Newsletters

October 2010 - Are You Eye-Tracking Your Packaging?



IN THE NEWS




PRETTY IN PINK PACKAGING
If youve left your house at all this month, and live in the US, chances are you have noticed a plethora of pink lately! October is National Breast Cancer Awareness month and advertisements and media have played major roles in spreading the word. Charities have organized walks throughout the nation and many organizations have donated time and money to the critical cause.

Seemingly more than ever before, this year pink packaging has been used to spread awareness, encourage donations, and tie products to the cause. As JoAnn Hines writes on her blog Packaging Diva, What used to be relatively unusual has now become commonplace. I doubt that you could go to any retail outlet and not see a single pink package. So much so that people are starting to ignore the very cause it stands for.

ARE YOU EYE-TRACKING YOUR PACKAGING?

Though it has been around for years, eye-tracking has become quite popular lately. Using special goggles to track consumer reactions to packaging as they shop, eye-tracking provides statistical data to review package design. In a test environment, a consumers eye movements are recorded and analyzed for gaze direction, length of fixation, and sequence. The consumers physical reactions to products and their packaging are then associated with physiological significance that can be used to improve package design.


CASE STUDY

CUSTOM DISPLAY SOLUTION

A new customer of ours, Perry Products Inc., is well known for making high quality suspenders available in a variety of lengths, widths, and colors. Perry is most recognized for revolutionizing the suspender industry with hook-on straps that securely connect to the wearers belt. Recently delving into the retail side of sales, Perry needed to package and display its suspenders in-store. They came to us with an idea drawn on a napkin, and we worked with them to create the look and function they envisioned.

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