Talk to Me—Biometrically Adaptive Consumer Packaging: The Effects of Emotion Relative to a Consumer’s Purchasing Decisions

By Daniel E. Hutcherson, R. Andrew Hurley, Shaundra B. Daily and Andrew D. Ouzts.

Published by The International Journal of Science in Society

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Article: Print $US10.00
Article: Electronic $US5.00

Alternative methods of packaging evaluation are researched to represent the interactions held between a consumer and product packaging in retail environments. Biometrics are used as a means to document visual and physical attention during experiments of adaptive packaging. An experiment is designed as a pilot test to precede future costly production runs of predestined design failures. Newly prototyped packages are created as design stimuli and tested within a scripted environment. An intersection between the contrasting fields of art and science are merged to distinguish the production and future evolution of packaging design. Descriptive patterns are examined from biometric data visualizations to confirm that a person’s emotions have an effect on one’s purchasing decisions. An increase in visual attention and descriptive physiological reactions describe the effects of the packaging—similar to a conversation held between two people. Strategies are discussed to enhance the design of consumer packaging in response to real-time consumer reactions. After strategically analyzing one’s behavior, a population of packages in different retail environments can globally adapt to meet a consumer’s needs. Packaging designers are provided with a process to rely on consumer-justified designs rather than merely designer-justified decision making. In order to increase market success in packaging, “Talk to Me,” starts the conversation on a personal and individual level between consumers and packaging design.

Keywords: Packaging Design, Biometrics, Eye Tracking, Consumer Emotions, Retail Environments

The International Journal of Science in Society, Volume 4, Issue 3, pp.109-131. Article: Print (Spiral Bound). Article: Electronic (PDF File; 2.185MB).

Daniel E. Hutcherson

Graduate Research Assistant, Sonoco Institute of Packaging Design and Graphics, Clemson University, Clemson, SC, USA

Daniel Hutcherson is an architectural designer at tvsdesign and has just recently completed a M.S. in Packaging Science at Clemson University. His research merges the fields of packaging and architecture to better understand the connection between design and people’s happiness. As the 2011-2013 Harris A. Smith Fellow at the Sonoco Institute of Packaging Design and Graphics, Hutcherson’s M.S. research focused on measuring consumer arousal within the shopping environment. Hutcherson studied under the direction of Dr. R. Andrew Hurley to design and fabricate an internationally recognized consumer experience lab named CUshop, where studies integrated eye tracking, electrodermal activity, and electroencephalography. Hutcherson looks forward to applying to PhD programs in hopes to further study how we interact with architectural and packaging systems.

Dr. R. Andrew Hurley

Assistant Professor, Sonoco Institute of Packaging Design and Graphics, Clemson University, Clemson, SC, USA

Andrew Hurley is an assistant professor of Packaging Science as well as a research associate at the Sonoco Institute of Packaging Design and Graphics at Clemson University. His M.S. focused on transport and distribution methods in the packaging supply chain and Ph.D. focused on optimizing the packaging design and development process along with an eye-tracking integration. His research and teaching interests include entrepreneurial development and support efforts, eye tracking, consumer experience and research in design optimization and aesthetics. Andrew joined the College of Agriculture, Forestry and Life Sciences in 2008 and is currently teaching in the department of Food, Nutrition and Packaging Sciences. He is a noted research leader in the field of packaging design, having a variety of peer-reviewed papers, author of seven electronic training programs used by hundreds of industry professionals and has presented at international conferences. Andrew was the first faculty member at the Sonoco Institute and aided in developing and maintaining many of its laboratories at Clemson University, and teaches three regular courses on packaging design methods attracting students from a variety of disciplines across campus.

Dr. Shaundra B. Daily

Assistant Professor, School of Computing, Division of Human-Centered Computing, Clemson University, Clemson, SC, USA

Shaundra Daily is an Assistant Professor in the School of Computing at Clemson University. She received her doctorate from the Massachusetts Institute of Technology where her doctoral work involved designing and implementing technology-infused collaborative learning environments. Prior to her doctoral studies, she received a B.S. and M.S. in Electrical Engineering from the Florida Agricultural and Mechanical University - Florida State University College of Engineering as well as a S.M. from the Massachusetts Institute of Technology. Currently, her group is designing and implementing a system to support teachers in understanding classroom engagement from a physiological perspective. Dr. Daily has authored/co-authored articles in the field of affective computing as well as the learning sciences in venues such as American Education Research Association and Conference on Human Computer Interaction.

Andrew D. Ouzts

Graduate Research Assistant, School of Computing, Clemson University, Clemson, SC, USA

Andrew Ouzts is a computer analyst at Dynetics, Inc., having recently received a M.S. in Computer Science at Clemson University, where he studied eye tracking algorithms. Ouzts has been involved with eye tracking research since 2008 and has published a variety of papers on his eye tracking research and its applications. As a research assistant at the Sonoco Institute of Packaging Design and Graphics at Clemson University, Ouzts worked in a multidisciplinary environment collaborating with professionals in industry and other academics in the fields of packaging science, graphics, and computer science.