The use of change detection as a method of objectively evaluating labels

Abstract

AbstractThis study introduces the use of change detection, a technique used in cognitive psychology to measure attentional scan paths, as a way to objectively evaluate the prominence of varied label elements. There are two major objectives related to this work: (a) to develop change detection software and methodology for label use; and (b) to compare the relative prominence of different label elements on a beverage container. Six label elements (i.e. treatments) were analysed, namely: the manufacturer name, the product name and a warning dot with text in three colours. Study results suggest that experimental set‐up can significantly impact results, specifically the position of the change (p = 0.0078) and the order of appearance (p = 0.069). This is not only important from an experimental design perspective, but also could lead to insights regarding the attentive behaviours of people as they purchase, select and use products. With regard to the elements of the labels tested, we identified a significant difference on time to detect a change (p < 0.0001). Time required for the manufacturer's name, Asahi Breweries, was significantly longer than for any of the other label elements (p < 0.0001). Pairwise comparisons indicated that for the warning dot, red text was located marginally faster than the warning printed in black (p = 0.0566). Change detection offers the promise to objectively evaluate the relative prominence of a label (or a scene) but is quicker and cheaper than other methods, such as eye tracking, that are currently utilized for this purpose. Copyright © 2010 John Wiley & Sons, Ltd.