The results of this study focus on the surface area and the position of packaging elements. Other possible visual salience factors, such as colour, contrast and brightness were not examined. Although Pieters and Wedel (2007) believe surface area to be one dimension of visual salience, a more recent study by Peschel and Orquin (2013) establishes that there is no evidence that size affects saliency. In any case, the effect that this paper has analysed is surface size. Future studies can delved into other factors to take into account in the design of packaging elements.