Biswas and colleagues report additional benefits of curving design elements. They share that “Websites and online advertisements contain virtual elements such as call-to-action buttons, images, and logos. This research examines how curved versus sharp angled shapes of virtual elements in online ads and on websites influence click-through rate (CTR) outcomes. The findings of a series of studies, including three field experiments and an eye tracking study, show that website and online ad elements in curved (vs. sharp angled) shapes generate higher CTR. Process evidence suggests that curved (vs. sharp angled) digital elements enhance visual appeal, leading to approach motivation and greater CTR. In terms of practical implications, the findings of this research have strong relevance for designing online ads and website interfaces and for digital marketing strategies. Specifically, digital marketers desiring higher click rates would benefit from having more curved (than sharp angled) virtual elements on websites and in online ads.”
Dipayan Biswas, Annika Abell, and Roger Chacko. “Curvy Digital Marketing Designs: Virtual Elements with Rounded Shapes Enhance Online Click-Through rates.” Journal of Consumer Research, in press, https://doi.org/10.1093/jcr/ucad078