On Usability Design Evaluation Of Product Packaging Based On Eye Movement Research

With the fast development of packaging design，the usabilityevaluation has gradually paid more and more attention in enterprises. Onthe other hand，with the popularity of the eye movement apparatus，thedesign evaluation based on eye movement has been introduced into theevaluation system of the usability design of the product packaging. Theusability design evaluation based on eye movement not only can improveobjectivity and scientificity of the product packaging design evaluation，but also can open a new direction for the development of packagingdesign.Based on literature reviews，this thesis discusses the roles andprocedures of the usability design evaluation based on eye movement，and then points out that the comprehensive，multilayer andmulti-dimensional eye movement experiments and related data analysiscan more explicitly determinate the advantages and disadvantages ofproduct packaging，and thus can pertinently promote improvedpackaging designs by designers. Further，this thesis expounds theevaluation methods and indicators in usability design evaluation ofproduct packaging based on the eye movement，laying an importantfoundation for the usability design in the eye movement experiments. Theusability design evaluation indicators include functionality，availability and efficiency. Then，according to the above theoretical analysis，taking the packaging designs of “Pinot Tissue” and “MG Eye Membrane”as the subjects，we design two eye movement experiments to conductthe usability design evaluation of the packaging through market survey，open-packaging experiment，eye movement testing and analysis. Theexperiment results not only verify the scientificity and rationality ofusability design evaluation based on eye movement，but also clarify theadvantages and disadvantages of the target packaging designs. Therefore，the experiments provide quantitive data support for the improved designsof the targets，which helps designers to plan more accurate andappropriate improved designs during the improved design process.