Vliv saturace barvy na vizuální pozornost, preference a nákupní záměr spotřebitelů v segmentu pleťové kosmetiky

This master's thesis investigates the influence of packaging color saturation of skincare cosmetic products on consumers' visual attention, preferences, and purchase intention. The research design combined biometric measurement using eye-tracking with a follow-up questionnaire survey. The collected data were analyzed using linear and generalized linear mixed models. The results revealed that while color saturation did not affect the speed of attentional capture, it had a statistically significant effect on visual engagement, with lower packaging saturation generating a longer duration of visual engagement. A significant effect was also identified for hue temperature. Concurrently, a positive relationship between visual attention and subsequent product preference was confirmed. The findings from the questionnaire survey highlighted prominent discrepancies between implicit (subconscious) and explicit (conscious) consumer decision-making processes. This thesis contributes to the understanding of the role of color saturation in skincare packaging and offers practical recommendations for packaging design within the skincare cosmetics industry.