The legal aspects of package design as a marketing tool

Product packaging has the potential to do much more than its primary function - it can actually speak to consumers. Along with traditional beneficial features, such as mechanical strength and user friendliness, packaging design features can deliver a visual message leading to consumer recognition, or “secondary meaning,” for the product and its source.

This silent voice of package design, essentially a promotion of the “tradedress” of the package, may become a significant asset for market entrenchment and product valuation.

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