‘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...

A smart home system is like a " Mother"!: The effects of product metaphor on consumers' comprehension of really new products (RNPs)

Really new products (RNPs) are often difficult to comprehend, which may hinder consumers’ adoption. It is generally believed that designers can stimulate consumers’ comprehension by embodying RNPs in the form of product metaphors. However, empirical evidence for this is lacking. This study empirically examines the effects of product metaphors on...

Design for better comprehension: Design opportunities for facilitating consumers' comprehension of really new products (RNPs)

Developing successful RNPs can bring competitive advantages for companies. However, the success rate of RNPs are relatively low because consumers often feel resistant to adopt them. One reason for consumers’ resistance is their lack of comprehension of RNPs. To facilitate consumers’ comprehension, this paper conceptually discusses the...