Visual Appeal

While browsing the internet people are get inclined towards the content that is attract. Thus
leads to the impulse buying as they increase their attention time to that content. Interplay
between the buyer and the product is created by the content and that content can be in the
form video, motion graphics, gifs and static post. In simple words if the visual content is
appealing it creates the desire to purchase online.

If the website is visually appealing, it will increase the probability of browsing this website
and also consumer intention to purchase products.

To enhance the visual appeal of websites, the navigability, interactivity, and ease of use of
websites, e-commerce websites should improve the interactive design of websites and
website performance. Online shopping websites can use VR and AR technology to provide a
more interactive consumer experience so as to stimulate consumers to buy.

https://link.springer.com/content/pdf/10.1007/s10796-021-10170-4.pdf

The way a consumer visually perceives a product holds a lot of relevance within the domain
of consumer behaviour as it affects the choice and consumption pattern of the product

http://www.newhorizonsjournal.com/pdf/nh/NewHorizons2019.pdf#page=99

Visual information is a very effective way to obtain an individual’s attention. Unlike tactile
information for which the customer must make an effort, visual information is ambient (Elder
et al., 2010).

These aesthetic responses are based on the product properties such as size, color, contrast,
form, congruence, symmetry, proportion and prototypicality. Aesthetic products influence
consumer choice by differentiating from competitors in a chaotic market. Further, they
contain symbolic meaning by which consumers develop relationship with them (Bloch et al.,
2003).

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the brand concept and the means of establishing the relationship between the consumer and
the product to generate the sales, among the many marketing strategies visual merchandising
is the one which establish closer communication with consumer and direct interaction.
visual merchandising will leads the consumer towards impulse purchasing. Impulsive buying
is generally considered as unexpected buying, it is basically described as the shopping which
shopper does not plan in advance. This impulse buying behavior is recognized by the
shopkeepers and they use to design their shops layouts, shelving, branding, and do much
more to attract the consumer or shopper to influence them to make impulse buying and
generate revenues

Impulse buying takes place consequent to contact to in-store stimuli. In-store stimuli

remind the customer of their shopping needs thus leading to an impulse purchase Kollat

& Willet, (1969). To increase unplanned purchases of products retailers primarily use Instore

stimuli as promotional techniques

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From the perspective of impulsive buyers, mobile shoppers will experience a sudden and unplanned
willingness to make purchases [6], which usually comes from the stimulus of mobile shopping, such
as personalized recommendation or visual appeal

In the aspect of visual appeal, Li et al. (2016) proved that the abundance of graphic display in online
stores are able to enhance consumers’ virtual haptic experience, providing an immersive experience
and facilitating consumers to gain strong positive emotions [16]. Besides, Huang stated that the
more vivid pictures shows on online products, the more emotional recognition consumers will gain
[17]. Adelaar and Chang claims that a vivid, personalized, and detailed graphic display will visually
attract consumers and further arouse consumers’ emotional reaction and interests towards
products\