The appealing design elements on the packaging are the key to capturing consumers' attention toward the product. Many methods can be used to study packaging design features that attract consumer attention and influence purchase behavior. Neuromarketing is a method that has gained attention in the marketing field. This research involves the design of natural skincare product packaging using neuromarketing eye-tracker and EEG techniques, which can capture visual attention and influence consumer purchase intention through emotional variables and visual-haptic perception. In addition, this study will also test different types of design elements, including shape, texture, layout, and eco-label. The research results indicate that texture and eco-label factors significantly differ in participants' visual attention. Heatmap analysis shows general information on the label, including brand, benefits, function, content, product volume, and eco-label, arranged in symmetric and asymmetric layouts, which can attract participants' attention to read or pay attention to the displayed information on the product. The EGG analysis results, represented through beta and gamma waves, show differences in emotional responses when different stimuli are presented. Spearman Rank correlation results show a positive correlation between visual attention to designs with glossy based on EEG indicators. The results of the research model tested using regression techniques indicate a significant influence between packaging features and purchase intention mediated by visual-haptic perception and emotion variables. The result of this research using the combination of neuromarketing and questionnaires shows that packaging features mediated by visual-haptic perception and emotion variables significantly affect purchase intention.
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