Evaluation of Cheese Packaging Graphics Design Using Eye Tracking and Consumer Survey Research.

Main objective of the research paper is to identify the most attractive parts and elements of packaging from consumer point of view based on assumption that package design and information on it play the important role in decision making process while people do shopping and consequently perceive and remember the most expressive product features. From consumer's point of view several aspects contribute to defining the quality of a food product, not only intrinsic qualities such as taste and other organoleptic properties, but also external factors such as origin and labelling (Grunert, 2002, Sadilek, 2019). In our research we searched package of two kinds of cheese, both with very specific features. The package of the traditional cheese "Oštiepok" contained traditional ornamental design. The package of cheese "Bio Eidam" has been tailored for young generation due to its funny vector design. To evaluate packaging graphics design we collected data in two ways. In laboratory conditions we used Eye tracking research with a mobile Eye camera (Eye Tracker Glasses 2) with a dark pupil tracking technology from the Swedish company Tobii. To create heat maps, maps fixing points and evaluate different areas of interests (AOI) we used software Tobii Pro Lab (version 1.83.11324). Consequently, a consumer survey was carried out in the group of respondents. In total, 32 respondents - millennials participated in the research. Research results show the importance of the correct layout of text and graphics on the product packaging depending on marketing aims. Research work was supported by the Slovak Research and Development Agency on the basis of Contract no. APVV-16-0244 "Qualitative factors affecting the production and consumption of milk and cheese.". [ABSTRACT FROM AUTHOR]