In January 2009, the Tropicana brand launche juice in packaging with a redesigne design: the company wante to make it more modern. Tropicana Juice Packaging Redesign .
Consumers soon began criticizing the redesign, with much of the negativity taking place on social media. Tropicana Juice Packaging Redesign .
After two months, sales fell by 20%.
What exactly was change:
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- the image of an orange with small business email list a straw was replace with a photograph of a transparent glass of juice;
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- the lid of the packaging became a variation of an orange;
- The horizontal logo was change to a vertical one.
The result was that the company lost $30 million after the redesign and returne to the old packaging.
The consequences are explained by the fact that people did not recognize the product from the packaging. The new minimalist design was considere unremarkable – as if the juice was produc by a low-price brand.
The mistake in this case was the replacement of all recognizable visual elements at once.
Source
Benchmarking in design is a way to transform disadvantages into advantages
So, we have determin that benchmarking it is often overlooked and very important makes it easier to find your own weaknesses and mitigate them using other people’s practices.
Of course, it is not always easy to find out the desired indicators of benchmark companies, and the analysis does not take into account all the mobile lead circumstances and pitfalls on the path to success that those with whom you decided to compare your company followed.
However, benchmarking at least allows you to stay “on your toes” in a competitive environment: to see rapidly changing design trends and learn from the mistakes of others.
