In this paper, we introduce a general framework for product experience that applies to all affective responses that can be experienced in human-product interaction. Three distinct components or levels of product experiences are discussed: aesthetic experience, experience of meaning, and emotional experience. All three components are distinguished in having their own lawful underlying process. The aesthetic level involves a product’s capacity to delight one or more of our sensory modalities. The meaning level involves our ability to assign personality or other expressive characteristics and to assess the personal or symbolic significance of products. The emotional level involves those experiences that are typically considered in emotion psychology and in everyday language about emotions, such as love and anger, which are elicited by the appraised relational meaning of products. The framework indicates patterns for the processes that underlie the different types of affective product experiences, which are used to explain the personal and layered nature of product experience

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Framework of product experience

Three studies were conducted to ascertain how quickly people form an opinion about web page visual appeal. In the first study, participants twice rated the visual appeal of web homepages presented for 500 ms each. The second study replicated the first, but participants also rated each web page on seven specific design dimensions. Visual appeal was found to be closely related to most of these. Study 3 again replicated the 500 ms condition as well as adding a 50 ms condition using the same stimuli to determine whether the first impression may be interpreted as a 'mere exposure effect' (Zajonc 1980). Throughout, visual appeal ratings were highly correlated from one phase to the next as were the correlations between the 50 ms and 500 ms conditions. Thus, visual appeal can be assessed within 50 ms, suggesting that web designers have about 50 ms to make a good first impression.

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Attention web designers: You have 50 milliseconds to make a good first impression!

Consumer research in the early stages of new product development: a critical review of methods and techniques

Design and Marketing of New Products

Visual aesthetics has been shown to critically affect a variety of constructs such as perceived usability, satisfaction, and pleasure. Given the importance of visual aesthetics in human-computer interaction, it is vital that it is adequately assessed. The present research aimed at providing a precise operational definition and to develop a new measure of perceived visual aesthetics of websites. Construction of the Visual Aesthetics of Website Inventory (VisAWI) was based on a comprehensive and broad definition of visual aesthetics so that the resulting instrument would completely describe the domain of interest. Four interrelated facets of perceived visual aesthetics of websites were identified and validated in a series of seven studies. Simplicity and Diversity have repeatedly been treated as formal parameters of aesthetic objects throughout the history of empirical aesthetics, Colors are a critical property of aesthetic objects, and Craftsmanship addresses the skillful and coherent integration of the relevant design dimensions. These four facets jointly represent perceived visual aesthetics, but are still distinguishable from each other and carry unique meaning. The subscales contained in the VisAWI demonstrate good internal consistencies. Evidence for the convergent, divergent, discriminative, and concurrent validity of the VisAWI is provided. Overall, the present research suggests that the VisAWI appears to be a sound measure of visual aesthetics of websites comprising facets of both practical and theoretical interest.

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Facets of visual aesthetics

The Different Roles of Product Appearance in Consumer Choice

The appearance attributes of designed products noted in the literature often reflect what designers themselves perceive in a product design. This present research, however, provides knowledge on how consumers perceive product appearance by identifying appearance attributes that consumers use to distinguish the appearances of durable products. Descriptions of appearance were generated by consumers in a free categorization task. The descriptions were classified as the attributes Modernity, Simplicity and Playfulness. These attributes were confirmed in a separate rating-task performed by a second group of consumers. The attributes proved stable across different groups of consumers indicating that they are universal. Additionally, the attributes were validated across different product categories and are thus generalizable and not product category specific. The appearance attributes identified in this research provide knowledge of what consumers see in durable product appearance. Knowledge of what appearance attributes are perceived by consumers in a product design can help a designer to communicate certain pre-specified meanings in a product

How consumers perceive product appearance: The identification of three product appearance attributes

Purpose – Product design is an important marketing variable. Most literature about consumer preference for product design focuses on aesthetic product value. However, the appearance of a product also influences consumer perception of functionalities, quality, and ease of use. This paper therefore, seeks to assess how preference for visual complexity and symmetry depends on the type of product value that is important to people.Design/methodology/approach – In a conjoint study the utility of visual complexity and symmetry in determining preference for eight VCR pictures are assessed (n=422). These utilities are used as dependent variables in regression analyses with the different product values (aesthetic, functionalities, quality, and ease of use) as independent variables.Findings – The effects of visual complexity and symmetry on consumers' preferences depend on the product value to which consumers paid attention.Research limitations/implications – To increase insight into the relationship between design ...

Mariëlle E. H. Creusen

Papers

The Different Roles of Product Appearance in Consumer Choice

How consumers perceive product appearance: The identification of three product appearance attributes

Product value importance and consumer preference for visual complexity and symmetry

Perspective: A Review of Marketing Research on Product Design with Directions for Future Research

Research Opportunities Related to Consumer Response to Product Design