Colour plays a crucial role in marketing and visual communication, influencing product aesthetics, consumer attention, and purchasing behaviour. However, colour perception is deeply shaped by cultural identity. This study applies augmented cognition methods through eye-tracking technology to examine how different chocolate packaging colours (red, blue, beige, and golden orange) affect visual attention and purchase intention in two distinct cultural contexts: Portugal and the United Arab Emirates (UAE). A factorial experimental design was employed with 120 participants (n = 61 Portuguese, n = 59 UAE). Participants viewed unbranded packaging while their eye movements were recorded using Gazepoint GP3 HD (150 Hz). Fixation duration and frequency were analysed, and a post-exposure questionnaire assessed colour perception and purchase intention. Significant cross-cultural differences emerged. Portuguese participants fixated more on red (M = 3.5 s, SD = 0.8), while UAE participants focused more on golden orange (M = 3.7 s, SD = 1.0). ANOVA confirmed statistically significant differences (p < 0.001) in colour preference across groups. UAE participants reported higher purchase intention for golden orange, whereas Portuguese participants preferred red (p < 0.001). Findings suggest that colour preferences are culturally modulated, influencing both visual attention and consumer behaviour. These insights reinforce the importance of integrating augmented cognition tools, such as eye-tracking, to enhance understanding of cultural differences in consumer decision-making. Future research should expand sample diversity to explore subcultural variations in colour perception.