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The Effect of Camera Viewing Angle on Product Digital Presentation Perception

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Design, User Experience, and Usability: UX Research, Design, and Assessment (HCII 2022)

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Abstract

The digital presentation of a product is ubiquitous today. It appears in both online stores and outdoors in various types of displays. Thus, it is important to know as much as possible how such product demonstration should be designed. This study presents an experimental investigation of the impact of product packaging viewing perspective on the purchasing intentions of people. Unlike previous studies, the issue is examined in a systematic way. It involved six viewing angles (±15°, ±30°, and ±45°) that varied in two dimensions: vertical and horizontal. In general, 12 variants were assessed. The article confirms previous studies indicating that the presentation of people or objects from different angles may affect the perception of observers. Our findings showed that the willingness to buy is greatest when packages are viewed from a top angle. This is in contrast to the results presented previously on picturing individuals or advertising products. Unexpectedly, there were no differences in demonstrating packages on the left- or right-hand side. The bigger camera angles used to picture packages produced lower and lower values of preferences. The findings expand our knowledge of human visual behavior in a specific context and provide useful suggestions on display design usability. The results are of potential interest to computer graphics designers in various areas.

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Acknowledgments

The research was partially financially supported by Polish National Science Centre Grant No. 2017/27/B/HS4/01876.

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Authors and Affiliations

  1. Faculty of Management, Wrocław University of Science and Technology, 27 Wybrzeże Wyspiańskiego st., 50-370, Wrocław, Poland

    Rafał Michalski & Jerzy Grobelny

Authors
  1. Rafał Michalski
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  2. Jerzy Grobelny
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Correspondence to Rafał Michalski .

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Editors and Affiliations

  1. Southern University of Science and Technology – SUSTech, Shenzhen, China

    Marcelo M. Soares

  2. World Usability Day and Bubble Mountain Consulting, Newton Center, MA, USA

    Elizabeth Rosenzweig

  3. Aaron Marcus and Associates, Berkeley, CA, USA

    Aaron Marcus

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Michalski, R., Grobelny, J. (2022). The Effect of Camera Viewing Angle on Product Digital Presentation Perception. In: Soares, M.M., Rosenzweig, E., Marcus, A. (eds) Design, User Experience, and Usability: UX Research, Design, and Assessment. HCII 2022. Lecture Notes in Computer Science, vol 13321. Springer, Cham. https://doi.org/10.1007/978-3-031-05897-4_18

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  • DOI: https://doi.org/10.1007/978-3-031-05897-4_18

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