| Summary: | This study addresses the challenge of balancing typicality and novelty in ceramic design to optimise consumer aesthetic preferences. The objective is to analyse how these two dimensions—typicality, which provides familiarity, and novelty, which introduces cognitive interest—influence aesthetic appeal using the Unified Model of Aesthetics (UMA) framework. Employing a sample of 120 Chinese participants, the methodology involved evaluating ten ceramic designs on a seven-point Likert scale. Data analysis was conducted using Repeated Measures Analysis of Variance (ANOVA), partial correlation, and Generalized Estimation Equations (GEE) to assess the roles of typicality and novelty. Results reveal that while typicality strongly influences aesthetic preference, novelty provides moderate cognitive engagement, aligning with the MAYA (Most Advanced Yet Acceptable) principle. Age and gender showed minimal impact on preferences, suggesting design elements as primary determinants of aesthetic appeal. This study underscores the importance of balancing typicality and novelty in ceramic design, offering practical insights for designers to enhance consumer satisfaction through controlled innovative elements. © 2024 by author(s).
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