Patent ID: 7009524

Claim:
A shelf talker for displaying short and longer term information, comprising: a) a backplane including a first insulating layer, a plurality of electrical conductors and associated electrical contacts formed on the first insulating layer, and a second insulating layer arranged over the electrical conductors and defining apertures for making electrical contact to the electrical conductors; b) a plurality of single character chips for displaying short term information, each character chip including an unpatterned first conductor layer, a patterned conductor layer defining a plurality of character elements, and a layer of cholesteric bistable liquid crystal material located between the first and second conductor layers, the single character chips being mounted on the backplane in selected locations such that the conductor elements make electrical contact with the electrical conductors through the apertures; and c) a graphic overlay located over the backplane bearing longer term information and defining apertures for displaying the short term information displayed by the character chips.