Realism isn’t a guarantee of credibility
A multimethod study compared realistic and stylized ingredient illustrations on the packaging of two fictional cosmetic products, an almond body cream and a shea butter face cream. Stylized illustrations attracted more attention, generated greater emotional intensity and were perceived as more authentic than realistic images.
Study at a glance
206 participants
frequent cosmetics users
Age 22-38
59% female, 41% male
2 fictional products
almond body cream and shea butter face cream
Within-subject design
each participant saw both styles
Methods used
Preference Task
Think-Aloud Interviews
Eye Tracking
EEG
Implicit Association Test
The signal
A realistic ingredient image does not automatically communicate greater authenticity. In this study, stylized illustrations produced a more consistent and favorable pattern of consumer engagement.
What researchers found
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01
Stylized illustrations were preferred more often
The comparison was between a photograph of the real ingredient, for example a photographed almond, and a stylized drawing of that same ingredient, with simplified shapes and a more playful feel. Participants preferred the stylized drawing and described it as distinctive, playful and easy to recognize, for both products.
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02
Stylized illustrations sustained more visual attention
Eye tracking showed longer viewing times and more repeated looks at the stylized ingredient illustrations.
-
03
They required less cognitive effort while generating greater emotional intensity
EEG results suggested lower cognitive load and stronger emotional responses for stylized designs.
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04
Authenticity appeared in implicit as well as stated responses
Both participants’ explicit evaluations and the Implicit Association Test associated stylized illustrations more strongly with authenticity.
Business translation
01. Test the style, not just the ingredient
Run the same packaging in photo and illustrated versions, and measure attention, emotion and authenticity separately.
02. Don't assume attention means trust
An image can draw the eye without raising perceived authenticity. Check both, not just one.
03. Pair the visual with the benefit claim
A stylized ingredient illustration next to a specific benefit line drives more recall than either used alone.
04. Match the style to audience and moment
Stylization works best for younger, family-oriented brands and fast, low-involvement purchase decisions.
05. Don't generalize to the physical shelf
The study ran in an online context. In-store shopping involves touch and shelf presence, factors this result didn't test.
06. Watch category norms
In precision-sensitive categories, like pharma or premium food, realism may still signal credibility. Test before switching.
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