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dc.contributor.authorOtterbring, Tobias
dc.contributor.authorShams, Poja
dc.contributor.authorWästlund, Erik
dc.contributor.authorGustafsson, Anders
dc.date.accessioned2014-02-05T14:20:39Z
dc.date.available2014-02-05T14:20:39Z
dc.date.issued2013
dc.identifier.issn1758-4108
dc.identifier.urihttp://hdl.handle.net/11250/93952
dc.descriptionThis is the authors’ accepted and refereed manuscript to the articleno_NO
dc.description.abstractPurpose – The purpose of this study is to investigate how the positioning of textual and pictorial design elements on a package affects visual attention (detection time) toward these element types. Design/methodology/approach – The study has a 3 × 2 (Stimulus × Location) between-subjects design. One pictorial and two textual package elements, located on the top right- or top left-hand side of a package, were used as stimuli. Visual attention was measured by eye-tracking. A total of 199 university students participated. The data were analysed using a two-way ANOVA and a Pearson’s chi-square analysis with standardised residuals. Findings – The results show that in order to receive the most direct attention, textual elements should be on the left-hand side of a package, whereas pictorial elements should be on the right-hand side. This is inconsistent with previous design directions (based on recall), suggesting the opposite element organisation. Originality/value – Previous research has focused on recall (whether respondents remember having seen package elements) or preference (whether respondents prefer a package based on element positioning). The focus of the present study was whether respondents actually saw the different elements on a package, and how long it took them to detect such elements. Detection time for certain element types can be viewed as a new and complementary way of evaluating the position of package elements. The paper also addresses whether preference is a result of easy information acquisition.no_NO
dc.language.isoengno_NO
dc.publisherEmeraldno_NO
dc.subjectpackagingno_NO
dc.subjectpackage designno_NO
dc.subjectvisual attentionno_NO
dc.subjectvisual perceptionno_NO
dc.subjecteye-trackingno_NO
dc.subjectpictorial elementsno_NO
dc.subjecttextual elementsno_NO
dc.subjectpreferenceno_NO
dc.subjectretail environmentno_NO
dc.titleLeft isn’t always right: placement of pictorial and textual package elementsno_NO
dc.typeJournal articleno_NO
dc.typePeer reviewedno_NO
dc.source.pagenumber1211-1225no_NO
dc.source.volume115no_NO
dc.source.journalBritish Food Journalno_NO
dc.source.issue8no_NO
dc.identifier.doihttp://dx.doi.org/10.1108/BFJ-08-2011-0208


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