# NFC Tag Awareness and Its Visual Implementation on Food Packaging: Case Study in Slovenia
## 3 Results
### Design Implementation of NFC Tags
However, in relation to total fixation time, the \(p\)-value was 0.000, and there was a difference between tags with or without an invitation. We also conducted a Mann-Whitney U test, which showed that the mean rank results were consistent (Table 5). Since the level of total fixation is of interest, based on the data, it can be confirmed that NFC tags are more visible to consumers when presented with an explanation or an invitation. Further investigation was conducted to explore the research question regarding the visibility of NFC tags to consumers when presented with an explanation or invitation and in a distinctive color. Table 6 illustrates the shortest time to the first fixation for an element without an invitation in a distinctive color (1.96 s), suggesting that the color was the crucial fixation element here. On the other hand, the element with an invitation in a distinctive color was observed for the longest duration (1.25 s), followed by the tag with an invitation (0.91 s), the tag with no invitation and in a distinctive color (0.74 s), and the tag with no invitation (0.63 s) (Table 6). The Kruskal-Wallis statistical test was utilized to determine that the fastest noticeable tag was that without an invitation and in a distinctive color (mean rank 78.4), while the longest observed tag was that with an invitation in a distinctive color (mean rank 120.48). This finding supports the research question aimed at observing the total time of fixation in relation to the element. Figure 3: NFC tag with or without an invitation (**left**) and heat maps (**right**). \begin{table}
\begin{tabular}{c c c c c c c c c} \hline \hline \multicolumn{2}{c}{**TFF**} & \multicolumn{5}{c}{**TFD**} \\ \hline  & **N** & \begin{tabular}{c} **Mean** \\ **(in s)** \\ \end{tabular} & **SD (in s)** & \begin{tabular}{c} **Mean** \\ **Rank** \\ \end{tabular} & **N** & \
\begin{tabular}{c} **Mean** \\ **(in s)** \\ \end{tabular} & **SD (in s)** &
\begin{tabular}{c} **Mean** \\ **Rank** \\ \end{tabular} \\ \hline Invite & 60 & 1.38 & 0.89 & 56.04 & 60 & 1.53 & 0.78 & 68.88 \\ \hline No invite & 50 & 1.56 & 1.24 & 54.85 & 50 & 0.86 & 0.52 & 39.44 \\ \hline \hline \end{tabular} Invite—with invitation, No invite—without invitation, SD—standard deviation, \(\mathtt{s}\)—seconds.  
\end{table} 
Table 5: Eye-tracking results in relation to the NFC tag with or without an invitation. Our study provides valuable insights into consumer behavior in a real-world context by examining how these design features perform in relation to familiar and unfamiliar packaging designs. With no brand-related distractions or preconceptions, the fictitious design (Natalis) allowed respondents to focus solely on the design elements, such as the placement and color of the NFC tag, ensuring that their responses were based on the tag's features rather than being influenced by their familiarity with the product. The study demonstrates the importance of design elements, such as color and placement, when attempting to influence consumer interaction with smart packaging features like NFC tags. The combination of eye-tracking data and survey responses highlights how different aspects, including invitation prompts and color contrast, affect user engagement and tag visibility. During the focus groups meeting, more than half of the participants (57.0%) placed the NFC tag on the packaging's side. After engaging in a debate about the acceptability of their opinions where they were given more time for contemplation and were offered, possibly, new facts and ideas, their attitude remained unchanged or even became reinforced. The focus groups also suggested that an invitation to interact with smart elements should be included to provide the user with a better understanding of why they should interact with the tag. Additionally, using NFC tags should bring benefits to the consumer, such as immediate gratification, rewards, or discounts. The visual presentation of the tag should be straightforward for quick comprehension.