1902 Heinz 57 Print Ad

This old-school Heinz ad is a masterclass in directing attention before heatmaps were even a thing. It shows exactly how to tell a visual story that guides the eye — and the brain — in the right order.

Marketing Analysis

Your eyes jump to the smiling child, then to the “57 Good Things” label, and finally to the “Old Way.” That sequence isn’t random. It’s a storytelling layout that moves viewers from emotion to logic, from curiosity to clarity.

Why It Works

• Faces instantly grab attention
• Contrast between “Old” and “New” does the explaining
• Copy supports what the visuals already tell you
• The design pulls you naturally toward the brand’s value

Examples

• Apple: messy desks vs clean Macs
• Dyson: dust piles vs spotless floors
• Peloton: couch potato vs fired-up rider
• Google Photos: chaos vs organized albums