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 ...

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