Impact of color hues on arousal, concentration, and visual attention in digital platforms

The research objective posed for this study is to investigate the effect of warm and cool color hues on arousal, concentration, and visual attention in digital platforms. As evidenced by the research on color perception in the hospitality industry, the focus on color psychology is relatively modest concerning user behavior in digital platforms. This research addresses this gap by conducting two experiments: an online survey focusing on orientation attention and a laboratory experiment with an eye-tracker device employed to examine discovery attention. The findings indicate that cool colors generate more concentration, and warm colors generate more visual attention and arousal. Furthermore, warm colors increase visual attention at the beginning of a temporal passage of time, and cool colors increase visual attention at the end of a temporal passage of time. These findings will benefit digital platforms hosts and marketers, especially in understanding user attraction and enhancing customer experience, as proposed by proper color selection.