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Michael Bierut | Graphic Design Criticism as a Spectator Sport

tropicana

Via Design Observer:

….In 2009, PepsiCo Americas Beverages commissioned Arnell Group to redesign the packaging for its flagship juice brand, Tropicana Pure Premium. Thanks to the internet and social media, what followed the introduction of the new packaging were not a few unnerving backyard conversations with eccentric neighbors, but an outpouring of complaints from consumers as well as demands that the suddenly beloved previous packaging be reinstated. The New York Times told the story.

It was not the volume of the outcries that led to the corporate change of heart, [PepsiCo North America President Neil] Campbell said, because “it was a fraction of a percent of the people who buy the product.”

Rather, the criticism is being heeded because it came, Mr. Campbell said in a telephone interview on Friday, from some of “our most loyal consumers.”

“We underestimated the deep emotional bond” they had with the original packaging, he added. “Those consumers are very important to us, so we responded.”

The response was to throw out the new package design and return to the old. The people had spoken, and not for the last time….

[click through for full piece]

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