Eye tracking provides valuable insights in neuroscience: An empirical brand perception food marketing study

Abstract

This study examines the importance of product packaging as a marketing medium. Using the example of commercially available pasta, the research focuses on key visual aspects of its packaging, such as colour, shape, packaging material and logo. The findings from studies like this are particularly important to food and beverage companies as they help marketers better understand the consumer purchase decision process. The study analyses data gathered from surveys administered through Google Modules, and visualisation data obtained using iMotions eye-tracker software. The results confirm the importance of packaging design elements such as colour and product information when it comes to consumer buying behaviour.