# Changes in Pupil Size According to the Color of Cosmetic Packaging: Using Eye-Tracking Techniques
## 5 Conclusions  
This study explored the influence of cosmetic packaging colors on consumer attention by analyzing changes in pupil size using eye-tracking technology. The research examined eight specific colors--black, white, blue, yellow, orange, turquoise, pink, and sky blue--to evaluate their impact on visual attention during saccadic movements (rapid eye movements) and fixation (focused gaze). By linking physiological responses, such as pupil dilation, to visual stimuli, the study provides valuable insights into how packaging colors can influence consumer engagement and decision-making processes, particularly within the cosme industry. The findings highlight three key themes regarding the role of color in cosmetic packaging design. First, the study demonstrated that certain colors affect consumer attention. Among the tested colors, pink was the most effective in attracting and sustaining attention during fixation, suggesting its strong potential to evoke emotional engagement and heightened focus. Conversely, black and blue were observed to contribute more to visual balance rather than directly drawing attention, making them suitable for supporting other design elements such as text or logos. These results emphasize that different colors serve unique roles in packaging design--some are more effective for capturing immediate attention, while others enhance the overall aesthetic by providing harmony and balance. Second, the study emphasized the importance of gaze fixation as a reliable indicator of consumer attention compared to saccadic movements. While saccadic movements reflect rapid scanning of the environment, fixation indicates focused and sustained interest in a specific stimulus. This distinction underscores the importance of designing packaging that encourages prolonged focus, which is critical for engaging consumers and reinforcing brand identity. Third, the findings offer practical implications for packaging design and marketing strategies. The absence of significant gender differences in pupil responses to functional products, such as sunscreen, suggests that gender-neutral designs are effective for these items. This finding highlights the potential to broaden consumer appeal without alienating specific demographics. Moreover, the study reinforces the value of data-driven design decisions, enabling marketers and designers to prioritize colors and visual elements that align with their target audience's preferences and behaviors. This research effectively addressed its objectives by demonstrating how packaging colors influence visual attention and identifying meaningful applications for these findings in the cosme industry. Integrating neuromarketing methodologies, such as eye-tracking, into this research represents a significant advancement in the study of consumer behavior. By linking physiological responses to visual stimuli, this study provides an innovative and objective approach to understanding how consumers engage with packaging designs. While this study contributes to the literature on packaging design and color psychology, several areas warrant further exploration. Expanding the sample size and including participants from more diverse demographic groups would enhance the generalizability of the findings. Future research could also investigate how colors interact with other design elements, such as texture, shape, and material, to provide a more comprehensive understanding of effective packaging design. Additionally, incorporating cultural and emotional factors into the analysis could yield valuable insights for brands operating in global markets. For designers working on cosmetic packaging, this research provides actionable insights into how color choices influence consumer attention and emotional engagement. Specifically, the study highlights the effectiveness of pink in attracting and sustaining attention, making it an ideal choice for products that evoke emotional engagement and stand out on the shelf.