Front of pack symmetry influences visual attention - Archive ouverte HAL Access content directly
Journal Articles Journal of Retailing and Consumer Services Year : 2020

Front of pack symmetry influences visual attention

(1) , (2) , (2)
1
2

Abstract

This paper investigates the impact on visual attention of a symmetrical versus an asymmetrical arrangement on the front of pack (FOP) of FMCGs. The authors conducted a laboratory experiment using an eye-tracking method. Two FOPs were designed for each product category (orange juice, chocolate bars, pasta and biscuits). In one version the information items were arranged symmetrically around a vertical axis, and in another they were asymmetrically arranged. The findings show that symmetry influences viewers' attention, first by influencing the visual attention paid to the entire FOP and, second, by its impact on the capacity of specific FOP areas to capture and hold visual attention.
Fichier principal
Vignette du fichier
S0969698919303893.pdf (729.64 Ko) Télécharger le fichier
Origin : Files produced by the author(s)

Dates and versions

halshs-02408234 , version 1 (21-07-2022)

Licence

Attribution - NonCommercial - CC BY 4.0

Identifiers

Cite

Sophie Lacoste-Badie, Arnaud Bigoin-Gagnan, Olivier Droulers. Front of pack symmetry influences visual attention. Journal of Retailing and Consumer Services, 2020, 54, pp.102000. ⟨10.1016/j.jretconser.2019.102000⟩. ⟨halshs-02408234⟩
112 View
15 Download

Altmetric

Share

Gmail Facebook Twitter LinkedIn More