USING EYE-TRACKING TECHNOLOGY TO ASSESS CONSUMER INTEREST IN THE GRAPHIC DESIGNS ON VITAMIN WATER PACKAGING

Authors

  • Suchada kuntaros Division of Digital Printing and Packaging Technology, Faculty of Mass Communication, Rajamangala University of Technology Thanyaburi, Pathum Thani 12120 Thailand
  • Wasan Sornkhieo Division of Digital Printing and Packaging Technology, Faculty of Mass Communication, Rajamangala University of Technology Thanyaburi, Pathum Thani 12120 Thailand
  • Risara Bubhawong Division of Digital Printing and Packaging Technology, Faculty of Mass Communication, Rajamangala University of Technology Thanyaburi, Pathum Thani 12120 Thailand
  • Nuttawut Patchanee Division of Digital Printing and Packaging Technology, Faculty of Mass Communication, Rajamangala University of Technology Thanyaburi, Pathum Thani 12120 Thailand
  • Sirivimon Saywech Department of Art and Design, Faculty of Humanities and Social Sciences, Chandrakasem Rajabhat University, Bangkok 10900 Thailand

Keywords:

Vitamin water, Graphics on packaging, Packaging design, Eye-tracking technology

Abstract

This research aims to assess how eye-tracking technology can be applied to identify which graphic design elements on vitamin water packaging most effectively capture consumer attention and influence their visual behavior. The study simulated a shopping scenario in a laboratory setting. Six different packaging styles (AOI1-6), each featuring a variety of elements such as styles, images, and logos, were tested. The participants were 30 male and female consumers aged between 20 and 30 years old, selected using purposive sampling. Viewing behavior was recorded using Tobii Pro Glasses 3, focusing on the number of fixations and duration of fixation. The results indicated that AOI 1 -featuring a vertical logo and a realistic image-received the highest attention in terms of both the number of fixations and the duration of fixation, with averages of 22 and 21.786 seconds, respectively. ANOVA results showed that the six styles were significantly different (p < .001). Additionally, the heatmap test results showed that the center position on the simulated shelf received the most attention, with dark red representing the longest viewing duration. While the left side could still attract a considerable amount of attention, the right side received the least. These findings can be used as a guide to design vitamin water packaging graphics that more effectively capture consumer attention and support purchasing decisions.

 

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Published

2025-06-30

Issue

Vol. 7 No. 1 (2025): January-June 2025

Section

Research Articles

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