Data from: The effect of the intensity of the element that distinguishes flavor on the memory and perception of Peruvian millennials and centennials

Globalization has facilitated a lot the access to all kinds of products and brands from different parts of the world, which has increased consumer choice and also competition among packaged products. For this reason, the package design of a brand to attract
consumers must be able to stand out among so much supply, especially if it is a new product or a new flavor. The packaging of the product has a strong direct influence on consumers and therefore it becomes necessary to explore dimensions of packaging design that allow a high degree of differentiation or at least enough to differentiate from the competition and the same product line. In this line, there are very efficient strategies and approaches used in the literature to perform this exploration in packaging, such as evaluations of perception measured with attributes and the use of eye-tracking technology that records direct information about visual attention on the most distinctive elements. Thus, this study aims to determine the impact of the presentation of a new flavor on the packaging by varying the intensity of the stimulus that represents it according to the Weber-Fechner law, using the three main elements of the packaging: text, color and image. The experiment exposed three groups of participants (n=30) to 3 stimuli, which were based on the addition of an element as the intensity of the flavor description of three products from three different food categories was intended to increase. This study used the eye-tracking platform via RealEye webcam to measure attention, and a self-administered questionnaire was used to examine perception and recall.