But cute and beautiful designs also have downsides.
Research finds that people show a strong visceral interest in and desire to approach and own cute-looking
and beautiful (elegant)
designs. ( ① )
However, cute and beautiful designs elicit two very different motivations. ( ② )
A cute product or package design elicits a nurturing motivation ―
a desire to take care of and keep the product, to hold it dear to our hearts and never let it go. ( ③ )
The beautiful product or package design elicits a self-expressive,
or signaling, motivation ―
a desire to express oneself to others through product ownership. ( ④ )
Certain types of cute products can be associated with a lack of sophistication or seriousness, which can reduce performance expectations (lowering
perceived enablement benefits). ( ⑤ ) Beautiful-looking
designs may not attract attention over time because people become desensitized to them. * visceral: 본능적인 ** elicit: 이끌어 내다
