This document discusses the scope of protection and limitations on packaging design from both a design rights and trademark perspective. It notes that while packaging serves important marketing and protective functions, design freedom is limited by technical requirements. For design rights, features solely dictated by technical function receive no protection. For trademarks, shapes that are exclusively technical, necessary to achieve a technical result, or give substantial value to goods are excluded from protection. The document provides examples from case law that illustrate how these principles are applied to packaging designs.