Eye tracking within the packaging design workflow: interaction with physical and virtual shelves

@inproceedings{Tonkin2011EyeTW,
  title={Eye tracking within the packaging design workflow: interaction with physical and virtual shelves},
  author={Charles Tonkin and Andrew D. Ouzts and Andrew T. Duchowski},
  booktitle={Conference on Novel Gaze-Controlled Applications},
  year={2011}
}
Measuring consumers' overt visual attention through eye tracking is a useful method of assessing a package design's impact on likely buyer purchase patterns. To preserve ecological validity, subjects should remain immersed in a shopping context throughout the entire study. Immersion can be achieved through proper priming, environmental cues, and visual stimuli. While a complete physical store offers the most realistic environment, the use of projectors in creating a virtual environment is… 

Figures and Tables from this paper

Perceived Realism and Eye Tracking Performance within a Virtual Shopping Environment

Understanding how consumers observe and interact with packaging has become increasingly more accessible and pertinent through the advent of eye tracking technology. In order to accurately predict how

Online Consumer Choice: Footwear Design and Visual Presentation

There has been scant empirical research devoted to footwear. The purpose of this study is to gain a better understanding of how female consumers search, select and evaluate footwear. A mixed-research

Eye tracking over small and large shopping displays

Consumers' visual behavior is compared when shopping for a product on simulated shelving displays of two different sizes, and implications for pervasive eye tracking systems indicate consideration of larger, realistic environments.

Measuring Physiological Arousal Towards Packaging: Tracking Electrodermal Activity Within the Consumer Shopping Environment

Contrasted against the popular belief that consumers make purely rational decisions, purchasing decisions are rapid, subconscious, and emotional decisions. In order to understand a consumer’s

Symmetry influences packaging aesthetic evaluation and purchase intention

Purpose The purpose of this paper is to examine the influence of the symmetrical disposition of information items displayed on the front of product packaging on perceived complexity, perceptual

VR Shopping: A Review of Literature

Via the recent proliferation of consumer-grade head-mounted VR technologies, the retailers as well as related scholarly areas have started to increasingly notice the possible potential of virtual

Eye tracking recycle labels on packaging: Are attitudes and behaviors a predictor of viewing them?

Findings indicate that attitudes and behaviors are not good predictors of viewing the recycle label, however, attitudes should be considered for placing the recycling label on natural packaging.

Cushop: a simulated shopping environment fostering consumer-centric packaging design & testing

Consumer product packaging provides product damage protection, extends product shelf life, and communicates product usage instructions to the consumer. Its collective contribution to the waste stream

References

SHOWING 1-10 OF 29 REFERENCES

An Eye-Fixation Analysis of Choice Processes for Consumer Nondurables

The nature of the choice process for commonly purchased nondurables was examined by tracking eye fixations in a laboratory simulation of supermarket shelving. The observed process contains three

Packaging communication: attentional effects of product imagery

This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of incorporating a

Do we need eye trackers to tell where people look?

We investigated the validity of two low-cost alternatives to state-of-the-art eye tracking technology: 1) prompting users to report from memory on their own eye movements, and 2) asking experienced

Physically large displays improve performance on spatial tasks

Results suggest that physically large displays, even when viewed at identical visual angles as smaller ones, help users perform better on mental rotation tasks and show that the effects of physical display size are independent of other factors that may induce immersion, such as interactivity and mental aids within the virtual environments.

Responses to a Virtual Reality Grocery Store in Persons with and without Vestibular Dysfunction

The purpose of this pilot project was to explore the ability of people with and without vestibular dysfunction to use and tolerate virtual environments that can be used in physical therapy.

Measuring Presence in Virtual Environments: A Presence Questionnaire

Combined results from four experiments lead to the following conclusions: the PQ and ITQ are internally consistent measures with high reliability; there is a weak but consistent positive relation between presence and task performance in VEs; individuals who report more simulator sickness symptoms in VE report less presence than those who report fewer symptoms.

Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase

Recent trends in marketing have demonstrated an increased focus on in-store expenditures with the hope of “grabbing consumers” at the point of purchase, but does this make sense? To help answer this

Holistic Package Design and Consumer Brand Impressions

Empirically based guidelines are developed to assist managers in selecting or modifying package designs for achieving desired consumer responses and discuss the potential trade-offs among the impressions created by holistic design types.

Visual Marketing: From Attention to Action

M. Wedel, R. Pieters, Introduction to Visual Marketing. Part 1. Visual Attention and Perception. K. Rayner, M.S. Castelhano, Eye Movements During Reading, Scene Perception, Visual Search and While

Fixation maps: quantifying eye-movement traces

The concept of the "fixation map" is introduced and its application to the quantification of similarity of traces, and the degree of "coverage" by fixations of a visual stimulus is discussed.