Computer-displayed images in the subjective assessment of visual packaging designs

Janne Laine; Elina Rusko; Anne Arvola; Janne Pajukanta; Olli Nurmi

Computer-displayed images in the subjective assessment of visual packaging designs

Janne Laine, Elina Rusko, Anne Arvola, Janne Pajukanta, Olli Nurmi

Research output: Chapter in Book/Report/Conference proceeding › Conference article in proceedings › Scientific › peer-review

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
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

Keywords

packaging design
subjective assessment
eye-tracking, computer display

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http://jpmtr.org/Advances-Vol-37(2010)_online.pdf

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Laine, J., Rusko, E., Arvola, A., Pajukanta, J., & Nurmi, O. (2010). Computer-displayed images in the subjective assessment of visual packaging designs. In Advances in Printing and Media Technology: Proceedings of the 37th International Research Conference of iarigai (Vol. XXXVII, pp. 55-60). IARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries. http://jpmtr.org/Advances-Vol-37(2010)_online.pdf

Laine, Janne ; Rusko, Elina ; Arvola, Anne ; Pajukanta, Janne ; Nurmi, Olli. / Computer-displayed images in the subjective assessment of visual packaging designs. 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. pp. 55-60

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title = "Computer-displayed images in the subjective assessment of visual packaging designs",

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.",

keywords = "packaging design, subjective assessment, eye-tracking, computer display",

author = "Janne Laine and Elina Rusko and Anne Arvola and Janne Pajukanta and Olli Nurmi",

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Laine, J, Rusko, E, Arvola, A , Pajukanta, J & Nurmi, O 2010, Computer-displayed images in the subjective assessment of visual packaging designs. in 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, pp. 55-60, 37th International Research Conference of iarigai, Montreal, Canada, 12/09/10. <http://jpmtr.org/Advances-Vol-37(2010)_online.pdf>

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

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AU - Rusko, Elina

AU - Arvola, Anne

AU - Pajukanta, Janne

AU - Nurmi, Olli

N1 - CA2: TK803 TK509 TK401 SDA: BIC Project code: 33718

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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.

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Laine J, Rusko E, Arvola A , Pajukanta J , Nurmi O. Computer-displayed images in the subjective assessment of visual packaging designs. In 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