Purpose –The primary purpose of this study is to examine the effects of product display based on color, discount, and brand on retail pleasure, arousal, flow, perceived merchandise quality, time spent, satisfaction, and patronage intentions in both 3D and 2D interfaces. In so doing, this study uses the flow theory and Stimulus-Organism-Response framework to understand the effects of product display methods on consumers’ emotional, cognitive, and behavioral outcomes. Nah et al. (2011) define flow as “an optimal state of experience in which one is completely absorbed in an activity that nothing else seems to matter” (p.734). Design/methodology/approach – This study conducted a 2 (Interface: 3D and 2D) x 3 (Product coordination display: color, discount, and brand) between-subjects experimental design. Coordination of display refers to the way products are arranged based on similar properties, such as similar color, discount, or brand. All stores were designed using Mockshop, a 3D virtual software. It included a total of 144 US female consumers. Both Amazon’s M-Turk and a classroom setting were used to collect the data for both 2D and 3D interfaces, respectively. After each participant provided their informed consent, they completed the self-administered online questionnaire. Findings – The findings demonstrated that 3D interface produced higher flow, satisfaction, time spent and patronage intention than 2D interface. Also, among the six displays, participants who were in the color-coordinated store in 3D interface experienced higher levels of consumer preferences except retail pleasure and arousal (no significant effects) compared to the other displays. Sobel test, which was performed for the six displays, confirmed that flow and perceived merchandise quality partially mediated the relationship between product display and consumers’ behavioral outcomes. Originality/value – The current study investigates product display based on color, discount, and brand in both 3D and 2D interfaces. The findings showed that color coordinated display has a strong influence on consumers’ preferences. Although color coordinated display has been tested in 3D interface, it has not been compared with its effects in 2D interface such as online shopping sites. Therefore, this study fills in a gap in the literature, which can help direct retailers make the right decisions for visuals.