Package viewing patterns: Insights and implications for global design

Scott Young and Vincenzo Ciummo

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 cultural stereotypes, such as the meticulous German or the impatient American? Do different languages and reading patterns have an impact?
  • What about the impact of multilingual packaging? Do shoppers gravitate to their own language?