The Unique Group, a company offering one-stop brand packaging solutions, is weighing in on an eye tracking study that tests the retail packing for food products.
A recent collaborative study between Clemson University, McCall Farms, and Crown Holdings Inc. aimed to determine shopper behaviour towards different packaging designs. The study used eye tracking technology—glasses with built-in cameras and integrated monitoring software—which were worn by university students in a real-life retail setting to obtain the results. (Source: “Discovering What Meets the Consumer’s Eye,” Packaging Europe News web site, April 15, 2016; http://www.packagingeurope.com/Packaging-Europe-News/67444/Discovering-What-Meets-the-Consumers-Eye.html.)
“This was an experienced research team focusing on how packaging impacts real shoppers,” says Asher Lichtman, VP Sales and Marketing at The Unique Group. “We spend a lot of time helping our clients create the perfect packaging for their demographic, so understanding what people generally respond to is actually central to our work.”
Two different packaging options were created against one control. The first option was banners printed on can foods, labelled “Can Facts.” The second option was printed can-ends, also located on a can food, but less prominent on food packaging in North America. The study lasted for four days at a conference in Chicago, Illinois called PACK Expo International. A line of prepared vegetables was the specific product used from McCall’s product line during the study.
“They really took the time to create a situation that imitated a real life shopping experience,” Lichtman continues. “Once people started showing up at the Expo, they gave them a grocery list and fitted them with the eye tracking technology.”
The results were clear. The Can Facts packaging was preferred 5 to 3 over the control set. The printed can ends was preferred 7 to 1 over the control set. In both instances, unique packaging drew more attention. Surveys were also conducted to further determine why those shopping decisions were made.
“This is pertinent information for a company like us who are huge on designing retail packaging for our clients,” says Lichtman. “Any advantage we can offer our clients only helps them to better engage their customers. It’s definitely a win-win.”
The Unique Group works with global brands to bring their custom label and packaging ideas to life. For more information about the company, follow them on Facebook, Twitter, Instagram, LinkedIn, and Pinterest.
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