In a world which places an emphasis upon aesthetics, the appearance of a product can be a determining element in the consumer's final purchasing decision. The design, look and feel of a product may to a large extent contribute to its success or failure.  The design creates the emotional connection with consumers and directly contributes to brand building.  In short, success in the marketplace often depends upon how good a product looks rather than simply how well it works particularly when the market offers a large variety of products with the same or similar function.

How can a product design be protected? When can it be protected as an industrial design, a patent, a copyright and/or even a trademark?

This article is the first among a series of articles related to design protection and focuses on how should an entrepreneur or a business decide about its intellectual property rights and particularly in relation to their new product designs.

Industrial Designs

The Industrial Designers Society of America had a very unique take when defining the profession of industrial design: