Abstract
| Original language | English |
|---|---|
| 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 Sep 2010 → 15 Sep 2010 |
Conference
| Conference | 37th International Research Conference of iarigai |
|---|---|
| Country | Canada |
| City | Montreal |
| Period | 12/09/10 → 15/09/10 |
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Keywords
- packaging design
- subjective assessment
- eye-tracking, computer display
Cite this
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Computer-displayed images in the subjective assessment of visual packaging designs. / Laine, Janne; Rusko, Elina; Arvola, Anne; Pajukanta, Janne; Nurmi, Olli.
Advances in Printing and Media Technology: Proceedings of the 37th International Research Conference of iarigai. Vol. XXXVII IARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries, 2010. p. 55-60.Research output: Chapter in Book/Report/Conference proceeding › Conference article in proceedings › Scientific › peer-review
TY - GEN
T1 - Computer-displayed images in the subjective assessment of visual packaging designs
AU - Laine, Janne
AU - Rusko, Elina
AU - Arvola, Anne
AU - Pajukanta, Janne
AU - Nurmi, Olli
N1 - CA2: TK803 TK509 TK401 SDA: BIC Project code: 33718
PY - 2010
Y1 - 2010
N2 - 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.
AB - 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.
KW - packaging design
KW - subjective assessment
KW - eye-tracking, computer display
M3 - Conference article in proceedings
SN - 978-3-9812704-2-6
VL - XXXVII
SP - 55
EP - 60
BT - Advances in Printing and Media Technology
PB - IARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries
ER -