Monday, February 23, 2009

Tropicana: Back to the Old Look

According to the NYTimes, Tropicana is going back to its previous packaging design. Below is an excerpt from the article, and is an example of rapid consumer feedback influencing not just the product itself but also how it looks:

The about-face comes after consumers complained about the makeover in letters, e-mail messages and telephone calls and clamored for a return of the original look. Some of those commenting described the new packaging as “ugly” or “stupid,” and resembling “a generic bargain brand” or a “store brand."

"Do any of these package-design people actually shop for orange juice?” the writer of one e-mail message asked rhetorically. “Because I do, and the new cartons stink.” Others described the redesign as making it more difficult to distinguish among the varieties of Tropicana or differentiate Tropicana from other orange juices. Such attention is becoming increasingly common as interactive technologies enable consumers to rapidly convey opinions to marketers.

And people say designers are the only ones that care about these things...

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