Graphic Design blunders that cost the brand owners millions!

In today’s world, graphic design has become an integral part of any business. It plays a crucial role in shaping a company’s brand image and can even impact its bottom line. A well-designed logo, packaging, or advertisement can attract customers, while a poorly designed one can lead to significant losses.

In this article, we will discuss two companies that suffered significant losses due to bad graphic design.

  1. Tropicana

Tropicana is a well-known brand of orange juice that has been around for decades. In 2009, Tropicana underwent a rebranding process that included a new logo and packaging design. The new design featured a glass of orange juice with a straw sticking out of it, along with the words “100% orange pure and natural.”

However, the new design was not well-received by consumers. Many found it dull and uninspiring, and some even found it difficult to identify on store shelves. As a result, sales plummeted by 20%, costing the company millions of dollars.

After just one month, Tropicana was forced to revert to its old packaging design. The company’s CEO, Brad Alford, admitted that the rebranding had been a mistake and that the company had underestimated the emotional connection that consumers had with the brand’s previous design.

  1. Gap

Gap is a global clothing and accessories retailer that has been around since 1969. In 2010, the company announced a new logo design that was intended to be more modern and sleek. The new design featured the company’s name in a bold, black font with a small blue square above the “p.”

However, the new design was immediately criticized by customers and designers alike. Many felt that it was too generic and lacked the personality of the company’s previous logo. Within a week, Gap announced that it would be reverting to its old design, citing customer feedback.

The failed rebranding cost Gap an estimated $100 million, including the cost of designing and implementing the new logo. The company’s CEO, Marka Hansen, admitted that the company had “missed the mark” with the new design and that it had not properly tested it with customers before rolling it out.


The cases of Tropicana and Gap demonstrate the importance of good graphic design in building and maintaining a brand’s image. A poorly designed logo, packaging, or advertisement can have a significant impact on a company’s sales and reputation.

To avoid the mistakes made by Tropicana and Gap, companies should invest in good graphic design and conduct thorough market research to ensure that their designs are well-received by their target audience. By doing so, they can create a strong brand image that resonates with customers and drives sales.



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