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 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 Sept 201015 Sept 2010


    Conference37th International Research Conference of iarigai


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


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