Design Lebedev vs sales

The stylish and advanced design looks great in the portfolio, causes ahi and sighs of understanding people, makes you sad to think, "Well, how could we not have guessed this?" But does he increase sales?

Once I saw his design work for the chocolate factory “Loyalty to Quality” on the website of the studio of Artemy Lebedev. Minimalist, conceptually, concisely, effectively.

I am reading fresh Forbes today (March 2008, article “Under a false name”, p. 62):

Although retailers had questions. The packaging design was, in their opinion, not the most successful: strict boxes in a minimalist style with a large figure showing the content of cocoa in chocolate. Kudryavtsev (owner of the Faithfulness to Quality factory) was skeptical of focus groups and other marketing tools, so he was guided by his own taste when choosing a design. The packaging was designed by the employees of “Loyalty to Quality” under the direction of Artemy Lebedev, who created a corporate website for the company. But on the eve of the New Year holidays in 2005, Viktor Kudryavtsev, under pressure from retail chains, redid the packaging, making it more classic, and in just one month, sales increased 2.5 times. In the summer of 2005, the packaging design was even closer to the laws of the genre. According to the marketing company Nielsen, after restyling, the share of "Loyalty to quality" in the premium segment of chocolate bar was 13%.

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I searched the Internet for information about this - I found out even more interesting facts , to the extent that “ At the beginning of 2006, VC employees began to delay their salaries, and in the spring they even suggested that some go on vacation at their own expense, the former VC employee shares with Vedomosti resigned from the company during the crisis. In his opinion, the financial problems of the VC were associated precisely with poor sales of unsuccessful packaging. "

Caesar Caesar.