So, I had to go to the store last night and see the Tropicana package in context. And I have to say, despite the fact that some graphic designers are quibbling over fonts and photography, the new package design certainly attracts attention at retail and stands out among all the other orange juices.
Design always has to be considered not just in the context of a company’s brand, but also in context to the rest of the market and your brand’s relative position in the market.
Had Tropicana stuck by its new packaging with confidence, instead of caving in to a few complainers, I’m betting that others would have eventually followed their lead. In fact, here’s the opportunity for a competitor with less market share to gain an edge by taking a bold step in the redesign of their package in light of Tropicana’s retrenchment.
[...] Greg makes a compelling argument that the Tropicana redesign is an attempt to lead the industry. By designing a new package distinct from Florida Natural, Organic Valley, and others, they are setting their product apart to eliminate brand confusion. It’s a compelling argument and a good reason to redesign the package. In fact, as you look at the crowded shelf, it’s actually a series of “me too” designs. The curved fonts, large orange slices, and green/orange color schemes make all the products seem as if they are iterations of the same idea. [...]