‘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...

Should product innovations look simple or complex? The effects of visual complexity on consumers' comprehension of product innovations

Consumers often have difficulty understanding the really new functions of product innovations. This study explores the potential role of product appearance, and more specifically visual complexity, to improve consumers’ comprehension of product innovations. Because visual complexity is directly determined by designers, it is essential to equip...