applied

sciences
Article
Aspects of Industrial Design and Their Implications for Society.
Case Studies on the Influence of Packaging Design and
Placement at the Point of Sale
Juárez-Varón David 1, * , Mengual-Recuerda Ana 2 , Ferrándiz-Bou Santiago 1 and Alarcón-Valero Faustino 2

1 Department of Mechanical and Materials Engineering, Universitat Politècnica de València, Camino de Vera,
s/n, 46022 Valencia, Spain; [email protected]
2 Department of Business Organization, Universitat Politècnica de València, Camino de Vera, s/n,
46022 Valencia, Spain; [email protected] (M.-R.A.); [email protected] (A.-V.F.)
* Correspondence: [email protected]; Tel.: +34-619-835-064

Featured Application: This work aims to demonstrate that product design and packaging must
be aligned with the point of sale and its social purpose.

Abstract: Manufacturing engineering is responsible for the design, development and improvement of
production systems that convert raw materials into finished products. Each product is designed to be
sold to numerous potential consumers, so the importance of the stimuli surrounding the product in
packaging, and at the point of sale, cannot be underestimated. The environmental, social, and ethical
commitments of industrial design (and their implications in manufacturing) are establishing universal
principles in a common effort to foster a more harmonious and sustainable society. This work aims to
analyse, through eye tracking biometric techniques, the level of saturation of information generated
by the concentration of stimuli in packaging and the retail channel, possibly creating a lower level





 of attention towards the product itself. This research confirms that every product associated with
a manufacturing process seeks to respond to a need, so the associated responsibility is significant.
Citation: David, J.-V.; Ana, M.-R.;
This would suggest that designers incorporate knowledge from multiple fields, including marketing
Santiago, F.-B.; Faustino, A.-V.
Aspects of Industrial Design and
strategies, design, research and development, basic knowledge related to production, integration
Their Implications for Society. Case management and communication skills. More than 50% of consumer attention is dedicated to other
Studies on the Influence of Packaging elements/items that accompany the product, so it is important to consider this in the design phase.
Design and Placement at the Point The results can be used to improve efficiency in both generating product attention, and stimulus
of Sale. Appl. Sci. 2021, 11, 517. design for the purchasing process.
https://doi.org/10.3390/app11020517
Keywords: design; manufacturing; engineering; packaging; distribution; society; eye tracking
Received: 11 November 2020
Accepted: 29 December 2020
Published: 7 January 2021

1. Introduction
Publisher’s Note: MDPI stays neu-
tral with regard to jurisdictional clai-
Consumer product design is a science, and an art. Science helps us meet any per-
ms in published maps and institutio-
formance, reliability, manufacturability, innovation, and safety requirements. The art
nal affiliations. involves compromising these requirements as little as possible in filling the customer’s
needs while generating the best cost and profit from the effort [1]. The design process may
be divided into different stages, starting from the definition of the customer needs, through
the conceptual design phase and ending with the detailed design [2].
Copyright: © 2021 by the authors. Li- An increased and ongoing trend toward a greater variety of products can be observed
censee MDPI, Basel, Switzerland. in manufacturing industries [3]. The impact of the industrial transformations exceeds the
This article is an open access article production systems themselves; that is to say, they affect the entire value chain, from the
distributed under the terms and con-
product design and development process (PDDP) through manufacturing to marketing,
ditions of the Creative Commons At-
and disposal [4,5].
tribution (CC BY) license (https://
There must be a distinction between the two perspectives on products: that of the de-
creativecommons.org/licenses/by/
signer and that of the user. The designer focuses on functionality and appearance, because
4.0/).

Appl. Sci. 2021, 11, 517. https://doi.org/10.3390/app11020517 https://www.mdpi.com/journal/applsci

Appl. Sci. 2021, 11, 517 2 of 16

these two are the most relevant for understanding the relationship between emotion and
design [6]. From the perspective of the user, functionality and appearance are important,
because these two aspects of the design are the principal sources of affective reactions.
Design defines objects and establishes approximations [7], since it is a creative act that
works with the intangible to create meaning at different cultural levels [8–10]. However,
technologies allow the design and manufacturing of an almost free-form geometry, which
can be used to create more complex, multi-function or multi-feature products [11].
There is a current trend towards prioritizing the application of a sustainable product
design [12]. Remanufacturing is also one strategy that salvages the value put into products
during manufacturing and thus reduces the environmental impact of products throughout
their life-cycle [13,14].

1.1. Industrial Design

Industrial design is a holistic approach to problem solving. Design should incorporate
three main elements: the technological component, the business component, and the cre-
ative component [15]. It is, above all, multidisciplinary [16–18]. Sustainable Development
Goals, an initiative promoted by the United Nations [19], must be a fundamental element
in the role of the designer within companies. The work done by a designer requires time,
research, analysis, knowledge of trends, materials, manufacturing processes and under-
standing of all the inherent limitations. Industrial designers must incorporate knowledge
from multiple fields, including marketing strategies, design, research and development
skills, basic knowledge related to production, integration management and communication
skills [20].
At the same time, concerns about social and environmental impact are increasing [21].
Every product, designed to be sold, is associated with a manufacturing process, and seeks
to respond to a need, so the associated responsibility is high. The role of marketing and
product design helps drive the firm’s performance [22]. Design orientation is stimulated by
proactive market orientation and by marketing-design integration during the development
of new products. For many consumer goods, the visual appearance is a vital determinant
of market success [23,24].
The analysis of consumer behaviour is increasingly important in the design of new
products, with relationship-based learning and its implications for customer engagement
during the design stage of the new product development process [25]. The use of big data
allows designers to learn progressively from new design cases, in which design factors
and the emotional requirements of consumers are interrelated [26,27]. Product ecosys-
tems enable user sensing, setting the stage for the control of post-purchase consumption
patterns [28].
Considering the social impact of products allows for additional insights into product
design. Social impact assessments (SIA) and social life cycle assessments (SLCA) are two of
the most common processes discussed in the literature to evaluate social impact. Processes
should be developed to help designers consider the social impact of their products [29].

1.2. Consumer Behaviour

The changes in people0 s shopping and consumer needs and habits, combined with
the growing relevance of the “novelty” factor [30,31] and their implications in terms
of innovation [32], design and product life cycle [33] are factors that have led to the
transformation of the competitive situation over the last twenty years [34].
The importance of packaging design, together with the in-store shopping experience
(based on projected stimuli), has continually increased to add value to the product design
itself, especially in recent times, in industrial key sectors, such as toys and footwear.
The main objective of packaging design is to engage potential consumers and be a
communication tool in marketing [35,36]. Packaging has an influence on purchasing deci-
sions [37] and communicates product information [38], and is a unique tool to differentiate
a product from its competitors within the store and to reflect the quality and characteristics
Appl. Sci. 2021, 11, 517 3 of 16

contained in the product [39]. The design and configuration of the packaging has a direct
impact on the consumer0 s shopping experience. Through form, texture, objects, colour
and intensities, packaging can stand out and serve as a tool to attract the consumer’s
attention [40–42].
Nowadays, both online and in-store, for packaging to be effective, it has to create a
better visual impact than the competitors and to generate a higher level of attention than
other companies. The change in brand location [43], images and instructions [44] on the
packaging are directly related to appearance and are a positive factor in providing specific
responses to consumers, such as an immediate desire to buy [45], and own the product [46]
or a greater willingness to pay for it [47].
Although packaging, as an element of integral design, has not been so deeply re-
searched. Studies such as that of Reimann [45] have used a new approach to evaluate
packaging from the perspective of neuroscience.
There is currently a rising interest in research about the influence of perceptual charac-
teristics measured using neurophysiological tools. Disciplines that apply neuroscientific
techniques such as “consumer neurosciences” have led to the development of neuromarket-
ing, which allows market research to be conducted in a different way [48–51], through the
analysis of consumer responses to advertising stimuli [52–55], brands, music, etc. [10,56].
The advances in neurosciences, neurobiology and neuropsychology in recent decades have
allowed us to understand how the brain works [57], how we interpret the world we live in
and what is more important, how we interact and the way we make decisions [58].
The objective of this study is to analyse aspects of the global design of the product
(including stimuli associated with it) and its impact on consumer attention to the product,
providing guidelines that help improve the overall design of the product, taking into
account factors such as packaging and the point of sale.
Percentage of attention to the product, compared with the attention intended to other
elements, must be taken into account in the design process for the sale of the product to
be effective, and it is important to have this information so that the design of products
and their manufacture obtain the level of efficiency necessary to generate a high impact in
society, minimizing failure in the design and launch of new products.

2. Materials and Methods

The aim of these two studies (toy and footwear) is to determine the time that the user
dedicates to the product, compared to other factors that help make the purchasing decision,
such as messages, accessories, decoration, brand, etc.
Toy case (packaging).
The aim of this work is to determine, through eye tracking techniques, the cognitive
perception that Spanish parents, between 35 and 45 years old, with children between 4 and
8 years old, have regarding the elements included in the design of toy packaging that is
educational and, age appropriate for children. To do this, we used eye tracking techniques
that allowed the attention of the subjects to the stimuli to be analysed.
Footwear (store).
The aim of this research was to determine, through eye tracking techniques, the
cognitive perception of consumers, between 30 and 55 years old, with a medium-high socio-
economic level, who like to travel to shop in store and value the concept of design, quality
and fashion in footwear. The level of attraction towards the brand and predisposition
towards the purchase is linked to the influence of the stimuli projected in the store. All
other aspects (local distribution, employees, and product) remain constant. To do this, we
used eye tracking techniques which allowed the attention of the subjects to the stimuli to
be analysed.
Appl. Sci. 2021, 11, 517 4 of 16

2.1. Objectives
This research work helps to answer the question of what aspects are most relevant,
visually, for consumers when buying products, taking into account the packaging and the
environment in which they are offered.
Toy case (packaging).
This research work is focused on educational toys, which will obviously be quite
different from more general leisure products. This empirical research focuses on an edu-
cational toy distributed in Spain by the Educa brand (Conector family, reference “I learn
English”), which is the brand0 s best seller in this market area. The product is the toy itself,
and everything else is messages provided by the brand. The study looks at customer eyes’
reactions when looking at the packaging, measuring ocular activity generated by different
aspects of packaging design.
The specific objectives are as follows:
• Analyse and segment the areas, according to social circumstance.
• Analyse the attention of the different elements generated in the parents, according to
the purchase intention.
Footwear (store).
This research work helps answer the question of which stimuli in a standard store
of a quality fashion footwear brand (products made with leather), with a high average
price (100–180 euros) have greater efficiency in capturing the attention of the gaze. The
experience was carried out in a store belonging to the Pikolinos footwear brand, one of the
best positioned Spanish brands in Spain and with an international projection, located in
Alicante (Spain), with an average size of 35 square meters.

2.2. Research Instrument

In this study, the research techniques used are eye tracking biometrics and a qualitative
study. Advances in technology allow this new field to go beyond traditional quantitative
and qualitative research tools, and focus on consumers0 brain reactions to marketing
stimuli [59]. It is a new discipline that applies knowledge of the latest brain-activity
research to the world of management [60]. Ariely [61] states that the main objective of
marketing is to facilitate linking products and people. Eye tracking biometrics research
aims to connect activity in the neural system with consumer behaviour, and has a wide
variety of applications for brands, products, packaging, advertising or marketing for stores,
to be able to determine the most attractive products, level of novelty or awareness.
Consequently, the biometric technique that has been used in this study is eye tracking.
Its purpose is to measure the cognitive processing of the stimuli designed, which records
the visual attention of the subjects towards the areas of interest (AOIs).

2.3. Sample
Toy case (packaging).
The sample consisted of men and women, according to the indications of the manufac-
turer Educa, from current consumer data. A total of 30 people (33% men and 66% women)
participated randomly and voluntarily as study subjects after meeting the requirements
of being parents aged between 35 and 45 with children of ages between 4 and 8 years
old. Alicante (Spain) was chosen for the sample due to its status as a provincial capital.
The sample size (consisting of 10 men and 20 women) was adequate for this study [62,63].
After carrying out the empirical study, 5 users (all belonging to the female gender) were
discarded, leaving 25 users (10 men and 15 women).
Footwear (store).
In the present research, the sample consisted of men and women, according to the
profile of the target indicated by the brand for the current consumer. A total of 30 people
(33% men and 66% women-percentages indicated by the brand, according to real market
demand) participated randomly and voluntarily as study subjects after meeting the re-
quirements of being between the ages of 30 and 55 and with a medium-high socioeconomic
Appl. Sci. 2021, 11, 517 5 of 16

level, and who were return customers of the brand (having bought a product at least once).
The location of the study was in the Pikolinos Store in Alicante city (Spain), monitoring
subjects of various origins when they were in front of the main seasonal product area. The
study was structured in 1 phase, with the sample size (consisting of 10 men and 20 women)
suitable for this study [64,65].

2.4. Data Collection and Analysis

The independent variable was the sex of the participants, with a similar sociocultural
profile in all of them, and determined by the main profile of the company’s target. The
dependent variables were the level of attention and the emotional arousal peaks recorded
in response to the observed stimuli.
Quantitative data analysis was used to evaluate the seconds that elapsed between
the appearance of the stimulus and the first fixation, or the Time First Fixation (TFF), the
number of eye fixations, or the Fixation Count (FC), and the total number of seconds
of attention to each area of interest, or Total Fixation Duration (TFD). The qualitative
evaluation was performed using thermal maps of the attention registered by the eye tracker.
Regarding the semi-structured in-depth interview, the interview protocol was de-
signed to provide evidence of the experience of buying these categories of product. The
interviews were carried out by the authors. All interviews were conducted face-to-face,
recording the electrodermal activity. All interviews were videotaped, transcribed, and
analysed. The application of neuromarketing to qualitative research allows researchers to
make a record of the arousal, or general physiological and psychological activation of the
body [66], experienced by the subject during an in-depth interview and neuro-qualitative
study [64]. All interviews were videotaped, transcribed, and analysed.
The GSR peaks, which can occur up to 3 s after the start of emotional activation were
used to determine emotional arousal during the in-depth interview.
The qualitative research phase (in-depth interviews) was monitored using the Shim-
mer3 GSR galvanic skin response model. ConsensysPRO v1.6.0 software was used for
data collection.
Toy case (packaging).
Certain products, such as board games, are shown to the consumer on the shelf, along
with other equivalent products. Only the packaging is accessible, and the consumer has
to handle it to be able to view it in full. For this reason, the image of the packaging was
projected to the users and the eye movement was recorded through desktop eye tracking
equipment. The research phase with packaging was performed using the eye tracker model
Gazepoint GP3HD, with a 150 Hz sampling rate. For data collection, Gazepoint Analysis
UX Edition v.5.3.0 software was used.
The statistical analysis of the data was performed with the R software, v.3.6.3. The
common element (stimuli) was defined, as well as areas of interest (Figure 1 and Table 1).
Subjects were exposed to 1 package containing 7 stimuli, with a maximum time limit of
30 s to prioritize the areas of interest that captured the most attention [67].
The area sizes of AOIs are different, according to the manufacturer design proposal.
The AOIs are on the front design of the packaging, and the image of the product (the toy)
is within the AOI 07.
Footwear case (store).
In order to show the same stimulus to all users, an image of the area of interest was
captured. The research phase with packaging was performed using the eye tracker model
Gazepoint GP3HD, with a 150 Hz sampling rate. For data collection, Gazepoint Analysis
UX Edition v.5.3.0 software was used.
 Appl. Sci. 2021, 11, 517 6 of 16
Appl. Sci. 2021, 11, x FOR PEER REVIEW 6 of 16

Toypackaging
Figure1.1.Toy
Figure packaging(a)
(a)and
andAreas
Areas of
of Interest
Interest (b).
(b). Source:
Source:Prepared
Preparedby
bythe
theauthors.
authors.

Toypackaging.
Table1.1.Toy
Table packaging. Areas
Areas of Interest
Interestand
anddescription.
description.

AOI Number
AOI Number AOI NameAOI Name
AOI 01 AOI 01 Number of questions/topics
Number of questions/topics
AOI 02 AOI 02 Game topics
Game topics
AOI 03 AOI 03 Trademark
Trademark
AOI 04 AOI 04 Recommended
Recommended age age
AOI 05 AOI 05 Product family family
Product
AOI 06 Product name
AOI 06 Product name
AOI 07 Product picture
AOI 07 Product picture

Thearea
The statistical
sizes analysis
of AOIsof thedifferent,
are data was according
performed towith
thethe R software, v.3.6.3.
manufacturer designCommon
proposal.
elements (stimuli) were defined for all consumers (volunteers). The
The AOIs are on the front design of the packaging, and the image of the product subjects were exposed
(the toy)
isto an exhibition
within the AOIarea,
7. structured into 25 stimuli (Figure 2 and Table 2). Subjects received
instructions about the area of the store shown, to prioritize the areas of interest that captured
Footwear case (store).
the most attention [67].
In order to show the same stimulus to all users, an image of the area of interest was
captured. The research
Table 2. Footwear phase
store area. with
Areas packaging
of Interest was performed using the eye tracker model
and description.
Gazepoint GP3HD, with a 150 Hz sampling rate. For data collection, Gazepoint Analysis
UX AOI Number
Edition v.5.3.0 software was AOIused.
Name AOI Number AOI Name
The
AOIstatistical
01 analysis of Screen
Small video the data was performedAOI
(Decoration) with14the R software, v.3.6.3. Com-
Product
AOI 02 Hanging papers (Decoration) AOI 15
mon elements (stimuli) were defined for all consumers (volunteers). The subjects were Product
exposed to03an exhibition area,Vertical garden into 25 stimuli (Figure 2 and Table 2). Subjects
structured
AOI AOI 16 Product
(Brand/Decoration)
received instructions
AOI 04
about the area of the
Wood boxes (Decoration)
store shown, to
AOI 17
prioritize the areas of interest
Product
that captured
AOI 05 the most attention [67].
Decoration AOI 18 Product
AOI 06 Decoration AOI 19 Product
AOI 07 Accessories AOI 20 Product
AOI 08 Accessories AOI 21 Product
AOI 09 Product AOI 22 Product
AOI 10 Product AOI 23 Product
AOI 11 Product AOI 24 Product
AOI 12 Product AOI 25 Product
AOI 13 Product
Appl. Sci. 2021, 11, 517 7 of 16
Appl. Sci. 2021, 11, x FOR PEER REVIEW 7

Figure 2. Footwear store area. Original image (a) and Areas of Interest (b). Source: Prepared by the authors.
Figure 2. Footwear store area. Original image (a) and Areas of Interest (b). Source: Prepared by
the authors. Table 2. Footwear store area. Areas of Interest and description.

AOI Number Special stimuli designed AOI byName

the brand for the store, with theAOI
aimNumber
of enhancing theAOI Name
AOI 01 values of the brand, arevideo
Small the vertical garden (representing nature), shop
Screen (Decoration) AOI furniture,
14 smallProduct
AOI 02 video screen, wood Hanging
boxes and hanging
papers papers.
(Decoration) AOI 15 Product
AOI 03 Vertical garden (Brand/Decoration) AOI 16 Product
AOI 04 3. Results Wood boxes (Decoration) AOI 17 Product
AOI 05 3.1. Comprehensive Analysis ofDecoration
Attention AOI 18 Product
AOI 06 The Kruskal–Wallis test was used to show that visual attention is greater in womenProduct
Decoration AOI 19
AOI 07 than in men [62]. The following Accessories
measurements were used: AverageAOI 20
Fixation DurationProduct
AOI 08 (AFD), total number of fixations, and frequency of fixations per second, total time ofProduct
Accessories AOI 21
AOI 09 fixations. Kruskal–Wallis’ method Producthas shown that the total number AOI 22
of fixations and theProduct
AOI 10 total time of fixations are greater, with significant differences for women than for men asProduct
Product AOI 23
AOI 11 Product AOI 24 Product
can be seen in Table 3.
AOI 12 Product AOI 25 Product
AOI 13 Table 3. Test of Kruskal Wallis (* Product
p < 0.01).

Eye Tracking Metrics

Special stimuli designed by Men Woman
the brand for the store, with the aim of enhancing
Average values
fixation of the brand,
duration (ms) are the vertical
256garden (representing nature),
351 * shop furniture, sm
video screen,
Total number wood boxes and hanging
of fixations 956 papers. 1102 *
Fixations per second 1.05 1.45 *
Total time of the
3. Results fixations 774 989 *

3.1. Comprehensive Analysis of Attention

The Kruskal–Wallis test was used to show that visual attention is greater in wom
than in men [62]. The following measurements were used: Average Fixation Dura
 Table 3. Test of Kruskal Wallis (* p < 0.01).

Eye Tracking Metrics Men Woma

Average fixation duration (ms) 256 351 *
Appl. Sci. 2021, 11, 517
Total number of fixations 956 8 of 16 1102 *
Fixations per second 1,05 1,45 *
Total time of the fixations 774 989 *

Toy case (packaging).

Toy case (packaging).
The heat mapsThe produced by the
heat maps attention
produced byof the
the participants
attention of theonparticipants
the differentonstimuli
the different st
of the areas (Figure
of the 3), qualitatively
areas (Figure 3),reflect more intense
qualitatively reflect attention
more intenseon the stimuli on
attention andthe
thestimuli an
information on the product,
information onand, to a lesserand,
the product, extent,
to a on the extent,
lesser stimuli onassociated to brand
the stimuli or to bra
associated
decoration. decoration.

Figure
Figure 3. Toy 3. Toyoriginal
packaging packaging original
image image
(a), heat map(a),
(b) heat mapmap
and heat (b) and
withheat
AOIsmap with AOIs
(c). Source: (c). Source:
Prepared by the authors.
Prepared by the authors.

In the first comprehensive quantitative analysis of attention that the entire group of
subjects showed towards stimuli (Table 4), it was observed that the image of the game
(AOI 07) attracted the highest percentage of attention of all the participants. The AOI 02
(themes of the game) is the second in percentage of attention. Stimulus 01 (number of
questions) reflects a high percentage of attention.
Footwear case (store).
The heat maps produced by the attention of the participants on the different stimuli
of the areas (Figure 4), qualitatively reflect more intense attention on the stimuli and the
information on the product, and, to a lesser extent, on the stimuli associated to brand
or decoration.
 (themes of the game) is the second in percentage of attention. Stimulus 01 (number of
questions) reflects a high percentage of attention.

Table 4. Toy packaging. Time to First Fixation (TTF) and attention percentage of the total number of participants to each
AOI.
Appl. Sci. Source:
2021, 11, 517Prepared by the authors. 9 of 16

AOI Number AOI Name TTF (Sec) Average Revisits Attention Rate (%)
1 Number of questions/topics 7,63 6 5,97
2 Game
Table topics
4. Toy packaging. Time to First5,67 15
Fixation (TTF) and attention percentage of the16,80
total number of
3 Trademark
participants 12,82 by the authors.2
to each AOI. Source: Prepared 1,47
4 Recommended age 9,30 3 2,26
5 AOI Number
Product family AOI Name 5,50 TTF (s) Average
4 Revisits Attention
2,45 Rate (%)
6 Product name Number of 2,68 10 6,66
1 7.63 6 5.97
7 Product picture questions/topics 1,05 26 26,17
2 Game topics 5.67 15 16.80
3
Footwear Trademark
case (store). 12.82 2 1.47
4 Recommended age 9.30 3 2.26
The heat maps produced by the attention of the participants on the different stimuli
5 Product family 5.50 4 2.45
of the areas
6 (Figure Product
4), qualitatively
name reflect more intense attention
2.68 10 on the stimuli
6.66 and the
information
7 on theProduct
product, and, to a lesser
picture 1.05extent, on the26stimuli associated26.17
to brand or
decoration.

Figure
Figure 4. Footwear store
4. Footwear store area
area original
original image
image (a),
(a), heat
heat map
map (b)
(b) and
and heat
heat map
map with
with AOIs
AOIs (c). Source: Prepared
(c). Source: Prepared by the authors.
by the authors.

Analysing the
Analysing the attention
attention time,
time, Figure
Figure 4c
4c and
and Table
Table 55 indicate
indicate the
the level
level of
of importance
importance
of AOI 01, compared to the following two. The AOI 01 is the one that is given the most
of AOI 1, compared to the following two. The AOI 1 is the one that is given the most
attention. The AOI 02 and AOI 03 zones have equal importance, although the table in
AOI 03 has some value (but not significant when compared to AOI 02).
Appl. Sci. 2021, 11, 517 10 of 16
Appl. Sci. 2021, 11, x FOR PEER REVIEW 10 of 16

Table 5. Footwear store area. Time to First Fixation (TTF) and Attention percentage of the total
attention.
number The AOI 2to
of participants and AOI
each 3 zones
AOI. Source:have equalbyimportance,
Prepared the authors.although the table in AOI
3 has some value (but not significant when compared to AOI 2).
Stimulus AOI TTF Average Attention Subtotal
AOI Name
Table 5. Footwear store area.Classification Number
Time to First Fixation (s)the total
(TTF) and Attention percentage of Revisits Rate
number of (%)
participants (%)
to
each AOI. Source: Prepared by the authors. Small video
Stimulus AOI 01 Screen
TTF 3.09 2Attention 8.86
Rate
AOI Number AOI Name (Decoration) Average Revisits Subtotal (%)
Classification (Sec) (%)
Hanging papers
AOI 01 Decoration AOI 02
Small video Screen (Decoration) 3,09 3.59
2 2 8,86 4.11 29.76
(Decoration)
AOI 02 Hanging papers (Decoration)
Vertical 3,59
garden 2 4,11
AOI 03 Vertical garden AOI 03
(Brand/Decoration) 3,70
(Brand/Decoration)
3.70
2 2 9,83 9.83
Decoration 29,76
AOI 04 Wood boxes (Decoration) Wood boxes
3,13 3 1,18
AOI 05 AOI 04
Decoration 3,64 3.13
2 3 2,31 1.18
(Decoration)
AOI 06 Decoration
AOI 05 4,09
Decoration 2
3.64 2 3,47 2.31
AOI 07 AOI 06
Accessories Decoration
3,30 4.09
2 2 3,83 3.47
Accessories 7,06
AOI 08 AOI 07
Accessories Accessories
3,13 3.30
2 2 3,23 3.83
Accessories 7.06
AOI 09 AOI 08
Product Accessories
2,54 3.13
2 2 1,20 3.23
AOI 10 AOI 09
Product Product
4,51 2.54
3 2 2,63 1.20
AOI 10 Product 4.51 3 2.63
AOI 11 Product 3,98 2 1,54
AOI 11 Product 3.98 2 1.54
AOI 12 Product 4,59 1 1,69
AOI 12 Product 4.59 1 1.69
AOI 13 Product
AOI 13 2,66
Product 1
2.66 1 1,35 1.35
AOI 14 Product
AOI 14 4,14
Product 2
4.14 2 1,81 1.81
AOI 15 Product
AOI 15 3,78
Product 3
3.78 3 4,54 4.54
AOI 16 AOI 16
Product Product
2,81 2.81
2 2 2,00 2.00
Product AOI 17 Product AOI 17
Product Product
4,76 4.76
1 1 1,38 1.38 35.32
35,32
AOI 18 AOI 18
Product Product
4,35 4.35
2 2 1,65 1.65
AOI 19 AOI
Product19 Product
4,53 4.53
3 3 4,30 4.30
AOI 20 Product 4.90 1 2.04
AOI 20 Product 4,90 1 2,04
AOI 21 Product 3.75 1 1.34
AOI 21 Product
AOI 22 3,75
Product 1
3.39 2 1,34 2.73
AOI 22 Product
AOI 23 3,39
Product 2
4.64 1 2,73 0.97
AOI 23 Product
AOI 24 4,64
Product 1
4.67 1 0,97 1.72
AOI 24 Product
AOI 25 4,67
Product 1
4.48 3 1,72 2.43
AOI 25 Product 4,48 3 2,43

In both cases, the element that has been looked at in the first place (TTF) is the product
In both cases, the element that has been looked at in the first place (TTF) is the prod-
itself, but afterwards the gaze has been diverted to other stimuli that accompany the
uct itself, but afterwards the gaze has been diverted to other stimuli that accompany the
product.
product.
For both packaging and store area, the analysis of the attention rate (%) dedicated to
For both packaging and store area, the analysis of the attention rate (%) dedicated to
the product, relative to other elements, is shown in Figure 5.
the product, relative to other elements, is shown in Figure 5:

Relative attention rate (%)

Store area items

Packaging items

0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

Product relative attention rate (%) Other items relative attention rate (%)

Figure 5. Attention rate (%) dedicated to the product, relative to other elements, for both packag-
Figure 5. Attention rate (%) dedicated to the product, relative to other elements, for both packaging
ing and store area. Source: Prepared by the authors.
and store area. Source: Prepared by the authors.
Appl. Sci. 2021, 11, 517 11 of 16

The previous data about group behaviour regarding attention to the product
(Table 6) showed that in the case of toy packaging it is lower than in the footwear store area.
A significant percentage of attention is dedicated to other elements/items that accompany
the product, so it is important to consider this in the design phase.

Table 6. Attention percentage of the total number of participants to the product, relative to other
elements, for both packaging and store area. Source: Prepared by the authors.

Product Relative Attention Other Items Relative

Rate (%) Attention Rate (%)
Packaging items 42.36 57.64
Store area items 48.96 51.04

3.2. Qualitative Research. In-Depth Interviews

At the end of the biometry part, an in-depth semi-structured interview was carried
out. The questions asked in the interview are related to the overall experience. There was a
first phase of open-ended and natural recall questions (about the experience) and a second
phase of suggested recall questions. During the qualitative study, users were asked about
the most important and influential aspects in procurement processes and were compared
with data registered biometrics.
Toy case (packaging).
The questions were structured in 3 parts:
Section 1: Purchase process. Intention for buying educational toys (For your child, to
give away, another) and, in order of priority, the criteria that the consumer would most
take into account when purchasing an educational toy. (recommended age, theme, package
messages; others).
The prevailing purchase intention was “For your child”, along with “To give away”.
The recommended age and theme were key in choosing an educational toy, in that order.
Section 2: Natural Memory Questions. Concept, brand, and name of the toy.
Most remembered Educa, from their childhood. They did not remember the name of
the toy. Some consumers remembered it in a distorted way.
Section 3: Perception of educational value through packaging.
Users indicated that Educa has a high educational value, for two reasons: the brand
name and the experience lived in childhood. Regarding the price, the average value
suggested was 15 euros.
These questions were asked to all the participants at the end of the experimental part,
while the galvanic response of the skin was monitored. The objective was to locate the
body changes that reflect the emotional state or somatic markers [68]. The somatic marker
facilitates and speeds up decision-making, especially in social behaviour, where situations
of greater uncertainty can occur [69].
The GSR peaks showed the highest emotional intensity (arousal) when expressing the
reason for purchase. Social pressure (in the case of buying the toy with the intention of
giving it away to a third party) determines that price is the key factor (the more expensive,
the better), since it fits the budget and looks better. However, when it is for your own child,
it is the educational factors.
Footwear case (store).
The questions were structured in 2 parts:
Section 1: Natural Memory Questions. Some detail that has attracted attention and
why, some aspect to improve in the observed area. Most remembered the vertical garden,
and the hanging papers.
Section 2: Suggested Memory Questions. Some detail that has attracted attention
and why, and adaptation of the decoration to the style of the design and the brand. Some
remembered particular shoes, and a particular accessory. Respect to the adaptation of the
decoration to the brand style, most of the consumers agree with it.
Appl. Sci. 2021, 11, 517 12 of 16

No special peaks were registered, due to the fact that no special stimuli were projected
by the brand or no special situation described for the purchase process.

4. Discussion
For the packaging experience, the heat maps produced by the attention of the partici-
pants on the different parts of the packaging qualitatively reflect more intense attention on
the graphic elements [38], and to a lesser extent, on the brands that advertised or the name
of the game, key in the purchase decision [37].
In the first comprehensive quantitative analysis of the attention that the entire group
of subjects showed towards stimuli [70] it was observed that the image of the product [43]
attracted the higher percentage of attention of all participants [71]. The messages with a
graphic component are the second in percentage of attention [39]. The number of questions
(important anchor for parents, when quantifying the educational potential of the game)
reflects a high percentage of attention. The designs with graphic shapes, again generates a
higher percentage of attention.
The areas of interest analysed show the focused attention of consumers based on data
and statistics [72]. These focuses of attention (main areas of interest displayed) have been
endorsed by consumers through a qualitative study (in-depth interviews), are decisive
elements in the purchasing process. The areas of interest analysed which show the highest
percentage of attention (the cover image of the game, the number of questions and topics,
as well as the recommended age) are decisive in the decision to purchase [73], since
they transmit the child’s experience, entertainment and expected level of learning. This
approach must be complemented by the conclusions obtained in the in-depth interviews,
which highlight a key insight when the product is going to be a gift: the price.
For the footwear store experience, the first part of the study analyses the intersection
between consumer behaviour, experiential marketing and fashion footwear [74], with
the aim of designing a guide of recommendations for the design of the most appropriate
strategy to meet the needs of fashion footwear consumers [75]. In this area, eye track-
ing biometrics is extremely useful since it allows us to efficiently obtain the knowledge,
objectivity and precision in the information, as well as the quality of the results [76].
With respect to the information obtained from the application of the eye tracking
technique [77], it is worth commenting that the common denominator in the AOIs of
greater attraction is the presence of the product, cancelling out attention to other decorative
elements which pass unnoticed.
From the application of traditional marketing (in-depth interview), it should be noted
that the experience in general was rated by everyone as good and enriching, since con-
sumers consider that their expectations were met (Ran, Wei and Li, 2016). However,
consumers are delighted when they have lived an experience that meets their expecta-
tions [78]. Sensory stimulation positively influences the brand experience and its value,
which favourably affects the purchase intention [79] or evokes feelings associated with
the brand [80]. It is important to understand how consumers experience brands [81]. The
design orientation fully mediates the effect of proactive marketing orientation on perceived
effectiveness [22].

5. Conclusions
The main objective of this study was to determine the degree of attention perceived
by the product in the packaging (educational toy case) and at the point of sale (fashion
footwear case) with the target audience and the effect that caused by these additional
elements to the product in the consumer (target) in the purchasing process [48], and its
possible effects on the perception of design by society, all of which will have a direct impact
on the efficiency of the design and consequently on the success of the product.
The methodology performs a global analysis of the shopping experience [82], using
qualitative research techniques and neuroscience biometrics technology. It is possible to
analyse the mixed construct type “experience” of a consumer, in response to the presen-
Appl. Sci. 2021, 11, 517 13 of 16

tation of stimuli in the environment in which the products will be communicated, using
equipment and knowledge of neuroscience.
This study has revealed the suggested purchasing and consumption habits [50], the
most valued aspects in the consumption of these products, product recall levels, perception
of the product’s value through packaging and stimuli at the retail channel [36]. It has
also allowed the authors to identify the level of visual attraction (time spent) towards the
product and towards other elements that accompany it (average exposure times in the
areas of interest) and analyse the levels of value perceived by the target customer [83].
The greatest contribution of this research has been to identify that the level of sat-
uration of information generated by the concentration of stimuli in the packaging and
the retail channel [84], causes a lower level of attention towards the product itself, but
provides complementary information about the brand and about the product itself, which
can condition social behaviour and the shopping experience [85]. Consumer habits change,
and organizations must design strategies for each contact they make with their consumers,
through all the aspects that accompany the brand, generating a link through the stimula-
tion of the senses and experiences with high emotional level, without saturating them, to
achieve a greater perception of these creative products.
Designers have more control over users’ visceral (perceptually-based) and behavioural
reactions (expectation-based) than over reflective (intellectually-based) ones [6]. This
analysis will help, considering the design process, to improve the product’s consumer
perception, throughout the design of additional stimulus around it.
As limitations of the study, indicate that results may be determined by the peculiar
graphic solution of the packaging or the environment that define the selected cases. The
different visual attributes could lead to different results—for example, with a different
hierarchy (distribution of weights), simpler composition or a new colour or typographic
palette (in the case of the toy packaging, specifically). It is important to specify that the
visual language of both stimuli influences, in some way, the results obtained.
An interesting future path of research in this same field is analysing if the brand gets
less attention because of its size or due to the brand condition itself. For a greater breadth
of study, even the graphic characteristics of each part could be studied in a deeper way.

Author Contributions: Conceptualization, J.-V.D. and M.-R.A., methodology, J.-V.D.; software,

M.-R.A.; validation, J.-V.D., M.-R.A. and A.-V.F., formal analysis, F.-B.S. and A.-V.F.; investiga-
tion, J.-V.D.; resources, J.-V.D.; data curation, M.-R.A.; writing—original draft preparation, M.-R.A.
writing—review and editing, F.-B.S. and M.-R.A.; visualization, A.-V.F.; supervision, J.-V.D.; project
administration, F.-B.S. and J.-V.D. All authors have read and agreed to the published version of
the manuscript.
Funding: This research did not receive any specific grant from funding agencies in the public,
commercial, or not-for-profit sectors.
Institutional Review Board Statement: The study was conducted according to the guidelines of the
Declaration of Helsinki, and approved by the Ethics Committee of UNIVERSITAT POLITÈCNICA
DE VALÈNCIA (date of approval: 23 October 2018).
Informed Consent Statement: Informed consent was obtained from all subjects involved in the study.
Data Availability Statement: The data presented in this study are available on request from the
corresponding author. The data are not publicly available due to privacy.
Conflicts of Interest: The authors declare no conflict of interest.
Ethics Statement: This study was reviewed and approved by the Research Ethics Committee of
the Universitat Politècnica de València (UPV). All participants gave their written informed consent.
Subjects were informed of their voluntary participation and anonymous contribution, as well as the
possibility of withdrawing from the study at any time without reason.
Appl. Sci. 2021, 11, 517 14 of 16

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