Design and Apparent Production Costs

Min, Liu, and Anderson found that “Brands and retailers often offer different aesthetic versions of the same base product that vary from visually simple to visually complex. . . . Consumers associate simple (vs. complex) visual aesthetics with lower production costs when evaluating different aesthetic versions of a product. . . . An important downstream implication of this lay belief is that consumers’ willingness to pay is lower for visually simple (vs. complex) versions. This gap in willingness to pay…

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