‘Picking up on cues’ could be called copying

I felt obliged to write after reading A new Co-operative culture (News Analysis, DW 20 November). – The public surely cannot doubt that the intent behind producing own-brand labels that so closely mimic the packaging, colours and designs of other brands i

I felt obliged to write after reading A new Co-operative culture (News Analysis, DW 20 November).

The public surely cannot doubt that the intent behind producing own-brand labels that so closely mimic the packaging, colours and designs of other brands is, at worst, to obtain increased sales from trading on the reputation of another (usually superior) product, or at best, to trick the eye of a hurried or inattentive shopper.

I find it incredible that Christine Evans should expect anyone to believe otherwise. The claim not to copy but simply to “pick up on the (design) cues (of specific ranges)” is nothing more than a piece of marketing sophistry.

This is the ugly side of the design business, skirting the edges of legality, devoid of imagination and originality.

The hasty, industry-wide rethink of own-brand packaging would, no doubt, “coincide” with the introduction of more effective copyright laws.

Anthony McCulloch

London W3

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