Within the scope of the study, an analysis was conducted of how visual attributes of packaging and point-of-sale (POS) communications affect customer behavioral metrics in the retail environment of 2024–2025. The analytical framework examines processes of attention capture, changes in decision-making latency, and final conversion indicators; the interpretation is developed on the basis of neuromarketing approaches with reliance on statistically valid validation of effects. The aim of the work is to identify and quantitatively describe stable relationships between the intensity and configuration of visual stimuli (color solutions, graphic elements, logo, typographic structure) and customer responses recorded through oculographic indicators and behavioral intentions to make a purchase. The methodological basis is built on an orthogonal experimental design, ensuring independent variation of factors and correct identification of their partial contributions. To register attention, eye-tracking systems are used, allowing measurement of time to first fixation (TTFF) and total duration of visual contact, and to integrate observable indicators into a causally interpretable scheme, structural equation modeling (SEM) is used, by means of which the mediating role of brand experience is assessed in translating visual effects into a behavioral outcome. The obtained estimates confirm that increasing color contrast and placing the logo in areas of natural gaze scanning reduce choice duration by 15–20% and statistically significantly increase the probability of conversion. The formulated conclusions indicate that under conditions of information overload and heightened price sensitivity characteristic of 2025, optimization of the visual hierarchy of packaging becomes a critical factor of competitiveness: correct organization of perceptual priorities accelerates information processing, reduces the cognitive costs of comparison, and increases the probability of choice at the moment of contact with the shelf.
Ihor Obshta (Thu,) studied this question.