Do Company Logos Matter to Consumers?

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As a logo and package designer, when I first saw Tropicana's new package, I cringed. Tropicana is market leader and the other brands have been increasingly getting too similar to their appearance. It is good marketing to map out visual differences to let consumers quickly find your product.
Unfortunately I feel their new design looked too retro (read 60s -70s dated) and frankly, not as appetizing. It was a good decision to listen and return to the previous design until their next update. Of course they must have tested the new designs in focus groups and heard positive feedback. But that is a few dozen people, not the millions who love their products. Hey, it's not easy being #1!
On the other hand, the old Walmart logo was so hideous, why would anyone "protest"? I don't love their new one as compared to more stylish Target's, but at least it doesn't hurt your eyes!

Steve of CT 9:03AM September 17, 2009

That's a good point. Easily-recognizable logos help us find what we're looking for quickly.

Kimberly Palmer of DC 9:59AM September 15, 2009

I remember being displeased with the new tropicana, if only because I didn't know it was tropicana and took me longer to find the vitamin C fortified type. That logo is the only one I remember thinking, "ugh why did they do that?."
If logos are an influence on my buying habits it is because if I can't find what I'm looking for (or think I'm looking for) then I will either buy something else or not buy anything at all

veronica of NH 1:50PM September 14, 2009