ABSTRACT
Studies focusing on gender differences regarding color preferences in the application of package design seems to be scarce. This study aims to reveal the gender differences in color package design preference and to recommend what color factor to best to apply for package design using eye-tracking technology. A study of eye-tracking was conducted. T-test and one-way Anova followed by the Tukey Post Hoc test were used to test if there is a difference in fixation count based on the colors presented. The study found no difference in color preference between male and female participants. It revealed that brown, as well as yellow, has no significant difference in color preferences.
