This paper aims to explore the visual experience characteristics and influencing factors of food package design and summarize visual experience rules of food package and its design enlightenment with questionnaire interviews and eye-movement tracking technology. With rice food package design as an example and 4 groups of 18 typical package pictures of various categories in the market as test samples, the eye-movement data of 30 subjects were collected and the experimental data and interview results were comprehensively analyzed.Through the analysis of five factors affecting visual experience, it is implied that subjects' attention to and visual experience in food package design are affected by factors such as main color, text and layout. Debris area and form of package also play an important role in visual communication. The innovative design of color text area and typesetting of food package can enhance consumers' visual experience more effectively and spread the brand value better.