Abstract
In this paper, we investigate how the positioning of design elements influences the level of attention that consumers pay to the packaging of convenience food. We carry out a laboratory experiment with ninety-eight individuals and use physiological measurements, obtained by eye-tracking methods, to assess levels of attention, proxied by fixation count. The participants are exposed to different combinations of four individual elements (image, logo, flavor, and quick product information) distributed among the four quadrants (top-right, top-left, bottom-right and bottom-left) of the packaging to measure which of these positions catches consumers’ attention the most. In line with the literature on the design of packaging, we show that the position of the image, logo and flavor attributes consistently alters consumers’ attention levels. No effect is found for the quick information element. We argue that such findings may guide brand managers and product designers to propose more appealing packaging to optimize potential market success.
Published Version
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