To further enhance the understanding of packaging designs and what consumers focus on, it is a good idea to include some form of eye-tracking. Eye-tracking can evaluate what people focus on when looking at your packaging design, how long they spend looking at specific elements and whether they notice new elements that may have been added.
The eye-tracker can produce a “heat map” which clearly indicates the areas that consumers focus on and what they do not notice. The general rule is to keep the packaging as simple as possible. Experience has shown that busy, cluttered packaging designs can lead to confusion and less understanding of exactly what a brand stands for. Therefore, eye-tracking can assist in making packaging cleaner and less cluttered.
