An Eye Tracking Based Examination of Visual Attention During Pairwise Comparisons of a Digital Product’s Package

  • Rafał MichalskiEmail author
  • Jerzy Grobelny
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9737)


The paper presents results of the experimental investigation based on the eye tracking data regarding the pairwise comparisons of box package designs. Persons taking part in the study were asked to visually analyze and express their perceived purchase intentions towards various types of product packages. During the whole process subjects’ visual activities were registered by an eye tracking system. The research explores two factors, where each is examined on two levels, namely: a box package with and without curved edges, and a package variant with and without a product image. The gathered oculographic data based on fixations were analyzed in defined areas of interests (AOIs). Finally, the obtained subjective subjects’ preferences were compared and discussed with the objective eye tracking data.


Eye tracking Digital product presentation Package design Digital signage AHP 



The work was partly financially supported by the Polish National Science Center grants no. 2011/03/B/HS4/03925. The experiment was conducted by means of the eye tracking glasses system made available by the Laboratory of Information Systems Quality of Use which is a part of a BIBLIOTECH project cofounded by the European Union through the European Regional Development Fund under the Operational Programme Innovative Economy 2007–2013.


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.Faculty of Computer Science and ManagementWrocław University of TechnologyWrocławPoland

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