Packages of Japanese canned coffee beverages contain design elements such as brand names and logos designed to catch consumers' attention. In order to investigate how each element catches consumers' attention, we recorded eye-movements while the subjects viewed the cans. The results were as follows: (1) The subjects view larger elements for a longer duration; (2) The subjects view graphics for a longer duration than characters, when they were of similar size; (3) The eyes move from graphics to letters; (4) and that showed obvious differences with type of layouts. Therefore, we considered that the attention to Packages were very closely related the size, the method of expression of design elements and those layouts.
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