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A Study and Assessment of Selected Elements of the Visual Aspects of Collectible Chocolate Packaging with the Use of the Eye - Tracking Method


Affiliations
1 Packaging Department, Cracow University of Economics, Rakowicka 27 St., 31-510 Cracow, Poland
     

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The visual aspect of packaging is a very important carrier of a specifically encoded market communication system. It is a certain form of a "language" that should lead to attracting the consumer's attention to a product, then decode the message, generate interest, trigger a purchase decision, and leave a long-lasting positive connotation. The aim of this study was to analyze the consumers' perception regarding the visual aspects of selected chocolate collectible wrappers with the use of the eye-tracking method. The subsidiary aim was to examine the reactions and acceptance of modern consumers to the visual aspects of the chocolate wrappers offered in the market in the 1970s and 1980s of the 20th century - a time when graphic designs were not directly connected with a product.

Keywords

Packaging, Visual Aspect of Packaging Design, Eye-Tracking, Consumer Behavior, Neuromarketing

Paper Submission Date : October 24, 2014 ; Paper sent back for Revision : March 15, 2015 ; Paper Acceptance Date : April 20, 2015

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  • A Study and Assessment of Selected Elements of the Visual Aspects of Collectible Chocolate Packaging with the Use of the Eye - Tracking Method

Abstract Views: 210  |  PDF Views: 0

Authors

Agnieszka Sylwia Cholewa-Wójcik
Packaging Department, Cracow University of Economics, Rakowicka 27 St., 31-510 Cracow, Poland
Jarosław Świda
Packaging Department, Cracow University of Economics, Rakowicka 27 St., 31-510 Cracow, Poland

Abstract


The visual aspect of packaging is a very important carrier of a specifically encoded market communication system. It is a certain form of a "language" that should lead to attracting the consumer's attention to a product, then decode the message, generate interest, trigger a purchase decision, and leave a long-lasting positive connotation. The aim of this study was to analyze the consumers' perception regarding the visual aspects of selected chocolate collectible wrappers with the use of the eye-tracking method. The subsidiary aim was to examine the reactions and acceptance of modern consumers to the visual aspects of the chocolate wrappers offered in the market in the 1970s and 1980s of the 20th century - a time when graphic designs were not directly connected with a product.

Keywords


Packaging, Visual Aspect of Packaging Design, Eye-Tracking, Consumer Behavior, Neuromarketing

Paper Submission Date : October 24, 2014 ; Paper sent back for Revision : March 15, 2015 ; Paper Acceptance Date : April 20, 2015




DOI: https://doi.org/10.17010/ijom%2F2015%2Fv45%2Fi7%2F79922