After years of evaluating packaging across CPG segments, specific design patterns consistently outperform in eye-tracking. Here are the principles we see repeatedly driving performance.
- A Single Dominant Focal Point
Shoppers need a place for their eyes to land.
This can be an ingredient cue, flavour block, or claim.
- Chunked Information
Breaking text into clusters improves comprehension.
For instance, placing benefit icons together outperforms scattering them.
- Ingredient Imagery Signals Trust
Even simple, stylized imagery boosts perceived flavour clarity and naturalness.
- Strong Contrast for Claims
The best claims start in colour blocks or badges.
Weak contrast = weak comprehension.
- Predictable Architecture Across SKUs
We’ve seen that when a brand standardizes its layout (brand top → flavour centre → claim bottom), comprehension increases dramatically.
Sources
Henderson, P.W., et al. (2004). Effects of Product Shape.
Pieters, Wedel & Batra (2010). Attention to Advertising.