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

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review


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 languageEnglish
Title of host publicationAdvances in Printing and Media Technology
Subtitle of host publicationProceedings of the 37th International Research Conference of iarigai
PublisherIARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries
ISBN (Electronic)978-3-9870704-5-7
ISBN (Print)978-3-9812704-2-6
Publication statusPublished - 2010
MoE publication typeA4 Article in a conference publication
Event37th International Research Conference of iarigai - Montreal, Canada
Duration: 12 Sep 201015 Sep 2010


Conference37th International Research Conference of iarigai


  • packaging design
  • subjective assessment
  • eye-tracking, computer display

Fingerprint Dive into the research topics of 'Computer-displayed images in the subjective assessment of visual packaging designs'. Together they form a unique fingerprint.

Cite this