Packaging design and testing by eye tracking

Abstract

The importance of packaging design has been increasing in today’s competitive world. Approximately 70% of purchasing decisions are made in a store. Over 60% of purchasing decisions are based on packaging; the actual shopping is thus the final chance for the packaging to attract the buyer. Packaging has between 2 and 3 seconds to convince the buyer. In addition to the appearance of the individual packages, the appearance of brand packaging is important. We compared different designs of packages. Finally, we placed individual packages on the shelves in a store and carried out measurement of in-store noting. The measurements were carried out using eye tracking equipment (Tobii X120). For each participant, the observing time and the number of fixations in individual areas of interest were measured; both were then compared with heat maps. In this way, we compared the suitability of the form of individual packages and the salience of the packages on the shelves for potential buyers.