Conference paper
Designing electronic shops, persuading consumers to buy
The purpose of this article is to show how to design persuasive and successful Web shops. An approach to commercial site design that draws on theories of visual persuasion is proposed. We focus on the role of emotion. Images in an ad are typically meant to create some emotional disposition toward the product, or social cause.
The importance of emotions in the on-line shopping context is highlighted. Mechanisms found in visual persuasion showing ways of capturing the audience's attention and emotions are discussed. To illustrate these mechanisms, examples drawn from electronic shopping are considered. To strengthen the discussion, an evaluation of shop home pages, situated within the perspective of visual persuasion is presented.
This study has given some indications that viewers form distinctive emotional impressions from shop designs. Thus, by building on visual persuasion theories, we can learn how to design seductive Web shops.
Language: | English |
---|---|
Year: | 2000 |
Pages: | 140-147 |
Proceedings: | 26th Euromicro Conference |
ISBN: | 0769507808 and 9780769507804 |
ISSN: | 23769505 and 10896503 |
Types: | Conference paper |
DOI: | 10.1109/EURMIC.2000.874411 |
Advertising Buildings Consumer behavior Consumer electronics Decision making Displays Electronic commerce Eyes Internet Web page design Web shop design commercial site design electronic shops emotion home shopping human factors information resources marketing data processing online shopping shop home pages user interfaces visual persuasion