Packaging Optimization via Eye-tracking

Curious how eye-tracking can make your coffee look as good as it tastes?

In a study conducted by Gunaffi and Nasution (2024), the RealEye platform was used in an eye-tracking experiment aimed at optimizing coffee packaging designs. It supported the experiment setup by allowing researchers to track participants' eye movements while they observed the UKM Kopi Laras Packages.

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Participants were shown the front and back designs of the packaging for 10 seconds each, with a 5-second interval between views. This setup was crucial for capturing comprehensive visual attention data on both sides of the packaging. RealEye's ability to record eye movements in real-time provided valuable insights into:

• which elements of the packaging attracted the most attention, and
• how long participants focused on each element.

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The data collected by RealEye were visualized using heatmaps and gaze plots. Heatmaps showed areas of the packaging where participants' gaze was most concentrated, indicating high interest or importance. For example, the study found that the logo and specific text elements attracted significant attention, as evidenced by the intense coloration in those areas on the heatmaps. Gaze plots provided a sequential mapping of eye movements, showing the path participants' eyes took when scanning the packaging. These visual tools were crucial in identifying which aspects of the design were effective and which needed improvement​.

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The analysis phase involved a detailed examination of the eye-tracking data. Researchers assessed the duration and sequence of fixations to understand better how participants interacted with the packaging. For instance, the study noted that the Logo Halal MUI had the longest fixation duration, highlighting its importance to consumers. Additionally, statistical analyses, including ANOVA and t-tests, were conducted to compare visual attention patterns between different demographic groups. This analysis ensured that the redesign was based on empirical evidence, making the new design more likely to succeed in capturing consumer interest​.

You can run a similar study!

Follow the steps below to start your own experiment with RealEye:

Account Creation and License Activation

1. Go to RealEye Dashboard and create or log in to your account.
2. Purchase the License of your choice (https://www.realeye.io/pricing). If you need any custom adjustments, contact us at contact@realeye.io. We are happy to help!
3. Activate your license by following the instructions in the RealEye License Activation Guide

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Ready to set up your own study? Visit RealEye Support page to learn more and keep us posted on your results! 🚀