Comparing multiple methods of eye tracking for packaging

For companies developing products or designing packages, the results of eye tracking could help estimate the likelihood a package will be selected over competitors, what design attributes attract the most attention or how shelf placement impacts sales.
For his thesis at Clemson University US, David Bradford Cottrell studied various eye tracking technologies (mobile eye tracking, on-screen eye tracking, and 3M’s Visual Attention Software) while collecting data on consumer behavior relating to retail packaging. He found that eye tracking studies could potentially yield different results when analyzing a package depending on which type of technology was utilized.
Click here for the thesis (5.84 MB).

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