The objective of this research was to elucidate consumer preferences concerning food packaging, specifically comparing opaque plastic packaging with its transparent counterpart. The study engaged 34 young students, whose gaze patterns were recorded utilizing eye-tracking technology as they viewed mock-up representations of food packaging. After their visual assessment participants evaluated the two packaging styles utilizing a seven-point Likert scale. Previous evidence within the literature has predominantly shown a consumer preference favoring transparent packaging. However, in the current study the non-transparent packaging garnered more favorable ratings regarding perceptions of quality, appeal, perceived costliness, and environmental friendliness. This preference may be attributed to an adverse association with the evidently plastic content of the transparent packaging. Eye-tracking data disclosed a pattern where participants consistently engaged in more prolonged fixations on the upper section of the opaque packaging, suggesting an effort to infer the nature of the material.