An analysis of perfume packaging designs on consumer's cognitive and emotional behavior using eye gaze tracking

With increasing competition between the products in the market, packaging design is getting maximum attention in product sale. In order to sell any product, manufacturers use marketing strategies and effective communication. The aim of this study is to perform a product packaging analysis on perfume bottles, using eye gaze tracking technology to identify most viewed and consumer-friendly packaging design. To examine visual attention and emotional arousal in reaction to packaging design features in an ecommerce environment, we had conducted an eye gaze tracking experiment with 75 female participants. In this research, we analyzed pupil and eye monitoring metrics to identify emotional and cognitive processes, with an emphasis on emotional arousal, visual attention and cognitive effort. Our findings identified prominent packaging designs that sellers can use to display product advertisements according to consumer preferences to further enhance sales and revenue for their business. This study's empirical application could be extremely beneficial to marketers, content managers and advertisers in terms of managing and designing web content.