Display orientation (list vs grid)

Vertical lists are read top-down with strong position effects, while grids and horizontal rows are scanned more broadly.

Attention and perception Mainly on Search pages
Where it applies

Three of the eight page areas.

HomepageAlso applies CategoryAlso applies SearchMainly here ProductNot typical CartNot typical CheckoutNot typical Post-purchaseNot typical

Not usually a sitewide principle. See everything at work on Search pages

How to use it

Three ways to put it to work.

  • Use a vertical list when you want shoppers to follow the ranking.
  • Show results for spec-heavy or part-number searches as a list.
  • Use a grid when you want more items considered.
What the research found

Horizontal displays raised perceived variety. Part of the evidence is web search, not product search.

Horizontal displays raised perceived variety and the number of items chosen.

In an eye-tracking study of web search results, Kammerer and Gerjets found a grid layout weakened the strong pull of top positions seen in lists. Deng and colleagues found horizontal displays raised perceived variety and the number of items chosen, but not when people wanted a single best option.

Key research

Two sources, each checked.

Last reviewed

Kammerer & Gerjets (2014) The Role of Search Result Position and Source Trustworthiness in the Selection of Web Search Results When Using a List or a Grid Interface Int. J. Human-Computer Interaction Read the source Deng, Kahn, Unnava & Lee (2016) A "Wide" Variety: Effects of Horizontal versus Vertical Display on Assortment Processing, Perceived Variety, and Choice J. Marketing Research Read the source