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Front of pack symmetry influences visual attention

Author

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  • Sophie Lacoste-Badie

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Arnaud Bigoin-Gagnan

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Olivier Droulers

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

This paper investigates the impact on visual attention of a symmetrical versus an asymmetrical arrangement on the front of pack (FOP) of FMCGs. The authors conducted a laboratory experiment using an eye-tracking method. Two FOPs were designed for each product category (orange juice, chocolate bars, pasta and biscuits). In one version the information items were arranged symmetrically around a vertical axis, and in another they were asymmetrically arranged. The findings show that symmetry influences viewers' attention, first by influencing the visual attention paid to the entire FOP and, second, by its impact on the capacity of specific FOP areas to capture and hold visual attention.

Suggested Citation

  • Sophie Lacoste-Badie & Arnaud Bigoin-Gagnan & Olivier Droulers, 2020. "Front of pack symmetry influences visual attention," Post-Print halshs-02408234, HAL.
    • Handle: RePEc:hal:journl:halshs-02408234
    DOI: 10.1016/j.jretconser.2019.102000
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-02408234
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    References listed on IDEAS

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