Short answer

When designing retail displays, prioritize how the display structure directs attention to the product's key features rather than just its overall presence.

Field: Innovation & Markets
Source: RIT Scholar Works (Rochester Institute of Technology) (2015)
Method: Experimental eye-tracking study
Evidence: Mixed findings

While display trays can increase a product's visibility on a shelf, they may inadvertently decrease consumer attention to the product itself. This innovation & markets research insight is drawn from a 2015 study published in RIT Scholar Works (Rochester Institute of Technology). Using Experimental eye-tracking study, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing retail displays, prioritize how the display structure directs attention to the product's key features rather than just its overall presence.

Study

Innovation & MarketsHigh ImpactMixed findings

Display Trays Can Decrease Product Attention Despite Increased Shelf Presence

While display trays can increase a product's visibility on a shelf, they may inadvertently decrease consumer attention to the product itself.

RIT Scholar Works (Rochester Institute of Technology) · 2015

Key Findings

01Display trays did not increase total fixation duration on products.
02Display trays did not decrease time to first fixation on products.
03Attention to products in display trays was less favorable compared to products not in display trays.

Application

Design takeaway

When designing retail displays, prioritize how the display structure directs attention to the product's key features rather than just its overall presence.

How to apply

Before implementing a new display tray design, conduct user testing with eye-tracking or similar methods to measure actual consumer attention patterns.

Project actions

01When designing packaging or point-of-sale displays, consider how the entire presentation affects how a user interacts with the product.
02If you are testing a display concept, think about how you can measure actual user behaviour, not just perceived effectiveness.

Method & Evidence

AimTo investigate the impact of display trays on consumer attention and preference for products in a simulated retail environment using eye-tracking technology.

MethodExperimental eye-tracking study

ProcedureParticipants viewed simulated retail shelves with and without display trays for liquid dish soap and canned tomatoes while their eye movements were tracked. Metrics such as time to first fixation and total fixation duration were recorded.

ContextRetail environment simulation (CUShop™ consumer experience laboratory)

Variables

IVPresence or absence of a display tray.

DVTime to first fixation on product, total fixation duration on product.

CVProduct type (liquid dish soap, canned tomatoes), simulated retail environment, lighting conditions, viewing distance.

Strengths & Limitations

Strengths

+Utilizes objective eye-tracking data to measure attention.
+Tests a common retail design element (display trays).

Limitations

The simulated environment may not perfectly replicate real-world shopping behaviour. The specific display trays and products used might not be representative of all retail scenarios.

Reliability & validity

Reliability could be improved by increasing sample size and standardizing viewing conditions. Validity is supported by the objective measurement of eye movements, but the artificial environment may limit ecological validity.

Think critically

If display trays can decrease attention, what specific design features of the trays or the products themselves might be responsible for this effect?

Design Principles

"Display elements should guide, not obscure, consumer attention to the product."

This finding challenges the assumption that increased shelf presence automatically translates to increased consumer interest. Designers and marketers need to consider how the design of display elements might influence, rather than enhance, product engagement.

What This Means for Your Design

Sometimes, making something stand out more on a shelf (like using a special tray) can actually make people look at it less or pay less attention to the actual product inside.

How to use in your project

1.Use this research to justify the need for user testing of display concepts, especially when aiming to increase product engagement.
2.Cite this study when discussing the potential negative impacts of certain display strategies on consumer attention.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that while display trays can enhance shelf presence, they may not always lead to increased consumer attention or preference. Studies using eye-tracking have shown that attention to products within display trays can be less favorable compared to those displayed without, suggesting that design elements intended to boost visibility might inadvertently distract from the product itself. This underscores the importance of user-centred testing to validate the effectiveness of display strategies.

Source

RIT Scholar Works (Rochester Institute of Technology)

An Eye-Tracking Methodology for Testing Consumer Preference of Display Trays in a Simulated Retail Environment

journal · 2015

View source

Questions About This Research

What does the research say about display trays can decrease product attention despite increased shelf presence?: When designing retail displays, prioritize how the display structure directs attention to the product's key features rather than just its overall presence. Evidence: RIT Scholar Works (Rochester Institute of Technology) (2015).
Why does "Display Trays Can Decrease Product Attention Despite Increased Shelf Presence" matter for design?: This finding challenges the assumption that increased shelf presence automatically translates to increased consumer interest. Designers and marketers need to consider how the design of display elements might influence, rather than enhance, product engagement.
How can designers apply this research?: When designing retail displays, prioritize how the display structure directs attention to the product's key features rather than just its overall presence.
What were the main findings?: Display trays did not increase total fixation duration on products.. Display trays did not decrease time to first fixation on products.. Attention to products in display trays was less favorable compared to products not in display trays.
What research method was used?: Experimental eye-tracking study.
How strong is the evidence?: Evidence strength is rated Mixed findings, based on a 2015 journal from RIT Scholar Works (Rochester Institute of Technology).
What should I do differently in my next project?: Before implementing a new display tray design, conduct user testing with eye-tracking or similar methods to measure actual consumer attention patterns.
What are the limitations?: The study was limited by the specific types of display trays and products tested, and the artificial nature of the simulated retail environment.