Poor design choices, a messy, vague, esoteric theme, and – as always with these things – a complete disregard for common sense.
And Niklas is right about that.
Bad rebranding tropicana
Image source: The Branding Journal
Someone without a design or marketing background might look at the second package and think, “What’s wrong with it? It looks good, doesn’t it?”
Yes, on the surface there seems to be nothing wrong with it, but upon critical comparison you will discover 3 serious shortcomings in the new design:
Also read: How to build the ultimate user experience with user stories
In the old design, the logo was bold, centered, and horizontal. In the new design, the letters are thinner, pushed to the side, and also vertical. Never force a customer to turn their head to read your logo or any other text!
In the old design, the orange was shown in its entirety on one side of the packaging. The new packaging tries to be clever by continuing the image around the corner. The problem with this, however, is that you have to see the packaging at a 45-degree angle in front of you, otherwise you will miss it. But this perfect situation rarely occurs, and certainly not at the moment of purchase in the supermarket, where the drink cartons are lined up.
The old design showed in big, bold letters what every juice drinker wants to know: is there pulp in it or not? In the new design, however, this essential information is hidden.
Less than 30 days after the new design was unveiled, Tropicana corrected the error, brought back the old design, and sales quickly picked up again.
Beautiful design is important, but it becomes worthless if it is not practical.
Lesson 3: 'Consumers want new experiences, laos telegram data but they have to be recognizable'
Raymond Loewy , the American godfather of product design, described in the first half of the previous century that consumers are fighting two opposing forces. Neophilia , or the curiosity for new things, and neophobia , or the fear of new things. That is why consumers tend to go for products that are challenging, but nevertheless immediately understandable.
That's why new car models (except for prototypes) always look more or less like... well, a car! There's so much more possible in car design, but you'll never see the extremes at the car dealership. Extremes would alienate the masses from the product.
To sell something surprising you have to make it recognizable, and to sell something recognizable you have to make it surprising, Loewy said in an extensive article about the designer in The Atlantic.
