In today’s fast-moving retail world, shoppers often decide what to buy in just a few seconds. Visual cues matter more than careful reading, especially for familiar, everyday products. The size, shape, and presence of a package on the shelf can strongly influence what feels like a good deal. Small design choices—height, width, or whether a container is clear or opaque—quietly shape perception. A recent legal dispute in the spice aisle shows how these subtle details can become surprisingly important.
At the center of the case are McCormick & Company and its smaller competitor, Watkins Incorporated. Watkins claims that McCormick reduced the amount of pepper in one of its popular containers while keeping the packaging largely unchanged. According to the complaint, the contents dropped from about eight ounces to closer to six, yet the container still looked familiar to loyal customers. Watkins argues this could cause shoppers to assume they are buying the same quantity as before.
