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Visual assessment on product label design criteria through eye tracking

Product label is a printed product information displayed on the product packaging. The product label designs are the combination of text and image elements. The process of designing a product label is complicated as there are various types of text and images involved. Product label designs that are...

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Main Authors: Mohd Hafiz Faizal Mohamad Kamil,, Azizah Jaafar,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2017
Online Access:http://journalarticle.ukm.my/11844/1/17302-54958-1-PB.pdf
http://journalarticle.ukm.my/11844/
http://ejournal.ukm.my/apjitm/issue/view/899
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spelling my-ukm.journal.118442018-07-09T04:04:16Z http://journalarticle.ukm.my/11844/ Visual assessment on product label design criteria through eye tracking Mohd Hafiz Faizal Mohamad Kamil, Azizah Jaafar, Product label is a printed product information displayed on the product packaging. The product label designs are the combination of text and image elements. The process of designing a product label is complicated as there are various types of text and images involved. Product label designs that are less attractive wouldl affect purchasing choices. The purpose of this study is to identify the design criterias of texts and images to help consumer in their purchase selection. The study focuses on the visual assessment through eye tracking method on food and beverage product label. The eye movement observation method conducted using eye tracker device to track 6 parameters of eye movements on the product label during purchasing selection and determine 7 main text and image design criterias for food and beverage product label. The consumers were selected among university students. The study has found that the purchase selection of bread and mineral water product from the food and beverage product category are the most difficult. There are similarities in eye tracking parameters on product label visual assessment during purchasing choices. The similarities of text and image design criteria on food and beverage products label include i) shape text: uppercase and lowercase, ii) type family text: sanserif, iii) width text: condensed, iv) slope text: roman, v) weight text: bold and vi) nature image: illustration. Penerbit Universiti Kebangsaan Malaysia 2017-06 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/11844/1/17302-54958-1-PB.pdf Mohd Hafiz Faizal Mohamad Kamil, and Azizah Jaafar, (2017) Visual assessment on product label design criteria through eye tracking. Asia-Pacific Journal of Information Technology and Multimedia, 6 (1). pp. 71-83. ISSN 2289-2192 http://ejournal.ukm.my/apjitm/issue/view/899
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description Product label is a printed product information displayed on the product packaging. The product label designs are the combination of text and image elements. The process of designing a product label is complicated as there are various types of text and images involved. Product label designs that are less attractive wouldl affect purchasing choices. The purpose of this study is to identify the design criterias of texts and images to help consumer in their purchase selection. The study focuses on the visual assessment through eye tracking method on food and beverage product label. The eye movement observation method conducted using eye tracker device to track 6 parameters of eye movements on the product label during purchasing selection and determine 7 main text and image design criterias for food and beverage product label. The consumers were selected among university students. The study has found that the purchase selection of bread and mineral water product from the food and beverage product category are the most difficult. There are similarities in eye tracking parameters on product label visual assessment during purchasing choices. The similarities of text and image design criteria on food and beverage products label include i) shape text: uppercase and lowercase, ii) type family text: sanserif, iii) width text: condensed, iv) slope text: roman, v) weight text: bold and vi) nature image: illustration.
format Article
author Mohd Hafiz Faizal Mohamad Kamil,
Azizah Jaafar,
spellingShingle Mohd Hafiz Faizal Mohamad Kamil,
Azizah Jaafar,
Visual assessment on product label design criteria through eye tracking
author_facet Mohd Hafiz Faizal Mohamad Kamil,
Azizah Jaafar,
author_sort Mohd Hafiz Faizal Mohamad Kamil,
title Visual assessment on product label design criteria through eye tracking
title_short Visual assessment on product label design criteria through eye tracking
title_full Visual assessment on product label design criteria through eye tracking
title_fullStr Visual assessment on product label design criteria through eye tracking
title_full_unstemmed Visual assessment on product label design criteria through eye tracking
title_sort visual assessment on product label design criteria through eye tracking
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2017
url http://journalarticle.ukm.my/11844/1/17302-54958-1-PB.pdf
http://journalarticle.ukm.my/11844/
http://ejournal.ukm.my/apjitm/issue/view/899
_version_ 1643738619146403840
score 13.211869

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