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If you learn nothing else from Tropicana…
February 24, 2009, 11:06 pm
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Yesterday we got the news that PepsiCo has withdrawn its latest packaging for Tropicana juice.

Brandcurve’s post on the topic several months ago was bombarded with comments about how much people loathed the design.

The new design cut back to simplicity with clean lines, simple pictures and bright colours contrasted with white space. In theory, a bit like Apple’s design concept.

So what’s so bad about it?

I have two words for them: subconscious cues.

In the f&b world, simple design reminds us of generic home-brands. It doesn’t try and impress us – so it just doesn’t.

For Apple, minimalism means making complex technology look simple and accessible to us.

Context is so easy to forget sometimes.

But context determines how we interpret the world, and that’s one of the key things branding consultants need to understand.


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