Open Access Open Access  Restricted Access Subscription or Fee Access
Total views : 2179

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

Affiliations

  • 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


Full Text:

 |  (PDF views: 5)

References


  • Ankiel-Homa, M. (2012). The value of the communication unit packages (pp. 22-30). Poznan : University of Economics Press.

  • Cholewa-Wójcik, A., & Świda, J. (2015). Perceptions of packages through the prism placed on them graphic elements - analysis using eye-tracking method. Opakowanie, 3, 75-80.

  • Ciechomski, W. (2008). Packaging as a promotion instrument. Log Forum, 4 (4), 1-9.

  • Fehrman, K., & Fehrman C. (2004). Color: The secret influence (2nd ed.) (pp.38-50).Upper Saddle River, NJ : Prentice Hall.

  • Gębarowski, M. (2002). The meaning of colours in global marketing activities. In, Company at the turn of the 21th century (pp.21-26). Rzeszów : Wyd. Politechniki Rzeszowskiej.

  • Gelici-Zeko, M. M., Lutters, D., Klooster, R. t., & Weijzen, P. L. G. (2012). Studying the influence of packaging design on consumer perceptions (of dairy products) using categorizing and perceptual mapping. Packaging Technology and Science, 26 (4), 215-228. DOI: 10.1002/pts.1977

  • Hill, D. (2010). Emotionomics : Leveraging emotions for business success. Poznan : Rebis Press.

  • Kauppinen-Räisänen, H. (2014). Strategic use of colour in brand packaging. Packaging Technology and Science, 27 (8), 663-676. DOI: 10.1002/pts.2061

  • Lisińska-Kuśnierz, M., & Ucherek, M. (2006). Packaging in consumer protection (pp. 17-25). Cracow : University of Economics Press.

  • Ou, L.- C., Luo, M. R., Woodcock, A., & Wright, A. (2004). A study of colour emotion and colour preference. Part I: Colour emotions for single colors. Color Research and Application, 29 (3), 232-240. DOI: 10.1002/col.20010

  • Pradeep, A.K. (2010). The buying brain: Secrets for selling to the subconscious mind. New Jersey : John Wiley & Sons.

  • Singh, S. (2006). Impact of color on marketing. Management Decision, 44 (6), 783-789. DOI : http://dx.doi.org/10.1108/00251740610673332

  • Suero, M. I., Pardo, P.J., & Perez, A.L. (2010). Individual differences in colour vision. In D. Skusevich & P. Matikas (Eds.), Color perception: Physiology, processes and analysis, Neuroscience Research Progress Series . New York : Nova Science Publishers.

  • Świda, J. & Kabaja, B. (2013). The use of neuromarketing techniques to study the perception of product packaging. Marketing i Rynek, 11, 26-30.

  • Szczymczak J., & Ankiel-Homa, M. (2007). Packaging in marketing activities of companies (pp. 91-105). Poznan : University of Economics Press.

  • Terwogt, M. M., & Hoeksma, J. B. (1995). Colors and emotions: Preferences and combinations. The Journal of General Psychology, 122 (1), 5-17.

  • Wright R.D., & Ward, L.M. (2008). Orienting of attention. New York : Oxford University Press.


Purchase Url


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.