In retail, buyers often judge value by how packaging looks — size and shape — rather than checking net weights. This makes them vulnerable to visual tricks. In a notable case, McCormick & Company was sued by Watkins Incorporated for allegedly reducing the amount of black pepper in its iconic tins by about 25 % while keeping the tin size the same, so consumers couldn’t tell the product inside had shrunk. Watkins claims this “slack‑fill” misled shoppers into thinking they were buying the same amount of pepper as before, harming both consumers and competitor sales. McCormick says it complied with labeling rules, but critics argue that legal compliance isn’t enough if the visual impression still suggests more product than is actually inside.