ELIMINATING "zombies" on product packaging is good for sales--but first they must be discovered. In French marketing lingo, "zombies" are logos, images or phrases on packaging that shoppers dislike, without even realising it, says Eric Singler of In Vivo BVA, a marketing consultancy based in Paris. His firm does brisk business determining exactly which elements on packaging attract or repel shoppers using a small device called an eye tracker. Resembling a chunky pair of glasses, it records the wearer's eye movements. Mapping them out reveals the places where the wearer's gaze lingers with pleasure, jerks back and forth in confusion, or fails to look at all.
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