Title:
Eye-Tracker-Aided Study on Response to Package Design

Speaker:
Satoshi Kadomatsu (JAIST)

Abstract:
In this study, we conducted scientific observations, where we used an eye-tracking system to determine the distinctiveness and rating of a design. By analyzing the gaze data of a subject at the time of viewing the target design, we were able to examine the distinctiveness of the design from the design ratings and collected gaze data. We tested a total of 21 subjects comprising six Japanese designers and 15 graduate students, who represented the demographic of ordinary consumers (eight Japanese nationals, six Chinese nationals, and one Thai national). We used five types of food package designs and displayed each design for 15 s on a screen. We focused our analysis on the eye tracking data for the design patterns. Through the experiment, we investigated the relationship between the dispersion and the design ratings as a means of quantifying a subject’s emotional response to a certain design.