Abstract
Existing literature remains limited in exploring how the combination of color and other elements in food packaging influences consumer behavior. Therefore, this study aims to establish the visual ecology for drip coffee packaging, emphasizing how scientific approaches in design can enhance practical design processes and industrial applications. This research integrated color, semantic, and symbolic elements to represent consumers’ psychological perceptions of the color image space, while incorporating eye- tracking as physiological evidence to validate and explore these perceptions. This dual approach bridges psychological insights with physiological responses. The study is conducted in two phases. Study 1 conducted a market analysis of existing packaging to extract relevant adjective descriptors. Three designers were invited to pair these descriptors with corresponding color schemes. Finally, the results were validated through a consumer questionnaire. Study 2 builds upon the findings from the first phase by developing six redesigned versions of drip coffee packaging. These designs are evaluated and compared with the original packaging using eye- tracking, semi-structured interviews, and questionnaire to assess differences in design performance. Results indicate that the redesigned packaging demonstrates stronger visual appeal, evokes greater consumer curiosity, and enhances purchase intention. This study not only offers a visual ecology framework for packaging design but also demonstrates how integrating psychological imagery with physiological responses can lead to visual communication outcomes that better align with consumer expectations. Moreover, the findings hold significant value in supporting the design industry’s advancement toward merchandizing and scal ability, further embodying the core spirit of Design Science Impacts Design Practices.
Keywords
Packaging design; Visual Perception; Communication Design; Eye-Tracking
DOI
https://doi.org/10.21606/iasdr.2025.366
Citation
Yang, Y.,and Chiu, T.(2025) Design Science Impacts Design Practices: Applying Eye-Tracking Technology to Facilitate Food Company to Explore Consumer Visual Perception and Color Semantics on Drip Bag Coffee Packaging Design, in Chang, C.-Y., and Hsu, Y. (eds.), IASDR 2025: Design Next, 02-05 December, Taiwan. https://doi.org/10.21606/iasdr.2025.366
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Track 10 - Design Practices & Impacts
Design Science Impacts Design Practices: Applying Eye-Tracking Technology to Facilitate Food Company to Explore Consumer Visual Perception and Color Semantics on Drip Bag Coffee Packaging Design
Existing literature remains limited in exploring how the combination of color and other elements in food packaging influences consumer behavior. Therefore, this study aims to establish the visual ecology for drip coffee packaging, emphasizing how scientific approaches in design can enhance practical design processes and industrial applications. This research integrated color, semantic, and symbolic elements to represent consumers’ psychological perceptions of the color image space, while incorporating eye- tracking as physiological evidence to validate and explore these perceptions. This dual approach bridges psychological insights with physiological responses. The study is conducted in two phases. Study 1 conducted a market analysis of existing packaging to extract relevant adjective descriptors. Three designers were invited to pair these descriptors with corresponding color schemes. Finally, the results were validated through a consumer questionnaire. Study 2 builds upon the findings from the first phase by developing six redesigned versions of drip coffee packaging. These designs are evaluated and compared with the original packaging using eye- tracking, semi-structured interviews, and questionnaire to assess differences in design performance. Results indicate that the redesigned packaging demonstrates stronger visual appeal, evokes greater consumer curiosity, and enhances purchase intention. This study not only offers a visual ecology framework for packaging design but also demonstrates how integrating psychological imagery with physiological responses can lead to visual communication outcomes that better align with consumer expectations. Moreover, the findings hold significant value in supporting the design industry’s advancement toward merchandizing and scal ability, further embodying the core spirit of Design Science Impacts Design Practices.