Others on Packaging: Testing Packaging Design via Eye Tracking

Interesting article on eye tracking via packworld.com

Not the only way to measure the real effectiveness of a new packaging design, but certainly better than your typical Focus Group Discussions, where a moderator holds up a pack and asks people.. “Which one do you like more”, or (for a brand design agency the worst question:) “What do you think should be improved on this design”.

The article explains that eye tracking helps to interpret effectiveness of packaging, not by asking what someone thinks about a new design, but by actually testing how people react and behave when a new design is shown to them. What people say and how they actually behave are in reality two completely different things. In other words, eye tracking more closely measures behavior, rather than attitude and opinion.

Eye tracking research typically takes place at two levels: 1. the shelf level and  2. the pack layout level

Key metrics at shelf level include: if a pack is noticed (does it have impact in cluttered environment with competitor packs left and right), if it is noticed how quickly is it noticed, how long do people look at a pack and how often do they return to look at a pack after gazing away.

Key metrics at layout level include: where does the eye go first, how does the eye navigate a pack, how long are elements looked at.

Shelf level methodology varies from projecting an entire shelf onto a wall to getting people with a special visor to walk through an actual store with a mobile sets of glasses that record fixations and produce heat maps with results of the most visibile / looked at spots.

Layout level methodology typically shows a pack design on a screen and records how people navigate a pack – if priority elements are looked at, if claims are not lost in the clutter and how quick and easy it is to actually “read” a pack.

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