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...