The Shape of Influence: How Button Design Affects Online Shopping Behavior

In the realm of online shopping, the design of buttons can play a crucial role in consumer behavior, according to a recent study conducted by the University of South Florida (USF). Published in the Journal of Consumer Research, the study reveals that online consumers exhibit a significant preference for ads featuring buttons with curved designs as opposed to those with sharp angles.

Unlike physical stores that leverage scents and touch to enhance the shopping experience, online platforms heavily rely on visual cues. While previous studies have explored the impact of color, wording, and interactivity on online shopping behavior, the influence of button shapes on digital ads has been less examined.

The USF study indicates that rounded rectangle buttons, with their softer design, enjoy higher click rates compared to those with sharp 90-degree angles. The researchers attribute this preference to an “evolutionary” instinct, suggesting that curved elements evoke positive feelings such as friendliness, nurturing, and femininity. In contrast, sharp angles tend to be associated with danger, eliciting negative connotations.

The study, led by marketing researcher Dipayan Biswas from the USF Muma College of Business, conducted experiments using an unnamed hotel chain’s online traffic. By directing 50% of the traffic to a website with a curvy design and the other half to a site with sharp rectangles, the researchers observed that more people clicked on buttons associated with the curvy webpage. This resulted in a notable 15% increase in revenue, prompting the hotel to adopt curved buttons permanently.

Biswas emphasizes the importance of intentional website design, asserting that the shape of buttons can influence user actions. According to the study, softer buttons are recommended for positive messaging, such as encouraging shopping, while sharp buttons may be more effective for messages urging avoidance.

However, the study also raises ethical considerations, cautioning that these design tactics may be increasingly employed to manipulate shoppers into unplanned spending. As businesses become more aware of the impact of button shapes on consumer behavior, there is a need for conscientious decision-making in website design to enhance user experience without exploiting unconscious variables.