Purpose This paper aims to examine the image realism effect, studying how changing the front-of-package visual affects the acceptance of an insect-based food by consumers. By comparing reactions to realistic and less realistic images of an insect as an ingredient, this research investigated how visual imagery can affect consumers’ responses, reducing perceived disgust or increasing expected taste. Design/methodology/approach Three experiments studied the impact of realistic (photo) versus less realistic (drawing) images for two types of insects (mealworm, cricket) on consumers’ psychological distance from the image, perceived disgust, expected taste, willingness to eat, purchase intention and food choice. Findings Study 1 demonstrates that using a less realistic insect image reduces perceived disgust, with psychological distance from this image and perceived disgust mediating realism effect on willingness to eat. Study 2 shows that a less realistic insect image, perceived as more remote, improves expected taste and willingness to eat. Study 3 confirms the results by measuring behavior: consumers were more likely to choose the product with the less realistic image. Research limitations/implications The research focused on one kind of product and two ways of depicting this product, limiting the generalizability of the findings for other visual representations and product categories. Practical implications The findings suggest how brand managers can use the image realism effect on the packaging of novel, sustainable products to influence consumers, reducing their disgust and increasing their expected taste. Originality/value This research breaks new ground by explaining how visual cues on packaging affect the acceptance of insect-eating, drawing on construal level theory.