Clichés vs. ingenuity for a success design

Abstract

Human perception of visual objects in adults is on the most part grounded in cliché expectations based on previous experiences and knowledge. Hence, any visual object within a cultural context represents for a viewer rather a representation concept than a visual concept. That is, it is primarily interpreted for what it represents and only then for what it stands for - a singular set of meanings and connotations. In the consumer goods realm, even more so, the impact from designs is about conveying successfully the optimum balance between two distinct sets of codes - familiarization codes and de-familiarization codes. Familiarization codes are the set of category clichés that are activated at the first automatic ‘scanning for safety’ phase of visual assessment of any given design. These comprise category benchmark codes, important repetitive navigation codes, codes conveying important category anchorage territories. Visual codes of any design when interpreted by the consumer perception have primarily to satisfy the familiarization bias as a representation concept in order that ingenuity visual concept of such design be successfully accepted and perceived to have the desired impact. Understanding of the balance between familiarization and de-familiarization codes active in product categories is essential in order to develop success design launches. New Design Activation Mapping is suggested as a practical solution to pinpoint the potential impact of new design routes and timely introduce needed modifications at early stages of development prior to costly consumer research assessments.