Eye Tracking for Package Design

Strong shelf presence for consumer products is critical in a rough economy. Effective packaging increases the product’s likelihood of being purchased by making it stand out among other products. But how do you figure out what draws consumers’ attention, especially before your product hits the stores?

Focus groups and interviews are important tools for gathering consumer opinions, but research and experience have revealed that consumers are often unaware of what specifically draws them to a package. In contrast, eye movements provide accurate and objective insight into the minds of the shoppers and help determine what visually attracts them.

Tracking the Eye of the User from User Centric on Vimeo.

With this service you can:

• Analyze consumers’ eye movements to make packaging more noticeable, engaging, and convincing
• Compare the impact of your package design against your competition, and either improve an existing design or identify the most effective one from a group of new concepts.
• Determine which design is more likely to attract attention and move your product on retail shelves

User Centric’s service offering for package design evaluation provides actionable information along four important dimensions:

• Noticeability: How easily is the product noticed in a field of other products?
• Visual engagement: Once noticed, how much attention does the product attract? Which areas of the package draw the most attention? Which areas are “invisible”?
• Visual appeal: How do customers react to the package designs?
• Self-reported propensity to purchase: According to customers, how likely are they to purchase the product based on its packaging?

Additional information about User Centric’s eye tracking capabilities is provided on the Eye Tracking Service page.