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

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-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 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
Pages55-60
VolumeXXXVII
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

Conference

Conference37th International Research Conference of iarigai
CountryCanada
CityMontreal
Period12/09/1015/09/10

Fingerprint

Packaging
Mockups
Experiments

Keywords

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

Cite this

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.
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
@inproceedings{353e382224b04641ad67bc023465ec10,
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",
note = "CA2: TK803 TK509 TK401 SDA: BIC Project code: 33718",
year = "2010",
language = "English",
isbn = "978-3-9812704-2-6",
volume = "XXXVII",
pages = "55--60",
booktitle = "Advances in Printing and Media Technology",
publisher = "IARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries",
address = "Germany",

}

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.

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 proceedingConference article in proceedingsScientificpeer-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 -

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