Designing sweet biscuits packaging by considering the level of attractiveness based on eye tracking data

Ronyastra, I Made and Kusumo, Argo Hadi and Hartono, Markus and Tantoisworo, Evan Sugianto (2021) Designing sweet biscuits packaging by considering the level of attractiveness based on eye tracking data. In: Joint International Conference of The 2nd International Conference on Industrial and System Engineering (IConISE) and The 7th Annual Conference on Industrial and System Engineering (ACISE), 22th-23th July 2020, Surabaya, Indonesia.

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Abstract

The diversity of types of packaging of the product is not entirely desirable by consumers. This study aims to conduct a ranking analysis on packaging, an analysis of the correlation between fixation to the level of attractiveness, and packaging design that is of interest to consumers. Data collection was obtained through eye tracking and post exposure questionnaire for 49 respondents. The analysis shown that the correlation between fixation to level of attractiveness is not correlated, due to external factors such as brand image, brand familiarity, and others. Then, the design of the product packaging is done where the basic orange color packaging concept and its packaging elements are obtained based analogous theory. A concept testing was done afterwards and revealed that the overall packaging design can meet the needs of consumers with a percentage of fulfillment above 70%.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	eye tracking, design, product packaging, sweet biscuit
Subjects:	T Technology > T Technology (General)
Divisions:	Faculty of Engineering > Department of Industrial Engineering
Depositing User:	I MADE RONYASTRA
Date Deposited:	08 Nov 2021 04:06
Last Modified:	23 Mar 2022 08:35
URI:	http://repository.ubaya.ac.id/id/eprint/40695

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