Most Shoppers Miss This — And It Can Change What You Buy
Many people struggle to spot the difference between similar products on a crowded store shelf. That confusion isn’t accidental — and in some cases, it may matter more than we realize.
In today’s fast-paced retail environment, shoppers often make decisions in seconds. Instead of carefully comparing labels, we rely on what stands out visually: the size of a container, its shape, and how it looks next to competing products.
Subtle design choices — almost invisible on their own — can quietly influence how much value we think we’re getting.
A recent legal dispute in the spice aisle shows just how powerful those visual cues can be.
The Pepper Packaging Dispute Explained
The case involves McCormick & Company, one of the most recognizable spice brands in the U.S., and Watkins Incorporated, a smaller competitor.
Watkins claims that McCormick reduced the amount of pepper in one of its popular containers — from roughly eight ounces to closer to six — while keeping the external packaging largely the same.
According to the complaint, the container still looks familiar to longtime shoppers, potentially giving the impression that the quantity hasn’t changed.
Why Visibility Matters
One major difference between the two brands is transparency. Watkins sells its pepper in clear containers, allowing customers to see exactly how much product they’re getting.
McCormick’s containers, on the other hand, are opaque.
Even when the listed weight is similar, an opaque container that appears larger on the shelf can feel like a better deal. Watkins argues that this visual advantage — rather than the actual quantity — may influence purchasing decisions.
How Our Brains Shop for Us
For many consumers, grocery shopping is routine. We grab familiar items without slowing down to read fine print.
Studies in consumer behavior have long shown that people instinctively associate larger-looking packages with greater value, even when labels say otherwise.
When products sit side by side, those visual impressions often outweigh careful comparison — especially for everyday items like spices.
What McCormick Says
McCormick maintains that its packaging complies with all labeling regulations and that net weight information is clearly displayed. The company argues that consumers have access to accurate information and that no rules were broken.
Critics counter that companies understand how people actually shop — quickly and visually — and that legal compliance doesn’t always equal clarity. Similar concerns have appeared in other class-action lawsuits involving packaging changes across the food industry.
A Bigger Question About Trust
Beyond the legal arguments, the dispute raises a broader issue: trust. Brands aren’t built on regulations alone, but on long-term relationships with customers. Even lawful changes can feel misleading if shoppers believe something familiar has quietly changed.
In the end, the McCormick–Watkins case isn’t just about pepper. It’s about perception — and whether transparency should be judged only by what’s printed on a label, or also by what the packaging suggests at first glance.
In modern retail, that distinction may matter more than ever.
