Package viewing patterns: Insights and implications for global design

Scott Young and Vincenzo Ciummo

This article reveals findings from research into how people across different countries and cultures view product packaging, based on eye-tracking technology.

Package viewing patterns: Insights and implications for global design

Scott Young and Vincenzo CiummoPRS

For many years, we have used PRS Eye-Tracking to document exactly how shoppers examine packaging – and to understand how these viewing patterns link to product perceptions and purchase decisions. Today, we regularly conduct packaging studies on a global level, and this has raised several lines of questions:

  • Are packages viewed similarly across cultures? Would a "global package" be viewed the same way in Boston, Berlin, and Bangkok?
  • Are there consistent viewing patterns associated with different cultures? How seriously can we take...

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