Usability of package and label designs using eye tracking

摘要

This paper focuses on the relationship between HCI and the elements of label designs. It discusses the previous studies of researchers for improving the package and label designs and identified design factors contributing to the purchase decision made by consumers. A research is conducted based on the concepts, methods and guidelines of the studies. Several weaknesses and strengths of the studies are explored. An eye tracking technique will be adapted for the methodology of the conducted research. Several usability aspects, criteria of the label designs elements and consumer perception in relation to direct and indirect contact for the consumers making purchase decision during the real-time were discussed extensively. Finally, the conceptual framework of the research is introduced focusing on the equilibrium of main design elements to contribute a product purchase decision by consumers.