Exploring the effect of wordmark in e-commerce website interface design

Abstract

Interface design plays a key role for many companies, promoting their business metrics to consumers since it could help companies to enjoy greater benefits by communicating their products or services in a more effective way. Wordmark is one of the most important components in interface design since it is the basic component helping to communicate specific information to consumers. However, the effect of wordmark on consumer’s perception in e-commerce website interface appeal has not been studied in detail. This study tries to validate the effect of wordmark on online shopper’s perception from interface appeal perspective. An online experiment was conducted to explore and test the perceived edge using three different types of wordmark with a given product. Results indicated that all capital letters and initial capital letter could create a higher level of the perceived edge than the small letters for the given product and website interface design. However, there is no significant difference between initial capital letter and all capital letters scenarios. From the managerial perspective, our research offers implications for marketers and designers to choose the appropriate wordmark for their interface design, improving online shopper’s experience.