Faces on Packaging: Why Shelf Appeal Doesn’t Always Click Online

Human faces have been part of product packaging for generations, from smiling cereal mascots to friendly baristas on coffee bags. The appeal isn’t accidental—our brains are wired to seek out and recognize faces faster than almost any other visual. But recent research shows that while this design tactic works in physical retail, its impact weakens in the digital shopping space. For U.S. foodservice brands, understanding this difference is critical to packaging and marketing strategy.

From birth, humans instinctively focus on face-like patterns. Psychologists refer to this as processing fluency—the ease with which we interpret familiar shapes. This rapid recognition can create feelings of safety, familiarity, and trust, which often translate into a more positive view of a product.

A European Journal of Social Psychology study put this theory to the test with 45 wine labels. Some featured face-like imagery; others did not. Results showed that labels with faces were rated more favorably, particularly by participants who felt lonely or who were more likely to assign human traits to inanimate objects. In the context of grocery aisles and convenience stores—fast-paced, competitive environments—these subtle cues can mean the difference between a product being noticed or overlooked.

In contrast, research from the Ehrenberg-Bass Institute found that faces on packaging do not consistently increase attention or preference in e-commerce. Digital environments present a different set of challenges: thumbnail images are small, screens are crowded with competing visuals, and buyers rely more heavily on clear text and recognizable branding than on nuanced design elements.

In these scenarios, a facial element that pops in a physical store may blur into the background online—or worse, distract from essential information like product name, size, and flavor.

The advantage of using a face on packaging has limits. If the face becomes a mascot or if the edible product itself is shaped like that character, consumer hesitation can creep in. That hesitation—whether due to a subconscious reluctance to “consume” a character or a perception that the product is targeted toward children—can diminish purchase intent.

For foodservice businesses, especially those selling ready-to-eat items, keeping anthropomorphic design elements on outer packaging rather than on the product itself can help preserve appeal without triggering this effect.

In Physical Retail:

• Use subtle facial cues to guide shopper attention and build brand recognition.

• Maintain a clear visual hierarchy—brand name, product type, and pack size should always dominate.

In E-Commerce:

• Lead with clean, high-resolution pack shots that emphasize legible text.

• Reserve face-based elements for secondary images or enhanced content rather than the primary listing photo.

In Product Form and Presentation:

• Avoid making the edible product a character if the goal is immediate consumption appeal.

• Keep mascots or illustrated faces on merchandising, outer packaging, or promotional materials.

For Marketing and Insights:

• Conduct A/B tests to compare with-face versus no-face packaging in both retail and online channels.

• Track relevant metrics—pick-up rate in stores, click-through and add-to-cart rates online—to inform design decisions.

• Avoid claiming sales lift from face-based packaging without controlled, channel-specific testing.

• Keep messaging tied to measurable benefits—noticeability, recognition, and liking—rather than assuming universal appeal.

• Steer clear of over-characterization that could overshadow product quality or functionality.

Faces on packaging remain a powerful tool in physical retail, where fast recognition can drive consumer engagement. But the same strategy doesn’t always deliver in digital marketplaces. For foodservice operators, the most effective approach is to treat faces as subtle cues rather than centerpieces, adapt packaging for each sales environment, and validate results with real-world data.