Front of pack symmetry influences visual attention

Sophie Lacoste-Badie (), Arnaud Bigoin-Gagnan () and Olivier Droulers ()
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Arnaud Bigoin-Gagnan: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Olivier Droulers: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: This paper investigates the impact on visual attention of a symmetrical versus an asymmetrical arrangement on the front of pack (FOP) of FMCGs. The authors conducted a laboratory experiment using an eye-tracking method. Two FOPs were designed for each product category (orange juice, chocolate bars, pasta and biscuits). In one version the information items were arranged symmetrically around a vertical axis, and in another they were asymmetrically arranged. The findings show that symmetry influences viewers' attention, first by influencing the visual attention paid to the entire FOP and, second, by its impact on the capacity of specific FOP areas to capture and hold visual attention.

Keywords: Eye tracking; Front of pack; Symmetry; Visual attention (search for similar items in EconPapers)
Date: 2020-05
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-02408234
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Citations: View citations in EconPapers (2)

Published in Journal of retailing and consumer services, 2020, 54, pp.102000. ⟨10.1016/j.jretconser.2019.102000⟩

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Journal Article: Front of pack symmetry influences visual attention (2020)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-02408234

DOI: 10.1016/j.jretconser.2019.102000

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