Keywords. 2D Presentation, 3D Presentation, User Cognitive Response
Abstract. When presenting a product through digital media, both designers and retailers aim to communicate with their audience in the most effective way using visual perception. Previous studies have found that users’ perception and behavior are affected by the visual presentation. The purpose of this study is to discover how a user’s perception and evaluation of a product change depending on how the product is presented. In this study, we specifically look at the presentation formats of 2D orthographic views and 3D simulated format (360 rotation). This study employs a between-subject design with surveys and an eye-tracking test to determine if 2D presentation or 3D presentation resulted in better user evaluation and higher approval of the product design. We found that users have a better understanding of product aesthetics, usefulness, and product ease of use when they were viewing 2D orthographic images of products versus when they were viewing the 3D 360 rotation presentation format. Future marketing, design, and theoretical implications, as well as future research directions, are discussed.
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