Packaging and J N D Chai Woon Xin

Packaging and J. N. D Chai Woon Xin (5612962) Lilies Tee Hui Sien (5495192) Chung Ho Yan (5605179) Wan Kelvin (5490406) Lee Sze Yeen Yun Wei Hao (5605246) (5599027)

J. N. D • Just Noticeable Difference (JND) = the difference threshold • A difference to be noticeable, detectable at least 50% of the time • E. g: Changes in packaging, pricing and logos, etc • Perceive a minimum changes • Produce Positive/ Negative results

Article 1: Coca-Cola Classic

1985 1989 1993

1997 2000 2002 2009 Present

Positive J. N. D of Coca-Cola Effective J. N. D because: • Successfully removed the “classic” ➢without much noise and “bad attention” ➢Remove the “classic” by shrinking the font size • Changed label without losing the existing, easy and instant consumer recognition of the Coca-Cola

Article 2: Heinz Tomato Ketchup

Positive J. N. D of Heinz Effective J. N. D because: ➢A few changes in packaging ➢Product is still identifiable

Article 3: Tropicana Pure Premium Orange Juice

Original Packaging: • Straw-in-orange packaging. • to evoke fresh taste New Packaging: • A glass of orange juice • Purpose: more current or modern state • New packaging design was rejected & criticized • Undistinguishable

Negative J. N. D of Tropicana Ineffective J. N. D because: • Failed redesigned: Appeared the confusions in consumers’ minds ➢new logo ➢new typography ➢new image • Hardly find their beloved orange juice • New packaging similar with the inexpensive store brands

Negative J. N. D of Tropicana Consequences: • Drop in sales • Discontinue the new packaging

WHAT HAVE WE LEARNED FROM J. N. D?