Colored or plain, what works best on packaging chips?
In a crowded market like the snack industry, packaging plays a critical role in influencing consumer purchasing decisions. For chip brands, creating designs that instantly catch the eye and spark emotion has become a vital competitive advantage.
In this case study, using Foresight—the first AI-powered predictive model capable of measuring emotions and attention—we analyzed the packaging of major brands such as San Carlo, Lay’s, Pringles, Amica Chips, and Pata, comparing different visual and emotional strategies.
What happens in these ads and what we analyzed.
The analysis shows that colorful, rich designs—like Pringles’ iconic tube—perform better both in emotional engagement and attention levels, while overly simple designs—like those of San Carlo or Pata—struggle to stand out in a highly competitive retail environment.
Elements such as color choice, the presence of an iconic element, and the balance between visual simplicity and complexity prove essential to capturing both the consumer’s attention and emotional response. Too low mental demand or poor visual clarity can diminish the effectiveness of even the most established brands.
Discover the results: download the full case study
This case study offers valuable insights for professionals in the food & beverage sector: designing effective packaging today means crafting a visual experience that engages consumers instantly and remains memorable.
Download the full case study and discover how smart design strategies can turn a simple package into a powerful driver of consumer choice.
