There is the possibility that such questions as eye color do not originate with Design World. Years before the term, phishing was invented, there were telephone schemes to get personal information. They would typically start with a recognizable entity (e.g., Cleveland Clinic) and say they were doing a survey. The initial questions would be benign, but would soon become much more invasive, even perverted.
Since this discussion is on a Design World site, maybe a representative of that company can explain the eye-color question. In the meantime, I would give Design World the benefit of the doubt for such a bizarre question and assume it was phishing by some other entity.
John