Using Visual Design to Improve Customer Perceptions of Online Assortments

[Display omitted] •In the future more shopping will be online or on smart phones.•Consumers attention to retailer stimuli on mobile will be quick and automatic.•Visual design decisions in assortment depictions will be important. In the future, we expect to see more shopping on-line or on smart phone...

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Bibliographic Details
Published in:Journal of retailing 2017-03, Vol.93 (1), p.29-42
Main Author: Kahn, Barbara E.
Format: Article
Language:English
Subjects:
Attention
Consumers
Electronic commerce
Marketing
Online retailing
Perceived variety
Perceptions
Perceptual fluency
Product assortment
Retail stores
Retailing
Shopping
Smartphones
Studies
Visual complexity
Web site design
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Summary:[Display omitted] •In the future more shopping will be online or on smart phones.•Consumers attention to retailer stimuli on mobile will be quick and automatic.•Visual design decisions in assortment depictions will be important. In the future, we expect to see more shopping on-line or on smart phones. This suggests that understanding how visual design decisions can influence consumers’ reactions to online assortments is important. New advances in neuro-marketing techniques, such as sophisticated eye tracking methodology, can help understand exactly what drives consumers’ attention and processing efficiency. Visual stimuli on small screens is frequently processed very quickly leading to perceptions that form automatically often without cognitive intervention. Thus, savvy retailers should strategically use design elements of the assortments and of packaging to direct attention and increase the ease of processing. Assortments that are easier to process are liked more and are judged to have more perceived variety. Complexity must be minimized so that assortments can be parsed immediately. Categorization, organizational structure, filtering and other design elements can also help with choice overload.
ISSN:0022-4359
1873-3271
DOI:10.1016/j.jretai.2016.11.004