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Exploring color preference through eye tracking

Most color preference studies use subjective rating methods, such as survey and pairedcomparison procedures. They all depend on subjects’ subjective answers. In order to get objective color preference data, this study utilized an eye-tracking experimental method to explore the possible relationships between color preferences and characteristics of scan-path. A web-based experimental method using eight NCS colors applied to 7 categories of objects was used as the stimulus to identify and analyze the relationship between color preference and eye movements of 103 college students. Results show that there are correlations between color preferences and eye movement patterns. A Multi Variable Analysis (MANOVA) shows that fixation duration, fixation counts, and return of fixations are significantly different between most favorite colors and least favorite colors. Generally speaking, people spent longer time, and there were more fixations and fixation counts on their preferred colors. Observers paid more attention to textured colors than non-textured colors.