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’.
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.
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
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.
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.
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
Our team are experienced in applying technology and research expertise for effective pack studies. Let’s talk about how your study might look.
Unilever used eye tracking to better understand how customers engage with product packaging in-store. They chose eye tracking because it provides more detail on consumer behavior than traditional methods.
Learn moreWe spoke with Nicole Fink of King’s Hawaiian about their first eye tracking study on consumer attention to new and existing package designs.
Learn morePharmaceutical company GSK wanted to improve the impact of their toothpaste brand, Paradontax. Find out how HL Display partnered with Tobii to bring eye tracking insights to their in-store messaging and design.
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