Accepted paper
EXECUTIONAL ELEMENTS THAT ATTRACT CONSUMER ATTENTION IN FOOD PACKAGING
An eye-tracking analysis
2021 Volume 7 Issue 3 Pages 21-29
Details
2021 Volume 7 Issue 3 Pages 21-29
This study explored the executional elements of packages that attract consumer attention, and whether the elements that convey "taste " information are included in the elements．An eye-tracking experiment tracked and recorded the gaze of 32 university students <number of valid responses > presented with chocolate packages．The results identified that the taste radar chart received the highest amount of attention among other elements．In addition, some participants were also attracted by the award marks．Therefore, these results may suggest the kind of executional elements that should be used effectively when creating packages.
