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.
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.