I was more than a little surprised to see the delivery from Fresh Direct last night. While I’m still trying to get used to the new packaging for the Diet Pepsi bottle, the new Pringles box made me sad. They’ve chosen to replace the red and silver colouring w/ a new age (and slightly girly) purple. From what I’ve read and seen, colour before a lot of other visual elements is what draws people to a product, creates emotion and is what they remember first. After that they fill in the other details. I just don’t understand why they turned a fairly iconic red box into something that I’m now embarrassed to pick up. If I had to run across the street to pick up some beer at my local drugstore, I’m sure not going to be placing those Pringles beside it. I hope this is just some quick summer campaign and then they’ll revert back in the fall to red. Though if the trend of other packaging is any indication I might have to go on a diet and find something new.