1902 Heinz 57 Print Ad

This old-school Heinz ad nails what most modern marketers still mess up: where your eyes go first.

The Smart Design Behind It

Heinz made viewers instantly “feel” the upgrade from homemade chaos to modern convenience. The heatmap shows the eyes go from the smiling child with a bottle, to the “57 Good Things” box, and finally up to the “Old Way.” That’s deliberate storytelling through layout.

Why It Works

• Faces capture attention first
• Contrast between “Old” and “New” tells a story instantly
• Clear eye path leads from emotion (child) to product (bottle) to logic (headline)
• Copy supports the visual story, not the other way around

Examples

• Apple ads show messy desks vs clean Macs.
• Dyson’s before/after dirt visuals.
• Peloton contrasts couch life with energized riders.
• Google Photos ads comparing chaos of images vs neat auto-organization.