ANALYSIS OF THE IMPACT OF COLOR ON THE SELECTION OF ORGANIC COSMETICS PRODUCTS IN ONLINE PURCHASE
DOI:
https://doi.org/10.24867/32EF03CvetojevicKeywords:
Impact of colour, Online sales, Organic cosmeticsAbstract
This study explores the impact of colour on users in the realm of online sales of organic cosmetics. The objective of the research is to identify the most effective colours that capture attention and drive engagement and purchasing behaviour for organic cosmetic products. Participants' attention and focus were assessed through the use of eye-tracking technology while they observed products displayed in various colours on screens. Complementary methodological tools, including surveys and verbal feedback, were employed to gain a comprehensive insight into the influence of colour on consumer behaviour.
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