NAVIGATION SYSTEM

• US 20110215017A1
• Filed: 03/06/2010
• Published: 09/08/2011
• Est. Priority Date: 03/06/2010
• Status: Active Grant

• Current Assignee: Kimberly-Clark Worldwide Incorporated (Kimberly-Clark Corporation)
• Original Assignee: Kimberly-Clark Worldwide Incorporated (Kimberly-Clark Corporation)
• Inventors: Nelson, Brenda Marie, Boudrie, Laura Leigh, Boom, Heidi Ellen Vanden, McCuskey, Michael Patrick, MacDonald, Robert Eric, Minotti, Nicole, Coulter, Keegan G. K., Mau, Christine Marie, Henderson, Dayton Joel
• Granted Patent: US 8,636,146 B2
• Time in Patent Office: Days
• US Class Current: 206/459.5
• CPC Class Codes: B65D 2203/00 Decoration means, markings, information elements, contents indicators see also B65D5/4212, B65D33/004
• CPC Class Codes: B65D 85/00 Containers, packaging elements or packages, specially adapted for particular articles or materials B65D71/00, B65D83/00 take precedence; hand implements or travelling equipment A45C; cosmetic or toiletry equipment A45D; packages for surgical knives, scalpels or blades therefor A61B17/3215; containers specially adapted for medical or pharmaceutical purposes A61J1/00; paint cans B44D3/12; oil cans F16N3/04; containers for carrying small arms F41C33/06; packaging of ammunition or explosive charges F42B39/00; containers for record carriers, specially adapted for cooperation with the recording or reproducing apparatus G11B23/00
• CPC Class Codes: B65D 85/18 for wearing apparel, headwear or footwear

Abstract

An array of personal care product packages comprises a first package containing a first personal care product and a second package containing a second personal care product. The first package and the second package are each of a single primary brand. The first package is of a first sub-brand and the second package is of a second sub-brand that is different than the first sub-brand. Each package further includes a visual schema, where the visual schema comprises a primary viewing area. The primary viewing area includes a product identification region comprising product identification indicia, a qualitative information region comprising qualitative information indicia, and a photographic region comprising photographic indicia. In addition, the visual schema is repeated for the first package and the second package.

Claims

1. An array of personal care product packages, the array comprising:

a first package containing at least one first personal care product and a second package containing at least one second personal care product;

wherein the first package and the second package are each of a single primary brand;

wherein the first package is of a first sub-brand and the second package is of a second sub-brand that is different than the first sub-brand;

wherein each package further includes a visual schema;

wherein the visual schema comprises a primary viewing area, the primary viewing area having a top edge, an opposing bottom edge, two opposing side edges located perpendicularly between the top edge and the bottom edge, a product identification region proximate the top edge comprising product identification indicia, a qualitative information region proximate one side edge comprising qualitative information indicia, and a photographic region proximate the opposing side edge comprising photographic indicia; and

wherein the visual schema is repeated for the first package and the second package.

2. The array of claim 1 wherein the personal care product of the first sub-brand is a diaper and the personal care product of the second sub-brand is of a different product category.

3. The array of claim 1 wherein the first sub-brand relates to a first tier level and the second sub-brand relates to a second tier level, wherein the first tier level and the second tier level are different.

4. The array of claim 1 wherein the product identification region is located in the upper third of the viewing area.

5. The array of claim 4 wherein the product identification region extends from one side edge to the opposing side edge, and wherein the product identification region comprises a top border that is proximate the top edge of the primary viewing area.

6. The array of claim 4 wherein the product identification region has a generally plano-convex shape, wherein the product identification region comprises a bottom border that is convexly curvilinear.

7. The array of claim 1 wherein the product identification region comprises a first dominant background color, and wherein the first dominant background color of the first package and the first dominant background color of the second package are the same.

8. The array of claim 7 wherein the qualitative information region comprises a second dominant background color, and wherein the second dominant background color is different than the first dominant background color.

9. The array of claim 8 wherein the second dominant background color of the first package and the second dominant background color of the second package are different.

10. The array of claim 1 wherein the viewing area further comprises sub-brand indicia disposed at least partially within the product identification region.

11. The array of claim 10 wherein at least one of the first package or the second package further comprises a highlight graphic wherein at least a portion of the sub-brand indicia is disposed within the highlight graphic.

12. The array of claim 11 wherein the highlight graphic and the qualitative information region each have a dominant background color that is the same.

13. The array of claim 11 wherein the highlight graphic has a shape that is generally ellipsoidal.

14. The array of claim 10 wherein the first package and the second package are each of the same tier level, wherein the viewing area of the first package comprises a first highlight graphic having a first dominant background color and the viewing area of the second package comprises a second highlight graphic having a second dominant background color, and wherein the first dominant background color and the second dominant background color are different.

15. The array of claim 1 wherein the viewing area further comprises an emblem graphic, and wherein the emblem graphic includes emblem indicia exhibiting quantitative information.

16. The array of claim 15 wherein the photographic indicia relates to the emblem indicia.

17. The array of claim 15 wherein the emblem graphic has a shape that is generally trapezoidal.

18. The array of claim 15 wherein the product identification region has a first dominant background color and the emblem graphic has a second dominant background color that is the same as the first dominant background color.

19. The array of claim 15 wherein the viewing area further comprises an icon graphic located at least partially within the emblem graphic, wherein the icon graphic conveys a particular feature of the product contained within the corresponding package.

20. The array of claim 1 wherein the viewing area further comprises a product graphic that exhibits an illustration of the product contained within the corresponding package.

21. The array of claim 20 wherein the first package is of a first tier level and the second package is of a second tier level, wherein the first tier level is a higher tier level than the second tier level, and wherein the product graphic of the first package exhibits greater visual detail than the product graphic of the second package.

22. The array of claim 1 wherein the viewing area further comprises a caricature graphic that exhibits at least one visual cartoon character, wherein the at least one visual cartoon character is portrayed in a manner that relates to the respective sub-brand and a corresponding stage of development.

23. An array of personal care product packages, the array comprising:

a plurality of packages containing personal care products of a primary brand;

wherein each respective package of the plurality of packages comprises different personal care products; and

wherein the plurality of packages comprise a visual schema defined by;

a) each package of the plurality of packages having a primary viewing area, the primary viewing area having a top edge, an opposing bottom edge, a first side edge that is located perpendicularly between the top edge and the bottom edge, and a second side edge that is located perpendicularly between the top edge and the bottom edge and is distal to the first side edge;

b) the primary viewing area comprising a product identification region proximate the top edge comprising product identification indicia, a qualitative information region comprising qualitative information indicia, and a photographic region comprising photographic indicia; and

c) sub-brand indicia located at least partially within the product identification region; and

wherein the visual schema is repeated for each package of the plurality of packages.

24. The array of claim 23 wherein the product identification region is disposed within the upper third of the viewing area, wherein the product identification region has a generally plano-convex shape extending from the first side edge to the second side edge, wherein the product identification region further comprises a top border that is proximate the top edge of the primary viewing area and a bottom border that is convexly curvilinear and is distal to the top border, and wherein the product identification region comprises a first dominant background color.

25. The array of claim 24 wherein the qualitative information region is disposed within the right third of the viewing area proximate the second side edge and has a second dominant background color that is different than the first dominant background color.

26. The array of claim 25 further wherein the viewing area further comprises an emblem graphic that is proximate the bottom edge and the qualitative information region, wherein the emblem graphic comprises a third dominant background color that is the same as the first dominant background color, and wherein the emblem graphic includes quantitative information indicia.

27. The array of claim 26 wherein the viewing area further comprises an icon graphic located at least partially within the emblem graphic, wherein the icon graphic highlights a particular feature of the product contained within a corresponding package.

28. The array of claim 26 wherein the viewing area further comprises at least one of a product graphic or a caricature graphic, wherein the product graphic exhibits an illustration of the product contained within a corresponding package, and wherein the caricature graphic exhibits at least one visual cartoon character portrayed in a manner that relates to the respective product and a corresponding stage of development.

29. The array of claim 25 wherein the plurality of packages includes at least one package of a first tier level and at least one package of a second tier level;

wherein the first tier level is defined as being a higher tier level than the second tier level;

wherein the viewing area of the at least one package of the first tier level comprises a highlight graphic;

wherein the highlight graphic comprises a fourth dominant background color that is the same as the second dominant background color, and wherein the highlight graphic has a location such that at least a portion of the sub-brand indicia is present within the highlight graphic.