transparency and relay that information to the brain at hich point the confusion begins. The viewer tries to understand what they are viewing and their attention is diverted to this display for a significant amount of "eye time" which provides great value to the marketer.

Typically the use of different images or messages on each side of a graphic display prevents or limits the use of clear or transparent material as can be seen in FIG. 6D. FIG. 6D illustrates a typical prior art two-sided decorative graphic display with graphics on the front and rear sides of a transparent substrate and graphics on the front and rear sides of the transparent covering encapsulating the transparent substrate. The limitation of the transparent substrate to effectively display different images on the different surfaces is easily demonstrated by the visualization of the second surface graphics through the transparent substrate to interfere with the decorative graphic on the first surface. To use a clear material as substrate material, the graphics on one side of the display must be of the same dimensions and a mirror image of the graphics on the other sides. Signs with more then two sides would be even more difficult to create with a clean appearance. The present invention presents a seemingly impossible graphic display through the use of a novel technique which creates multiple image graphic displays where the substrate material appears transparent, yet the multiple images or messages can be dramatically different on each side or surface. This is not possible on transparent substrates as different images would have different shapes in which the rear side graphic would be visible through the transparent substrate in all areas not blocked from view from the front side graphics. The mirror surfaced substrate of the present invention uses the illusion of transparency to achieve the goals of point of purchase and point of sale graphic displays by the use of motion, attracting attention, and also by possibly providing multiple messages in a medium that creates wonder and awe. The decorative graphic display of the present invention typically uses less expensive materials than other common eye catching materials such as lenticular materials, yet still attracts attention. The main objective of "eye time" is thus achieved in an economical sign.

SUMMARY OF THE INVENTION This invention relates to a new construction of a graphic display which opens up new possibilities in graphic and decorating systems for Point of Purchase, Point of Sale, seasonal or other decorative applications, educational graphics, restaurants, boutiques, bars, stadiums, movie theaters, and other general advertising. The main ingredient of the invention is the reflective nature of metallized materials and related technologies to achieve mirror like surfaces. The mirror surface reflects images according to common principles of reflectivity. Basically the image reflected is directly related to the angle at which the mirror surface is viewed. This angle of incidence (i), shown in FIGS. 5A and 5B, is the same as angle of reflectance (R). Typical retail environments have ceilings and higher surface environments that from a majority of viewing points would be essentially very similar whether viewed through a transparent hanging sign (Image area T shown in FIGS. 5 A and 5B) or a reflective hanging sign (Image area R shown in FIGS. 5A and 5B). The use of the clear glass or plastic dome or bubble adds an additional surface for decoration which will then reflect additional decoration onto the mirror like surface in which the reflected decoration floats behind the original dome or bubble decorations, and between the original dome or bubble decorations and the reflected decorations. The clear or tinted glass or plastic bubble, dome or other shape also reflects its own curvature and gloss angles onto the mirror surface causing the mirror surface to appear like clear or tinted glass or plastic bubble,

dome or other such shape.

The present invention is a decorative graphic display that provides the illusion of transparency and of floating graphics. This display would be typically hung from a ceiling of a retail environment such that the display would rotate freely, showing all sides of the graphic display or a one sided display placed in a location where the viewer would walk by or otherwise change their viewing angle to reveal the illusionary effect. Decorative graphics can be printed on a one or two-sided mirror surface (depending on the application as a two-sided display or a one sided display) which creates the illusion of transparency of these mirrored surfaces. The incorporation of clear or transparent glass or plastic domes, discs, or other such shapes in which the majority of the clear glass or plastic is physically separated some distance from the graphically decorated reflective surface enhances the illusion by eliminating obviousness of the construction and reflecting the glass or plastic itself. The glass or plastic shape lying somewhere between the viewer and the mirror surface provides additional gloss of glass and plastic characteristics onto the mirror surface itself. Different images can be printed on each side and the observer believes he is looking at graphics printed on a transparent substrate. In turn, the glass or plastic shape attached to the display can be decorated in and of itself to provide additional layers of reflecting images on the mirror like surface which further enhances the optical effects and visual impact of the display. The decorative graphic display comprises at least one substrate that is preferably metallized with a reflective material on at least one side thereof to provide a mirror like appearance. The reflective substrate having at least one surface decorated with at least one graphic element. The non-decorated mirrored surface areas of the substrate appearing transparent as they reflect images similar to images that would be seen through a transparent material. The graphics may be the same or may be different on each surface of the reflective substrate.

The decorative graphic display further comprises a transparent covering spaced apart from and encapsulating the reflective substrate on at least one side thereof. The mirrored substrate is encapsulated by a clear or transparent dome or bubble or other formed shape, spaced apart from the decorated mirrored substrate. This transparent encapsulation may include graphic elements on its inner or outer surfaces. These graphic elements or images are reflected from the mirrored substrate surface providing additional graphics and movement of these graphic images on the mirrored surface because of the movement of the display sign in relation to the position of the graphic and the observer.

The preferred embodiments of the present invention include a one-sided decorative graphic display, a two-sided decorative graphic display, or a multi-sided decorative graphic display. In yet another embodiment of the present invention, the decorative graphic display may be comprised of more than two sides of a mirrored substrate. For example, a multisided graphic, such as a triangle, square, or rectangle graphic encapsulated within a transparent bubble.

The decorative graphic display sign may be vertically attached to either the ceiling or some other stable object using any type of applicable line or string such that the sign is free to rotate in the retail environment. The graphic display may be mounted horizontally on a wall or shelf, or hung horizontally from a moving object such as an airplane, automobile, motorcycle, truck, etc.

The present invention also contemplates methods of manufacturing the decorative graphic display embodiments of the present invention. Note that it would be within the scope of this invention to construct the article by numerous methods and achieve the same end result.

Various other features, objects, and advantages of the invention will be apparent to those skilled in the art from the following drawings and detailed description of the invention.

BRIEF DESCRIPTION OF THE DRAWINGS FIG. 1 A is a cross-sectional diagram of a one-sided decorative graphic display in accordance with an embodiment of the present invention;

FIG. IB is a cross-sectional diagram of a two-sided decorative graphic display in accordance with another embodiment of the present invention;

FIG. 2A is a cross-sectional perspective diagram of the decorative graphic display of FIG. 1A with graphics on at least one side of a reflective substrate;

FIG. 2B is a cross-sectional perspective diagram of the decorative graphic display of FIG. IB with graphics on at least one side of a reflective substrate;

FIG. 3A is a cross-sectional perspective diagram of the decorative graphic display similar to FIG. 2A with graphics on at least one side of a transparent covering encapsulating the reflective substrate; FIG. 3B is a cross-sectional perspective diagram of the decorative graphic display similar to FIG. 2B with graphics on at least one side of a transparent covering encapsulating the reflective

substrate;

FIG. 4A is a perspective diagram of the whole decorative graphic display of FIG, 3 A;

FIG. 4B is a perspective diagram of the whole decorative graphic display of FIG. 3B;

FIG. 5A is a graphic representation of the reflective nature of the one-sided decorative graphic display of FIG. 1 A;

FIG. 5B is a graphic representation of the reflective nature of the two-sided decorative graphic display of FIG. IB;

FIG. 6A is a graphic representation of a front plan view of a two-sided decorative graphic display with graphics on the front side of the reflective substrate and graphics on the front side of the transparent covering encapsulating the reflective substrate in accordance with an embodiment of the present invention;

FIG. 6B is a graphic representation of a rear plan view of the two-sided decorative graphic display of FIG. 6A with graphics on the rear side of the reflective substrate and graphics on the rear side of the transparent covering encapsulating the reflective substrate;

FIG. 6C is a graphic representation of the rotation of the two-sided decorative graphic display of FIGS. 6A and 6B; and FIG. 6D is a graphic representation of a front plan view of a prior art two-sided decorative graphic display with graphics on the front and rear sides of a transparent substrate and graphics on the front and rear sides of the transparent covering encapsulating the transparent substrate.

DETAILED DESCRffTION OF THE INVENTION Referring now to the drawings, FIG. 1A illustrates a cross-sectional diagram of an embodiment of the present invention. This embodiment is preferably a one-sided decorative graphic display comprising a substrate 12 with a layer of highly reflective material 14 added to at least one side of the substrate 12 to give it a mirror like appearance. At least one graphic layer 16 is preferably added to at least one surface of the metallized layer 14. A clear transparent covering 18 is added for encapsulating one side of the reflective substrate. At least one graphic layer 20 is preferably added to the inner or outer surfaces of the clear transparent covering 18, as shown in FIGS. 3A and 4A.

FIG. IB is a cross-sectional diagram of a two-sided decorative graphic display in accordance with another embodiment of the present invention. This two-sided decorative graphic display comprises a substrate 12 with a layer of highly reflective material 14 added to at least one side of the substrate 12 to give it a mirror like appearance. At least one graphic layer 16 is preferably added to at least one surface of the metallized layer 14. In this embodiment, a clear transparent covering 18 is added for encapsulating both sides of the reflective substrate. At least one graphic layer 20 is preferably added to the inner or outer surfaces of the clear transparent covering 18, as shown in FIGS. 3B and 4B.

The substrate may be any printable or otherwise decorated material, such as paper, cardboard, plastic or any other suitable material. A typical material would be a 20-ρoint board stock that is directly vacuum metallized on both surfaces or a gloss polystyrene thermally laminated with vacuum metallized polyester. The mirrored substrate is achieved by a metallization process or by the application or incorporation of metallic pigment or metal like pigments, dyes, inks, or any other process, such that the substrate possesses a reflective surface similar to a mirrored surface for the purpose of simulating a transparent surface in accordance with the present invention. For example, the metallization process might be directly vacuum metallizing the substrate with vacuum deposited uminum, or by laminating a polyester or other clear plastic film that has been vacuum metallized to the substrate. The adhesive to bond the film laminating to the substrate can be either a pressure sensitive adhesive or a thermal laminating adhesive. The preferred adhesive is a thermal laminating adhesive.

The desired graphics added to the surfaces of the metallized mirrored substrate may be different on each surface on a two-sided display as shown in FIGS. 6 A and 6B.

The clear transparent covering may be a dome, bubble or other shape that totally encapsulates the decorated mirrored substrate on one or all sides thereof, and is preferably clear or transparent such that the decorated images are visible through the bubble or other such shape encapsulating the decorated mirrored substrate. The clear transparent covering is also preferably spaced apart from the mirrored substrate on all sides thereof and may be made of any clear, molded or formed material, such as glass or plastic.

All the material used to manufacture the embodiments of the decorative graphic display are economical and easily manufactured. FIGS. 2A and 2B are cross-sectional perspective diagrams of the decorative graphic displays of FIGS. 1A and IB, respectively, with graphics 16 added to at least one side of the

reflective substrate.

FIGS. 3A and 3B are cross-sectional perspective diagrams of the decorative graphic display with graphics added to at least one side of the transparent covering encapsulating the reflective substrate.

FIGS. 4A and 4B illustrate the whole decorative graphic displays of FIGS. 3A and 3B.

FIGS. 3A, 3B, 4A and 4B are graphic representations of the clear dome having graphics 20 added to at least one side and surface of the clear plastic dome, encapsulating the mirrored substrate which is decorated with different graphics. The graphics 20 on the clear plastic bubble are reflected onto the mirrored surface of the substrate, which provides additional mirrored graphics 22 indirectly on the mirrored surface. These reflected graphics 22 appear to float in position on the mirrored surface in relation to the viewing angle of the observer. These reflected graphics 22 also appear to float behind the graphics 18 printed on the mirrored surface to add another layer of depth behind mirrored surface graphics. These multiple images continue to reflect off the clear bubble and the mirrored surface revealing multiple images ad infinitum, although the strength of the images reflecting off the clear bubble are an order of magnitude weaker and thus the mirror reflections are barely visible. The use of a controlled density plastic material as the bubble (vacuum metallization of a minimal and controlled deposition such that the plastic essentially appears clear, yet contains a slight amount of metallization resulting in increased retro-reflection) material will increase the amount of retro-reflection and the multiple images become more visible for many multiples of reflected images. This invention relies on the mirror effect of the substrate. This effect, in combination with the typical retail environment, results in the mirrored substrate appearing to be transparent. This illusion of transparency is the result of the mirrored substrate reflecting images that are essentially equivalent to images that would be visible through a clear transparent substrate and the clear bubble material itself reflecting itself onto the mirrored surface of the substrate making the mirrored substrate appear transparent. This is demonstrated in FIGS. 5A and 5B. The clear bubble adds reflection and a surface for more decoration. This additional decoration is directly viewed by the observer and reflected off the mirrored substrate. The reflected graphics appear to float behind the main image printed directly on the mirrored surface of the substrate.

FIGS. 5 A and 5B are graphic representations of the reflective nature of the preferred embodiments of the present invention, angles of incidence (I), angles of reflectance (/_), and the images reflected in comparison to the images that would be visible through a transparent substrate material with the given angle of transmission (7).

FIG. 6A is a graphic representation of a front plan view of a two-sided decorative graphic display with graphics 24 on the front side of the reflective substrate and graphics 26 on the front side of the transparent covering encapsulating the reflective substrate in accordance with an embodiment of the present invention.

FIG. 6B is a graphic representation of a rear plan view of the two-sided decorative graphic display of FIG. 6A with graphics 28 on the rear side of the reflective substrate and graphics 30 on the rear side of the transparent covering encapsulating the reflective substrate. The graphics 28 on the rear side of the reflective substrate, FIG. 6 A, being different from the graphics 30 on the front side of the reflective substrate, FIG. 6B, because the substrate is not transparent. FIG. 6C is a graphic representation of the rotation of the two-sided decorative graphic display of FIGS. 6A and 6B, showing the graphics 26 on the front side of the transparent covering, the graphics 28 on the front side of the reflective substrate and the reflected graphics 32, reflected on the mirrored substrate from the graphics 26 on the front side of the transparent covering and positioned behind the graphics 28 on the front side of the reflective substrate, providing the illusion of a transparent substrate and of floating substrate graphics 24 between the graphics 26 on the transparent cover and the reflected graphics 32.

While the invention has been described with reference to preferred embodiments, it is to be understood that the invention is not intended to be limited to the specific embodiments set forth above. It is recognized that those skilled in the art will appreciate that certain substitutions, alterations, modifications, and omissions may be made without departing from the spirit or intent of the invention. Accordingly, the foregoing description is meant to be exemplary only, the invention is to be taken as including all reasonable equivalents to the subject matter of the invention, and should not limit the scope of the invention as recited in the following claims.

Claims

CLAIMSWhat is claimed is:

1. A decorative graphic display comprising: a substrate; a reflective material added to at least one side of the substrate; at least one graphic layer added to at least one surface of the reflective material; and a clear transparent covering spaced apart from and encapsulating at least one side of the reflective substrate having the graphic layer added thereto.

2. The decorative graphic display of claim 1 further comprising at least one graphic layer added to the inner surface of the clear transparent covering.

3. The decorative graphic display of claim 1 further comprising at least one graphic layer added to the outer surface of the clear transparent covering.

4. The decorative graphic display of claim 1 wherein the image reflected is directly related to the angle at which the reflective substrate is viewed.

5. The decorative graphic display of claim 1 wherein the angle of incidence (I) is the same as angle of reflectance (R).

6. The decorative graphic display of claim 1 wherein the transparent covering provides an additional surface for decoration which will then reflect additional decoration onto the mirror like surface in which the reflected decoration floats behind the original dome or bubble decorations, and between the original dome or bubble decorations and the reflected decorations.

7. The decorative graphic display of claim 1 wherein the transparent covering is a curved clear or tinted glass or plastic bubble, dome or other shape that reflects its own curvature and gloss angles onto the mirrored surface causing the mirrored surface to appear like clear or tinted glass or plastic bubble, dome or other such shape.

8. The decorative graphic display of claim 1 wherein the decorative graphics can be printed on a one or two-sided mirror surface which creates the illusion of transparency of these mirrored surfaces;

9. The decorative graphic display of claim 1 wherein the clear transparent cover is physically separated some distance from the graphically decorated reflective surface to enhance the illusion by eliminating obviousness of the construction and reflecting the transparent covering itself.

10. The decorative graphic display of claim 1 wherein the clear transparent cover lies somewhere between the viewer and the mirrored surface providing additional gloss onto the mirrored surface itself.

11. The decorative graphic display of claim 1 wherein different images can be printed on each side of the reflective substrate and providing the illusion that a viewer is looking at graphics printed on a transparent substrate.

12. The decorative graphic display of claim 1 wherein the clear transparent cover is decorated with graphic images to provide additional layers of reflecting images on the mirror like surface which further enhances the optical effects and visual impact of the display.

13. The decorative graphic display of claim 1 wherein the at least one substrate that is preferably metallized with a reflective material on at least one side thereof to provide a mirror like appearance.

14. The decorative graphic display of claim 1 wherein the reflective substrate has at least one surface decorated with at least one graphic element.

15. The decorative graphic display of claim 1 wherein the non-decorated mirrored surface areas of the substrate appear transparent as they reflect images similar to images that would be seen through a transparent material.

16. The decorative graphic display of claim 1 wherein the graphics may be the same or may be different on each surface of the reflective substrate.

17. A decorative graphic display comprising: a substrate; a reflective material added to at least one side of the substrate; at least one graphic layer added to at least one surface of the reflective material; a clear transparent covering spaced apart from and encapsulating at least one side of the reflective substrate having the graphic layer added thereto; and. at least one graphic added to the inner or outer surface of the clear transparent covering.

18. A decorative graphic display comprising: a substrate; a reflective material added to at least one side of the substrate; at least one graphic layer added to at least one surface of the reflective material; and a clear transparent covering spaced apart from and encapsulating both sides of the reflective substrate having the graphic layer added thereto.

19. The decorative graphic display of claim 18 further comprising at least one graphic layer added to the inner surface of the clear transparent covering.

20. The decorative graphic display of claim 18 further comprising at least one graphic layer added to the outer surface of the clear transparent covering.

21. The decorative graphic display of claim 20 wherein the graphic layer is reflected from the reflective substrate providing additional graphics and movement of these graphics on the reflective surface because of the movement of the display in relation to the position of the graphics and the viewer.