How Visual Design in Dairy Packaging Affects Consumer Attention and Decision-Making DOI Creative Commons

Aura Lydia Riswanto,

Seieun Kim, Angellie Williady

et al.

Dairy, Journal Year: 2025, Volume and Issue: 6(1), P. 4 - 4

Published: Jan. 20, 2025

The design of product packaging significantly impacts consumer behavior by attracting attention and influencing purchasing choices within a competitive market environment. This research explores the effects visual elements, such as branding, imagery, descriptive text, on preferences decisions. By examining regular, organic, character-themed milk packaging, study seeks to determine which features effectively capture drive engagement. Employing eye-tracking tools (Tobii Pro Spectrum Tobii Lab) alongside survey analysis, evaluates focus through fixation durations heatmap visualizations. findings indicate that draws most attention, with colorful illustrations prominently displayed brand names playing central role. Fixation data highlight consistently engaging feature across all types. Regression analysis further reveals cultural familiarity influences preferences, international participants favored designs resembling those from their home regions or familiar global brands. These insights underscore importance visually appealing culturally relevant in building engagement loyalty. offers valuable guidance for marketers designers aiming create resonates diverse audiences demands.

Language: Английский

How Visual Design in Dairy Packaging Affects Consumer Attention and Decision-Making DOI Creative Commons

Aura Lydia Riswanto,

Seieun Kim, Angellie Williady

et al.

Dairy, Journal Year: 2025, Volume and Issue: 6(1), P. 4 - 4

Published: Jan. 20, 2025

The design of product packaging significantly impacts consumer behavior by attracting attention and influencing purchasing choices within a competitive market environment. This research explores the effects visual elements, such as branding, imagery, descriptive text, on preferences decisions. By examining regular, organic, character-themed milk packaging, study seeks to determine which features effectively capture drive engagement. Employing eye-tracking tools (Tobii Pro Spectrum Tobii Lab) alongside survey analysis, evaluates focus through fixation durations heatmap visualizations. findings indicate that draws most attention, with colorful illustrations prominently displayed brand names playing central role. Fixation data highlight consistently engaging feature across all types. Regression analysis further reveals cultural familiarity influences preferences, international participants favored designs resembling those from their home regions or familiar global brands. These insights underscore importance visually appealing culturally relevant in building engagement loyalty. offers valuable guidance for marketers designers aiming create resonates diverse audiences demands.

Language: Английский

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