“How sustainability messages break through with busy shoppers”
"So when you think about the discrepancy between the time shoppers can afford versus the time they would need to absorb the entire footprint of a store, it makes perfect sense that packages and their barrage of logos and labels are often overlooked. In order to quantify this attention deficit, a new study tested sustainability messaging on paperboard with 60 participants. The research was performed with eye-tracking technology that provided insight to the shoppers’ nonconscious responses by recording eye movements and visual fixations. Package InSight and QuadPackaging partnered on the research, which was performed at Clemson University’s CUshop, a fully-immersive, in-context, retail consumer-experience laboratory."