The only thing that is readable is "Buttons". And this is not a Christmas panto.
By Oliver Bradley · November 10, 2026 · Curated by George's Blog
The only thing that is readable is "Buttons". And this is not a Christmas panto.
This exploding "scores well on attention" hero image comes up really poorly on the basics in RHINO at the GS1 16mm hero image size.
Tesco has 10mm thumbnails.
So being able to glance-read what is going on, ignoring contrast and just looking at text size clarity, means this seasonal offering from Cadbury is going to struggle in the scroll on mobile. Especially on Tesco.
Look at the RHINO glance readability scores from the test:
Buttons is the only word that is glance-readable to 49% of the adult population.
"Smash Bauble" unreadable to the majority shopping on phones.
WRITTEN IN CAPS made it hard to read.
Every. Single. Other. Bit. Of. Critical. Text. FAILS.
When the pack explodes on screen, attention is high.
But comprehension here is near zero because the critical 4Ws (Brand, Format, Variant, Size) fail basic Cambridge University proven glance-readability thresholds.
Was this intentional?
Probably not. The team at Mondelēz just did not test this hero.
Nice idea, poorly executed.
Attention gets you noticed. Glance readability gets you bought. If your hero image cannot be read in a fraction of a second on a 10mm mobile thumbnail, shoppers will simply scroll past.
#GlanceReadability #Ecommerce #HeroImage #RHINO #VisualFriction #DigitalShelf #Cadbury #PackagingDesign