‘Complexity in simplicity’: the effects of visual complexity on consumers’ comprehension of product innovations

Designers are frequently involved in embodying product innovations. It is challenging to embody really new products (RNPs) because<br/>consumers often have difficulty comprehending them. This study explores the value of visual complexity for designing RNPs. In study 1, an experiment was conducted (n = 77) to test the effects of visual complexity...

“Smart Home System is Like a Mother”: The Potential and Risks of Using Product Metaphors to Influence Consumers’ Comprehension of Really New Products

Driven by innovative technology, really new products (RNPs) incorporate new functions that provide significant benefits for consumers. Consumers, however, often experience difficulty understanding RNPs, which hinders their further adoption. To facilitate consumers’ comprehension, the use of product metaphors in RNPs is a promising strategy...