Last week, we promised real life learning examples on packaging. Now, we're ready to deliver!

I teamed up with eye-tracking specialist Richard Moniz for a trade

a free audit for a few brands, and in return

we get to share the results with our community

The goal? To pair data with design insight

so we can all learn and grow together

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First up: Hotpot Queen

Amazing founder, amazing product

On a shelf full of competitors, we saw that their tall noodle box

(blue and orange single serving box)

had excellent initial noticeability- 98% which is a huge win!

But a closer look at the eye-tracking revealed a surprising truth:

that high engagement likely signaled confusion-

not successful communication

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Think of it like a fun puzzle- intriguing but you need to work to figure it out!

If shoppers are looking at your packaging for a few seconds

and no single element is noticed by more then 2/3 of viewers,

your brand isn't being seen-

it's being SEARCHED

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We also looked at their Costco pack-

there's some learnings there in comparison


Very high level but a few actionable tips:

🍜 Anchor with an image

Hotpot Queen’s Costco pack (orange box on the RIGHT) was more successful as it anchors attention with a product image. The background is simplified. I can imagine a middle ground between both- don’t lose the heart of what many people love- the bold, high contrast colors! Bring back some vibrancy in a way that does not clutter

🎯  Make key claims unmistakable

The core "spicy" claim was only seen by 64% of shoppers on the Costco box. Let people know about the delicious, numbing, tingly Sichuan heat in a unique way if that's the value prop! Weave that story into the visual identity to make it a truly compelling flavor story

👀 Guide the eye

Design isn't just about looking good. It's about being effective. Use color and clear typography to create an intentional gaze path that leads shoppers directly to your most important information. Consider the font choices- are they legible? Are they cueing the right things?

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What do you think about the results?

Thoughts or ideas?