US 1312611 A
Description (OCR text may contain errors)
P. S. CHESS PACKAGE.
APPLICATION HLED MAY7. 1919. 1,312,61 1 Patented Aug. 12,1919.
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s 1; J Q Q E? J J U j J Q J FIB-EL l if e r TEE] WITNESSES PHILIP S. CHESS, 0F PITTSBURGH, PENNSYLVANIA.
l Specification of Letters latent.
Application filed May 7, 1919. Serial No. 295,395.
packages containing liquid or partly liquid or soft substances. I shall describe the invention as applied in marketing groceries.
Such groceries as preserved fruits, for example, jellies, fruit ]l1lC8S, vegetables, vine gar, olive oil, honey, and even-cheese and meat, are commonly marketed in glass containers (bottles, jars, and the like), for glass is cheap, and the display of the goods themselves through the transparent container walls aids in their sale. The bottles, jars, etc., ordinarily bear labels, to indicat the nature of th contents, the name of 'theproducer or vendor, and sometimes other matters. It is common to place upon the label pictorial representation of the goods themselves, or of the'fruit or other article from which the goods are prepared. It is to such pictorial representatlon upon the label which the container bears that my invention connects itself. The picture upon the label is so displayed and arranged that the oods themselves, seen through the transp rent container wall, shall enter into, and by form, or color, or both, complete the presentrpent borne incompletely upon the label itsel The invention is illustrated in th accompanying drawings. They are not by any means exhaustive of the possibilities, but they are sufficiently illustrative and suggestive. Theseveral figures show, in side elevation, packages to which the invention is applied.
Figure 1, by way of example, shows a bottle of grape-juice; Fig. 2 a jar of preserved cherries; Fig. 3 a jar of. jam; and
Flg. 4 a bottle of syrup. The label which the grape uice bottle (Fig. 1) bears is adorned w1th the pictorial representation of a bunch of grapes. Part (preferably the marginal part, as shown) of the cluster of grapes s depicted on the label; but, over the medial portion, the label is cut away, so that, when the bottle is filled, the color of the grape-juice within enters into the pictorial representation. Each portion of the cluster as thus represented enhances the attractiveness of the whole; the artificial outline and color of the grapes on the printed label give what'the otherwise monotonous dlsplay of the liquid within alone would fall, to give, while even the slight translucence o the grape-juice seen through glass affords a richness which printed paper alone could not supply. The quality of translucence here alluded to becomes a much more notable feature in the case of other articles honey, for example, or maple syrup. It will -be observed, too, that this cut-away area,
this look-hole through the label, is advantageously arranged at that very portion of the fair area of the bottles surface through whichthe'contents may most advantageously be seen. At the same time, the over-all dimensions of the label are as great as may be, and the area for the display of lettering is not disadvantageously encroachedlupon.
In the case of the cherry-bottle of Fig. 2,
Patented Aug. 12, T9319.
it is not the color and translucence alone of the .contents which'enters into the; design, but the form too. The label bears the pictorial representation of the stem of a cherry tree, with its leaves and fruit. Part of the fruit itself is preferably depicted in the label (though there is not in this case the same necessity to supply re resentation of theform of the fruit) while far the rest, it is the fruit within the jar, seen through a properly shaped opening in the label, which completes the picture. Again, the pictured cherry stem enhances the attractiveness of the fruit, while the form, color, and translucence of the fruit within adds to the attractiveness of the picture. The feature of novelty too and distinctiveness is not lacking in advertising yalue.
Fine fruits nowadays are most carefully placed within jars, and peaches and plums may thus be brought to give their luscious color to pictorial labels. In like manner olives may be treated, tomatoes, asparagus, and other fruits and vegetables.
Fig. 3 shows a jar of jelly, and (by way of suggestion) the picture there displayedis of a slice of bread, partly spread. The still unspread lump of jelly upon the bread is represented, not in print, but in the color of the jelly itself seen through an opening 1n the label.
Fig. 4 shows a bottle of syrup. The label does not in this instance cover th whole face of the bottle, nor is it interrupted in its extent with an opening or look hole. It does not reach to the bottom of the bottle. The label bears a picture of a plate of hot cakes over which syrup has been poured and from which the syrup fiows in a pictured stream which merges in the pool formed by the syrup itself within the bottle, exposed below the lower edge of the label.
In each of these instances there is a combination of materials such as an artist may employ, to produce unusual and most inviting pictorial efiects.
It will be understood that in displaying goods dressed for the market according to my invention, clever lighting arrangements may be resorted to and most attractive effects produced of the goods ranged on shelves or stands or in store windows.
,size, and the characters borne sufficient size, to be legible-intelligibleto If, as shown In Fig. l3, there be a lookhole in the label, this look-hole will preferably be an actual aperture-simply an open space. On the other hand, this space may be filled with a transparent inlay, making the label physically continuous. Again, the paper of the label may be a continuous sheet, by suitable treatment rendered transparent over the desired area. Such alternatives are included in the term look-hole and generally in the phrasing of this specification.
The label need not be a separate entity, as of paper, pasted to the container; it may in proper case be formed in or on the substance of the container by such operations as molding, etching, sand-blasting, applying molten glass or other plastic-the color being supplied by painting or by permeation of an applied plastic, or otherwise. The term label in the ensuing claims includes all such formations.
In the sale of groceries, the size of the container is not greatordinarily it does not exceed a quart in capacity-and the superficial area is accordingly limited. The goods are ordinarily ranged on the shelves of stores, and, when so arranged, a few square inches (and only a few) of the surface of each container are exposed to View. There are two desiderata; one, that the labels be of sufficient by the labels of one standing at a distanceon the floor of a grocery store, for example, and looking at bottles ranged'on a shelf against the wall and behind a counter; or, again, to one stand ing on a sidewalk, and looking through a window at articles displayed-Within. The other desideratum is that the transparent containers shall display the contents and attract attention and interest, by color, translucence, and appearance generally. But, because of the limitations of dimension already alluded to, labels of size sufiicient to serve best as labels, so far concealthe contents thatordinarily, if visible at all, they are to be seen only through bottle necks and rounded and refracting sides and corners or jars, and where perhaps the color of the glass spoils the desired appearance. It is common enough for the salesman in such stores to be obliged to turn their backs in order to reach to shelves and turn bottles and jars around, that the contents may be displayed to customers. In a word, the difficulty is at once to mark the goods adequately and to display the goods through their transparent containers. It will be apparent that in the practice of my invention the goods maybe displayed to best advantage and at the same time the maximum area of label may be had for the display of desired or necessary wording, etc.
I have in the foregoing explanation laid emphasis on food and drink products. It is with them that the invention has particularly manifest application. But it is applicable too, as will readily be perceived, to toilet preparations, paints etc., and even to museum specimens, in which case there is a simple matter of display not involving the marketing of goods. In such regard my invention is not limited in applicability. I have throughout described the container as made of glass. Ordinarily, such will be the case; but, manifestly, any transparent container is susceptible to application of my invention.
I claim as my invention:
.1. A package comprising a transparent container bearing a label, the label bearing pictorial representation of a colored object, and consisting further of material within the container, the color of the object depicted in the representation upon the label being borne in part upon the label and in part supplied by the material within the container, displayed through the transparent container wall.
A package containing an article of distinctive form, and comprising a transparent container, a label borne by said container and bearing pictorial representation of the recognized surroundings of the article con tained within, and consisting further of an article within the container, visible through the transparent wall thereof, and supplying to the pictorial representation upon the label a presentment of the article itself, completing the picture.
3. A vendible package of preserved fruit, comprising a transparent container, a label borne by said container and bearing pictorial representation of a stem of the plant which produces the fruit in question, and consisting further of fruit within the con- 10 tainer, v1sib1e through the transparent wall In testimony whereof I have hereunto set my hand.
PHILIP s. CHESS.
BAYARD H. CHRISTY, FRANCIS J. TOMASSON.