Packaging Logo April 11, 2012 Forward
Package Development
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Insights on eye tracking
Once you understand the forces that influence consumer shopping patterns, it becomes important to understand how they shop and why they make the purchasing decisions they do. Eye tracking is one of the key ways to gain the knowledge you'll need to shape an effective package design.
You’ve created multiple mockups for your rigid package, and you need to determine the best design option. Foremost, you want to answer two questions:
  • Which design provides the most shelf visibility?
  • What elements on your package did shoppers see, and for how long?

Eye tracking is one approach that can provide these answers.

“The potential loss of sales to a business by diluting their equity and getting lost on shelf is enormous, and it’s not a risk one wants to take in this day and age,” says Pamela Waldron, global director, Oral Care, in Johnson & Johnson’s Global Strategic Insights Group. “We use eye tracking frequently to assess new label design for major brands. We would not implement a graphic label design change without understanding its impact on visibility and imagery,” which extends to how well the label and the package—a glass bottle or plastic container, for example—complement each other.

New materials and containers
Bericap Novartis
One-piece hot fill closure >> Novartis pack named Compliance Package of the Year >>
Tekni-Plex NPE
Blister films for sensitive products in high-moisture environments >> New packs, technologies shown at NPE >>
Supplier News
George L. Thomas named President/CEO of Plastic Suppliers, Inc. >> Chad Hedden appointed Toray Plastic’s new Director of Sales, Lumirror Polyester Film Division >>
Supplier News Supplier News
Jeffrey Kellar joins Alpha Packaging as President and CEO >> HCPC awards packs for patient compliance, innovation >>
Beverage Roundtable: Hold your liquor!
Will the Skinny Girl fade away? Is Absolut a victim of its own success? And what about the cap on that high-touch bottle of Oronoco Rum? Watch, learn and join the Beverage Roundtable conversation.
Sponsored by Owens-Illinois
O-I, makers of pure, beautiful, sustainable glass packaging, is proud to sponsor
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