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The "brand recognition factor" in a new design. A fine line between new and keeping the ol

In Germany there is something called the "Wiedererkennungswert". This is the brands recognition. I recently spoke with a new client who had a complete makeover on one of their products done by a previous design agency. This product has been out on the shelves for quite some time now. The client was pretty concerned now since the sales have dropped dramatically since the new design. He asked me what I thought. I told him that the new package was designed nicely. I really liked it, but only if it was a new product on the shelf. Their existing consumers won't find their "favourite brand" on the shelves anymore. Even if the old design wasn't up to par, they still had some solid consumers who wer

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