IDENTIFICATION OF GAZE PATTERNS IN THE OBSERVATION OF FONT-WEIGHT AND ILLUSTRATION SIZE ON THE PACKAGING USING EYE-TRACKING ANALYSIS

Nowadays, manufacturers across various sectors, including food, cosmetics, pharmaceuticals, and other industries, are continually expanding the range of products available in the market. Given this expansion of products, branding, and packaging have become critical differentiating factors. To effectively influence consumer behaviour and encourage brand preference, packaging designers must thoroughly understand the challenges faced by existing products and the needs of consumers. By employing various graphic elements, such as colour palettes, illustrations, typography, and others, designers can effectively present products and communicate with consumers, thereby enhancing product recall. To achieve these objectives, it is essential to investigate whether specific patterns exist in consumer perception regarding packaging. This is precisely why this preliminary research was conducted. A total of 40 participants, divided into two groups, aged 20 to 25, from the same demographic group (students) participated in this eye-tracking analysis. Each group of participants had a different set of stimuli, depending on whether the subject of the test was logo font-weight variation or illustration size variation. The results of this preliminary research show that logo font weight has no statistically significant effect. Also, the results of this research show that the specific graphic element - illustration is observed the longest, regardless of the size change.