The advancements in mobile technology have transformed the mobile shopping environment, providing consumers with greater convenience and personalized experiences. However, despite the proliferation of various platforms, product detail pages often follow a standardized design, missing opportunities to enhance consumer engagement. This study aims to investigate the impact of background colors on consumer perceptions and attitudes toward mobile shopping product pages, using Higgins' Regulatory Focus Theory as a theoretical foundation. The results indicate that black backgrounds, symbolizing stability and seriousness, foster positive attitudes among prevention-focused consumers by meeting their preference for reliability and security. In contrast, white backgrounds, associated with brightness, optimism, and vibrancy, are more appealing to promotion-focused consumers, who are driven by growth and achievement. These findings emphasize the psychological influence of background color, demonstrating its potential as a strategic element in e-commerce design. This study provides practical implications for marketers and designers aiming to deliver more tailored consumer experiences in mobile shopping environments.