# Changes in Pupil Size According to the Color of Cosmetic Packaging: Using Eye-Tracking Techniques
## 1 Introduction
The results showed that if the same color combination were applied differently in a physical environment, it could generate various emotional responses, affecting perceived luxury and preference to remain in that environment [19]. The primary objective of this study is to investigate how different colors of cosmetic packaging influence consumer attention by analyzing changes in pupil size using eye-tracking techniques. Specifically, the study aims to identify the colors that elicit heightened attention from consumers and provide empirical evidence for the visual impact of packaging design in the cosmetic industry. By leveraging the eye-tracking methodology, the study seeks to contribute to marketing practices by offering objective and quantifiable insights into the role of color in packaging design. This research has significant implications for designers and marketers, as it provides actionable guidance for selecting packagingcolors that can effectively attract consumer interest and enhance product visibility in a competitive market. Additionally, this study emphasizes the growing importance of neuromarketing as a methodology that applies cognitive neuroscience to understand consumer behavior. Eye-tracking, a cost-effective and simple neuromarketing tool, is highlighted as a reliable method for assessing consumer responses to visual stimuli, enabling marketers to make data-driven decisions in product design and marketing strategies. This study builds on prior research in color perception and consumer behavior, introducing several key innovations that set it apart. Unlike earlier studies focusing on color preferences or visual comfort in various environments, this research specifically examines the relationship between pupil size and cosmetic packaging colors. By targeting the cosme market, the study addresses a rapidly growing industry that requires innovative packaging strategies to attract consumer attention. Eye-tracking technology analyzes consumer attention in a marketing context. It measures pupil size changes in response to different packaging colors. This novel application provides new insights into neuromarketing and highlights the utility of eye-tracking for evaluating the effectiveness of packaging design. Furthermore, the study links pupil dilation to emotional and cognitive responses, offering a deeper understanding of how colors, such as pink or black, influence consumer decision-making. Using statistical analyses, including T-tests, the research provides robust, quantitative evidence of the impact of packaging colors, moving beyond the descriptive findings common in earlier studies. Focusing on the competitive cosmetic market, this study addresses a critical challenge: designing packaging that stands out in a crowded industry. Its findings offer practical, data-driven guidance for marketers and contribute to the field by demonstrating how color-driven consumer attention can be effectively analyzed using eye-tracking techniques. In this study, eye tracking was used as a marketing tool that can be applied to the continuously growing cosmetic market. This study aimed to present research results on colors of cosmetic packaging that can attract consumer attention by analyzing pupil enlargement. This paper can provide useful information for designers' decision-making and suggest an effective method for objective quantification of spatial color design in the future. In this paper, research is conducted specifically focusing on the following research problems:  
_Research Question 1: Does the color of cosmetic packaging significantly affect consumers' visual attention?_  
This research question focuses on determining how colors affect pupil size changes related to visual attention, especially whether certain colors attract or maintain attention more effectively. This allows us to suggest practical directions for marketing strategies and designs.