Packaging design

Visibility is vital in package design. If customers do not see your product, they will not buy it. Eye tracking is the only unobtrusive tool for measuring package visibility, communication, persuasion, and overall performance.

Eye tracking in package design and shelf testing

Eye tracking helps you discover:

  • Which package prototype captures and holds attention most effectively
  • If key brand attributes are effectively communicated
  • How products perform against competitors' products
  • If the POP material attracts the shopper's attention


Package development process

Eye tracking provides valuable insight at all stages of the package development process- from strategy and concept testing to design validation and campaign-effect research. These insights contribute to refining designs, raising impact, findability levels, foreseeing the effects of product line extensions, etc.

Check out this video to learn how Unilever uses eye tracking to improve their products and packaging.

A woman looks at the Tobii Pro TX300 screen.

From concept testing to design validation

At the concept-development stage, eye tracking can be used to evaluate different variations of a prototype design on-screen, before money is spent on development and production. This practice ensures that the package concept clearly communicates the product's key attributes. Later in the process, eye tracking can be used to measure the performance of a design in a shelf context. The test can be run either on a virtual shelf or in a real-world environment with physical products.

As an improvement over focus groups and traditional market research for development, it’s been a groundbreaking technology. For brands focused on pennies across packaging options, eye tracking is an excellent tool for objective decision-making and understanding the ROI (Return On Investment) between substrates and embellishments.

Andrew Hurley, Associate Professor at Clemson University, South Carolina

Products and services

Tobii Pro offers hardware and software, along with training and support, for a variety of different types of marketing and consumer research. Our eye trackers allow you to study any type of digital interface, from traditional computer screens to mobile devices, or you can bring your research into real-world environments using our wearable technology.

We also offer research services to market research companies and brand owners who prefer having the our eye tracking experts run the entire project for them, from design and recruitment to execution and analysis. Read more


Clemson University Consumer Experience Laboratory used Tobii Pro Glasses to measure consumer shopping habits and responses towards package design in order to better understand purchasing decisions. Check out the video from Pack Expo where professor Andrew Hurley explains the research.


Stratégir tests new and existing products using purchase process simulations and high-definition virtual shelves. Eye tracking completes impact evaluations of packages and shelf positioning. Conclusions drawn from this package design study resulted in a 15 % sales growth. Read more

Waseda University

From experimental studies a correlation has been found between seeing (gazing at) a product and product evaluation (as well as choice). The Morigucki Takeshi Laboratory at Waseda University explored this phenomenon with eye tracking using in store signage, finding the key to point of sale promotion for novel product groups. Read more

  • Hurley, R. A., Rice, J. C., Koefelda, J., Congdon, R., & Ouzts, A. (2017). The Role of Secondary Packaging on Brand Awareness: Analysis of 2 L Carbonated Soft Drinks in Reusable Shells Using Eye Tracking Technology: The Role of Secondary Packaging on Brand Awareness. Packaging Technology and Science.
  • King, J., Rice, J. C., & Hurley, A. (2017). Consumer Appeal of Injection IML Packaging vs. Similarly Decorated Glass Jars, Composite Cans, and Metal Cans Using Eye Tracking Technology. Journal of Applied Packaging Research, 9(2), 1.
  • Varela, P., Antúnez, L., Silva Cadena, R., Giménez, A., & Ares, G. (2014). Attentional capture and importance of package attributes for consumers’ perceived similarities and differences among products: A case study with breakfast cereal packages. Food Research International, 64, 701–710.

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