TEA BEVERAGE PACKAGING DESIGN ANALYSIS USING EYE TRACKER

YANTIE, MELLI (2018) TEA BEVERAGE PACKAGING DESIGN ANALYSIS USING EYE TRACKER. S1 thesis, UAJY.

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Abstract

In order to compete with other tea products in the market, one should have great packaging. A great packaging can attract more customers, thus have direct impact on sales. To design a “visual-grabbing” tea packaging, customers’ behavior should be well understood. Customers are consisting of male and female gender, and tea and non-tea drinkers. Each of them has different visual attention towards packaging. Eye-tracking is considered as the most suitable methodology to measure the visual attention of one person towards the products Hence, eye tracking analysis is conducted in this research to identify top desired shape of tea packaging, examine each gender’s preferences in shape of tea packaging, and identify visual elements’ preferences based on color, typography and placement. The first step of this research is collecting respondents through questionnaire with purposive random sampling method. 28 male and 17 female students of Universitas Atma Jaya Yogyakarta were willing to participate in this research. The data obtained are gaze plots, gaze replays and areas of interest (AOI). These data are later analyzed with descriptive statistics to determine the means and maximum values of each data. The means of the data are tested in Kruskal Wallis and its post hoc, “Dunn’s Test” to determine which specific data is significantly different with other data. The result of the research is that overall respondents prefer big carton box as top desired shape, which also corresponds with each gender’s findings. As for visual elements, brand’s name is ideal in the top and middle of packaging with circle shape, Packaging’s name placed below brand’s name. Image placed below packaging’s name. Flavor placed below image. Brand’s name, packaging’s name and flavor are ideal to have red and/or white and/or yellow colors and display and decorative fonts. As for numerical elements, it is ideal at the bottom of packaging with white color (or black, depends on the background) with serif fonts.

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