Opinion ID: 6499526
Heading Depth: 3
Heading Rank: 2

Heading: Nature of use of the mark or trade dress in

Text: newspapers and magazines In considering the “nature of use in newspapers and magazines” factor, courts consider to what extent third-party media have reported on the purported trade dress. Nola Spice Designs, 783 F.3d at 546; Viacom, 891 F.3d at 191; Smack Apparel Co., 550 F.3d at 477. The district court counted this factor against Beatriz Ball after analyzing the company’s general advertising and self-promoting efforts, which it had already considered under the advertising factor. On appeal, Beatriz Ball cites various examples of publications that featured third-party promotions of Organic Pearl pieces. This evidence deserves consideration. It is incumbent on the district court to discern whether these publications “impact[ed] . . . public perception” of the trade dress. Nola Spice Designs, 783 F.3d at 546. The district court clearly erred by evaluating the wrong evidence relevant to this factor. It is also important that the name “Organic Pearl” need not be associated with Beatriz Ball. What matters is whether the specific features of the “Organic Pearl” collection are associated with Beatriz Ball. In its analysis of the “newspaper and magazines” factor, the district court observed that “very few of the advertisements reference the collection by name and just as many advertisements highlight Beatriz Ball pieces from other collections.” As Beatriz Ball points out, however, “[t]his is not a suit over rights to a name; it’s a suit over rights to product designs.” For each of the seven factors, “the 13 Case: 21-30029 Document: 00516391348 Page: 14 Date Filed: 07/12/2022 No. 21-30029 focus is on how [the evidence] demonstrates that the meaning of the mark or trade dress has been altered in the minds of consumers.” Amazing Spaces, 608 F.3d at 248 (internal quotation marks omitted) (emphasis added). Accordingly, the features of the design are paramount to developing secondary meaning in the minds of the consuming public.