Investigating the Influence of 2-D presentation versus 3-D rotation presentation formats on user perception

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 a users' perception and behavior are affected by the visual presentation. The purpose of this study is to discover how a users' 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 2 - D orthographic views and 3 - D simulated format (360 rotation). This study employs a between-subject design with surveys and an eye - tracking test to determine if 2 - D presentation or 3 - D presentation resulted in better user evaluation and higher approval to the product design. We found that users have a better understanding of product aesthetics, usefulness, and product ease of use when they were viewing 2 - D orthographic images of products versus when they were viewing the 3 - D 360 rotation presentation format. Future marketing, design, and theoretical implications as well as future research directions are discussed.