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

  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},
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… 

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