Stefan Lie

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In July, Nestlé lost its case in the European Union to protect the the four-finger shape associated with KitKat. Shutterstock

What Nestlé’s attempt to trademark the shape of a KitKat teaches us about design

Tom Lee, University of Technology Sydney and Stefan Lie, University of Technology Sydney

The concept of “affordances” is used by product designers to capture the sense that an object seems to call for certain kinds of use. A handle affords holding, a button pressing and a KitKat breaking.

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