Shoppers read 3 to 4 messages on the front that predominantly follow the pattern of Branding – Product descriptor – Main visual – Primary claim. They start at the dominant visual element which is often the branding (though in developing markets where branding is less developed it might be the main visual).  (Asher, 2011) (Scott Young V. C., 2009) (Asher, 2010) (Asadollahi & Givee, 2011)

Viewing time, if selected, is rarely longer than 5 to 7 seconds (Scott Young V. C., 2009) while less than 10% of shoppers turn packaging around to view the back. (Asher, 2011)

The net weight of the product is not typically something they scan either, instead they rely on the size of the pack and the picture on the front for guidance. (Lennard, Mitchell, McGoldrick, & Betts, 2001)

When it comes to the picture shoppers believe that packages with a higher number of units in the main visual, for example 15 pretzels versus 3, actually have a higher product quantity inside. (Madzharov & Block, 2010) Whilst when it comes to size, there is research to suggest that shoppers purchase fewer of a taller, versus shorter pack with the same quantity. In a twist to this finding, researchers also found that the shopper believed that bottles contained less than a can on the same volume. (Yang & Raghubir, 2005)

Here is an example from Japan that tests what people look at when viewing beer cans.

It showed that large logos got lots of gaze attention and that this attention was converted into viewing the descriptor or benefit line.

In an interesting build to this insight though, a recent study by the University of Chicago, found that the smaller the logo is on a luxury item, the higher the price it can command. (Lawson, 2013)

The main visual will communicate information about the brand equity positions and the sensory experience of consumption, as a result it will influence the core brand beliefs, for this reason it should be chosen very carefully. (Underwood & Klein, 2002)  (Underwood & Burke, 2001)

I have always had a preference for visuals that convey energy (for example rising steam) or movement (the crunch from flying cookie chips) and increasingly neuroscience-based case studies are finding that these packs have high emotional engagement with the shopper. (Young S. , 2011)

References

Works Cited

Asadollahi, A., & Givee, M. (2011). THE ROLE OF GRAPHIC DESIGN IN PACKAGING AND SALES OF PRODUCT IN IRAN. Contemporary Marketing Review Vol. 1(5) , 30-34.

Asher, J. (2010, November). Effective Packaging: An Essential Tool For Success. Retrieved June 7, 2012, from www.prsresearch.com: http://www.prsresearch.com/fileUploads/Effective_Packaging_PL_Buyer_Nov_2010.pdf

Asher, J. (2011, March). Healthier Package Design. Retrieved June 7, 2012, from http://www.prsresearch.com: http://www.prsresearch.com/fileUploads/Healthier_Package_Design_Pack_Design_Mag_March_2011_edit.pdf

Lawson, J. (2013, May 6). Logo Driven Luxury Brands Look to Reduce Visibility. The Bulletin.

Lennard, D., Mitchell, V.-W., McGoldrick, P., & Betts, E. (2001). Why consumers under-use food quantity indicators. The International Review of Retail, Distribution and Consumer Research Volume 11, Issue 2, 177-199.

Madzharov, A. V., & Block, L. G. (2010). Effects of product unit image on consumption of snack foods. Journal of Consumer Psychology 20 , 398-409.

Scott Young, V. C. (2009, July). Package Viewing Patterns. Retrieved June 7, 2012, from http://www.prsresearch.com: http://www.prsresearch.com/fileUploads/Package_Viewing_Patterns.pdf

Tobii Technology. (n.d.). www.jmr-marketing.com. Retrieved June 28, 2012, from Japan Consumer Marketing Research Institute: http://www.jmr-marketing.com/UserFilesJmr/File/JMRpackageresearchwithTobii.pdf

Underwood, R. L., & Burke, N. M. (2001). Packaging communication: attentional effects product imagery. Journal Product and Brand Management, 403-422.

Underwood, R. L., & Klein, N. M. (2002). PACKAGING AS BRAND COMMUNICATION: EFFECTS OF PRODUCT PICTURES ON CONSUMER RESPONSES TO THE PACKAGE AND BRAND. Journal of Marketing Theory and Practice, Vol. 10, No. 4, 58-68.

Yang, S., & Raghubir, P. (2005). Can bottles speak volumes? The effect of package shape on how much to buy. Journal of retailing. Vol. 81, 269-282.

Young, S. (2011, July). Neuroscience Explains the Emotional Buy. BrandPackaging.com.