Three questions that should remain distinct
Does the packaging attract attention? Do customers understand the product? Can they find the right variant? A strong colour or large logo may help the first question, but says little alone about the other two.
Shelf context therefore matters more than an isolated mockup. Packaging needs to do more than work on a presentation page. It competes for attention while making the choice understandable.
Visibility can be studied, but needs careful interpretation
In a 2024 preprint, Hosseini and colleagues describe a method combining logo detection and predicted visual attention on packaging. It is interesting because it distinguishes attracting the eye from understanding and choosing a product.
An attention model can therefore indicate visibility. It cannot independently explain why someone chooses the product or whether a design improves sales.
What LUGOVO aims to solve
LUGOVO is a concept for a dairy-product range. It uses the same underlying structure and typographic logic, while colours distinguish the variants.
The question is more than whether the range looks coherent. Product names and variants need to remain clear when colour matters less, for example at a distance, in poor light or for customers unfamiliar with the system.
A useful check follows: if colour coding is removed, is it still easy to understand what the package contains and which variant it is?
Put the design on the shelf
The next relevant assessment is therefore a shelf review. LUGOVO can be placed alongside actual alternatives in the category and assessed for size, contrast, product names, variant labels and visual hierarchy.
This visual review is not a consumer test. To investigate how people actually find a particular variant, test the task with participants and document the results.
The distinction matters: a mockup shows direction, shelf context reveals competing signals and user testing shows how people actually navigate.
