Can Visual Storytelling Transform the Aesthetic Experience? A Case for Novel Designs
Date
Authors
Major Professor
Advisor
Committee Member
Journal Title
Journal ISSN
Volume Title
Publisher
Authors
Research Projects
Organizational Units
Journal Issue
Is Version Of
Versions
Series
The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.
Department
Abstract
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.