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The Visual Design Influence on Customer Perceptions of Online Assortments


  • TANASE, George Cosmin


In the future, we expect to see more shopping on-line or on smartphones. 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, 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.

Suggested Citation

  • TANASE, George Cosmin, 2018. "The Visual Design Influence on Customer Perceptions of Online Assortments," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 9(4), pages 26-30, December.
  • Handle: RePEc:rdc:journl:v:9:y:2018:i:4:p:26-30

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    Online Retailing; Assortment; Shopping Behavior; Product Choices; Visual Options;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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