Abstract
The choice between novelty and familiarity when introducing a redesigned product is a crucial decision. A look into the processes of object perception reveals that novelty and similarity/familiarity are not two poles of the same dimension. Instead it is possible that consumers can perceive new products as both novel from and similar to a former product. Based on the 4-stage model of object perception this paper provides an explanation of how specific visual design stimuli (line and surface) affect brand recognition and novelty perception. Results from experimental studies are presented.