Abstract
The work described in this paper deals with the subjective assessment of
the visual design of packages. The difference of subjectively assessing
visual package designs using either the real physical packages or their
pictures on a computer screen was studied in experiments using an eye tracking
device. Analysis of the gaze path during the viewing of the packages or
pictures of the packages showed similar patterns between the two cases. The
variation between the observers appeared larger than the variation between the
two cases. Due to the limited scale of the experiments, the results cannot be
taken as conclusive evidence that there are no significant differences in the
gaze patterns between viewing real packages and their images on computer
screens. On the other hand, neither did the data point to any obvious
differences, suggesting that simulating package designs on computer screens
could be a feasible option to producing actual packages or physical mock-ups
to test the consumer response to visual package design, at least in some
instances in which the 3-dimensional form and the touch and feel attributes of
the packages are of lesser interest.
Original language | English |
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Title of host publication | Advances in Printing and Media Technology |
Subtitle of host publication | Proceedings of the 37th International Research Conference of iarigai |
Publisher | IARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries |
Pages | 55-60 |
Volume | XXXVII |
ISBN (Electronic) | 978-3-9870704-5-7 |
ISBN (Print) | 978-3-9812704-2-6 |
Publication status | Published - 2010 |
MoE publication type | A4 Article in a conference publication |
Event | 37th International Research Conference of iarigai - Montreal, Canada Duration: 12 Sept 2010 → 15 Sept 2010 |
Conference
Conference | 37th International Research Conference of iarigai |
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Country/Territory | Canada |
City | Montreal |
Period | 12/09/10 → 15/09/10 |
Keywords
- packaging design
- subjective assessment
- eye-tracking, computer display