IMHO the biggest visible difference to me (besides the "straw orange" trademark) is the original one has the brand Tropicana very clearly in the middle, while the redesign puts it in much-less-readable-at-a-glance vertical text on the side. To someone quickly scanning the shelves, the former stands out and immediately tells you it's Tropicana, while the latter would probably tell you only "100% orange" --- fine, it's orange juice, but doesn't say the brand as prominently.
Personally I noticed the brand change but found the new branding so lame that my lizard brain suspected the quality had also gone down. It just wasn't Tropicana anymore.
The new version 100% looks like a generic to me. It’s some kind of orange juice. Likely a store brand.
I agree that lacking the obvious name Tropicana somewhere is a big problem. Maybe if that was still in black and just as prominent as it was on the old carton, the new picture of orange juice might’ve worked.
But if you make your product look like the store brand… what do you expect?
> IMHO the biggest visible difference to me (besides the "straw orange" trademark) is the original one has the brand Tropicana very clearly in the middle, while the redesign puts it in much-less-readable-at-a-glance vertical text on the side.
Yes, that was also the Humble Opinion of the eye-tracking visualization included in the article.
