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Customer stories
Improving package design for Unilever
Unilever used eye tracking to better understand how customers engage with product packaging in-store.
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’.
Revealing the insights that drive shelf impact
Eye tracking uncovers the instant shifts in visual attention that determine which packages stand out, connect with shoppers, and influence purchase decisions.
- 75%
of shoppers make purchase decisions within seconds, often based on packaging alone.
- 68%
of packaging designs fail to communicate
key product information effectively. - 60%
of packaging tests rely on surveys or focus
groups, which may not reflect real behavior.
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.
Our products and services for packaging research
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.
Trusted by leading companies, marketers and brands
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
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
PACKAGING DESIGNER, LOGOPLASTE INNOVATION LAB
Using eye tracking gives you the opportunity to look through the consumer’s eyes, so instead of only listening to an opinion we now see the analysis…and when we need a specific answer to a question, we use a lot of eye tracking because eyes don’t lie.
Jeroen van der Kallen
Customer Insight and Innovation Manager Europe, Unilever
The eye tracking study scientifically proved that Mondahmin's eye-catching stickers were seen by customers, and we were able to make effective suggestions. It also gave us persuasive material to use within the company. Tobii products are highly usable, and we found Tobii Pro Lab to be a particularly reliable software.
Insight Marketing chief
Earth Corporation
Evaluating Package design
How to design packaging that jumps off the shelf
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
Explore packaging research further
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blog
A newcomer’s perspective — eye tracking for packaging research
We spoke with Nicole Fink of King’s Hawaiian about their first eye tracking study on consumer attention to new and existing package designs.
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Customer stories
Eye Tracking x Metaverse
Unicharm, who are well experienced in using cutting-edge technologies to conduct market research, decided to use eye tracking and VR research.
Want to know more?
Our team are experienced in applying technology and research expertise for effective pack studies.
Let’s talk about how your study might look.