Gender Differences in Emotional Responses to Iconic Design

Fuentes

et al. 2019

Foods

Eye fixations on packaging elements are not necessarily correlated to consumer attention or positive emotions towards those elements. This study aimed to assess links between the emotional responses of consumers and the eye fixations on areas of interest (AOI) of different chocolate packaging designs using eye trackers. Sixty participants were exposed to six novel and six familiar (commercial) chocolate packaging concepts on tablet PC screens. Analysis of variance (ANOVA) and multivariate analysis were performed on eye tracking, facial expressions, and self-reported responses. The results showed that there were significant positive correlations between liking and familiarity in commercially available concepts (r = 0.88), whereas, with novel concepts, there were no significant correlations. Overall, the total number of fixations on the familiar packaging was positively correlated (r = 0.78) with positive emotions elicited in people using the FaceReader™ (Happy), while they were not correlated with any emotion for the novel packaging. Fixations on a specific AOI were not linked to positive emotions, since, in some cases, they were related to negative emotions elicited in people or not even associated with any emotion. These findings can be used by package designers to better understand the link between the emotional responses of consumers and their eye fixation patterns for specific AOI.

Section: Discussionmentioning

confidence: 99%

Consumer Acceptability, Eye Fixation, and Physiological Responses: A Study of Novel and Familiar Chocolate Packaging Designs Using Eye-Tracking Devices

Fuentes

et al. 2019

Foods

“…There have been recent studies conducted using FaceReader™ to evaluate images to obtain human emotions. For example, Ko and Yu [13] and Yu [14] studied facial expressions to understand the emotional responses towards two sets of images, with and without shading and texture. It was used as a guide for graphic designers to establish emotional connections with viewers by using design elements to reflect consumers interests.…”

Section: Introductionmentioning

confidence: 99%

Effects of Imagery as Visual Stimuli on the Physiological and Emotional Responses

Viejo

et al. 2019

Study of emotions has gained interest in the field of sensory and consumer research. Accurate information can be obtained by studying physiological behavior along with self-reported-responses. The aim was to identify physiological and self-reported-responses towards visual stimuli and predict self-reported-responses using biometrics. Panelists (N = 63) were exposed to 12 images (ten from Geneva Affective PicturE Database (GAPED), two based on common fears) and a questionnaire (Face scale and EsSense). Emotions from facial expressions (FaceReaderTM), heart rate (HR), systolic pressure (SP), diastolic pressure (DP), and skin temperature (ST) were analyzed. Multiple regression analysis was used to predict self-reported-responses based on biometrics. Results showed that physiological along with self-reported responses were able to separate images based on cluster analysis as positive, neutral, or negative according to GAPED classification. Emotional terms with high or low valence were predicted by a general linear regression model using biometrics, while calm, which is in the center of emotion dimensional model, was not predicted. After separating images, positive and neutral categories could predict all emotional terms, while negative predicted Happy, Sad, and Scared. Heart Rate predicted emotions in positive (R2 = 0.52 for Scared) and neutral (R2 = 0.55 for Sad) categories while ST in positive images (R2 = 0.55 for Sad, R2 = 0.45 for Calm).

“…Computer programs also enable to differentiate fake smile from the real one, even when it is not visually detectable (Del Giudice and Colle, 2007). In our study, we use FaceReader software which has been used to detect and analyse emotions in recent studies by Danner et al (2014), Horska et al (2016), Ko and Yu (2016) and Fanti et al (2017).…”

Section: Measuring Emotionsmentioning

confidence: 99%

How to optimize sales flyers – novel experiment design

Pentus

Ploom

Kuusik

et al. 2018

BJM

Purpose The purpose of this paper is to show how analysing sales flyers with a combination of eye tracking, measurement of emotions, interview and content analysis can give an in-depth understanding on how different design aspects influence sales flyers’ effectiveness as a communication tool. The paper shows the relationship between different sales flyer design principles and a person’s preference towards it, as well as the intent to read it. Design/methodology/approach The paper chose for pilot study using eye tracking and emotions measurement to analyse retail sales flyers. In addition, interviews and content analysis were conducted to fully understand which aspects of sales flyer design influenced consumers. Findings The paper’s main findings are that sales flyers that evoke more positive emotions are prone to be chosen, and the attention and the view time of content pages is related to the number of elements on the page, page coherence and the location of the offers. Research limitations/implications This research uses eye tracking were sales flyers are shown on screen, which is not a natural way to read sales flyers. Future research should aim to test this methodology and prepositions in the natural environment. Practical implications The paper includes implications for designing better sales flyers. Originality/value To the authors’ knowledge, sales flyers have never been studied with a research design combining eye tracking, measurement of emotions, interview, content analysis and preferences.