Left isn’t always right: Placement of pictorial and textual package elements
2013 (English)In: British Food Journal, ISSN 0007-070X, E-ISSN 1758-4108, Vol. 115, no 8, 1211-1225 p.Article in journal (Refereed) Published
The purpose of this study is to investigate how the positioning of textual and pictorial design elements on a package affects visual attention (detection time) toward these element types. The study has a 3 × 2 (Stimulus × Location) between-subjects design. One pictorial and two textual package elements, located on the top right- or top left-hand side of a package, were used as stimuli. Visual attention was measured by eye-tracking. A total of 199 university students participated. The data were analysed using a two-way ANOVA and a Pearson’s chi-square analysis with standardised residuals. The results show that in order to receive the most direct attention, textual elements should be on the left-hand side of a package, whereas pictorial elements should be on the right-hand side. This is inconsistent with previous design directions (based on recall), suggesting the opposite element organisation. Previous research has focused on recall (whether respondents remember having seen package elements) or preference (whether respondents prefer a package based on element positioning). The focus of the present study was whether respondents actually saw the different elements on a package, and how long it took them to detect such elements. Detection time for certain element types can be viewed as a new and complementary way of evaluating the position of package elements. The paper also addresses whether preference is a result of easy information acquisition.
Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2013. Vol. 115, no 8, 1211-1225 p.
packaging, package design, visual attention, visual perception, eye-tracking, pictorial elements, textual elements, preference, retail environment
Business Administration Psychology Applied Psychology
Research subject Business Administration; Psychology
IdentifiersURN: urn:nbn:se:kau:diva-25942DOI: 10.1108/BFJ-08-2011-0208ISI: 000323296100009OAI: oai:DiVA.org:kau-25942DiVA: diva2:600531