# Visual Selective Attention Analysis for Elderly Friendly Fresh E-Commerce Product Interfaces
## 5 Discussion  
### Discussion of Research Results  
H1: \" There exists a cognitive mechanism underlying the visual selective attention of elderly users.\" This study comprehensively validates the hypothesis through a literature review, field surveys, and in-depth analysis of visual physiological characteristics, visual attention features, and active-passive interaction behaviors. The cognitive mechanisms of elderly users in this context have been identified across five dimensions: visual sensitivity, personal habits, personal memory, knowledge experience, and emotional needs. This comprehensive analysis lays the foundation for the subsequent extraction of visual selectiveattention elements and the construction of an age-friendly design model for fresh food e-commerce interfaces, thereby fully confirming the hypothesis of H1. H2: \"Hypothesis: Certain design strategies can significantly improve the user experience of elderly users on fresh food e-commerce interfaces, meeting their visual needs and attention characteristics.\" This study combined visual element selection experiments with eye-tracking measurements to identify the visual elements that trigger both active and passive selection behaviors in elderly users. The characteristics and influencing factors of these visual elements were derived through the experiments. By processing and analyzing the experimental data, the study summarized design strategies for age-friendly fresh food e-commerce interfaces. To verify the practical application and reference value of the proposed design strategies, a qualitative research and experimental data analysis approach was adopted. This was further validated through a practical application, incorporating theoretical insights into the design practice of the \"One Day Three Fresh\" product (Figure 3). In designing the brand color scheme, particular attention was given to the use of blue, considering that elderly users often experience challenges distinguishing this color due to age-related visual sensitivities [57]. To address this, high-contrast blue elements with larger surface areas were selected to enhance visibility and ensure these design elements effectively capture and retain attention. This approach aligns with best practices identified by [PERSON], [PERSON], and [PERSON] (2022), which emphasize the importance of balancing color visibility with user-specific visual needs [58]. By following these guidelines, the design seeks to make blue a functional and accessible color choice for elderly users, supporting overall usability in age-friendly interfaces. Through usability testing of fresh food e-commerce products, the differences before and after age-friendly design were comprehensively examined, including task completion time, subjective user experience ratings, and eye-tracking visual trajectory data. The  
Figure 3: Visual design proposal. experiment was divided into two rounds, with five participants in each group testing \"One Day Three Fresh\" and \"Hema Fresh\", respectively. Participants were required to purchase products on two different e-commerce interfaces, performing tasks across five pages: homepage, product listing, product details, shopping cart checkout, and order confirmation. The recorded metrics included task completion time, user ratings, and eye-tracking data. After completing the tasks, participants rated the usability of each fresh food e-commerce product interface using a five-point Likert scale, covering aspects such as interaction flow, page layout, brand color, text readability, and focus style. The experimental results (Figures 4 and 5) indicate that elderly users exhibited shorter task completion times, higher task completion rates, and higher usability and satisfaction scores on the \"One Day Three Fresh\" interface. The age-friendly design showed significant improvements in page layout, brand color, and text readability, while there was relatively less improvement in focus style.