diff --git a/conans/client/graph/graph_binaries.py b/conans/client/graph/graph_binaries.py
index 658687c3d5d..f516da36c52 100644
--- a/conans/client/graph/graph_binaries.py
+++ b/conans/client/graph/graph_binaries.py
@@ -383,7 +383,11 @@ def _skip_binaries(graph):
             new_root_nodes = set()
             for node in root_nodes:
                 # The nodes that are directly required by this one to build correctly
-                deps_required = set(d.node for d in node.transitive_deps.values() if d.require.files)
+                is_consumer = not (node.recipe != RECIPE_CONSUMER and
+                                   node.binary not in (BINARY_BUILD, BINARY_EDITABLE_BUILD,
+                                                       BINARY_EDITABLE))
+                deps_required = set(d.node for d in node.transitive_deps.values() if d.require.files
+                                    or (d.require.direct and is_consumer))
 
                 # second pass, transitive affected. Packages that have some dependency that is required
                 # cannot be skipped either. In theory the binary could be skipped, but build system
diff --git a/conans/test/integration/command/install/install_test.py b/conans/test/integration/command/install/install_test.py
index 813c7caeee0..0a0b369fb6c 100644
--- a/conans/test/integration/command/install/install_test.py
+++ b/conans/test/integration/command/install/install_test.py
@@ -554,3 +554,43 @@ def package_info(self):
     data = json.loads(client.stdout)
     conf_info = data["graph"]["nodes"]["1"]["conf_info"]
     assert {'user.myteam:myconf': 'myvalue'} == conf_info
+
+
+def test_install_json_format_not_visible():
+    """
+    The dependencies that are needed at built time, even if they are not visible, or not standard
+    libraries (headers=False, libs=False, run=False), like for example some build assets
+    So direct dependencies of a consumer package or a package that needs to be built cannot be
+    skipped
+    """
+    c = TestClient()
+    dep = GenConanfile("dep", "0.1").with_package_file("somefile.txt", "contents!!!")
+    app = textwrap.dedent("""
+        import os
+        from conan import ConanFile
+        from conan.tools.files import load
+
+        class Pkg(ConanFile):
+            settings = "os", "arch", "build_type"
+            name="pkg"
+            version="0.0.1"
+
+            def requirements(self):
+                self.requires("dep/0.1", visible=False, headers=False, libs=False, run=False)
+
+            def build(self):
+                p = os.path.join(self.dependencies["dep"].package_folder, "somefile.txt")
+                c = load(self, p)
+                self.output.info(f"LOADED! {c}")
+        """)
+    c.save({"dep/conanfile.py": dep,
+            "app/conanfile.py": app})
+    c.run("export-pkg dep")
+    c.run("install app --format=json")
+    c.assert_listed_binary({"dep/0.1": ("da39a3ee5e6b4b0d3255bfef95601890afd80709", "Cache")})
+    data = json.loads(c.stdout)
+    pkg_folder = data["graph"]["nodes"]["1"]["package_folder"]
+    assert pkg_folder is not None
+
+    c.run("create app")
+    assert "pkg/0.0.1: LOADED! contents!!!" in c.out