In recent years, eye tracking technology has been employed for a variety of purposes, from assistive technologies to website optimization. However, eye tracking is also making us safer and healthier.
Marketers and psychologists can use eye tracking studies to determine the best way for information to be displayed on food nutrition labels. For example, eye tracking can show how people process the vast amount of visual information presented on food and drug labels. Researchers will trace eye movement to determine which design elements attract consumers’ attention and which ones they ignore. As consumers bombarded with dense packaging information daily, most of us would welcome labels that are easier (and quicker) to decipher.
Reading lengthy and confusing labels can be a task busy consumers simply don’t have time for, but eye tracking research can show which sections of a label take the most time to figure out. For example, a consumer might stare at one particular section for a longer period of time because the information is too convoluted to extract the necessary information and move on quickly.
Or, it might reveal which parts of a label are most important to consumers as their eyes move to that particular information first. Then, companies can place this information front-and-center so consumers can get what they need and get on with their lives.
While shopping for groceries, consumers need to access information quickly about the foods they are buying. Eye tracking studies can reveal the best way to show consumers the information they needs so they can make healthy decisions in the supermarket.