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



Share Proceeding

Featured papers

See More

Featured

‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption

Pao Franco, University of Melbourne, Australia

Read More

Featured

N9. Effects of Awe on Consumers’ Preferences for Bounded Brand Logos

Fei Cao, Renmin University of China
Xia Wang, Renmin University of China

Read More

Featured

“Slim-As-Luxury” Effect: Product Shape as Input to Luxury Perceptions

Ji Jill Xiong, National University of Singapore, Singapore
Yu Ding, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.