Eye-Catching Displays: An Eye-Tracking Experiment and Observational Study of Displays' Design a Elements

David Voss Rathsach & Julie Lykke Isaksen

Student thesis: Master thesis

Abstract

Over the last couple of years both researchers and marketing professionals have started to acknowledge the role product packaging plays in capturing the consumers’ attention. However, little is known about how in-store displays affect consumers’ conscious and unconscious visual attention. Our paper contributes to research within the field of neuromarketing through a clarification of how displays in the FMCG industry influence consumers through stimulation of attention. The paper’s theoretical foundation is based on retail marketing, consumers’ decision-making processes, cognitive neuroscience and visual attention. Two kinds of research methods were used for this study: psychophysiological and observational studies. The main objective was to explore which parts of displays’ design elements are crucial for capturing the consumers’ visual attention, and how to design the optimal display for FMCGs. For this purpose, we conducted an eyetracking experiment, where stimuli in the form of; contrast colours, unusual shapes, large amounts of text, and well-known brands were shown. As contrast colours and unusual shapes proved to produce the most interesting results, we designed two instore displays for our observational study – one with distinct contrasting colours and one with uncommon rounded shapes. Based on our two research methods, this paper concludes that several aspects of display-design influence how much visual attention it receives. The paper comes to the conclusion that the optimal FMCG display utilizes distinct colour contrasts and brands, to attract the most preliminary attention and reduce the consumers’ cognitive processes.

EducationsMSc in Business Administration and Organizational Communication, (Graduate Programme) Final Thesis
LanguageDanish
Publication date2018
Number of pages117
SupervisorsJesper Clement