3.3 Eye Tracking

What is the primary purpose of eye tracking in packaging design?

• To enhance the visual appeal of the packaging.
• To reduce production costs of packaging materials.
• To determine the environmental impact of packaging design.
• To understand consumer attention and preferences in packaging.

Which of the following eye tracking methods uses a camera to track eye movement?

• Electrooculography
• Pupilometry
• Video-based eye tracking
• Scleral contact lens tracking

Which factor is least likely to influence eye tracking results in packaging design?

• Brand logo placement
• Shape of the packaging
• Material of the packaging
• Color of the packaging

Eye tracking can help identify which parts of the packaging attract the most attention from consumers.

• True

• False

Eye tracking studies can only be conducted in a lab setting.

• True

• False

Which packaging element is likely to be monitored closely in eye tracking studies?

• The weight of the product

• The barcode placement

• The color scheme and graphics

• The shelf space it occupies

What is the purpose of using a calibration procedure in eye tracking studies?

• To ensure the accuracy of eye movement data

• To adjust the brightness of the screen

• To determine the age of the participants

• To measure the overall effectiveness of the packaging

What aspect of packaging can be enhanced by eye tracking insights related to consumer behavior?

• Environmental impact

• Price point

• Visual design and layout

• Distribution channels