Look! don't let it weigh you down: The effect of visual density on perceived product heaviness and evaluation

This research shows that visual density on a digital display influences perceived heaviness and the evaluation of a product. In a given space of a digital display, presenting visual elements with high (vs. low) visual density leads consumers to feel a product as heavier. When heaviness is considered as a negative product attribute (e.g., for a portable device), product with high visual density is less preferred due to its perceived heaviness. Using a smartphone as the focal product, we provide evidence for the negative effect of visual density on product evaluation. We also identify that this effect is attenuated when perceived heaviness is reduced by focusing on the importance of the product usage. Findings from this research contribute to earlier work on weight illusion by introducing visual density as a factor that affects perceived heaviness, while providing guidelines for practitioners in communicating and designing products for which portability is desirable.