Otitis

Shuttles for sewing machines types. Vertical and horizontal type of growth in orthodontic practice

Many people believe that a career is a process of constant promotion. From junior specialist to senior specialist, from expert to department head, from department head to top manager. But not everyone likes to manage people and take responsibility for budgets. So, don’t people like this have a career? Happens!

There are actually two main principles for career growth. They are called vertical and horizontal career types. Each type has its own pros and cons. And one is more suitable for some, the other for others. Let's tell you more about them.

Vertical career type

This is a career in the generally accepted sense: from the lowest position to the highest. For example, you or an assistant become a department head. As a rule, growth occurs within the same company or in the same area. Along with the position, the amount of responsibility and, of course, the salary level increase.

It is a mistake to think that a vertical type of career is the only correct way to develop at work. This opinion is especially common among middle-aged and elderly people, largely because promotion is always noticeable from the outside.

Pros of a vertical career type

In the minds of most, such a career is synonymous with success.

You solve ambitious problems, have great responsibility, manage other people and make financial decisions.

You are the person of the department (or department, or regional office).

These are great opportunities for the development of both you as an individual and the business you are involved in.

High salary.

Good for extroverts.

Vertical growth is possible in any company, in any professional field.

Disadvantages of a vertical career type

You are no longer responsible only for your own work, but also for others. Sometimes the responsibility is too much. This can lead to overwork or burnout.

You will have to make difficult personnel decisions - choose who to hire, and part with someone if they do not cope well with their duties (at the same time, they can be wonderful people), constantly demand something from subordinates. Not everyone likes this.

You will absolutely have to live in a busy schedule, get up early and go to bed late. And you can hardly afford to forget about work on vacation.

You will be less and less immersed in specialized issues of your profession (suddenly this is important to you) and more and more - in purely administrative ones. For example, the chief physician is no longer so much a doctor as a manager; the director of a design bureau is more a businessman than a designer. The head of a large legal department is unlikely to think through the legal position himself, write a lawsuit, and will only go to court in rare cases.

The more responsibilities you have, the more difficult it is to maintain a work-life balance.

Often, vertical career growth requires participation in office intrigue in order to obtain or retain the desired position.

The higher your position, the more unpleasant attention you receive. Expect office gossip and negativity from your subordinates behind your back.

A vertical career always has a ceiling. It will be much more difficult to get to the next job level.

Yaroslav Timofeev, director of the Moscow comics store “Twenty-eighth”: “I have always loved comics. I worked in the very first Moscow comic shop for several years. Then I dropped out of the industry for several months, and then returned because the creators of the Twenty-eighth store found me and offered to work on its development. I worked in retail for quite a long time, and I was always depressed by the lack of prospects, personal development and very limited scope of activity. Now that I manage the process myself, I always try to encourage initiative in the team in all processes: from assortment formation to store design. I want no one to feel like a mechanical performer. Although this may sound trivial, I believe that any leader must go all the way: from the starting position to the position of chief. Then the mechanics of the work will be absolutely clear to you. In other words, if you want to become a bar owner, you first need to come to the bar as a guest, then stand behind the counter, and so on.”

Horizontal career type

This is an expansion of an employee’s responsibility within one department or a deepening of his competence (when you become the best specialist in your field, no one is as familiar with all the nuances as you are, they always run to you for advice, you are able to find a solution where no one can ). In a sense, this is the natural path of professional development. You start as a young specialist, in the process of work you “pump up” your skills, learn new things, concentrate on a specific topic and become a professional with a narrow specialization. And this is a good option for creative and expert professions, if you are in love with your work and do not want to be distracted by management tasks that are not interesting to you.

Such a professional can be responsible not only for his own work, but also for the work of others: delegate responsibilities, advise, participate in decisions, accept or not accept the work of a new candidate. Such an employee’s responsibilities increase, his salary increases, his functionality expands, his opinion is taken into account by management, he is one of the most valuable employees that they are afraid of losing. But this most likely happens within one department.

Horizontal growth includes increasing ranks, categories, and awarding a scientific degree.

Pros of a horizontal career type

You upgrade your skills and become a valuable professional in your field. The narrower your specialization, the higher your “price” will be on the personnel market and the more respect you receive from your colleagues. You can expect special conditions from your employer.

You are in the process of constant self-education. And at some point you can start passing on your knowledge to others. The opinion of narrow specialists is more valued as comments in the media and scientific works; if your specialty is of interest to the general public, you will be invited to give lectures and conduct master classes. The transfer of experience can be turned into your own business, like training or consulting.

Your salary grows along with your skills.

You primarily engage in activities that are directly related to your specialty. You don’t have to delve into planning, budgeting, developing and monitoring KPIs for your department, “resolving” conflicts in the team, or keeping an eye on behind-the-scenes intrigues.

A horizontal career involves a smaller area of responsibility. You are only responsible for the consequences of your decisions.

The horizontal type of career has no “ceiling”. It all depends on your professional goals and aspirations.

A horizontal career suits introverts.

People who have chosen a horizontal type of career can calmly maintain normal relationships with colleagues without participating in intrigues and competition for positions.

You have more freedom of action than a person in a leadership position. Most likely, you will not need to “look presentable,” negotiate with top managers, “meet a certain level, maintain subordination.”

Disadvantages of a horizontal career type

Your authority in the department may grow, but at the same time you will not receive a promotion and you yourself will remain in eternal subordination. At some point, your new boss may be someone half your age. For some this is not a problem, but for others it is uncomfortable.

It is not for nothing that King Solomon believed that “in much wisdom there is much sorrow.” The deeper a professional you become, the more noticeable to you are the mistakes of others. Including your managers, and you can’t just point out mistakes to them.

Your mother is sad that she cannot brag about your career achievements to her friends.

Another option for a horizontal career is when you try completely different areas and competencies as a specialist until you find something that is truly yours.

Ivan Thiessen, brand director at e2e4: “I joined the company in 2009 as a sales manager. Then it was one store with two dozen employees. Within two years I became a senior sales manager. I just have a manic love for computers and technology, so when the company expanded to other regions, I began to form an assortment of stores. Every month I purchased goods worth 150 million rubles. Then I put purchasing on track and moved into marketing. Before this, there was no marketing direction in the company. Here I began to develop interaction with vendors and come up with marketing campaigns.

Today, in parallel with marketing, I am working on the development of a new direction - R&D (Research and development). This year, on my initiative, the company began producing goods under the e2e4 brand. I think I’ll have something to do here for at least another three years.

I always refused leadership positions because I was interested in developing a new direction from scratch and leading it until it became autonomous. My story is about how the interests of an employee coincided with the pace of development and company policy, so for seven years I have been developing and developing in different areas within one company.”

We have described the two types of careers in their pure form, as if they existed in isolation from each other. In reality, everything is more complicated: very often one type of career cannot exist without the second. For example, many begin to build a vertical career, having accumulated a sufficient professional base over the years of “horizontal growth” -. Some experts also identify a third type of career - cross-functional or interdisciplinary.

You can figure out what type of career is right for you using. The test will show your predisposition to a particular type of career and give advice on developing your skills.

The heart of a sewing machine is its shuttle mechanism. The choice of shuttle affects the important characteristics of the sewing machine - speed, reliability, ease of use. There are two types of shuttle mechanisms - horizontal and vertical. Vertical, in turn, can be swinging and rotating (rotational). Each shuttle has its own advantages and features; it is important to understand for what purposes a sewing machine is needed in order to determine which shuttle mechanism suits you best.

Oscillating vertical shuttle

This is a classic type of shuttle, which was used in the old domestic mechanical machines Chaika and the first foreign Veritas, but has not lost its relevance today. Almost all cars in the budget price category work on this shuttle and are widely popular. The reason for this is convenience, simplicity and reliability.

How does a vertical shuttle work?

Vertical swinging
(classic) shuttle

A bobbin with thread, tucked into a bobbin case, is inserted into a groove, where, under the action of a lever, it swings up and down like a pendulum, leading the thread along with it. This simple device has a high degree of reliability due to the fact that the lever is tightly connected to the machine body and practically does not break. You can thread any thread into the machine without fear that the mechanism will jam.

Features of the vertical shuttle

The vertical swing shuttle has two features that can be attributed to its disadvantages.

Firstly, it is noisy;
Secondly, it limits the sewing speed.

All the simplest Brother and Janome models are equipped with a swinging shuttle. But the developers of modern Bernina machines using an oscillating shuttle managed to overcome both “minuses”, turning them into “pluses”. Thus, the Bernina 330, , and models operate almost silently and develop a stitch speed of up to 900 sti/min.

The owners of machines with a swinging shuttle are creative people who not only sew, but also embroider, do quilting, and come up with new decors. They want a sewing machine that is reliable, can handle a variety of tasks and is easy to use. The undoubted advantage of such machines is their low cost.

Vertical rotary or rotary shuttle

A bobbin case with a bobbin is also inserted into this shuttle, but the system no longer swings, but rotates around its axis. The rotary shuttle is capable of achieving enormous rotation speeds. In modern sewing machines it reaches 1000 sti/min.

Features of the rotary shuttle

Vertical rotating
(rotary) shuttle

Since the hook is easy to adjust and fix in relation to the needle, during sewing such unpleasant moments as stitch skipping, thread breakage and tangling are practically eliminated. This leads to another advantage of rotary shuttle machines - the variety of fabrics they sew.
An additional advantage is low noise level with high reliability.

A significant plus for craftswomen is that this type of shuttle allows you to increase the stitch width up to 9 mm and the length up to 6 mm, in contrast to machines with a swinging shuttle, where the maximum stitch parameters are 5.5 mm and 4 mm. These technical capabilities of the machine are especially in demand when sewing clothes.

The semi-industrial embroidery machines Brother PR 655, 1000e, Brother VR, as well as modern household machines Bernina 5th series (560 and), 7th series (Bernina 740, , ,) and Bernina 880 are equipped with a rotary shuttle.

The rotary vertical shuttle allows you to sew a lot and almost without interruption.

This is the most common type of shuttle in the average price category of sewing machines. The horizontal type shuttle device has the same rotational mechanism. A stitch is formed when the shuttle makes two full revolutions. The hook works without a bobbin case, the bobbin is placed directly into the hook, making it easy to thread the bobbin. Through the transparent window on the needle plate you can see what color thread is wound on the bobbin and when it should be changed, which is also an indisputable advantage of the machine. Finally, the horizontal shuttle operates silently and, thanks to its simple design, does not allow the needle to tangle the threads and skip a stitch. Most machines have fairly high stitch adjustment capabilities: width up to 7 mm, length up to 4.5 mm. Adding to these advantages the absence of the need to lubricate the machine with oil, we get simply an ideal model.

But the horizontal shuttle also has some features.

Peculiarities

The disadvantages of this type of shuttle include the inconvenience of adjusting the lower thread. To tighten the nut with a small screw, you now have to get close to the shuttle itself. Which, moreover, is made of plastic, which means that only standard threads are suitable for it.
Such a shuttle does not allow any creative experiments and fails. Although in some machines you can change the shuttle yourself for a new one (the main thing is to have it in stock). In modern models, replacing the shuttle is carried out in service workshops and requires equipment adjustment.

All Brother sewing machines are equipped with a horizontal shuttle type, for example, electromechanical ones from the Comfort series - Brother Comfort 10, 15, 25, 25A and 35, as well as electronic models of the Innov-is (NV) series, for example, Brother Innov-is (NV) 10 And . Most Janome household sewing machines also have a horizontal hook. These include the electromechanical Janome Lady 725, 735 and 745, as well as the more expensive Janome Decor Excel series, for example, the electromechanical machine with electronic elements Janome 5124 Exel Pro. Almost all machines of the Bernette series of the Bernina brand, located in different price ranges, are equipped with this type of shuttle.

Summary - shuttle systems are neither good nor bad

They are selected taking into account the requirements for household appliances.

The machine with a vertical swing hook offers a wide range of possibilities for sewing and even embroidery, depending on the model.
The horizontal hook type provides easier threading and, in most cases, a larger stitch width, which is especially useful when performing decorative operations.
Sewing machines with high technical and functional capabilities are equipped with a rotary shuttle type, which is why they are chosen by high-level amateurs and sewing masters.

Many people believe that a career is a process of constant promotion. From junior to senior specialist, from assistant to top manager. But what if you don’t want to manage anyone, take responsibility for budgets and wear formal suits?

There are actually two main principles for career growth. They are called vertical and horizontal career types. Each type has its own pros and cons. Let's tell you more about them.

Vertical career type

This is a career in the generally accepted sense: from the lowest position to the highest. For example, you come to a company to work as a courier, and become the head of the logistics department. Or you start as a junior secretary, and then head the administrative and economic department. Typically, growth occurs within the same company or in the same area. Along with the position, the employee’s responsibility and salary level increase.

Pros of a vertical career type

In the minds of most, such a career is synonymous with success.
You solve ambitious problems, have great responsibility, manage other people and make financial decisions.
You are the person of the department (or department, or regional office).
These are great opportunities for the development of both you as an individual and the business you are involved in.
High salary.
Good for extroverts.
Vertical growth is possible in any company, in any professional field.

Disadvantages of a vertical career type

Sometimes the responsibility is too much. This can lead to overwork or burnout.
You will 100% have to live in a busy schedule, get up early and go to bed late.
The more responsibilities you have, the more difficult it is to maintain a work-life balance.
Often, vertical career growth requires participation in office intrigue in order to obtain the desired position.
The higher your position, the more attention you receive. Expect office gossip and negativity from subordinates.
A vertical career always has a ceiling. It will be much more difficult to get to the next job level.

Horizontal career type

This is an extension of an employee's responsibility within one department. In a sense, this is the natural path of professional development. You start as a young specialist, in the process of work you “pump up” your skills, learn new things, concentrate on a specific topic and become a professional with a narrow specialization.

Such a professional can be responsible not only for his own work, but also for the work of others: delegate responsibilities, advise, accept or not accept work. Such an employee’s responsibilities increase, his salary increases, and his functionality expands. But this most likely happens within one department.

The most obvious examples of a horizontal career type: designer - art director, copywriter - senior editor, junior programmer - technical director.

Horizontal growth includes increasing ranks, categories, and awarding a scientific degree.

Pros of a horizontal career type

You upgrade your skills and become a valuable professional in your field. The narrower your specialization, the higher your price will be. The opinion of narrow specialists is more valued as comments in the media and scientific works; if your specialty is interesting to the general public, you will be invited to give lectures and conduct master classes, that is, to share your knowledge.
You are in the process of constant self-education. And you can pass on your knowledge to others.
Your salary grows along with your skills.
You do mainly what is related to your specialty. Or you teach others. You won't have to deal with budgets, hiring, and other administrative issues that managers traditionally handle.
A horizontal career involves a smaller area of responsibility. You are only responsible for the consequences of your decisions.
The horizontal type of career has no “ceiling”. It all depends on your professional goals and aspirations.
A horizontal career suits introverts.
Most often, horizontal careers are chosen by people in creative professions: designers, editors, journalists, illustrators.
People who have chosen a horizontal type of career can calmly maintain normal relationships with colleagues without participating in intrigues and competition for positions. You compete for results, not for positions.
You have more freedom of action than a person in a leadership position. Most likely, you will not need to “look presentable,” negotiate with top managers, or “measure up to the level.”

Disadvantages of a horizontal career type

Your authority in the department may increase, but you will not receive a promotion.
The horizontal vector of development is more suitable for specialties that require a lot of applied skills: editors, designers, programmers. If you work in HR or in the administrative department, this type of career probably won't be right for you.
Your mother is sad that she cannot brag about your career achievements to her friends.

We have described the two types of careers in their purest form, as if they existed separately from each other. In reality, everything is more complicated: very often one type of career cannot exist without the second. It is unlikely that it will be possible to build a vertical career without having a sufficient professional base accumulated over the years of “horizontal growth” - otherwise the manager will not have enough experience to make decisions and bear responsibility for them.

The prevalence of malocclusion among children and adolescents is growing every year. Today, the percentage of Caucasian children with distal occlusion is greater than with orthognathic occlusion (Burstone, Charles J., Michael M. Marcoutte, Problem Solving in orthodontist). But if bite correction in patients with distal occlusion has become a routine practice for an orthodontist, treating patients with mesial occlusion sometimes causes difficulties. Fortunately, this type of malocclusion is rare and the prevalence rate among Caucasians is no more than 7%.

That is, we can say that 1 out of 13 patients who consulted an orthodontist has a mesial bite.

In the presence of a skeletal form of mesial occlusion in non-growing patients, the participation of a maxillofacial surgeon is required during the treatment process, since it is not possible to compare the bases of jaws of different sizes using teeth without complications(Fig. 1) . This is especially true if the skull grows vertically (dolichocephalic, hyperdivergent). In non-growing patients with a skeletal form of class 3 occlusion anomaly with a tendency to class 1, as well as in patients with class 1 occlusion anomaly with a tendency to class 3 or with a forced position of the lower limb, treatment can be carried out using a conservative method . To increase the effectiveness of the therapy, in addition to eliminating the dental component in the sagittal plane, it is also necessary to use the vertical and articular components of compensation, as well as control the occlusal plane. If the patient has a neutral or horizontal type of skull growth (brachycephalic, hypodivergent), vertical compensation can be used in the form of raising the height of the bite. In this case, the chin moves not only down, but also back, resulting in better conditions for matching teeth in class 1, improving the profile and facial expression.

Clinical case

Patient L.V., a 17-year-old teenager, came to our clinic for bite correction. Main complaint: periodic subluxations of the lower back when chewing solid food, accompanied by pain. The patient underwent sanitation of the oral cavity and a complete orthodontic diagnosis (photos of teeth, face, diagnostic models, bite registration, OPTG, TRG with data decoding). One of the obvious symptoms was pronounced reverse incisal overlap in the position of central occlusion (hereinafter referred to as CO). However, in the state of centric relation (hereinafter referred to as CR), the patient could easily compare the incisors in the “joint-to-joint” position, which gave a favorable prognosis when using a conservative treatment method(Fig. 2) . After processing the data obtained, the following was revealed.

Rice. 2a. Diagnostics, intraoral photos, before treatment. Rice. 2b. Face front, before treatment. Rice. 2c. Face in profile, before treatment.
Rice. 2g. Half-turned face, before treatment. Rice. 2d. OPTG before treatment. Rice. 2e. TRH before treatment.

Diagnosis

The type of skull growth is neutral, with a tendency towards horizontal.
The type of growth is horizontal.
The jaw relationship is skeletal class 3.
The position of the military unit is neutral.
Protrusion of the lower part (forced protrusive position in the central organ).

Right tooth relationship:

molars according to class 1,
canines class 3 (3 mm).

Left tooth relationship:

molars according to class 1,
canines class 3 (3 mm).
Narrowing of the upper part in the area of premolars and molars is 4-5 mm, reverse overlap of the lateral group of teeth on the left.
Moderate crowding in the frontal region.
The vertical overlap of the incisors is 4-5 mm.
Reverse incisal overlap along the sagittal 3-4 mm.
Deficiency of bite height, insufficient vertical support of the joint.
Stretching of the joint capsule, habitual subluxations, painless.
The profile is concave, class 3, the height of the lower third of the face is reduced.

At the stage of agreeing on the treatment plan, the patient was offered 2 options: the method of orthognathic surgery (shortening the length of the body of the lower part before comparison with the basis of the upper part) and the conservative method (dental-alveolar compensation and matching of teeth in centric relation, since with central occlusion there is a forced position n/h). The patient refused the treatment plan using orthognathic surgery. Further treatment planning was carried out taking into account the use of a conservative method.

Treatment Goals

Expansion of the midsection in the area of molars and premolars.
Raising the height of the bite.
Closing gaps at n/h.
Protrusion of incisors.
Control of the relationship of teeth according to class 1 in the area of canines and molars.

Treatment plan

Orthodontic device Hyrax on onlays (7th free) in/h.
Rings for the upper and lower 7th teeth + intermaxillary elastics (4.6 mm, 150 grams).
Stabilization of bite height on 7 teeth.
Bracket system low, high (MBT 0.022), rings for the first molars low, high.
Installation of a multi-loop lower jaw arch (MEAW, S.Sato), short intermaxillary elastics according to class 3, extrusion of lower middle premolars, stabilization of the new bite height.
Creating a Positive Overjet.
Box elastics in the lateral group of teeth.
Detailing.
Removing the braces, cleaning, polishing the surfaces of the teeth.
Thermocap, retainer, high-grade, low-grade for 1 year.

Discussion

Since the clinical situation was characterized by the presence of a forced position of the lower limb in a state of central occlusion (hereinafter referred to as CO), it was important to determine the central ratio (hereinafter referred to as CR). This was necessary for the manufacture of onlays for the Hyrax device in the central center, so that consistent extrusion of the teeth would occur in the centric position of the lower part. The second molars on the middle part are free from onlays. At the age of 17 years, it is difficult to count on a rupture of the palatal suture for stable corpus expansion of the upper jaw, since by this time almost complete fusion of the maxillary bones occurs. However, this is exactly what we tried to achieve using a conservative method. After fixing the Hyrax device, activation was carried out 2 times by 1/4 turn and recommendations were given to parents for further activation (2 activations by 1/4 the next day and 1 activation by 1/4 turn on subsequent days for 14 days). Unfortunately, it was not possible to achieve rupture of the palatal suture, and the expansion was more dentoalveolar in nature than skeletal. But the required value of 5 mm was achieved in 18 days.

After expansion, it was necessary to begin raising the height of the bite. For this purpose, rings were fixed on the upper and lower second molars and recommendations were given for wearing elastics 4.6 mm, 130 grams, Up-and-Down type. After stabilizing the new bite height, it was possible to switch to the braces system. At the 2nd month of treatment, the system was installed on the entire n/h(Fig. 3) , and in the 4th month (after stabilization of the expansion of the I/H)- system on the military unit. Glass ionomer onlays were also placed on the upper 6th teeth to maintain bite height along with the 7th teeth.

At this stage, there was contact on 7 teeth, 6 teeth (on the onlays) and on the teeth of the frontal group. Next, it was necessary to induce extrusion of the premolar teeth. For this purpose, a multi-loop arc was prepared for low-frequency MEAW from BlueElgiloy 16#22 alloy. Activation type StepUp on the 2nd loop and StepDown on the 4th loop. An SS 0.018 arc is installed on the military unit. Elastics given are 4.6 mm, 150 grams, short, class 3(Fig. 4) . After creating a positive overlap on the incisors, the elastics are given in the form of a Box, for premolars, 6.4 mm, 146 grams(Fig. 5) .

Afterwards, the onlays were removed from 6 teeth and with the help of Up-and-Down elastics, the 6th teeth were tightened. Detailing of teeth to create fissure-tubercle contacts, checking forward and lateral movements of the lower jaw, no interference was detected.

After 9 months, the braces were removed, the surfaces of the teeth were cleaned and polished(Fig. 6) . For further stabilization, removable thermal caps and retainers were used, which the patient was recommended to wear constantly for the first 2 weeks (except for meals). Then only at night for one year.

Control was carried out 6 months after removing the braces(Fig. 7) .

Rice. 6a. The end of the active phase of treatment with the brace system is 9 months. Rice. 6b. Face front, after treatment.
Rice. 6th century Face in profile after treatment. Rice. 6g. Half-turned face after treatment.
Rice. 7a. Control after 6 months. after the end of treatment, fas. Rice. 7b. Control after 6 months. after completion of treatment, occlusion.
Rice. 7th century Control after 6 months. after completion of treatment, profile. Rice. 7g. Control after 6 months. after the end of treatment, turn it halfway.
Rice. 7d. Control after 6 months. after treatment, OPTG. Rice. 7th. Control after 6 months. after treatment, TRG.

Conclusions

The presence of a pronounced anomaly and malocclusion in a patient in some cases can disorient the orthodontist during the initial examination, however, a thorough analysis and diagnosis of the initial data, along with an assessment of the influence of favorable and unfavorable factors, can contribute to the development of a preliminary treatment plan. Of course, an orthodontist paired with a maxillofacial surgeon can achieve much better results than alone. However, if for some reason such cooperation is impossible, the use of the knowledge and strength of an orthodontist can give a fairly high aesthetic, functional and stable result.

Table 1. Decoding according to S.Sato before treatment.

Sato analysis	Norm	Value	trend
FH-MP	25.9	12.3
PP-MP	24.6	14.0
OP-MP	13.2	11.0
OP-MP/PP-MP	54 %	78.4
AB-MP	71.3	57.2
A'-P'	50.0mm	52.6
A’-6’	23.0 mm	24.8
A’-6’/A’-P’	50.0 %	47.2
U1-AB (degree)	31.7	13.5
U1-AB (mm)	9.5 mm
L1-AB (degree)	25.4	27.6
L1-AB (mm)	6.2 mm
Intermolar molar angle	174.0
FH-PP
Kim analysis	Norm	Value	trend
		55.5
APDI		108.6
Combination factor		164.2

Table 2. Transcript by S.Sato after treatment.

Sato analysis	Norm	Value	trend
FH-MP	25.9	15.5
PP-MP	24.6	16.9
OP-MP	13.2	15.2
OP-MP/PP-MP	54 %	89.9
AB-MP	71.3	72.4
A'-P'	50.0mm	52.6
A’-6’	23.0 mm	24.3
A’-6’/A’-P’	50.0 %	46.2
	31.7	32.6
U1-AB (mm)	9.5 mm
L1-AB (degree)	25.4
L1-AB (mm)	6.2 mm
Intermolar molar angle	174.0
FH-PP
Kim analysis	Norm	Value	trend
		71.0
APDI		90.5
Combination factor		161.6

Imagine that you need to quickly choose a cupcake.

What do you think is the most attractive option for displaying the assortment on the screen?

Or vertical:

Each of us faces both on a daily basis. Everyone around us: from supermarkets to online stores, attacks us with different options for presenting products:

But which one is better? And can this factor really be important and influence anything?

Maybe. And in this article you will learn about which product presentation is more effective and when.

First, we see the world horizontally. We have binocular vision and our eyes are positioned horizontally, giving us a wide horizontal view—approximately 190 degrees.

This is why computers and monitors are made wider (not taller).

Secondly, horizontal scanning is physically easier.

Due to the peculiarities of the human muscular structure, horizontal eye movements are easier to perform. Our head naturally tilts slightly forward, which makes moving our eyes up and down more labor-intensive.

In 2016, a study was conducted in which subjects were offered two options for the placement of lollipops. To study the pattern of eye movements of the participants were used. It was possible to find out that the pattern of eye movements corresponded to the type of product presentation. The eyes made movements in the horizontal plane when the goods were presented horizontally and in the vertical plane when the goods were presented vertically.

But more importantly, because horizontal movements are easier to make, people covered more objects per second with horizontal presentation (3.26 for horizontal and 2.77 for vertical).

3. Horizontal product assortment seems more diverse

Since a person can see more items at a time, he erroneously concludes that there is a wider choice of goods.

4. Horizontal display increases the likelihood of selection

In turn, a wide choice is a factor facilitating the completion of a transaction. Customers have a natural desire to seek variety, which is why they prefer product ranges that meet this criterion.

Plus, it takes people longer to browse through a more diverse selection. As a result, people view more items and have a wider pool of options available to choose from (consider purchasing more options). Unsurprisingly, horizontal presentation ultimately leads to more purchases (and more purchases of multiple items).

A few caveats

1. Use vertical view on vertical screens

Product presentation on smartphones should not be horizontal. It's just reasonable. No other explanation is required here.

2. Use vertical presentation when you need to reduce product variety

Horizontal presentation is effective because the range of products presented this way appears to be broader.

But sometimes a wide choice can be counterproductive.

If customers know exactly what they need, they are unlikely to want to browse through too many products.

Take Amazon for example.

This is right. When people are “just watching,” variety is good.

However, if you pay attention to the search results - the area where people are looking for a specific product - you will notice that here the products are presented vertically.

If users are looking for a specific product, you should reduce the apparent variety and simply help them find the product they need. Therefore, vertical presentation is most preferable.

Conclusion

Horizontal presentation of products is good because it increases the breadth of choice and creates the impression that the product range is more diverse. However, if your goal is to reduce and speed up selection, use a vertical view.

You can follow the example of Amazon or even Walmart. On the latter’s website, if you are not looking for a specific model of a certain product, but make a request for all categories (for example, humidifiers), the proposed results will be presented horizontally.

And this is also correct. Walmart understands that a person searching for such a generic term is in the early stages of the sales funnel, where a wide selection is an advantage, and horizontal product presentation does just that. But if you search for a specific product, the search results will be presented vertically.

Vertical presentation focuses the buyer's attention on a specific product of interest. In addition, these products will occupy the most advantageous place on the page—that’s where the buyer’s eye will fall first.