Abstract

The free availability of signs and the color trademark In the IT globalization's era, messages, and especially advertising ones, must be created in such a way as to capture the attention of subjects to whom they are addressed in the shortest possible time. Color has a strong attractive value and is usually used as an effective marketing tool for the promotion of goods and services on the market.In this context, laws and regulations concerning distinctive signs, and trademarks in particular, plays a fundamental role, because they offer indications on the methods with which and on the limits within which it is allowed to exploit colors on an exclusive base through, precisely, their registration as trademarks.