Show the Anatomical Layers of Your Product

Show the inside layers of your product.

Across multiple studies, these images boosted click-through rates and willingness to pay (Kang et al., 2024).

Examples:

Why do they work?

Customers imagine these layers merging into a unit, which increases their confidence in the performance of the product. It's called simulated assemblage.

But layers aren't enough. You also need space between them:

You need spacing so that viewers can imagine the convergence.

Requirements

• Rational Products. Layered images boost performance, so your product needs a functional purpose that can benefit from this enhancement. A wireless speaker seemed functionality superior with layered images, but not aesthetically superior (Kang et al., 2024).

Stronger For

• Concrete Thinkers. A separate study validated the effect and showed that it's stronger for customers who are focused on details (Cheng & Zhang, 2023).

• Cheng, P., & Zhang, C. (2023). Show me insides: Investigating the influences of product exploded view on consumers’ mental imagery, comprehension, attitude, and purchase intention. Journal of Retailing and Consumer Services, 70, 103168.
• Kang, S. Y., Kim, J., & Lakshmanan, A. (2024). Anatomical Depiction: How Showing a Product’s Inner Structure Shapes Product Valuations. Journal of Marketing, 0(0).