The Influence of Unity and Prototypicality on Aesthetic Responses to New Product Designs

摘要: Unity and prototypicality are important visual aspects of product design. These design principles were operationalized by modifying line drawings existing products. The results four experiments provide evidence that these two factors positively affect aesthetic response. effects strongest when properties the sole basis judgment variations easily compared. However, they persisted combined with other information comparing features was difficult. effect unity found to be superadditive, suggesting it has a relational, “all-or-none” character. Finally, regression analyses show direct modifications on response exist in addition possible indirect mediated perceived typicality.