What we watched
Two hours in a suburban grocery, one aisle, forty-one shoppers. Nobody picked up a pack they had not already identified from the far side of the aisle.
The decision that mattered happened at three feet. Everything printed for three inches — the ingredient story, the founder note, the certification cluster — was read only after the pack was already in a hand.
What it changes
- One claim large enough to survive at distance
- Colour blocking before typography
- The founder story moves to the back, always
If the pack cannot be identified from across the aisle, nothing else on it will be read.