The Eye Movement Study Of Agricultural Brand Packaging Design

Food packaging, agricultural industry as an important promotional channel, has drawn increasing attention. The manifestations of the visual elements of the packaging of agricultural products is how it affects consumers’ perception, thereby affecting the purchase decision-making behavior? This is a problem worthy of study. REM is a reflection of the importance of the external manifestation of human mental activity, moving study of this new study by means of the eye that can help answer this question and to provide a new perspective and a solid basis for comparison.Eye movement studies have in many areas such as reading, advertising has been applied,but the application is currently in the packaging design product packaging and usability of a few exploratory studies were limited, and packaging of agricultural products designed specifically for eye movement research currently China is still basically a blank, to be study.Therefore, this article by eye movement test, try to produce edible oils as an example of brand packaging design some preliminary discussion.In this paper, the subjects through the different positions and forms of brand edible oil packaging, for example, carried out by means of eye-tracking eye movement experiments. By designing eye movement test, select some visual indicators of eye movement characteristics between participants through the different typesetting edible oil packaging thorough analysis,the main choice of three eye movement indicators to be analyzed will divide each piece of edible oil packaging three interest areas, namely the brand logo, copywriting and design,select each interest area in fixation duration and gaze test data first time the three of eye movement. It also shows the impact of the oil shelf when the subjects of visual attention factors were eye movement test, analyze eye movement test data subjects Browse edible oil packaging to study the visual packaging of agricultural products consumers choose the law and try to find edible Best oil packaged presentation. Two test results verified by eye movement evaluation methods of scientific rationality, can provide some theoretical guidance for the design of packaging of agricultural products, while providing data support for agricultural products packaging design effect evaluation of the agricultural sector and agro-processing enterprises to effectively play Packaging advocacy role to provide a relatively reliable basis.