Exploring the Impact of Font Color, Size, and Sale Sign Placement in Retail Garden Centers' Product Displays
In a recent study, researchers aimed to understand how the presentation of sale signs affects consumers' buying decisions for plants. The study, conducted using SAS Software for Windows and Tobii Pro X2 eye-trackers, focused on the effects of font size, color, location, and discount methods on consumer behavior.
The study recruited 154 participants from two states and employed a partial factorial design with 16 images of three plant types. The visual metrics of interest were time to first fixation (TTFF) and total fixation duration (TFD), both measured to 1/100 second.
The results showed that the type of plant comprised 45% of the purchase decision, followed by price at 23.8%. Interestingly, sale font size was found to be the third most important factor, with the red font having greater attention-grabbing power, particularly when it appeared in a larger or smaller font size and was placed to the right in the display.
Sale sign location and font color were found to be similar in relative importance, with the red font on the right side of the display being more effective at attracting consumer gaze. The visual metrics were exported into a Microsoft Excel spreadsheet for further analysis.
The study conducted in College Station, Texas, used Spectrum and Tobii Pro X2 eye-trackers along with 7.1 software from our platform Inc. (Copenhagen, Denmark) for the experiment. However, the specific platform used for the eye-tracking analysis is not explicitly mentioned in the search results. Given the common use of Tobii Pro Lab for eye-tracking studies, it is likely that this software was used in this study.
As consumers move through their shopping experience, their gaze moves from left to right, as though they are "reading" the display. Understanding these patterns can help retailers optimize their sale signs to maximize customer engagement and drive sales.
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