Evaluation of package design for Over-The-Counter medicine by comparing Japanese and US consumer behavior

Abstract

In the present study, we compared the eye-movement of Japanese and American consumers while choosing an OTC medicine and discussed the cultural influence on the package design. The result suggested that the Japanese viewed the consumers were tested with American drug packages in which drug facts were translated into Japanese, they viewed warning for the longest duration. Finally we discussed the relationship between package design and consumer behavior from cultural perspective.