An eye tracking based examination of visual attention during pairwise comparisons of a digital product’s package

Abstract

The paper presents results of the experimental investigation based on the eye tracking data regarding the pairwise comparisons of box package designs. Persons taking part in the study were asked to visually analyze and express their perceived purchase intentions towards various types of product packages. During the whole process subjects’ visual activities were registered by an eye tracking system. The research explores two factors, where each is examined on two levels, namely: a box package with and without curved edges, and a package variant with and without a product image. The gathered oculographic data based on fixations were analyzed in defined areas of interests (AOIs). Finally, the obtained subjective subjects’ preferences were compared and discussed with the objective eye tracking data.