People choose the item in the middle more often than those on the sides
Description
People tend to be drawn to the middle product when presented with products situated side by side.
The center-stage Effect is even more noticeable when we’re buying something for someone else - we're more likely to use subtle suggestions when buying for someone else.
Research:
In 2012, Rodway, Schepman, and Lambert found that the Centre-Stage Effect works when all the elements in the “line-up” are similar (the same style of imagery, size, color, etc).
Participants had identical white socks lined up in front of them, and a selection of images showing similar objects displayed horizontally on a webpage.
In both cases, most participants chose the one in the middle.
Application
Curated Collections in E-commerce
E-commerce websites can apply the Centre-Stage Effect by curating collections of products and strategically placing bestsellers or seasonal items in the center of the page or collection. For example, during the holiday season, a curated gift guide could be presented with items arranged in a visually appealing layout, where the "must-have" gifts are centered. This placement, combined with visual cues like size differentiation or distinctive colors, can draw the shopper's attention to these products, subtly suggesting that they are the top choices. This strategy capitalizes on the natural tendency of shoppers to focus on and favor items presented in the central position, potentially increasing the sales of these highlighted products.
Interactive Content and Polls
Digital marketers can incorporate the Centre-Stage Effect into interactive content, such as polls or quizzes, where users are more likely to select options that are centrally located. For instance, a lifestyle brand could create a quiz to help users determine which product line is best for them, with the answers laid out horizontally. By strategically placing the most preferred or profitable product line as the central option in the quiz results, brands can subtly nudge users towards selecting it. This method not only engages users in a personalized experience but also guides their preferences towards specific products or services, enhancing the effectiveness of targeted marketing efforts.
Social Media Carousel Ads
In social media marketing, carousel ads provide a unique opportunity to apply the Centre-Stage Effect. Marketers can design carousel ads with multiple images or messages, ensuring that the most important content is placed in the central slides. For example, a travel agency promoting a series of vacation packages might place its best offer or the most exclusive destination in the center of the carousel. Users swiping through the carousel are more likely to focus on and remember the centrally placed offer, increasing the likelihood of inquiries or bookings. This strategy uses the natural viewing habits of users to enhance the visibility and attractiveness of key offers or messages.
