Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.


In order to remain on store shelves and stay competitive among the overwhelming number of packaged goods on today’s shelves, companies continue to cut packaging material and increase sustainability. Current packaging has made use of a variety of paperboard materials including Solid Bleached Sulfate (SBS), Coated Recycled Board (CRB) and Uncoated Recycled Board (URB), also known as Kraft. While both SBS and CRB feature a smooth, white printing surface ideal for high quality graphics, Kraft is typically associated with a dull printing surface and lower-quality graphics.

Companies and brands interested in marketing to the eco-friendly consumer are printing a simulated Kraft look on SBS and CRB board rather than utilizing a natural Kraft substrate. The packages printed on natural Kraft substrate (URB) or simulated Kraft substrate (CRB) may or may not affect attention of the consumer when shopping. This research sought to investigate this by using eye-tracking metrics collected from participants in a retail-shopping environment. Statistical analysis yielded no significant difference for participant’s attention when shopping for packages made from (URB) or (CRB). This study illustrates how consumer attention can factor into purchasing products packaged with Kraft substrate compared to products packed with simulated Kraft substrate.