EyeTrak™ & Pack Research

Branding & pack design evaluation

EyeTrak can be used in the branding and pack design process in two important ways:

Pre-Design Research

EyeTrak can be used to define a design palette to be used in a brand’s creative development.

Shoppers recognise products and brands rapidly and subconsciously, using very few visual cues. We refer to these cues as the brand’s “core visual mnemonics”. The problem is, because this recognition process is subconscious, respondents have great difficulty in describing it accurately in conventional research – resulting in a real danger that a brand redesign can inadvertently remove such recognition cues, rendering the brand invisible.

By carefully preparing stimulus material, Visuality can use EyeTrak to identify a brand’s core visual mnemonics, enabling us to specify colours, shapes and other visual cues that should be retained and enhanced in the redesign process.
This same process can also be used to identify category cues that can be integrated into the design process to facilitate brand positioning.

Design Process Research

EyeTrak can be used in simulations or choice model research to establish which of a range of design concepts best meets specific communication criteria, and which delivers optimum impact at point-of-sale.

Again, because EyeTrak provides an instant, unfiltered response, feedback from these exercises is rapid and highly reliable. When combined with conventional research techniques relating to preference and appeal, EyeTrak can provide a 360degree evaluation of design performance.