In today’s fast-paced, hyper-digital world, brands have mere seconds to make a lasting impression. Your visuals? They’re your handshake, your hello, your first impression. Yet, even iconic brands have learned the hard way that how you present your brand visually can make or break your success.

Case in point: Tropicana. Their 2009 packaging redesign wasn’t just a flop—it cost them a staggering $30 million in sales in just two months. Why? They underestimated the emotional connection people had with their existing visual identity.