Research on the Matching of Advertisement and Interface Background Color of Online Shopping App: Based on Eye Movement Experiment

Online shopping has gradually become a part of people's daily life. Advertising is an important channel for businesses to promote goods. Good advertising background matching can bring perfect visual experience to users and stimulate consumers’ shopping desire. There is little research on the matching of advertising and interface background color in online shopping platform, and there is a lot of research space on the influence of the matching of interface background color and advertising on users’ use of software. This study starts from the interface collocation of the main tone with advertisement to study its influence on attention. This study designed a variety of advertising and interface background color matching page pictures, through eye tracking experimental research method, collected the subjects’ eye movement data, using repeated measurement analysis of variance, single sample hypothesis test and other methods for data processing. The results show that the background color of the interface is the same as the main color of the advertisement, which has a significant impact on the user's attention and emotion, and can be applied to the interface design of online shopping app.