In this paper, we investigate through a field study how the angles (horizontal, tilted, and vertical angles) of displays deployed in a public space (at a museum) impact the social behaviors of the people around the display. In the field study, we collected both quantitative and qualitative data of more than 700 museum visitors over a period of approximately three months. Findings of our study include the following: (1) the horizontal and vertical display angles have a higher honeypot effect, i.e., people interacting with a display attract other people, than the tilted display angle, (2) the vertical display angle, compared to the horizontal and tilted display angles, attracts several people to the display and encourages them to stay in the display space and share the space for a short period of time (88 seconds on average), and as a result, people frequently enter and leave the space with a display, and (3) display angles closer to the horizontal promotes the side-by-side arrangement, and display angles closer to the vertical promotes the L-shaped arrangement of F-formation. The findings in our study help design a public display deployed in museums and other public spaces.

In order to achieve the intended level of communication with visitors in museums where large displays are installed, it is essential to understand how various display factors affect visitors. We explore the effects of the display angle on individual users. In our experiment, we set up three types of flat displays - vertical, horizontal, and tilted - and comprehensively tested users' cognitive, behavioral, and subjective aspects. The results showed that a significant difference could be discerned in regards to cognitive and subjective aspects. Test results for the cognitive aspect showed that the display angle on which the displayed content was easy to understand and remember differed depending on age. Test results for the subjective aspect showed that irrespective of age, users rated tilted displays as being quicker to attract attention and easier to peruse, to understand and remember the content, and to interact with, and such displays were the most preferred.