Seeing is not necessarily liking: Advancing research on package design with eye-tracking

Melika Husić-Mehmedović, Ismir Omeragić, Zenel Batagelj and Tomaž Kolar

Journal of Business Research, 2017, vol. 80, issue C, 145-154

Abstract: This paper contributes to the package design research by proposing and verifying process-based framework that explain how various package features affect customers visual attention. An exploratory study was carried out in virtual settings, deploying eye-tracking methodology in combination with package collages in order to assure a reasonably realistic product category context, yet better control over non-package factors that affect attention. Findings suggest that physical and semantic package features affect attention during the ‘orientation’ phase and reveal how efficiently attention is transferred to the brand in the ‘discovery’ phase. Results in addition reveal that packages that attract the most attention are not necessarily likeable or suitable, but also that recall is a questionable measure of attention. The study provides important implications by informing management on how to break the visual clutter and stand out from competitors, while staying in line with the product category ‘code’.

Keywords: Package design; Visual attention; Eye-tracking; Beer category; Package evaluation (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S014829631730142X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:80:y:2017:i:c:p:145-154

DOI: 10.1016/j.jbusres.2017.04.019

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().