From usability testing for software and websites, to pretesting online marketing, print ads and TV commercials, to understanding shopper behavior and optimizing package design, eye-tracking research has certainly proven to be a powerful tool over the past few decades. And when it comes to package design, there are numerous studies available focused on what visual elements of a package shoppers notice, or which variation of a package design they prefer. But, we wondered if this type of research has also been used to determine what packaging material has the most appeal to customers.
It turns out the answer is yes.
According to Packaging World’s recent article, Eye-tracking reveals allure of thermoformed packs, “recently concluded eye-tracking research to evaluate how different styles of packaging influence a customer’s point-of-sale behavior found that rigid thermoformed packs outperformed flexible pouches by 44%.”
More specifically, the study showed that customers viewed products in thermoformed packages to be of high quality, easier to open and more hygienic.
Of course, the perception of higher quality and ease of use are not the only benefits of thermoformed packaging. Some other advantages we see consistently here at TEQ include:
Just to name a few.
What about you? What are the unique benefits of thermoformed packaging in your industry or business?