Author(s): Mahima Giri
Mentor(s): Lijie Zhou
Institution SUU
The rise of the skincare industry in recent years has been driven by forces like social media awareness, the easy availability of products, new technological innovations, and content creators promoting holistic wellness. In this study, we will be using eye-tracking technology to understand how visually appealing elements in skincare product packaging attract consumer attention. With more consumers focused on maintaining a balanced lifestyle, the skincare industry is projected to grow even more in the upcoming years. With multiple brands trying to connect with consumers, the industry is becoming competitive in domains like packaging, natural ingredients, product development, market presence, and customization. Effective product packaging is the first point of contact through which brands can capture attention and establish a communication channel with potential buyers. Further, it can be an important tool for building an identity and standing out in the market. For data collection, we have selected three skincare products that stand out with their unique and distinctive visual allure. All three products are liquid in texture, with prices varying from $42 to $600. We will recruit around 50 participants who will first be asked to view each skincare product individually, followed by a simultaneous presentation of two products, and finally, all three products together, with each display lasting ten seconds. The eye-tracking device will be used throughout the process to monitor visual attention and gaze. After the eye-tracking session, participants will be asked to complete a questionnaire based on visual appeal, colors, imagery, typography, illustrations, and the likelihood of purchase based on these elements. Further, it will also help researchers correlate responses with the eye-tracking data. After data collection, we will examine how color, typography, imagery, and illustrations enhance product packaging and help gain consumer attention. This research can serve as an important analysis for brands to understand the relationship between visual appeal and consumer attention. The study can be used to aid in the development of brand identity, awareness, and visibility. Brands can enhance their packaging design to increase engagement and optimize product placement, garnering consumer attention and influencing purchasing decisions. Additionally, the findings could contribute to larger discussions about the role of visually appealing elements, providing insightful concepts for brands and marketing professionals in the makeup and skincare industry.