This is an image of the display of snacks at the Corner Store. I thought this image would be valuable to study with eye tracking because it can determine what factors packaging should have to get the most attention. I think eye tracking would be useful for companies that want to stand out and gain more profit, because if they can research what consumers’ eyes goes to when looking at a shelf, they can package their product to make it more noticeable.
Why Eye Tracking Would Work
Eye tracking would work well because you can get a sense at what consumers notice first. If there is a bright colored package or large text, you are more likely to look at that first. So by seeing what makes a package unique will give you an idea on what design elements a company should consider when designing their packaging.
How to Organize the Research Study
A way to gain research would be to track eye movements as consumers walk down aisles. Or to have a group of consumers look at one particular shelf that contains different products and see what is the common packaging that their eyes gravitate towards.
Through this research I would hope to discover what was the most unique packaging and what made it stand out. I would think the packaging that stood out the most would be one that had some kind of imagery or bright colors – but I’m wondering if you are more likely to notice the brands that you are already familiar with instead of other elements.
Challenges of Such a Study
One challenge would be if you have consumers that are only focused on items that they need. So if you’re conducting the study on different types of ice cream, if the consumer is only interested in a different food category he/she would not even notice the ice cream. Because of this, you might have to find an audience that is interested in the food category you are researching for.
Another challenge that might prevent accurately tracking eye movement is distraction. In the photo I posted, there is a fallen bag of chips. The first thing my eyes went to when I went to down this aisle is the bag on the floor. I think if there was something on the shelf that shouldn’t be there it would cause many people to focus on that rather than the product that should be on the shelf.