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Cheng, Peiyao (author), Mugge, R. (author), de Bont, Cees J.P.M. (author)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...journal article 2020