Opakowanie jako instrument komunikacji marketingowej – wyniki badań eye trackingowych
Packaging as an Instrument of Marketing Communication – the Results of Eye-tracking Studies

Summary/Abstract: Packaging, which is one of the most important instruments of marketing communication, should be attractive, denote the producer and inform the client of the content. Proper design of information and its layout on the packaging helps the recipients notice it quickly and interpret properly. External features of the packaging are really important as the majority of clients are most responsive to visual stimuli. Knowing this, the producers have decided to study those reactions with the use of various marketing methods. The article presents the current state of scientific knowledge and the evaluation of the development on packaging studies from the point of view of marketing. The article points to the existing information gaps – studies presented in academic literature concern only chosen elements of message or the characteristics of the sender. Therefore, one must take into consideration the inclusion of modern scientific methods such as EEG, eye tracking or fMRI in marketing studies. The aim of the article is to introduce eye tracking and examples of its use in marketing activities. The main purpose of the article is to present the results of experimental studies concerning the perception of packaging and the evaluation of its attractiveness by purchasers.

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