Logos are extremely important, even though we don’t actually spend much time consciously looking at them. So, what happens when the packaging on something changes in a huge way? Well, Tropicana changed its packaging so drastically that they took a huge hit in sales.
"About five years ago [Tropicana] went to this very clean but kind of cold-looking logo, and their sales dropped 20% in one month. Some pundits said they weren't recognizable," Ryan said. "Tropicana has something like eight feet in the refrigerated section. People recognized it. They didn't trust [the new logo]."
So, even though we do not consciously look at the logos, it is very clear that logos are extremely important when shopping and that people do not like change when it comes to them.