Purpose: The research investigated users’ perception of the packaging with safety pictograms in order to develop a new model that describes the role of technological and structural determinants in directing users’ visual attention. Background: The literature review suggests that users’ perception of the product is influenced by the packaging attributes such as shape, colour, material and print technique. Furthermore, users’ attention can be driven by the information on the packaging and the visual saliency of these information achieved by contrast, stroke, size and colour combinations. Despite growing body of research on the warnings and the problems generated by distractors that interrupt users’ attention and compliance, there is a lack of scientific knowledge regarding the effect of mentioned features on the noticeability of safety messages. Methodology: Two main experiments were conducted to test whether packaging characteristics and structural elements of the pictograms would affect their noticeability. One experiment was based on the objective measures gathered by eye-tracking system, while second experiment provided subjective scores by the participants' visual assessments. Additionally, the attractiveness of the packaging was examined in order to determine any potential possibilities that very noticeable safety messages might decrease the aesthetic aspects of the packaging. 288 packaging samples were designed especially for the purpose of the investigation, and they were viewed by more than 200 participants. Results: The effect of structural elements of the pictograms was statistically significant for the most conditions, but was not significant across all conditions. The effect of packaging characteristic was notable weaker than pictogram's attributes. Only the shape of the packaging affected the possibility that participant would notice the pictograms. These findings were supported by the subjective evaluation, indicating strong correlation between objective and subjective measures. Another finding is that prominent pictograms do not negatively affect the attractiveness of the packaging. Conclusions: The results provided guidelines for improving the design of product packaging. Designers can use the model for objective evaluation of innovative pictograms without additional costs caused by testing them in real-world conditions.