Wine label design proposals: an eye-tracking study to analyze consumers’ visual attention and preferences

What is it about?

When consumers have to buy a bottle of wine at the supermarket or online, in the absence of wine tasting, they find it difficult to choose between the large number of products available on the market. This is why packaging design plays a key role in the choice, being the first point of contact between consumer and product. We investigate how attention to wine labels correlates with preference using quantitative measures of the participants' gaze.

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