What characterizes descriptive trademarks?

Descriptive trademarks are characterized by the fact that they describe a characteristic or quality of the goods or services they represent. This means that when consumers encounter the mark, they can easily understand what the product is about, as it conveys immediate information regarding an attribute, function, or purpose of the goods. For example, a mark like "Creamy" for a type of yogurt directly describes a key quality of that product.

While marks that suggest qualities but require interpretation are not purely descriptive since they imply characteristics rather than stating them outright, the most accurate trait of descriptive marks is their direct description of the goods. Similarly, commonly used phrases do not necessarily meet the standard of being descriptive if they are generic or lack the specificity required to identify the goods. Lastly, invented words with no prior meanings are considered strong trademarks, as they do not describe any qualities or characteristics of the goods and can serve as distinctive identifiers.