How did Tropicana lose $30M in a packaging redesign?
bootcamp.uxdesign.cc
How did Tropicana lose $30M in a packaging redesign?
1–10 of 278 posts
Re: How did Tropicana lose $30M in a packaging redesign?
#2It 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.
Re: How did Tropicana lose $30M in a packaging redesign?
#3Obligatory XKCD:
Re: How did Tropicana lose $30M in a packaging redesign?
#4It 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.
I think you're spot on. The older design shouts out "TROPICANA"; it's bad enough they removed the iconic orange from the new design, but you have to tilt your head 90 degrees to even read the logo.
Re: How did Tropicana lose $30M in a packaging redesign?
#5Would A/B testing in select markets have decreased the loss? Don't most companies do tests of that sort for new products or major redesigns?
Re: How did Tropicana lose $30M in a packaging redesign?
#6The 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.
Re: How did Tropicana lose $30M in a packaging redesign?
#7It 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.
I'm inclined to agree. The article's talk about "resonating" with the audience is wishy-washy, and seems far-fetched for accounting for a 20% decrease in sales.
On the other hand, a UX design tenet is to test, not assume. Just because it sounds right doesn't mean it's the correct explanation (that goes for both TFA and alternative theories).
Re: How did Tropicana lose $30M in a packaging redesign?
#8Obligatory XKCD: https://xkcd.com/993/
This is essentially the "No Name" brand in Canada.
Re: How did Tropicana lose $30M in a packaging redesign?
#9This redesign really would wreak havoc on the muscle memory of "grab for the orange circle with red-and-white-spiral coming out of it"
Re: How did Tropicana lose $30M in a packaging redesign?
#10Obligatory XKCD: https://xkcd.com/993/
This is essentially the "No Name" brand in Canada. https://en.m.wikipedia.org/wiki/No_Name_(brand)
This used to exist in the US as well:
http://gbnfgroceries.blogspot.com/2014/01/from-misc-foods-ai...
I remember these being an entire aisle in the grocery store in the 80s. I think they've been replaced by store brands with more colorful packaging