The effect of full body versus partial body graphic labeling on beverage packaging.

摘要

Through the collection of quantitative and qualitative data, the shelf presence of full body graphic labels versus partial body graphic labels on plastic beverage bottles was examined and evaluated. Eye tracking was used to collect phenomenological data atop the stimuli, while a shopping checklist was used to collect purchase preference. A postexperiment survey was also conducted in order to gather qualitative data regarding possible purchase influences.;The experiment was a 2 (label size) x 6 (beverage flavor) x 2 (age group) study, conducted with 28 participants in a consumer retail environment using mobile eye tracking technology. The goal of this study was to determine if one label attracted more attention than another.;Data revealed that both label sizes drew an equivalent amount of attention; however, partial body labels elicited more visits and more fixations than full body labels. Consumers also selected partial body labels more often than full body labels, regardless of the flavor of the beverage or their age group. Survey results suggested that consumers prefer to be able to see the product when shopping for beverages.;Despite the current trend toward full body graphic labels, the study showed that these labels do not attract more attention on the shelf next to partial labels that show the product. While there may be other reasons for using full body labels, with respect to shelf appeal, full body labels do not appear to carry any advantage over partial labels.