This Issue's TLDR...

• Stop the scroll with human faces?
• How to see where your outside traffic is coming from
• A Brand Rescue Mission

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Question...

Should you use human faces on your packaging?

That's the question I've been deep diving and testing since I opened up my fridge over Memorial Day weekend and stared at the label for G Hughes Sugar Free Famous Cluckin Dipping Sauce.

I know most of you probably don't want to read my meta-analysis of the academic research here, so let's just dive into my experimentation...
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Does G Hughes' Face Matter?

Short answer...yes, he does.

In fact, shoppers overwhelmingly preferred the packaging with his mug on it.

Here's PickFu's super useful AI summary of the results:

Option A overwhelmingly won with 46 votes due to its personal touch, as respondents appreciated the inclusion of a human face on the label, which made the product feel more authentic and unique. The image filled space effectively and provided a connection to the brand's creator. In contrast, Option B was perceived as plain and less engaging. Across all responses, key themes were authenticity conveyed through personal imagery, visual appeal in terms of design completeness, and emotional connection fostered by associating a face with the product. These elements contributed significantly to Option A's preference among participants.

OK, so...the question has been answered. The verdict is in. Court is adjourned.

Right?

Well...of course a single PickFu poll isn't probative. And the academic research was mostly telling me that faces don't have an impact (more on that in a bit).

So, I ran a few more tests.

In these tests...surprise, surprise...shoppers preferred the opposite...no faces.

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So, What Gives?

Well, faces grab attention (but context matters)...

Human faces on packaging naturally draw the eye. Our brains are wired to notice them. Studies show faces can increase brand likability (especially for lonely consumers) and build trust (eye contact boosts trust by up to 16% in one cereal study). Smiling faces on kids' products nudge parents to buy, but the effect isn't universal.

But here's where to be careful...

Faces can distract if irrelevant. If the face doesn't align with the product message, it can reduce engagement. Think: helpful brand mascot = good; random stock face = bad.

And, there are Category Differences...

• Food/Beverages: Faces (especially smiling ones) trigger positive emotions, like Lay's "Smiles" bags.
• Beauty/Cosmetics: Faces work well on products like hair dye (to show outcomes), but luxury items often avoid them for a premium vibe.
• Cleaning Products: Mascots like Mr. Clean boost trust and recognition.

There's also a difference between Digital vs. Physical Retail...

In stores, faces help a product stand out in a 3–5 second scan. Online? Not so much. A 2025 study found faces on thumbnails don't improve visibility -- they're too small to matter. Text and clear visuals perform better online.

Best Practices:

1. Test the face (like I've done)! Audience, category, and brand identity matter.
2. Use faces to tell a story or promise a result (like a chef’s face on a sauce brand).
3. Design for the channel -- faces may work on physical shelves but flop on Amazon.

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BEST from X

Killer new feature here from my friends over at SmartScout.

I already have an upcoming newsletter queued up to share how I'm using this data (so, stay tuned).

Scott Needham @itsScottNeedham Friend: "Are blogs any good at bringing traffic nowadays?" Me: "How do you think ChatGPT and Google learn? They just read what's on the internet." I'm excited to make blog traffic to Amazon products visible. Inside SmartScout you can now see where on the internet a product is 12:3 PM • Jun 10, 2025 1 Retweets 0 Likes Read 1 replies

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BEST from Youtube

All I can say is...

Go watch this first episode.

Subscribe to Ben's channel.

Follow along.

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🚨 M&A in the Amazon Agency Space 🚨

In case you missed it...Momentum Commerce was acquired by marketing giant, PMG.

BIG congrats to John Shea and my friends over at Momentum Commerce.

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