Why is package design testing important? Just ask Tropicana. Their 2024 bottle redesign became a cautionary tale when they skipped this critical step. Within three months, their sales dropped 19% and Simply Orange snatched 4% of their market share. Customers weren't happy either—they took to social media to complain about the new design and smaller bottle size. What seemed like a simple packaging update turned into a multi-million dollar error that proper package design testing could have prevented.
Many companies spend time testing their products and marketing campaigns, but packaging often gets overlooked. Missing this step is a risky move. Packaging is often a customer's first impression of a product. It affects purchasing decisions and shapes how people feel about a brand. Package design testing helps prevent expensive mistakes and creates packaging that resonates with customers. Package design testing avoids costly mistakes and creates packaging that customers love.
This article will examine some of Tropicana's redesign missteps and how modern technology has changed package design testing. Brands can now test packaging concepts faster and more thoroughly than ever, thanks to research methods and AI advances. Whether updating a label or completely changing your packaging, these insights will help you make smart decisions that grow your business.
The problems with Tropicana's redesign go deeper than sales numbers. When they replaced their distinctive carafe-style bottle with a standard design, they lost connection with their customers. Since 2011, the clear, circular bottle with its crown-like cap had become a part of people's breakfast routine. The bottle was a part of the Tropicana experience.
After the packaging update, the financial damage followed quickly. Sales fell 8.3% in July, then dropped further to 10.9% in August. By October, sales were down 19%. Simply Orange saw an opportunity to swoop in and grab Tropicana's customers, significantly growing their market share.
The Tropicana story highlights several packaging mistakes that early testing could have prevented. For instance, the redesign focused on making the bottle look modern but overlooked the classic design's functional value to customers. Many customers later noted that the old bottle's longer neck made it easier to hold and pour—a basic feature the new design failed to deliver.
Another common error is changing recognizable packaging elements. When customers connect with a brand's look, changing it can damage their trust. This goes beyond logos and colors—the actual shape and feel of packaging matter, too.
Changes to package size also require careful planning and clear communication. Tropicana reduced its bottle from 52 to 46 ounces. However, when stores didn't adjust prices to reflect the smaller package, customers felt cheated and accused Tropicana of "shrinkflation."
The biggest mistake in packaging design? Changing it without truly understanding your customers. When companies rely on guesswork instead of data, they risk fixing problems that don’t exist—while unintentionally creating brand-new ones.
Swayable uses randomized control trials, the same approach used in clinical research, to test package design with scientific precision. The platform collects feedback from thousands of consumers per test, combining rigorous data with meaningful consumer insights about why specific packaging elements succeed or fail.
Swayable collects three types of consumer feedback. First, it gathers direct reactions about relevance and shareability. Second, it measures emotional responses using detailed sliding scales. Finally, through customizable open-ended questions, consumers provide specific feedback about what works or doesn't work with the packaging. Swayable then uses AI to analyze these thousands of responses, identifying key themes and patterns across different customer segments.
When a major CPG brand tested new concepts and messaging aimed at younger consumers, Swayable's analysis showed that traditional design elements actually resonated more strongly with Gen Z than trendy, modern approaches. This deep understanding helps brands avoid costly assumptions and create packaging that truly connects with target audiences.
The platform's combination of quantitative metrics and qualitative insights gives brands a complete picture of packaging performance. Rather than just showing which designs perform better, Swayable explains why consumers prefer certain elements. This helps brands build packaging that doesn't just look good but actually drives sales. Results arrive within 24 hours, letting brands quickly iterate and optimize their packaging before launch.
The Tropicana story is a potent reminder that packaging is more than a container—it’s a key connection point between brands and customers. Modern testing methods, like those offered by Swayable, empower brands to make data-driven packaging decisions that resonate with their audience.
By combining rigorous quantitative data with rich consumer insights, brands can avoid costly mistakes and create packaging that stands out on shelves, builds loyalty, and drives sales. Whether refining a design or rethinking your entire packaging strategy, the key is understanding your customers and designing with their needs in mind. Ready to ensure your next packaging update delivers the impact your brand deserves? Let Swayable guide you with insights that inspire success.