Can Visual Storytelling Transform the Aesthetic Experience? A Case for Novel Designs
In the age of visual social media. visual advertising content has become more important than ever before. Visual storytelling can transform the aesthetic experience related to novel product designs. This benefit is critical for novel product designs. Even though consumers desire novelty, many are initially hesitant to purchase innovatively designed products. This study intends to provide a holistic understanding of how visual storytelling (conceptual product cue) can aid in the overall aesthetic experience related to the novelty of product designs (perceptual product cue). Hypotheses were tested through a mixed factorial experimental design, using a nationwide sample of 397 female consumers. Findings of this study indicate that visual storytelling linked to product design is a critical tool for design communication as it transforms information into product meaning, connects with consumers on an emotional level, and has the potential to transform the aesthetic experience.