The Influence of Color, Shape, and Font Formatting on Consumers’ Perception of Online Drugstores

This study shows that the application of circular design elements instead of angular ones at an online drugstore increases consumers’ perceived integrity and security about the store. Furthermore, using bold font formatting instead of standard font formatting increases the perceived competence and security and leads to more satisfaction and loyalty.


Robert Schorn, Alexandra Brunner-Sperdin, and Janine Ploner (2014) ,"The Influence of Color, Shape, and Font Formatting on Consumers’ Perception of Online Drugstores", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 357-360.


Robert Schorn, University for Health Sciences, Medical Informatics and Technology, Austria
Alexandra Brunner-Sperdin, University of Innsbruck, Austria
Janine Ploner, University of Innsbruck, Austria


NA - Advances in Consumer Research Volume 42 | 2014

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