Purpose

This study investigates whether colors red or blue in financial disclosure documents (Key Investor Information Documents – KIIDs) affect attention distribution toward the visual stimulus and the perception of financial attractiveness of the products.

Design/methodology/approach

In order to observe and measure financial consumers' visual attention, the unobtrusive methodology of eye-tracking is used on a sample of nonprofessional investors, applying an ecological protocol, through a cross-sectional design.

Findings

Financial information processing and visual attention distribution are influenced by the color of the KIID document, as red seems to attract attention, proxied by gazing behavior, more than blue. Red color, compared to blue, is also observed to push investors to rate the products as less financially attractive, especially when the product Risk Reward Profile is high.

Practical implications

The findings highlight the role of the basic visual properties of documents conveying financial information, prompting to investigate the unconscious and automatic mechanisms of individual's attention and its influence on decision making.

Originality/value

Using the eye-tracking tool, this study bridges neuroscience, color research, marketing and finance and provides new knowledge on the underlying neural mechanisms of financial consumers' behavior.

中文翻译：

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财务文件中的蓝色和红色：对注意力机制和行为的影响

目的

本研究调查财务披露文件（关键投资者信息文件 - KIID）中的红色或蓝色是否影响对视觉刺激的注意力分布和对产品财务吸引力的感知。

设计/方法/方法

为了观察和衡量金融消费者的视觉注意力，通过横断面设计，对非专业投资者样本使用了不显眼的眼动追踪方法，应用生态协议。

发现

金融信息处理和视觉注意力分布受 KIID 文件颜色的影响，因为红色似乎比蓝色更能吸引注意力，以凝视行为为代表。与蓝色相比，红色也被观察到促使投资者将产品评为财务吸引力较低的产品，尤其是当产品风险回报配置较高时。

实际影响

研究结果强调了传达财务信息的文件的基本视觉特性的作用，促使研究个人注意力的无意识和自动机制及其对决策的影响。

原创性/价值

使用眼动追踪工具，这项研究将神经科学、色彩研究、营销和金融联系起来，并提供了关于金融消费者行为的潜在神经机制的新知识。