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Eye tracking validates the sizzle in bacon's new label

Eye-tracking research can validate the emotional cues of a label design before an expensive investment is made to bring a new package design to market.

Pw 2736 Wright Bacon R

Tyson approached York Label, which created a label featuring a gold-outlined shield and crest area containing red, white, and gold elements on a blue background. The label leaves ample room for viewing the meat through the clear, flexible pack.

Prior to relaunching the bacon in packages bearing the new label, Tyson opted to validate the label’s visual impact and findability through eye-tracking tests. Eye tracking showed that consumers foremost noticed the brand name—91% of the time. In quantitative research, the design was noted within 4 seconds by 26% of consumers—a significant improvement from the previous design.

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