ABSTRACT

This study reveals the importance of package design and brand in the choice of over-the-counter (OTC) analgesic. Various packages for analgesic products were tested on 40 respondents and autonomic body reactions were measured. The product tested was private Australian brands of Paracetamol from Coles and Woolworth, Priceline, a chemist brand, Herron a local brand and finally the well-known global brand Panadol. Eye tracking, facial expression analysis as well as Galvanic Skin response were found in strong correlation with respondent preference and purchasing intention. A heat map analysis for each package reveals that for most of the products the focus was not on the price. Time to First Fixation (TTFF) revealed that the eye fixation on price came last with the time spent looking at the price was low as compared to the time spent on the other areas of the packaging and this for both males and females. For most of the drugs, the focus (time spent) is majorly on the brand name and the benefits and tablet usage information.

摘要

本研究揭示了包装设计和品牌在选择非处方 (OTC) 镇痛药时的重要性。对 40 名受访者测试了各种镇痛产品包装，并测量了自主身体反应。测试的产品是来自Coles和Woolworth的澳大利亚私人品牌Paracetamol、化学家品牌Priceline、本地品牌Herron以及全球知名品牌Panadol。发现眼动追踪、面部表情分析以及皮肤电反应与受访者偏好和购买意愿密切相关。每个包装的热图分析表明，对于大多数产品而言，重点不是价格。首次注视时间 (TTFF) 显示，与在包装的其他区域所花费的时间相比，对价格的关注时间排在最后，而男性和女性在查看价格上所花费的时间较少。对于大多数药物，重点（花费的时间）主要是品牌名称、益处和片剂使用信息。