Case Study: How EyeSee Turns Pack Scan Paths Into a Clearer Shelf Story
By EyeSee
- case study
- Eye Tracking
- Pack testing
- Packaging Research
- Predictive Analytics
Brands competing on crowded retail shelves faced the problem of packaging designs failing to capture shopper attention quickly enough to drive purchase decisions. With 85% of shoppers encountering a product for the first time on shelf, and System 1 thinking governing split-second choices, poor visual hierarchy caused measurable harm. Existing design evaluation approaches did not provide sufficiently precise or cost-effective insight into how shoppers sequentially processed packaging elements before launch.
EyeSee applied its AI-powered Predictive Eye Tracking (PET) methodology to assess packaging visual hierarchy. The approach used a PET Scan algorithm built on historical data to divide pack images into zones, assign Ranking Scores to quantify the likelihood each zone would be viewed first, and identify the top four most attention-grabbing areas. A new Path Scan Analysis output was also applied, revealing the dominant sequence in which pack elements were viewed, alongside established KPIs including AI Visibility, AI Attention, and heatmaps.
The methodology enabled brands to identify whether packaging designs directed shopper attention in a clear, predictable sequence and to pinpoint hierarchy weaknesses before launch. Evidence cited in the content indicated that poor packaging hierarchy reduced brand recall by 25–30% in shelf simulations, and that 39% of consumers disregarded cluttered or confusing packaging. The approach allowed iterative design validation at a fraction of traditional research costs, improving messaging retention, product visibility, and shelf performance.
“When too many elements compete for attention, nothing stands out, leading to cognitive fatigue and shopper disengagement. Understanding what is seen first and whether shoppers’ attention follows a predictable pattern provides brands with deeper insights to refine their packaging strategies“. – Jovana Sikanja, Shopper Insights Capabilities Director at EyeSee.
Read the full version of this case study on the EyeSee website here.
