Changes in Pupil Size According to the Color of Cosmetic Packaging: Using Eye-Tracking Techniques

This study examines the relationship between cosmetic packaging color and consumer attention by analyzing changes in pupil size using eye-tracking technology. A controlled experiment with 25 participants (mean age: 24.7 ± 3 years, 14 males and 11 females) was conducted to investigate the impact of eight packaging colors (black, white, blue, yellow, orange, turquoise, pink, and sky blue) on pupil dilation during gaze fixation and movement. Pupil size data were analyzed using SAS 9.4, with T-tests used to determine significant differences across colors. The results revealed that pink packaging elicited significantly larger pupil sizes during fixation, indicating heightened attention, while black, white, blue, and orange led to smaller pupil sizes when fixated, suggesting greater focus on the surrounding environment rather than the packaging. In contrast, yellow and turquoise exhibited no significant differences in pupil size during fixation and movement. Additionally, the study highlights that gaze fixation is a more meaningful indicator of attention than gaze movement, as fixation reflects focused interest in specific stimuli. The findings suggest that pink packaging is most effective in attracting consumer attention, while black, white, blue, and orange are better suited for enhancing focus on the surrounding environment. These insights emphasize the growing importance of packaging design in influencing consumer behavior, particularly through color selection. This study contributes to marketing practices by providing empirical evidence for the visual impact of packaging colors, offering valuable guidance for cosmetic industry practitioners. Future research should expand sample sizes and explore additional packaging attributes, such as shape and material, to derive more comprehensive insights.