Product design and apparent usability. The influence of novelty in product appearance

This research enhances our understanding of the relationship between aesthetics and usability by investigating the effects of novelty in product appearance on the apparent usability of a product. In two experimental studies using washing machines and digital cameras as stimuli, we systematically manipulated the level of novelty (low vs. high) in the product appearance by changing the product's color or shape. Participants were presented with one of these product appearances and a list of the product's technical specifications. Next, participants indicated how difficult or easy they expected the usage of the product to be. Our findings demonstrate that because people associate a high level of novelty with technological advancement, novelty in a product appearance negatively affects their expectations of a product's usability at the point of sale. Furthermore, novices are more likely to use the level of novelty as a cue for a product's apparent usability than experts.