Purpose

The main purpose of this study is to analyze how consumers’ visual attention to wine label design correlates with their preferences. Accordingly, this study uses quantitative eye-tracking metrics to understand which design proposal has greater visual salience. A more specific objective was to assess which design proposal was preferred to be marketed.

Design/methodology/approach

The experiment involved evaluating of three different labeling proposals of an Italian winery. Infrared eye-tracking was used to measure implicit eye movements on the three bottles displayed, simultaneously, on a computer screen. A generalized linear model was used to test how consumers' visual attention to wine label design correlated with their preferences.

Findings

The design proposals were evaluated significantly differently, with one set being preferred. In general, a strong positive relationship was found between pausing to peruse a specific design proposal and making an explicit choice of the same bottle.

Research limitations/implications

The main limitation of the experiment concerns the sample interviewed. As the sample is homogeneous, the results may not be generalizable to other segments. Furthermore, the addition of electroencephalographic devices that monitor brain activity could provide crucial information for understanding consumer behavior during the purchase decision-making process.

Practical implications

Eye-tracking methods could be useful for designers and wine producers during the evaluation process of design projects.

Originality/value

The use of eye-tracking for evaluating design proposals before placing a product on the market is relatively novel. This method provides objective, quantitative and predictive information on consumer preferences contributing guidelines to designers and marketers during the product conception phase.

中文翻译：

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葡萄酒标签设计建议：一项眼动追踪研究，分析消费者的视觉注意力和偏好

目的

本研究的主要目的是分析消费者对葡萄酒标签设计的视觉关注与他们的偏好之间的关系。因此，本研究使用定量眼动追踪指标来了解哪种设计方案具有更大的视觉显着性。更具体的目标是评估哪种设计方案更适合推向市场。

设计/方法论/途径

该实验涉及评估一家意大利酒庄的三种不同标签提案。红外眼球追踪用于测量计算机屏幕上同时显示的三个瓶子上的隐式眼球运动。使用广义线性模型来测试消费者对葡萄酒标签设计的视觉注意力与他们的偏好之间的关系。

发现

对设计方案的评估有很大不同，其中一套是首选。总的来说，我们发现停下来仔细研究特定的设计方案和明确选择同一瓶子之间存在很强的正相关关系。

研究局限性/影响

该实验的主要局限性在于采访的样本。由于样本是同质的，结果可能无法推广到其他细分市场。此外，添加监测大脑活动的脑电图设备可以为了解消费者在购买决策过程中的行为提供重要信息。

实际影响

眼动追踪方法对于设计师和葡萄酒生产商在设计项目的评估过程中可能很有用。

原创性/价值

在将产品投放市场之前使用眼动追踪来评估设计方案是相对新颖的。该方法提供有关消费者偏好的客观、定量和预测信息，为产品构思阶段的设计师和营销人员提供指导。