Hershey's suit with Mars underscores color's importance

Color is still No. 1 on consumers’ visual hierarchy of packaging, and the litigation over orange’s use on Dove packs will be a good test case to watch.

Yes, there's a throwdown in packaging land, between Mars and Hershey, over the color orange. This is from Bloomberg:

Mars used an orange background for its Dove confection that was already trademarked for Reese’s Peanut Butter Cups and Reese’s Pieces, Hershey said in a lawsuit filed yesterday in federal court in Pennsylvania.

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