Visual and Textual Elements of Board Game Packaging, What Do Children Prefer?—An Eyetracking Study

Games and toys represent a significant component of a child’s life throughout their childhood, contributing to fun and socialisation. Nowadays, more and more companies and brands of these products are studying and testing ways of attracting the target audience of children in order to captivate their desire to purchase these products. This study aims to determine which textual and visual stimuli are most appealing to children in the context of consumption behaviour. To this end, quasi-experimental research used eye-tracking and stimuli consisting of images of board games (Uno, Operation, Pictionary, Cluedo, and Monopoly). By analysing variables such as gaze fixations, stimulus revisits and average time viewed, it was concluded that the visual component is the most captivating, specifically in Uno, Cluedo and Operation. However, Monopoly showed its importance in the textual features within the five games. Lastly, future research avenues, experiment limitations and final remarks are presented.