it was expected that design professionals would have high interest in design

Consumers’ perceptions might be influenced in several ways by

the coded sensory system contained in products’ visual aesthetics.

Product appearance is the first thing that connects a product with

a potential buyer followed by evaluations based on this sensory

connection (Hollins and Pugh, 1990). Due to their coded sensory

system, visual aesthetics have a symbolic function that can influence

product evaluation. Visual appearance is actively considered

in product comparisons and is a key determinant of purchase

satisfaction (Bloch et al., 2003). Visual product aesthetics are significant

elements of product categories regarded as extensions of

the self (e.g. dress) due to the role of the coded sensory system in

identity expression.

In general, consumers prefer visual over verbal processing

(Childers et al., 1985; Holbrook, 1986). Highly visual consumers

may weigh aesthetic elements higher than less visual consumers

when making product choices. Consumer groups vary in sensitivity

to visual product aesthetics. Bloch et al. (2003, p. 558) noted

that ‘based on training, experience, and career demands typical of

these individuals, it was expected that design professionals would

have high interest in design and consider visual aesthetics to be

highly central’. Indeed, a group of design professionals did score

significantly higher on the Centrality of Visual Product Aesthetics

scale than samples from the general population. In one study, the

most preferred perceptual modalities of a sample of US fashion

design and merchandizing students were interactive (oral communication),

followed by kinesthetic (body movement) and visual

(viewing pictures, images, objects or activities). Touching and

smelling objects (haptic, olfactory) were ranked low by students as

means to acquire information (Workman, 2000). Results of a

recent cross-cultural survey of fashion design and merchandizing

students indicated that students preferred interactive, visual and

kin esthetic modalities while haptic and olfactory modalities were

less preferred by students from all three cultures (Caldwell et al.,

2005). yanzic0525.

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