What should a corporate website look like? The influence of Gestalt principles and visualisation in website design on the degree of acceptance and recommendation

Abstract

Internet users decide within seconds, whether to elaborate on a website, or to go on to a new page. This calls for investigation of the factors influencing this decision. In two studies, we presented websites for 3 s and analysed the effect implementation of Gestalt principles (GPs) and visualisation of an interaction partner has on acceptance, recommendation of the site by the user, and social presence. Study 1 implemented a 3 (Gestalt principle of proximity: no, medium and strong implementation) × 3 (Gestalt principle of a common region: no, medium and strong implementation) – design and found more acceptance and recommendation with more GPs used. Study 2, using a 2 (GPs: implemented and not implemented) × 3 (visualisation: no, drawing and photograph) – design, showed more social presence with more realistic visualisation and more recommendation with higher social presence. Thus, GPs and realistic visualisation should be implemented in web design to intensify interaction with the user.