Looking is (halfway to) buying: The impact of pack visual hierarchy on shoppers

Navigating a supermarket aisle feels like entering a battleground of colors, logos, and shapes, where products fiercely compete for shoppers' fleeting attention. Research shows that 64% of consumers try a new product simply because the packaging catches their eye, and 72% say packaging design influences their purchasing decisions. This rapid decision-making is driven by System 1 thinking—fast, instinctive, and emotional—meaning brands have mere moments to make an impression.

For 85% of shoppers, the shelf is the first point of contact with a product, underscoring the importance of packaging not just as a branding tool but as a key factor in capturing attention and driving sales. Effective packaging must stand out instantly, be liked (52% are more likely to repurchase if they find the packaging appealing), and lead to a purchase—all while remaining functional in the home and competitive on crowded shelves.  

This is where visual hierarchy—the strategic arrangement of design elements—plays a decisive role. But what exactly makes a strong packaging visual hierarchy, and what common mistakes should brands avoid to ensure their product doesn’t get lost in the fray?

Characteristics of a strong pack design hierarchy

A well-executed visual hierarchy acts like a "visual script," guiding the shopper’s eye in milliseconds. Research shows that 94% of first impressions are design-related, and poor packaging hierarchy reduces brand recall by 25–30% in shelf simulations.

A well-executed visual hierarchy directs the shopper’s eye through a clear, logical flow of information. First, the primary branding elements—logo, product name, and key benefits—should be prominent and easily recognizable. Secondary details, such as additional product claims and usage instructions, should support rather than clutter the design. Simplicity and clarity are crucial: a well-balanced design prevents confusion and enhances memorability, ensuring shoppers can quickly process what the product is and why they should choose it.

Common mistakes in packaging design hierarchy

One of the biggest mistakes in pack design is information overload, 39% of consumers will disregard a product if the packaging is too cluttered or confusing.

Another issue is poor contrast and low readability—small fonts, weak color differentiation, or busy backgrounds can obscure essential messaging. Additionally, failing to consider real-world viewing conditions, such as how the package looks on a crowded shelf or in different lighting, can result in a design that appears striking in concept but is ineffective in practice. These pitfalls highlight the need for rigorous testing before launching new packaging.

Enhancing packaging insights with AI powered solutions

With AI-powered solutions like Predictive Eye Tracking (PET), brands can now assess pack visibility, effectiveness, at a fraction of traditional costs. PET technology provides insights into key Areas of Interest (AOIs) and attention metrics, delivering an in-depth analysis of how consumers engage with specific AOIs. It also generates heatmaps that visually highlight areas of focus, ensuring designs are optimized to capture shopper attention and drive sales.

Beyond established KPIs like AI Visibility, AI Attention, and heatmaps, our Predictive Eye Tracking method now includes a new Path Scan Analysis output. This additional layer of data strengthens AI Visibility and AI Attention by revealing the most dominant sequence in which pack elements are viewed. Understanding what is seen first and whether shoppers’ attention follows a predictable pattern provides brands with deeper insights to refine their packaging strategies.

Our PET Scan algorithm offers a unique approach to pack design analysis. Unlike other methods, our model is built on historical data to evaluate pack visibility and effectiveness with greater accuracy. Here is how we do it:

Step 1: Determining Initial Attention (Ranking Score)

• Each image is divided into zones to identify which area attracts initial attention.

• A Ranking Score is assigned to quantify the likelihood that a particular zone will be viewed first.

Step 2: Selecting Key Zones

• The top four zones with the highest Ranking Scores are selected as the most attention-grabbing areas.
  ‍

This technology provides deeper insights into consumer visual behavior, enabling brands to optimize packaging to maximize impact. By ensuring a clear, predictable viewing order, brands can improve messaging retention, boost product visibility, and enhance overall shelf performance.

In conclusion

In today’s competitive retail environment, mastering visual hierarchy is the difference between being noticed and being ignored. A well-structured packaging design ensures that key product messages are received in the intended order, reinforcing brand identity and increasing purchase likelihood. However, achieving the perfect hierarchy requires continuous refinement.

Thanks to AI-powered solutions like Predictive Eye Tracking, every iteration of a pack design can be evaluated with precision, ensuring that modifications enhance—rather than hinder—visibility and engagement. With tools like Predictive Eye Tracking, which includes scan path output, brands can validate that design changes maintain a clear viewing sequence and do not introduce unintended hierarchy disruptions. This data-driven approach ensures that every update is a step forward, giving brands the confidence that their packaging stands out on the shelf and drives consumer action.

Interesed in more on pack innovation? Read Pack Innovation: Streamlining success through smarter use of tech here.