摘要：Innovative designs often break common visual habits by integrating more or less familiar parts into a new concept (Leder & Carbon, 2005). When design innovation is realized in an overly advanced way, the resulting designs tend to be rejected by perceivers at first glance, but seem to be favored when perceivers become more familiar with them (Carbon & Leder, 2005b). In the present study, we investigated the properties of innovative car interior designs by analyzing eye movements and the dilatation of the pupil when evaluating these designs. The analysis of eye movements indicates that innovative designs may be interpreted as more balanced in their conceptual structure. This was shown by an increased number of eye movements directed at the focus areas in car designs. Moreover, pupillometry data demonstrated that innovative designs are cognitively more demanding, thus evoking more interest. Such effects of innovativeness were particularly strong after participants had been exposed to and had elaborately dealt with the material during a phase of familiarization realized by the repeated evaluation technique.
