A Study on Consumer Attention to the Elements of Package Design Using Eye-Tracking : Focusing on the Detergent Package Designs of the Top 5 Best-Selling Brands in China

In the highly competitive detergent market, package design plays a crucial role in attracting consumers and enhancing brand competitiveness. Particularly in offline environments, where consumers make purchase decisions within a limited time, detergent packaging must effectively and rapidly convey key information while also stimulating purchase desire. This study empirically analyzed the impact of package design components on consumer attention using eye-tracking technology. To this end, the study examined the package designs of the top five detergent brands by sales in China and conducted a quantitative analysis of eye-tracking data based on detailed visual attention metrics. The results indicate that consumer attention positively influences product and brand recognition as well as memory formation. Consequently, prioritizing the visual elements of package design based on product and brand characteristics is essential. Functional appeal products should position key information in locations where consumer gaze is most likely to land first, while emotional appeal products should incorporate design elements that enhance sensory immersion. Future research should further analyze the differentiation of design strategies by product category and establish practical package design guidelines applicable in the industry.