The Role of Type of Visual Design Stories on Consumers' Cognitive Processing
Visual storytelling has always been at the core of marketing since it provides conceptual information linked to product design. The formal, expressive, and symbolic qualities of a product are experienced by the senses and can greatly influence consumers' cognitive processing. Therefore, visual design stories (VDS) that reinforce these product qualities may be most successful in communicating a product design. This study examines the effectiveness of different types of visual design stories (formal vs. symbolic/expressive) related to product qualities on subjective and objective cognitive processing. Hypotheses were tested through a mixed factorial experimental design with a nationwide sample of 265 female consumers. Findings reveal that the prevalence of both types of a VDS significantly influence the ease of decoding the product's form and structure (objective aesthetic impression). However, subjective aesthetic associations are more enhanced by a VDS related to a product's symbolic/expressive qualities through the attachment of symbolic value and meaning.
International Textile and Apparel Association Annual Conference
Seifert, Christin, Veena Chattaraman.
"The Role of Type of Visual Design Stories on Consumers' Cognitive Processing."
School of Human Ecology Faculty Presentations.