THE INFLUENCE OF COLOR ON CAPTURING CUSTOMER ATTENTION IN ONLINE PURCHASES OF ORGANIC COSMETICS CASE

This study examines the effect of colour on users in the context of online sales of organic cosmetics. The primary goal is to identify which colours most effectively capture attention and drive engagement, ultimately influencing purchasing behaviours for organic cosmetic products. Through the use of eye-tracking technology, participants' attention and focus were monitored as they observed products displayed in various colours on screens. Key metrics such as Time to First View and Time Viewed were analyzed to gain a comprehensive understanding of how participants' attention and engagement were impacted by the recommended colour tones, particularly concerning their perception of organic cosmetics. The analysis revealed that lighter tones are detected more rapidly than darker tones, with statistical analysis supporting the finding that lighter colours more effectively attract immediate attention. Additionally, stimuli in lighter tones were viewed for longer periods compared to those in darker tones. This study provides a preliminary exploration of how colour tones influence the attention and engagement of e-commerce users. The findings offer valuable insights into the emotional and cognitive dimensions of consumer engagement, enhancing our understanding of how colour affects purchasing behaviour.