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

Krizia Dueñas, Ehsan Naderi, Jieun Kwon

Research output: Chapter in Book/Report/Conference proceedingConference contribution


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.

Original languageEnglish (US)
Title of host publicationProceedings - Web3D 2020
Subtitle of host publication25th ACM Conference on 3D Web Technology
EditorsStephen N. Spencer
PublisherAssociation for Computing Machinery, Inc
ISBN (Electronic)9781450381697
StatePublished - Nov 9 2020
Event25th ACM Conference on 3D Web Technology, Web3D 2020 - Virtual, Online, Korea, Republic of
Duration: Nov 9 2020Nov 13 2020

Publication series

NameProceedings - Web3D 2020: 25th ACM Conference on 3D Web Technology


Conference25th ACM Conference on 3D Web Technology, Web3D 2020
Country/TerritoryKorea, Republic of
CityVirtual, Online

Bibliographical note

Publisher Copyright:
© 2020 Owner/Author.


  • 2D Presentation
  • 3D Presentation
  • Eye Tracking
  • Orthographic Views,
  • Presentation Format
  • Product Design
  • User Cognitive Response


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