Assessment of wine bottle packaging based on design aesthetics: An eye-tracking experiment

Abstract

To evaluate the aesthetic characteristics of wine bottle packaging pattern design, this study conducted an eye-tracking experiment. 10 participants were invited to accept the experiment using a within-subjects multi-factor experimental method. The subjects' browsing time, fixation duration, eye-movement sweeping path, and subjective evaluation were collected during the experiment and analyzed in combination with hotspot maps. The data showed that: (1) in graphic dimension, wine bottle packaging design without bottom cover (total browsing time=2562ms), with texture (t=4813ms), and irregular composition (t=3516ms) can better attract users' attention time. (2) in color dimension, wine bottle packaging design with high brightness, high saturation, and warm colors can better attract users' attention time (t=5578ms). (3) in text dimension, the wine bottle packaging design with serif fonts (t=4328ms) is more attractive to users' attention time. (4) in modeling dimension, the wine bottle packaging design with rounded shape (t=3891ms) is more attractive to users' attention time. The results show that wine bottle packaging with no bottom cover, textured, irregular composition, serif fonts, and rounded shape attracts users' attention more and receives higher scores on users' subjective evaluation of aesthetic indicators. This study provides an empirical study of wine bottle packaging design based on design aesthetic elements, which provides a guiding basis for enhancing the competitiveness of wine bottle packaging in the market.

Keywords: Design Aesthetics, Package Design, Eye, Tracking, User Experience

DOI: 10.54941/ahfe1003363