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  • Writer's pictureRichard Moniz

How to use eye tracking to enhance package insights

The human eye moves incredibly fast and that speed is measured in Saccades. Eyes can rotate at speeds up to 1000 degrees per second (a full circle is 360 degrees). Now while most people's eyes don't move 360 degrees around, they do move in any given direction with incredible speed. They will slow down to focus on something specific, but there has to be a reason to slow it down.

Eye-tracking is a way to harness that power and it can reveal things about a package that traditional questionnaires and focus groups would miss. The good news is that Eye-tracking can easily be incorporated into most packaging research which enhances the effectiveness and richness of most packaging research (online included).




Eye-tracking can reveal insights that you might not even be aware exist for your shoppers. It can answer questions that cannot be answered by traditional research.





How do shoppers visually navigate a package?

When shoppers are task-oriented online and in-store they won't spend more than a couple of seconds looking at your package (and that's if they notice it at all). Not concerning, if you're dealing with a well-established product that a shopper will seek out, but not necessarily as great for a new product, a new flavor, or any other type of unfamiliar product. Ensuring that that package is designed to communicate the most important elements quickly is key to being noticed and for being added to a shopper's basket.


Are the design elements of your package visually breaking through?

Shoppers spend a minimal amount of time viewing a package (if they notice it at all) so minimalism is key. There is a need to maximize shopper engagement. Focus on the top 3 most important elements on the package, whether that be an image, the brand, or any other pack element most relevant to the target shopper. If unsure, focus on the elements that align with the most important elements of a shopper decision tree. The inclusion of too many elements creates white noise and shoppers will overlook more important or more relevant pack elements.




Does the package design work online?
















With the consumer shift to online shopping, the need to understand how your package stands out online is even more important. A package design can be well-liked and highly praised in isolation, and if it gets lost when shoppers are presented with a page full of products it won't matter. Taking a macro view of how your product is showcased using eye-tracking can identify how things such as package colors, shapes, and competitive packages influence the visibility of your package online.


Start making your package work harder, driving standout on the shelf and online, which maximizes the chances of being picked up. An unseen product will undoubtedly go unsold.

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