A Colorful History 自從智財權透過專利、商標、著作權三法來保護後,企業在面對競爭激烈的市場,如何加深消費者對商標的熟悉度及忠誠度已成為極其重要之行銷策略,故非傳統商標,即依使用而取得識別性之商標、立體形狀、聲音及顏色等新型態商標因應而生。 但顏色能否成為商標,其實在過去曾有爭議,在單一顏色的商標註冊主要有以下兩個反對理論:
[1] J Suresh Kumar, The Psychology of Colour Influences Consumers’ Buying Behaviour – A Diagnostic Study. 2017, Vol. 16, No. 4, 1-13, Ushus-Journal of Business Management. [2] Mersid Poturak, Influence of Product Packaging on Purchase Decisions. 2014, Vol.(3), No 3, European Journal of Social and Human Sciences. [3] J Suresh Kumar, The Psychology of Colour Influences Consumers’ Buying Behaviour – A Diagnostic Study. 2017, Vol. 16, No. 4, 1-13, Ushus-Journal of Business Management.