whether these are impulse buy products. In the trial carried out, participants had no prior knowledge of the product they were going to view; as such, it is possible that the results may be extrapolated to other types of packages. Another point to analyse in future investigations would be whether there are differences in viewing patterns with respect to participants’ age, gender or cultural factors, such as their reading system. Thus research could be carried out in cultures with right to left reading patterns, such as in the Arabic system, to see whether this pattern is directly inverted.