{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,13]],"date-time":"2026-05-13T19:08:28Z","timestamp":1778699308486,"version":"3.51.4"},"reference-count":110,"publisher":"Public Library of Science (PLoS)","issue":"1","license":[{"start":{"date-parts":[[2024,1,19]],"date-time":"2024-01-19T00:00:00Z","timestamp":1705622400000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["www.plosone.org"],"crossmark-restriction":false},"short-container-title":["PLoS ONE"],"abstract":"<jats:p>The current study investigates the neural correlates when processing prototypicality and simplicity\u2014affecting the preference of product design. Despite its significance, not much is known about how our brain processes these visual qualities of design when forming design preferences. We posit that, although fluency is the perceptual judgment accounting for the positive effects of both prototypicality and simplicity on design preference, the neural substrates for the fluency judgment associated with prototypicality would differ from those associated with simplicity. To investigate these issues, we conducted an fMRI study of preference decisions for actual product designs with different levels of prototypicality and simplicity. The results show a significant functional gradient between the preference processing of simplicity and prototypicality\u2013i.e., involvement of the early ventral stream of visual information processing for simplicity evaluation but recruitment of the late ventral stream and parietal-frontal brain regions for prototypicality evaluation. The interaction between the simplicity and prototypicality evaluations was found in the extrastriate cortex in the right hemisphere. The segregated brain involvements suggest that the fluency judgment for prototypicality and simplicity contribute to preference choice in different levels of cognitive hierarchy in the perceptual mechanism of the design preference.<\/jats:p>","DOI":"10.1371\/journal.pone.0297148","type":"journal-article","created":{"date-parts":[[2024,1,19]],"date-time":"2024-01-19T18:54:27Z","timestamp":1705690467000},"page":"e0297148","update-policy":"https:\/\/doi.org\/10.1371\/journal.pone.corrections_policy","source":"Crossref","is-referenced-by-count":6,"title":["Neural processing of prototypicality and simplicity of product design in forming design preferences"],"prefix":"10.1371","volume":"19","author":[{"given":"Erin","family":"Cho","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Shin-Ae","family":"Yoon","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4633-0756","authenticated-orcid":true,"given":"Hae-Jeong","family":"Park","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"340","published-online":{"date-parts":[[2024,1,19]]},"reference":[{"issue":"4","key":"pone.0297148.ref001","doi-asserted-by":"crossref","first-page":"36","DOI":"10.1145\/543434.543435","article-title":"Emotio and design: Attractive things work better","volume":"ix","author":"D. n Norman","year":"2002","journal-title":"Interactions Magazine"},{"issue":"4","key":"pone.0297148.ref002","doi-asserted-by":"crossref","first-page":"551","DOI":"10.1086\/346250","article-title":"Individual differences in the centrality of visual product aesthetics: Concept and measurement","volume":"29","author":"PH Bloch","year":"2003","journal-title":"Journal of consumer research"},{"key":"pone.0297148.ref003","first-page":"13","article-title":"\u201cWe buy what we wanna be\u201d: Understanding the effect of brand identity driven by consumer perceived value in the luxury sector.","author":"X Xi","year":"2022","journal-title":"Frontiers in Psychology."},{"issue":"3","key":"pone.0297148.ref004","doi-asserted-by":"crossref","first-page":"734","DOI":"10.1177\/00018392231173677","article-title":"The aesthetic evolution of product categories","volume":"68","author":"AD Krabbe","year":"2023","journal-title":"Administrative Science Quarterly"},{"key":"pone.0297148.ref005","doi-asserted-by":"crossref","first-page":"45","DOI":"10.1007\/978-3-642-13757-0_3","article-title":"Product differentiation by aesthetic and creative design: A psychological and neural framework of design thinking.","author":"M Reimann","year":"2011","journal-title":"Design Thinking: Springer"},{"key":"pone.0297148.ref006","doi-asserted-by":"crossref","first-page":"500","DOI":"10.1016\/j.chb.2016.02.082","article-title":"Convergence adoption model (CAM) in the context of a smart car service","volume":"60","author":"S-B Yoon","year":"2016","journal-title":"Computers in Human Behavior"},{"issue":"3","key":"pone.0297148.ref007","doi-asserted-by":"crossref","first-page":"537","DOI":"10.1016\/S0896-6273(01)00491-3","article-title":"Beautiful faces have variable reward value: fMRI and behavioral evidence","volume":"32","author":"I Aharon","year":"2001","journal-title":"Neuron"},{"issue":"2","key":"pone.0297148.ref008","doi-asserted-by":"crossref","first-page":"181","DOI":"10.1016\/j.ijpsycho.2006.03.010","article-title":"Sex beauty and the orbitofrontal cortex","volume":"63","author":"A. 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