Date of Award


Document Type


Degree Name

Master of Science (MS)

Legacy Department

Packaging Science


Hurley, Rupert Andrew

Committee Member

Tonkin , Charles E

Committee Member

O'Hara , Liam


In order to remain on store shelves and stay competitive among the overwhelming number of packaged goods on today's shelves, companies will continue to be required to cut packaging material and increase sustainability. Current packaging is made using 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. This research sought to answer the following question: [RQ]: Is there a difference in consumer attention when shopping for packages printed on natural Kraft substrate (URB) or simulated Kraft substrate (CRB)? This Research Question was assessed using eye-tracking metrics gathered from participants in a retail-shopping environment. Metrics were compared using Wilcoxon Rank Sum test, the non-parametric equivalent to a two-sample t-test. At a 95% confidence level, the tests yielded no significant difference for participant's attention when shopping for packages made from Kraft substrate or simulated Kraft substrate.