The Influence of Line and Surface Modifications in Product Design on Brand Recognition and Novelty

The choice between novelty and familiarity when introducing a redesigned product is a crucial decision. A look into the processes of object perception reveals that novelty and similarity/familiarity are not two poles of the same dimension. Instead it is possible that consumers can perceive new products as both novel from and similar to a former product. Based on the 4-stage model of object perception this paper provides an explanation of how specific visual design stimuli (line and surface) affect brand recognition and novelty perception. Results from experimental studies are presented.


Robert Kreuzbauer, Jan Schoormans, and Dirk Snelders (2007) ,"The Influence of Line and Surface Modifications in Product Design on Brand Recognition and Novelty", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 440-450.


Robert Kreuzbauer, University of Illinois at Urbana-Champaign
Jan Schoormans, Delft University of Technology
Dirk Snelders, Delft University of Technology


NA - Advances in Consumer Research Volume 34 | 2007

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