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Packaging research

Design packaging that strikes a chord with your consumer

Eye tracking allows you to see how your product is viewed from the perspective of the consumer. Test and compare packaging design alternatives or assess how yours performs against your competitors’.

Test alternatives and validate decisions

Eye tracking lets you assess if key attributes are effectively communicated and measure other things like findability, brand recognition, shelf positioning, and visual appeal. This can be done in isolation, against your own alternatives, or in direct comparison with your competitors’ designs. No matter what phase of the design process you are in, eye tracking provides unbiased answers on what elements of your packaging work, and which need improvement so you can quickly and easily optimize your design.

Woman looking at a product in a store

Evaluating Package design

How to design packaging that jumps off the shelf

Our experts tested the effectiveness of three prototype package designs for a brand against their current design, seeking to identify the most effective option. Read our sample report to find out how a Tobii eye tracking study answers critical research questions.

You will learn:

  • How to analyze the impact of different packaging designs

  • How visibility can be enhanced through effective messaging and design

  • Whether key messages and communication are noticed or ignored

Tobii Evaluating package design

Insights your way

Sticky by Tobii

Compare design alternatives or run a comparative analysis online with test participants anywhere in the world. Sticky by Tobii, our online self-service platform, uses webcam eye tracking on computers or mobile devices to give you accurate and unbiased data on the performance of your packaging designs. Upload your designs and create your own survey questions and we will deliver the results of your study in an easy-to-understand format.

Tobii Insight

Want to run more comprehensive projects or in-store studies? Our research consultancy, Tobii Insight, can run your study from beginning to end, including participant recruitment, as well as study setup and analysis. This is ideal for those looking to test packaging in a store environment or explore the effectiveness of point-of-sale material.

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  • Incorporating eye tracking into our flagship PACKMASTER tool is key to our proposition that places more emphasis on measuring performance rather than relying on asking people what they think. Eye tracking allows us to gain an extra layer of human understanding to better pinpoint potential weaknesses and help our clients optimize their packaging prior to launch.

    Chris Peach

    Head of Packaging & Design, Walnut Unlimited

    Walnut Unlimited logo
  • Being able to test the visual performance of our packaging designs means that we give our clients a competitive edge from the outset.

    Carlos Alves


    Logoplaste logo - Tobii Pro customer

Our team are experienced in applying technology and research expertise for effective pack studies. Let’s talk about how your study might look.

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