The Influence of Design Symmetry and Complexity on Product Preference

The influence of the visual design principles complexity and symmetry on consumer product preference was investigated. Existing literature mostly focuses on aesthetic value. However, as the design of a product also influences the perception of functionalities, quality, and ease of use, these product aspects were also taken into account. Indeed, the preference for complexity and symmetry in a design depends on the product aspect that is most important to the target group of consumers. Differences in aspect importance between age, gender and educational groups are identified.



Citation:

Marielle E.H. Creusen, Jan P.L. Schoormans, and Robert W. Veryzer (2005) ,"The Influence of Design Symmetry and Complexity on Product Preference", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 502-502.

Authors

Marielle E.H. Creusen, Delft University of Technology
Jan P.L. Schoormans, Delft University of Technology
Robert W. Veryzer, Rensselaer Polytechnic Institute



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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