The Impact of Packaging Design on Freshness Perception in Dairy Products: an Eye-tracking Consumer Study

Abstract

The thesis aimed to identify the impact of colour and imagery on freshness perception in the packaging of dairy products. An eye-tracking study with 21 participants was conducted together with a questionnaire. After analysing the results, assessing the questionnaire responses, heatmaps, and eye-tracking metrics, valuable insights were gained. Firstly, cool colours, and natural imagery of cows and fields increase the perception of the freshness and healthiness of dairy products. Secondly, no significant gender-specific difference was found in terms of visual attributes and its impact on decision-making. This research contributes to literature in the growing field of neuromarketing as well as practical usage for marketers seeking to study the subconscious of consumers to make marketing decisions.