The Effects of Innovative Visual Design on Consumer Attitude

Innovative visual design plays an important role in marketing for attracting consumers' attention in-store. Drawing upon thinking styles and design literature, this research investigates how consumers' different thinking styles influence their evaluations of and attitudes toward the innovative visual design via perceived functional innovativeness. Findings indicate that consumers with a holistic (vs. analytic) thinking style, who integrate perspectives and open-mindsets, show more favorable attitudes toward a product with an innovative visual design. The results emphasize the mediating role of visually hinted functional innovativeness on the effect of a holistic thinking style on consumer attitudes.