ANALYSIS OF PACKAGING DESIGNS WITH NEUROMARKETING METHOD: APPLICATION OF ARTIFICIAL INTELLIGENCE-SUPPORTED EYE TRACKING METHOD
DOI:
https://doi.org/10.5281/zenodo.15925928Keywords:
Neuromarketing, Packaging, Eye Tracking TechniqueAbstract
With the development of technology, new research methods are emerging in the field of marketing. Neuromarketing, which is one of the research fields that uses neuroscience techniques instead of traditional methods to gain a deeper understanding of the factors affecting consumers' purchasing behavior, can reveal the focal points of the consumer in packaging design processes and make arrangements according to consumer perception in design processes. Consumer behavior can be interpreted by marketing experts with neuroscience tools used to see the depths of the consumer's mind. One of the methods used in neuromarketing is the eye tracking method. With the eye tracking technique, marketing experts can detect focal points on products and packaging by following the consumer's eye movements. Neuromarketing techniques, which are attracting more and more attention, are now integrated with artificial intelligence-supported software and create very valuable contributions to marketing experts in the processes of understanding and analyzing consumer behavior. The purpose of this research is to identify focal areas in consumer perception in diaper packaging designs using the AI-supported eye tracking technique, to reveal the areas consumers focus on to what extent, and to identify the most and least striking points on the packaging in terms of design. In this study, where the artificial intelligence-supported eye tracking technique method was used, three different designs of packaging belonging to a brand were selected, texts, shapes and visuals were positioned in different places on each design, and it was examined which points consumers paid more attention to and focused on. The artificial intelligence eye tracking application called NeuroVision was used in the analysis processes of this research. As a result of the analysis, it was concluded that consumers focused on various points in the heat map, clarity value and areas where attention is concentrated at different rates, the focused areas differed in each design and different packaging designs affected consumer perception at different rates.
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