Understanding consumers' in-store visual perception: The influence of package design features on visual attention

Clement, Jesper; Kristensen, Tore; Grønhaug, Kjell

doi:10.1016/j.jretconser.2013.01.003

Cited by 194 publications

(142 citation statements)

References 40 publications

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“…For instance, packaging plays an important role in attracting consumers' attention (Bialkova et al, 2013;Clement et al, 2013;Clement, 2007;Varela et al, 2014) and in communicating information about credence attributes at the point of purchase. Packages usually include not only sustainability labels and price but also other information cues (brand names, nutritional labels, ingredients lists, claims, symbols, etc.)…”

Section: Discussionmentioning

confidence: 99%

Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes

Loo

Caputo

Nayga

et al. 2015

Ecological Economics

280

201

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Section: Discussionmentioning

confidence: 99%

Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes

Loo

Caputo

Nayga

et al. 2015

Ecological Economics

280

201

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“…Previous research has shown that product inclusion into consideration sets is driven by both out-of-store factors, like shopping goals and brand experiences (Chandon, Hutchinson, Bradlow, & Young, 2009), and in-store factors, such as priming of in-store marketing material (Otterbring, W€ astlund, Gustafsson, & Shams, 2014), placement of verbal and pictorial packaging elements (Otterbring, Shams, W€ astlund, & Gustafson, 2013), and visual design features such as shape and contrast (Clement, Kristensen, & Grønhaug, 2013). To the best of the authors' knowledge, however, no studies in the food science literature have examined the extent to which products can be excluded from consideration sets without reliance on the customer's focal vision (i.e., vision within the central two degrees of vision that provides a detailed representation of an object; Slaghuis & Thompson, 2003).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Unsold is unseen … or is it? Examining the role of peripheral vision in the consumer choice process using eye-tracking methodology

2018

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a b s t r a c tIn visual marketing, the truism that "unseen is unsold" means that products that are not noticed will not be sold. This truism rests on the idea that the consumer choice process is heavily influenced by visual search. However, given that the majority of available products are not seen by consumers, this article examines the role of peripheral vision in guiding attention during the consumer choice process. In two eye-tracking studies, one conducted in a lab facility and the other conducted in a supermarket, the authors investigate the role and limitations of peripheral vision. The results show that peripheral vision is used to direct visual attention when discriminating between target and non-target objects in an eyetracking laboratory. Target and non-target similarity, as well as visual saliency of non-targets, constitute the boundary conditions for this effect, which generalizes from instruction-based laboratory tasks to preference-based choice tasks in a real supermarket setting. Thus, peripheral vision helps customers to devote a larger share of attention to relevant products during the consumer choice process. Taken together, the results show how the creation of consideration set (sets of possible choice options) relies on both goal-directed attention and peripheral vision. These results could explain how visually similar packaging positively influences market leaders, while making novel brands almost invisible on supermarket shelves. The findings show that even though unsold products might be unseen, in the sense that they have not been directly observed, they might still have been evaluated and excluded by means of peripheral vision. This article is based on controlled lab experiments as well as a field study conducted in a complex retail environment. Thus, the findings are valid both under controlled and ecologically valid conditions.

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“…Packages may bring more abstract values such as branding effect to products (Orth and Malkewitz 2008). Functionally speaking, packages also help consumers search and recognize a product among others displayed in a store (Clement et al 2013). Several studies have also documented that people match a variety of sensory features, such as abstract shapes, names, and speech sounds even stimulate synesthesia (Velasco et al 2013).…”

Section: Define Affordancementioning

confidence: 99%

Affordances Feature on Package Design has Preference Effect on Content

Lin

2015

Design, User Experience, and Usability: Users and Interactions

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Abstract. People use package to protect and express product, a good design feature on package will enhance preference of consumers. Affordance is human instinct that suggest action of usage and it imply attractive. This study prove that a package has affordance design not only provide consumers' a positive emotional experience, better to influence consumers' positive perception to the contents. The outcome may assist designers in selecting or modifying package designs for achieving desired consumer responses.

show abstract

Understanding consumers' in-store visual perception: The influence of package design features on visual attention

Cited by 194 publications

References 40 publications

Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes

Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes

Unsold is unseen … or is it? Examining the role of peripheral vision in the consumer choice process using eye-tracking methodology

Affordances Feature on Package Design has Preference Effect on Content

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