engleski

Pictograms on packaging: A comparison of objective and subjective measures of their noticeability

Safety pictograms convey information to consumers who should be warned and protected from consequences that may arise as a result of the misuse of a product. The noticeability of the safety pictograms on the packaging is a prerequisite for the effectiveness of this communication. There are few methods for measuring the noticeability of the pictograms. In general, they can be based on objective or subjective estimations. This paper investigates the association between the objective and the subjective methods (namely eye-tracking and subjective scores) in order to examine whether expensive eye-tracking procedures can be replaced with low-cost procedures, such as subjective evaluation. Since the packaging is common medium for transmission of safety information by the pictograms, stimuli used in the study are samples of packaging that differ according to shape, colour and transparency. The results of the investigation of these variables provides wider insight in possible moderators of noticeability and gives clearer directions for future research in the field of communication role of the packaging.

pictogram ; packaging ; noticeability

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