The Impact of Flexographic and Digital Printing of Fruit Drinks on Consumer Attention at the Point of Sale

摘要

Package labels play a critical role in communicating product benefits to consumers. On a package, labels are used to provide useful information about the product as well branding for the company. Labels need to not only be eye catching to the consumer, but must also communicate information concerning what is being sold. This is possible through various printing technologies available in today’s market. With technology steadily advancing, companies need to determine an optimal print method for packaging that satisfies budgetary, environmental, demand and consumer requirements. Through the collection of quantitative data, consumer attention and purchase preference were evaluated. Two different printing methods (digital and flexographic) were tested on fruit drink labels. A total of 248 participants completed this study, which took place at Pack Expo 2014 in Chicago, Illinois. Three eye tracking metrics were evaluated using eye tracking technology to investigate if the different printing methods had an effect on the consumer when shopping. Statistical analysis yielded no significant difference for participant’s attention when shopping for fruit drinks with digital or flexographic labels. It was also concluded that the position on the shelf made no significant difference for either label type. This study illustrates that consumers cannot significantly determine a difference between the two printing methods tested.