Influence of HNB Product Packaging Health Warning Design on Risk Perception Based on Eye Tracking

摘要

This paper reports on an experimental psychology study in the field of HNB packaging design, which used to measure the influence of health warning design on consumer's risk perception. Based on eye tracking method, we conducted an experimental design. The independent variables were the presentation form of the health warning design (text warning, picture warning). The dependent variable included the eye movement data and subjective scores. A total of 68 subjects participated in the experiment. The main finding of this study were as follows: (1) the presentation form of the health warning design significant affects the consumer' visual attention; (2) picture warning has stronger visual impact than text warning which easier to stimulate the user's pupil diameter: (3) the presentation form of the health warning design significant affects the consumer' risk perception. Furthermore, the research results provide an approach of using eye-tracking evaluation method in the relevant consumer products packaging design field.