A Design Process Success Story

The process involved with designing a package does not have to be a complex venture. Three players that positively or negatively impact this process are the brand manager, the design firm contracted to design the package, and the package printer.

There is a lot on the line when designing a package—not the least of which is the ultimate success of the brand. Consumer research is a critical component when designing a package as well. When Tropicana recently graphically redesigned its orange juice packaging, it quickly took action when it wasn't received well. After introducing the new design, consumer backlash compelled Tropicana to revert to its more familiar graphic design.