Experiment Design and Analysis of Cross-Cultural Variation in Color Preferences Using Eye-Tracking

With the development of eye-tracking technology, existing studies verified the effect of culture on eye movements. However, the detail of how the different cultures, especially the different Asian cultures affect people's color preferences about products by visual attention remains in black box. In this paper, we focus on the difference between Chinese and Japanese who have similar but different cultures and try to identify their difference in visual attention about color preferences when selecting goods by using eye-tracking. The finding proves that people with different Asians cultures have different viewing patterns when faced to select goods with different colors. The results also indicate that culture as a factor does affect to ones' evaluation of products. The results can provide guidelines for products design or visual marketing management.