The effects of background color, shape and dimensionality on purchase intentions in a digital product presentation

Rafał Michalski () and Jerzy Grobelny

No WORMS/16/15, WORking papers in Management Science (WORMS) from Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology

Abstract: The presented study explores diverse ways of demonstrating the product in a digital way, e.g. in big digital outdoor telebims, monitors situated in supermarkets or electronic shops available on the Internet. Three different factors were examined in a laboratory based experiment: product presentation background colors (red, green, and blue), presentation shape (sharp versus rounded edges) and presentation dimensionality (two and three dimensional). The potential customers expressed their purchase intentions towards various product presentation variants by means of pairwise comparisons. The analysis of data collected from 51 persons revealed the statistical importance of all three examined factors along with the significance of dimensionality and shape interaction. Subjects preferred rounded options more than these with sharp edges only. The three dimensionally looking package was better liked than its two dimensional counterpart. Participants favored also blue background color over the red and green ones.

Keywords: Digital signage; Two and three dimensions; Package design; Roundedness; Purchase intensions; AHP (search for similar items in EconPapers)
JEL-codes: D01 D03 D40 D81 D83 D87 D91 L15 L81 L82 L86 M31 M37 (search for similar items in EconPapers)
Pages: 12 pages
Date: 2016-12-18
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Citations:

Published in Michalski R., Grobelny J. (2016). The effects of background color, shape and dimensionality on purchase intentions in a digital product presentation. [In:] M. Antona, C. Stephanidis (Ed.), Universal Access in Human-Computer Interaction. Methods, Techniques, and Best Practices, Part III, HCII 2016, LNCS 9739, Springer, pp. 468-479. http://dx.doi.org/10.1007/978-3-319-40238-3_45

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https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_16_15.pdf Final version, 2016 (application/pdf)

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Persistent link: https://EconPapers.repec.org/RePEc:ahh:wpaper:worms1615

DOI: 10.1007/978-3-319-40238-3_45

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