Is this inspired by Atrioc's video? :P https://youtu.be/KnHJtJH5AaA?t=455
How did Tropicana lose $30M in a packaging redesign?
71–80 of 278 posts
Re: How did Tropicana lose $30M in a packaging redesign?
#72IMHO the biggest visible difference to me (besides the "straw orange" trademark) is the original one has the brand Tropicana very clearly in the middle, while the redesign puts it in much-less-readable-at-a-glance vertical text on the side. To someone quickly scanning the shelves, the former stands out and immediately tells you it's Tropicana, while the latter would probably tell you only "100% orange" --- fine, it's…
Personally I noticed the brand change but found the new branding so lame that my lizard brain suspected the quality had also gone down. It just wasn't Tropicana anymore.
There is no Tropicana in my country, but the design and branding looks like what I'd expect from a supermarket's own brand.
Re: How did Tropicana lose $30M in a packaging redesign?
#73It is my theory, backed up by nothing but instinct and my own very fallible personal experience, that many customers simply did not “see“ the new design. That is, they would have preferred to buy Tropicana but assumed it had disappeared from the shelves.
Yes, I have lost, literally lost things I liked to buy at the grocery, due to changed packaging. One time I had to Google images for a 20 minutes to find old images, then write down the brand/ type. Another, the package changed, and the new package stated some strange "new" ingredient, which left me struggling to know if the flavour changed. I honestly would just prefer a package never changes for my entire life. Edi…
Likewise. My wife once sent me to the store to buy Cheerios and Honey Crisp Apples. I grabbed the Cheerios, then, still on the cereal isle, I looked everywhere for thr Honey Crisp Apples - before I realized the Apples were apples in the produce department
Re: How did Tropicana lose $30M in a packaging redesign?
#74Why would you mess with such a classic design if it's working?
Re: How did Tropicana lose $30M in a packaging redesign?
#75At least for me it’s about pattern recognition of something that I know delivers value.
As in I’ve had this juice before and it’s good and I don’t know the name but I recognize what the bottle looks like.
At least that’s how parents with young kids operate.
Re: How did Tropicana lose $30M in a packaging redesign?
#76What seems to be lost in these “redesigns” is the why : why are you doing it? If there isn’t a list of benefits long enough to justify the cost and possible risk, well, that’s a problem. There’s also a tendency for companies to be super proud of what they’ve done so they neglect methods like A/B testing and instead just bet the farm on their great new design. After all, it cost a lot of money and looks cool to the de…
Yup. The "Why?" question gets lost among the impulse to be 'clean and modern'.
>>Tropicana’s original packaging had rich colours and a strong visual hierarchy. On the other hand, the new packaging failed to impress the consumers, with clean lines, a lack of visuals, transforming the once indistinguishable orange juice into a “generic store brand” product.
This same thing happens in everything else too, such as automotive controls and web design.
The damn "designers" are so infatuated with their "principles" of design and aesthetics that they completely ignore the fact that DESIGN IS SECONDARY TO FUNCTION — if you make it stop working, your design sucks, no matter how good you think it looks.
Whether you make it harder to notice the brand that I've always associated with good fruit juice, harder to find the controls to my automobile by touch while the windshield is fogging with blinding glare of oncoming cars, or just harder to find a common function on your web page/app, IDGAF how aesthetically pleasing, clean, or hip your "design is" — you had one job and you FAILED.
How designers and their teachers and managers can so consistently and massively fail to understand that fundamental concept is just baffling.
Re: How did Tropicana lose $30M in a packaging redesign?
#77What seems to be lost in these “redesigns” is the why : why are you doing it? If there isn’t a list of benefits long enough to justify the cost and possible risk, well, that’s a problem. There’s also a tendency for companies to be super proud of what they’ve done so they neglect methods like A/B testing and instead just bet the farm on their great new design. After all, it cost a lot of money and looks cool to the de…
I suspect the "why" is most simply explained by "because designers had to justify their salaries."
I worked on a website that was completely redesigned every few years. We, the developers, didn’t understand why until one of the business people, who was leaving for a new job, admitted to us that they (the business management team) mainly did it because it was fun, because it let them expense meetings/travel/food doing “research” and meeting with design consultants, because it gave them something to do other than their real (hard) job of getting 3rd parties to use the current website, because it gave them something to report to their managers, etc.
Re: How did Tropicana lose $30M in a packaging redesign?
#78The new design doesn’t mention the pulp level and that’s one of the main things I’m thinking about when trying to pick out an OJ. So when you pair that with a redesign, it’s unclear to me what’s in the carton.
I’m not sure about the redesign, but Tropicana (and others) have used color to denote this trait. Blue, instead of orange, is low pulp+calcium.
Re: How did Tropicana lose $30M in a packaging redesign?
#79IMHO the biggest visible difference to me (besides the "straw orange" trademark) is the original one has the brand Tropicana very clearly in the middle, while the redesign puts it in much-less-readable-at-a-glance vertical text on the side. To someone quickly scanning the shelves, the former stands out and immediately tells you it's Tropicana, while the latter would probably tell you only "100% orange" --- fine, it's…
The new version 100% looks like a generic to me. It’s some kind of orange juice. Likely a store brand.
I agree that lacking the obvious name Tropicana somewhere is a big problem. Maybe if that was still in black and just as prominent as it was on the old carton, the new picture of orange juice might’ve worked.
But if you make your product look like the store brand… what do you expect?
Re: How did Tropicana lose $30M in a packaging redesign?
#80What seems to be lost in these “redesigns” is the why : why are you doing it? If there isn’t a list of benefits long enough to justify the cost and possible risk, well, that’s a problem. There’s also a tendency for companies to be super proud of what they’ve done so they neglect methods like A/B testing and instead just bet the farm on their great new design. After all, it cost a lot of money and looks cool to the de…
Yup. The "Why?" question gets lost among the impulse to be 'clean and modern'. >>Tropicana’s original packaging had rich colours and a strong visual hierarchy. On the other hand, the new packaging failed to impress the consumers, with clean lines, a lack of visuals, transforming the once indistinguishable orange juice into a “generic store brand” product. This same thing happens in everything else too, such as automo…
I wonder if some of the "why" isn't the general turn against straws in the current zeitgeist.