Clear plastic packages received 675% more fixations than paperboard packages

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Clear plastic packages received 675% more fixations than paperboard packages

The research was conducted at Clemson by Klöckner Pentaplast, and 402% more purchases were received for clear plastic clamshells. 


Longer fixations on clear plastic clamshell packages showed that they are a more attractive packaging option to consumers, according to the research.

Eye movement metrics supported the results, with clamshells being looked at faster, more, and for longer periods of time.  The experiment findings revealed several significant messages:

1) clear plastic clamshell packages were fixated on for 343% longer than paperboard packages;

2) clear plastic clamshell packages received 675% more fixations than paperboard packages;

3) clear plastic clamshell packages were found 40% faster than paperboard packages; and

4) clear plastic clamshell packages were purchased 402% more than paperboard packages, with some products seeing as much as 500% more sales in the clamshell package over the paperboard package.

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