Steve Jobs famously said to Business Week, "A lot of times, people don't know what they want until you show it to them." Websites are constantly trying to create innovative products and redesigns that improve the user experience, but messing around too much with a product people love can cause some serious backlash. When push comes to shove, people will fight for the way things were. Here are five major website updates that people are still struggling to accept.
Chairman, President, and CEO Howard Schultz said the design "embraces and respects our heritage, and at the same time, evolves us . . . we've allowed [the siren] to come out of the circle in a way that I think gives us the freedom and the flexibility to think beyond coffee." Does this foreshadow the company's intentions to expand its core competency beyond brewing coffee? Do you think the logo's a step forward or a step back?
Hi all. Brian here (the husband). We are very happy to launch this new design. Our goals include better navigation, site speed, and a better overall design for some of the amazing things we have planned this year. Hope you like it! (Don't fear change.)
Last month Tropicana debuted a clean new look to emphasize the all-natural, fresh squeezed juice. However, due to an overwhelming amount of customer outrage, the company is abandoning the changes and returning to the old packaging. Many loyal Tropicana fans were disgusted by the brand's redesigned logo — which features a glass of orange juice against a white backdrop, instead of the familiar orange with a straw poking out the side — calling it ugly, stupid, and generic-looking. According to Neil Campbell, the President of Tropicana North America, the company was unaware of its fiercely loyal consumers:
We underestimated the deep emotional bond [of the brand's original logo]. What we didn't get was the passion this very loyal small group of consumers have. That wasn't something that came out in the research. Those consumers are very important to us, so we responded.
The reaction will be quick: Tropicana plans to discontinue the redesigned packaging immediately and have the old image back on the carton by next month. The juice giant isn't the only brand to update its logo; Pepsi, Snapple, and Heinz have recently revamped their trademark images. Only time will tell if these companies fare better with consumer support than Tropicana did.
Did you notice the new Tropicana packaging? How do you feel about the controversy?
Last week the New York Times announced that iced tea brand Snapple is redesigning its look and formula. The font is more modern, and the new bottle will be slimmer, so it can fit into cup holders. Real sugar will replace the high fructose corn syrup and lower the calorie count by 40 calories. The label will highlight the type of leaves — green and black tea leaves — used to make the drink and points out that it's "all natural."
With fierce competition in the specialty tea industry, Snapple hopes the more contemporary look will increase sales and popularity. The changes are set to hit supermarket shelves over the next few months. Snapple isn't the first brand to update its look to showcase the wholesomeness of ingredients — Heinz ketchup did it last month.
Do you drink Snapple? What do you think of the changes?
The Kellogg Company released a new cereal box design earlier this week. It's a space-saving box that is expected to fit into pantries more easily. The eco-friendly design holds the same amount of cereal but uses less materials. It's currently being tested in Detroit supermarkets and Kellogg hopes the smaller, fatter box will redefine the cereal aisle. I think the new box is fun but wonder if the general public will dislike the unexpected change. What do you think?