Product value importance and consumer preference for visual complexity and symmetry

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 and consumer product preference, the impact of a design on consumer perception of all types of product value – not only aesthetic value – should be taken into account. Originality/value This research has direct implications for managers overseeing aspects of product development relating to aligning the design effort with target customers and determining specific product design executions.