Enhancing User Engagement in Website Hero Sections: A Comparative Analysis of 2D and 3D Graphics Using Kansei Engineering

Abstract

Hero sections are a critical component of websites responsible for capturing user attention and shaping overall engagement. Despite the increasing adoption of advanced graphics in web design, the effectiveness of two-dimensional (2D) versus three-dimensional (3D) graphics within hero sections has not been extensively studied. Therefore, this research tries to find out the implications of 2D and 3D graphics in hero sections concerning user engagement and emotional response. The study will be guided by the following research question: What are the differences in emotional responses and user engagement between 2D and 3D graphics in website hero sections? Quantitative analysis provides empirical data to guide UI/UX designers. A preliminary survey was conducted with 50 participants, 66% between 23 to 25 years old, and 52% male to identify emotional triggers and design the hero sections accordingly. Using these insights, 20 hero section designs were created as 10 in 2D and 10 in 3D. A follow-up survey was conducted with 100 participants, 69% between 23 and 25 years old, and 58% male to assessed engagement, emotional response, attractiveness, and memorability of these designs. The findings signify a strong preference for 3D graphics with 97% of participants found them more engaging, 91% more visually pleasing, and 94% more memorable compared to 2D graphics. Participants noted that 3D's visual attractiveness fosters greater emotional attachment, while 2D graphics, though functional, lacked dynamism. This study successfully evaluates the effectiveness of 2D versus 3D graphics and provides empirical evidence that 3D enhances user experience. These findings lay the groundwork for future research on complex visual elements in digital interfaces and offer practical insights for UI/UX designers aiming to create emotionally engaging, user-centered web experiences.