Aesthetic Pleasure in Design

             

 

 

 

 

 

 

 

Putting product design in context: Consumer responses to design fluency as a function of presentation context

Laura K. M. Graf, Jan R. Landwehr

Goethe University, Germany

lgraf@wiwi.uni-frankfurt.de

Keywords: aesthetic liking, design fluency, product presentation, advertising

Abstract

Existing research has well established that the fluency of mentally processing a design is an important determinant of consumers’ aesthetic liking. Yet, to date, most studies have assessed consumers’ reactions to design fluency in isolation, i.e., irrespective of the context in which the design is presented. In reality, however, consumers usually perceive a design in a context. Against this background, this research examines how a design’s fluency and the visual context in which it is presented interact to affect aesthetic liking of bikes, chairs and lamps. To this end, we experimentally manipulate design typicality as an operationalization of design fluency and the usualness of an advertisement’s background as an operationalization of presentation context. The pattern of results suggests that the effect of design fluency on aesthetic liking differs in unusual versus usual presentation contexts, which is in accordance with a dual process model of fluency-based aesthetic preferences. 

This paper is licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International licence.

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Cite this paper: Graf, L and Landwehr, J (2016). Putting product design in context: Consumer responses to design fluency as a function of presentation context. Proceedings of DRS 2016, Design Research Society 50th Anniversary Conference. Brighton, UK, 27–30 June 2016.

This paper will be presented at DRS2016, find it in the conference programme


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