Consumers' perception of holiday packaging and selected elements of their design based on the example of chocolate and chocolate product packaging

Packaging is a tool for effective communication with consumers and a way to influence consumer purchasing decisions. The coherence of the visual elements of the packaging, which is an important factor determining the choice of a given product, increases the chance of consumers making a purchase. Additionally, each element of the packaging, also called the mark of the visual layer of the packaging, provides the consumer with specific information, so the packaging is treated as an important carrier of encoded market messages. As a result, packaging that supports communication could significantly influence the consumer's choice of product. Packaging is also a tool of integrated marketing, and its task is to create the desired image of the product that will make the consumer decide to purchase it. Special examples of packaging that play an important role in market communication are packaging with holiday graphics: Easter and Christmas. The aim of the work is to analyse selected elements of the visual layer of packaging using eye-tracking methods, based on the verification of the level of consumer attention on packaging with classic and holiday graphics. The eye-tracking method allows to indicate which packaging arouses the greatest interest and is noticed most quickly by the consumer and allows to identify the areas that the examined person looks at. The added value of the method is the ability to verify the obtained test results with the declarations of the respondents.

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