Law360, New York (March 31, 2014, 1:45 PM EDT) -- The appearance of a website, sometimes referred to as the "look and feel," serves as one of the most significant ways a company can quickly and directly convey its brand and image to a large number of consumers. It is as important as making a great first impression. Given the immediate brand-identifying role a website can play, many companies go to great lengths to develop a unique and distinctive website that attracts and retains consumers, and serves a source-identifying purpose. While imitation may be the sincerest form of flattery, when the design of a distinctive website is copied, it is infringement. Website owners will benefit from employing intellectual property law, and in particular, trade dress law, to protect their websites from unauthorized copying....