Naslov
The influence of packaging material transparency on visual perception

Autori
Kovačević, Dorotea ; Brozović, Maja ; Itrić Ivanda, Katarina

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Conference Proceedings 22th International Conference on Materials, Tribology & Recycling MATRIB 2022 / Bušić, Matija ; Leder Horina, Jasna ; Tropša, Vlado - Zagreb : Hrvatsko društvo za materijale i tribologiju (HDMT), 2022, 181-188

Skup
22nd International Conference on Materials (MATRIB 2022)

Mjesto i datum
Vela Luka, Hrvatska, 30.06.2022. - 02.07.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
material ; packaging ; eye tracking ; fixations ; perception

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Grafička tehnologija

POVEZANOST RADA