Design
of the information on product sustainable awareness: methodological
analysis of the subjective impressions and the visual attention of the
consumer, and relationship with their reference criteria.
Abstract:
The
generalization of the information transparency concept and a
sensitivity toward environmental, ecological, healthy and social
responsibility aspects, have given rise to a growing trend toward the
incorporation of information related to product sustainable awareness.
This information is usually shown through logotypes on the label or
packaging of the product, as a part of its final design. They are
symbols referred to aspects related to the responsibility of the
product (and the consumers), including, for example, materials origin,
environmental impacts, social impact (multinational corporations, local
trade, etc.), social inequality, health, or quality, depending on the
type of product under consideration.
Customers will pay attention / be interested on information about the
product sustainable awareness (IPSA), according to their personal
values and reference criteria, and also according to the particular
aspect reported, the type of product, the design of the logo, symbol or
label (size, color, location, etc.).
The main objective of the project is to analyze how the design of
the IPSA influences the subjective impressions of consumers and their
purchasing decisions, using objective techniques of visual behavior
analysis (eye-tracking) and subjective affective design tools (semantic
differential).
