Open AccessDesigning sweet biscuits packaging by considering the level of attractiveness based on eye tracking data
Author(s) -
I Made Ronyastra,
Argo Hadi Kusumo,
Markus Hartono,
E S Tantoisworo
Publication year - 2021
Publication title -
iop conference series. materials science and engineering
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.179
H-Index - 26
eISSN - 1757-899X
pISSN - 1757-8981
DOI - 10.1088/1757-899x/1072/1/012053
Subject(s) - attractiveness , eye tracking , packaging and labeling , fixation (population genetics) , advertising , brand image , computer science , marketing , business , psychology , artificial intelligence , sociology , population , demography , psychoanalysis
The diversity of types of packaging of the product is not entirely desirable by consumers. This study aims to conduct a ranking analysis on packaging, an analysis of the correlation between fixation to the level of attractiveness, and packaging design that is of interest to consumers. Data collection was obtained through eye tracking and post exposure questionnaire for 49 respondents. The analysis shown that the correlation between fixation to level of attractiveness is not correlated, due to external factors such as brand image, brand familiarity, and others. Then, the design of the product packaging is done where the basic orange color packaging concept and its packaging elements are obtained based analogous theory. A concept testing was done afterwards and revealed that the overall packaging design can meet the needs of consumers with a percentage of fulfillment above 70%.