Abstract: Virtual eye tracking technology can reflect the visual appeal of the urban landscape environment by recording the state information of human eye movement. This paper takes Hengdaohezi Town, a town in the northeast cold land in Hailin City, Mudan City, Heilongjiang Province as an example, and uses the Chinese color system as the standard to extract and analyze urban color information. VR technology can realize remote experience of town color, supplemented by eye tracking technology, scientifically quantify the ambiguous color perception expression of the public at the objective level, and further verify the specific relevant factors affecting the color attractiveness of cold land towns. The experiment was carried out from the overall bird's eye view of the local street scene layer by layer, to understand the color perception characteristics of the subjects at different spatial scales, and form a relatively good public participation, so as to summarize and discuss the inspiration for the color planning and design of small towns.