Choosing the colors to be used in packaging has always been an important part of creating the right brand image. Today, however, brand marketers have to take into account more than aesthetics. They also have to consider legal issues. How a product is packaged falls under a specialized branch of trademark law known as "trade dress." In recent years, the scope of protection under this law has expanded. Today, most courts recognize that a product's appearance can serve as a trademark if the ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Why Register for FREE?
Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick. What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
Attention Paid Print Subscribers: While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.