A Study on the Similarity of Trade-Dress in Package Design

• Main Authors: Ah-shan Peng, 彭阿善
• Other Authors: Jun-hong Chen
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/15127307458385072852

碩士 === 國立雲林科技大學 === 視覺傳達設計學研究所 === 87 === This study consists of three stage of test toward the similarity of package design. The main purposes of the study is base on objective test in order to find out whether the trade-dress copying in package design will cause the related crowd confuse or not. By this we discovered how the main factors and degree of effects that used to confuse the people. All this ends up providing concrete conclusions and suggestions for the reference in design application and school teaching. The three stages of research divided as follow: 1. The first stage, to test the degree of similarity in different time and place separately by 82 testee. 2. The second stage, to test the degree of similarity in same time and place altogether by 82 testee. 3. The third stage related test on the image of package design by 82 testee. The analyzed samples in three stages are categorized as follow: (1)Through discretion, one set of package with brand copy trade-dress from others.(sample G) (2)Six sets of package with brand looking the same as others in trade-dress.(sample A,B,C,E,I,J) (3)Through discretion, three set of package with brand disproves to copy trade-dress from others.(sample D,F,H) (4)One sets of package with brand looking the same as others in different category of trade-dress.(sample k) The major conclusion of the research has revealed as follow: 1. The measurement of likelihood shows that the majority of testers consider sample G as unlikeness,and the rest of 10 set as similar. 2. The measurement of misleading says the possibility of most testee mistake copied product highly. 3. The measurement of possibility in same company revealed that most of testee will not fail to tell each set of sample product except sample F and K. There also have 5.6% - 68.3% of testee believe that the miss associate with something in thinking will possibly happen. 4. The analyzing from each type of design element influence the degree of similarity. The outcome of measurement revealed color is the first factor in affecting the testee to recognize the fact, the other are following as pattern design, container''s shape building, unity of layout, shape building in letter, and shape building in logo. 5. The measurement toward the image of package shows the testee had reach eminent standard after reviewed the unity from 11 set of samples, the similarity of image from testee. The result of study shows the similar trade-dress in package design will bring on the problem of miss recognize to product identity and also cause the damage to consumer as well as the brand of original industry. It is to be worthy of thinking for related organization. Keywords: package design, trade-dress, similarity, law of fair trade.