engleski

The influence of packaging material transparency on visual perception

Transparency of packaging material can assist consumers to make better choices because it allows them to inspect the product visually before buying it. This study investigated the influence of material transparency on visual perception of the packaging. Visual perception data were recorded by an eye-tracking equipment. The main measure of participants’ visual attention was the number of fixations on visual elements displayed on the packaging. In order to measure the elements’ noticeability, number of fixations before detecting each of the elements was also calculated. The results showed no significant effect of the packaging transparency on the eye fixation measures. To examine the influence of a particular visual element (namely, a pictorial symbol), an additional experiment was done by changing its opacity. It was found that the number of fixations before detecting the element was influenced by its transparency, suggesting that partially-transparent elements on packaging can have a negative impact on visual processing when high noticeability of the elements is required.

material ; packaging ; eye tracking ; fixations ; perception

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