Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences

IF 2.3 Q1 AGRONOMY
Elena Barbierato, Danio Berti, S. Ranfagni, Luis Hernández-Álvarez, I. Bernetti
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引用次数: 4

Abstract

Purpose The main purpose of this study is to analyze how consumers’ visual attention to wine label design correlates with their preferences. Accordingly, this study uses quantitative eye-tracking metrics to understand which design proposal has greater visual salience. A more specific objective was to assess which design proposal was preferred to be marketed. Design/methodology/approach The experiment involved evaluating of three different labeling proposals of an Italian winery. Infrared eye-tracking was used to measure implicit eye movements on the three bottles displayed, simultaneously, on a computer screen. A generalized linear model was used to test how consumers' visual attention to wine label design correlated with their preferences. Findings The design proposals were evaluated significantly differently, with one set being preferred. In general, a strong positive relationship was found between pausing to peruse a specific design proposal and making an explicit choice of the same bottle. Research limitations/implications The main limitation of the experiment concerns the sample interviewed. As the sample is homogeneous, the results may not be generalizable to other segments. Furthermore, the addition of electroencephalographic devices that monitor brain activity could provide crucial information for understanding consumer behavior during the purchase decision-making process. Practical implications Eye-tracking methods could be useful for designers and wine producers during the evaluation process of design projects. Originality/value The use of eye-tracking for evaluating design proposals before placing a product on the market is relatively novel. This method provides objective, quantitative and predictive information on consumer preferences contributing guidelines to designers and marketers during the product conception phase.
葡萄酒标签设计建议:一项眼球追踪研究,分析消费者的视觉注意力和偏好
本研究的主要目的是分析消费者对酒标设计的视觉关注与他们的偏好之间的关系。因此,本研究使用定量眼动追踪指标来了解哪个设计方案具有更大的视觉显著性。更具体的目标是评估哪种设计方案更适合销售。设计/方法/方法该实验涉及对一家意大利酿酒厂的三种不同的标签提案进行评估。红外线眼球追踪被用来测量同时显示在电脑屏幕上的三个瓶子上的隐性眼球运动。使用广义线性模型来测试消费者对葡萄酒标签设计的视觉关注与他们的偏好之间的关系。研究结果:对设计方案的评估有显著差异,其中一组被首选。总的来说,在停下来仔细阅读特定的设计方案和明确选择相同的瓶子之间,发现了强烈的正相关关系。研究局限/启示本实验的主要局限在于所采访的样本。由于样本是同质的,结果可能不能推广到其他部分。此外,监测大脑活动的脑电图设备可以为了解消费者在购买决策过程中的行为提供重要信息。在设计项目的评估过程中,眼动追踪方法可以为设计师和葡萄酒生产商提供有用的信息。在将产品投放市场之前,使用眼球追踪来评估设计方案是相对新颖的。这种方法提供了客观的,定量的和预测的信息,消费者的偏好,有助于指导设计师和营销人员在产品概念阶段。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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