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Insights on eye tracking

Beyond knowing what consumers shop, here's how you an use the power of eye tracking to give your package its best chance of getting noticed on the shelf.

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.
 
Eye tracking can be done in at least two ways:
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