Systematic literature review highlights the role of visual attention and trust in online donations, indicating design implications for crowdfunding platforms.
The development of crowdfunding platforms like Kitabisa has changed the pattern of community interaction in digital donations. One important element in the user interface (UI) that can influence donation decisions is the color of the donation button. This research aims to systematically review literature discussing the effect of color on visual attention and online donation behavior, using a Systematic Literature Review (SLR) approach with PRISMA guidelines and bibliometric analysis. A total of 11 selected articles were analyzed, consisting of 6 studies on eye tracking and 5 studies on donation behavior. The results of the review show that color plays an important role in attracting users' visual attention, while factors such as trust, empathy, and interface design influence donation intent. However, no research has been found that specifically links the color of donation buttons to online donation behavior through an eye tracking approach. These findings reveal a research gap that can be further explored, as well as providing practical implications for the development of UI design for donation platforms.
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Maya Safitri Br Sembiring (2025) studied this question.
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