[Music] [Applause] welcome back to the packaging school show I'm your host Kevin Kegley direct here at the packaging school let's face it we all judge a book by it's cover right right that applies to packaging as well admit it especially husbands that are sent on grocery runs we're all little swayed by good packaging the colors the images it reels us in but it can also backfire bad colors bad images it can kill a brand our sister company package insights specializes in helping brands avoid that very thing when a brand wants to tweak their packaging and
they want to use data instead of gut feeling to make a million-dollar decision that's when they reach out to package insight p.i uses eye tracking technology to get this info we set up in a store and put the clients branding concepts on the shelf next to their competition then people sign up to participate in a study they put on these cool glasses that track their eye movements you can actually see what they look at first how long it takes them to find the product and how long they look at it and all of that data
is recorded and when you overlay that information across the results of hundreds of participants the client gets concrete answers about their packaging tweaks big brands making packaging tweaks with mixed results happens a lot and with more on that here's Nick as you might have heard Land O'Lakes makers of that butter in your fridge have recently decided to change their logo and packaging graphics removing the Native American woman from the front of their products for the first time in almost a hundred years now I'm not here to talk about the politics of this situation this is
a packaging show but I wanted to know what kind of affect this sort of packaging change could have on a brand so I did some digging and found some examples to explore this first let's take a look at a success story do you recognize this product I'm guessing you don't it wasn't super popular during its first three years on the shelf how about this one now this one I always recognize in my opinion it is one of the more unique and recognizable packaging designs on the market right now so how big of a success was
this redesign well in 2014 our x-bar in the original package managed two million dollars in sales in 2017 with the new package they racked up a hundred and sixty million dollars in sales same product different packages turns out people do judge a book by its cover in 2017 another huge brand Chobani also decided it was time to change things up despite being the world's leader in yoghurt market share that's a weird sentence the overall yoghurt market wasn't performing very well in Chobani was starting to become indistinguishable on the Shelf from a sea of competitors the
new design decided to focus on feeling artisan man-made and natural the newer muted colors rustic font and hand drawn images really give Chobani a premium aesthetic that once again allows it to draw your eye in the store lastly let's take a look at a redesign that didn't go so well in 2009 Tropicana decided that they wanted to rebrand themselves through their packaging they dumped the iconic orange and straw for a glass of juice and changed some of their verbage as well the result consumers were not happy when sales dropped twenty percent in just two months
there have been numerous case studies done on this redesign and the general consensus seems to be that the new branding created mixed messaging with the old packaging and the new graphics made the brand look cheaper than it did previously that being said learning from our previous failures is what makes us who we are and ten years later Tropicana is stronger than ever probably all that vitamin C right all right all right so could this packaging redesign work out for Land O'Lakes it might time is really the only thing that will tell now if you'll excuse
me I'm gonna continue working on my own personal redesign thanks Nick if you know of a brand that did some packaging tweaks tell us about it in the comments and tell us what you thought about it also give this video a thumbs up and if you haven't already subscribe to our YouTube channel and share this video with some of your friends they might even be your colleagues or you can share it with your enemies we just don't want to get along and as always keep calm and carry on and wash your hands see you next
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