The Effects of Background Color, Shape and Dimensionality on Purchase Intentions in a Digital Product Presentation

  • Rafał MichalskiEmail author
  • Jerzy Grobelny
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9739)


The presented study explores diverse ways of demonstrating the product in a digital way, e.g. in big digital outdoor telebims, monitors situated in supermarkets or electronic shops available on the Internet. Three different factors were examined in a laboratory based experiment: product presentation background colors (red, green, and blue), presentation shape (sharp versus rounded edges) and presentation dimensionality (two and three dimensional). The potential customers expressed their purchase intentions towards various product presentation variants by means of pairwise comparisons. The analysis of data collected from 51 persons revealed the statistical importance of all three examined factors along with the significance of dimensionality and shape interaction. Subjects preferred rounded options more than these with sharp edges only. The three dimensionally looking package was better liked than its two dimensional counterpart. Participants favored also blue background color over the red and green ones .


Digital signage Two and three dimensions Package design Roundedness Purchase intensions AHP 



The work was partly financially supported by the Polish National Science Center grants no. 2011/03/B/HS4/03925.


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.Faculty of Computer Science and ManagementWrocław University of TechnologyWrocławPoland

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