Preliminary Study of Eye Tracking Evaluation on Product Label Design

Abstract

There are various techniques to determine the usability of a design such as product label. One of them is the employment of eye movement measurement technique which takes into account a more natural setting and actual user involvement. While previous studies have explained the definition of eye movement and in the usability of a design, this preliminary research was study the eye movement characteristics through the theory of eye tracking on product label that was choose by student, before the research will be further on expert validation on product label through interview. It combining several aspects in eye movement measurements comprises fixation count, fixation duration, cumulative proportion of respondent fixation count and cumulative proportion of respondents for fixation duration on area of interest (AOI) of product label design. The findings reveal that AOI for text design has the highest cumulative proportion of respondent in fixation count and fixation duration. However, AOI for text design also indicates that there was a lack of attention in eye movement. In conclusion, the characteristics of the design elements for each AOI can be determined by the proportion results of eye movement.