The role of virtual package shapes in digital product presentation

Abstract

The knowledge on how to present visual content in an ergonomic way is crucial in various fields, especially in a current highly digitized world. The current study investigates how various digital presentations of a high-involvement product influence perceived purchase willingness. Undergraduate students performed a series of pairwise comparisons of smartphone packages, presented on a computer screen. Relative degrees of purchase willingness were computed according to Analytic Hierarchy Process which allows for controlling subjects’ responses consistencies. Three types of a cuboid package deformations were explored: Curved, Tapered, and Tilted. Each type was designed with different Distortion direction (Left, Right or Bottom, Top) and extent (Small, Big). The obtained results were compared with a standard cuboid, comprehensively analyzed and thoroughly discussed.