VISUAL CHOICE ARCHITECTURE IN DIGITAL MARKETING AS A FACTOR OF CONSUMER PERCEPTION AND CHOICE

Abstract

The article examines how the visual architecture of a digital environment covertly shapes consumer choice. Drawing on recent scholarly publications (2022–2026), the study reveals the mechanisms through which an interface influences cognitive load and the allocation of attention. It is shown that the relationship between the salience of an element and the likelihood of purchase is not linear, and that the concept of total minimalism often loses out to meaningful visual complexity. The paper substantiates the idea that the visual environment functions as a filter that sets the boundaries of decision-making, while aggressive nudges can provoke a rejection effect. Special attention is paid to the hardware-based confirmation of these processes through eye-tracking methods.