Novelty

The first  dimension or factor is Novelty. This includes consideration of new materials, new processes, new concepts and other elements of newness in your product or the idea. Novelty is typically the first criterion that people mention when they try to describe creativity, but novelty alone is usually not sufficient – considering novelty alone may lead to a product that is just weird or bizarre. One researcher found that although Novelty was needed, the highest product evaluations by consumers were for those products that had some newness, but were not dramatically different from existing product lines. Radically new products are sometimes too far outside the customer’s comfort zone. Marketers have pointed out that one of the reasons for product failure was that the product was too innovative and ahead of the market.

Within the dimension of Novelty, there are two facets or aspects of Novelty that are perceived by users.  One is Originality, and the other is Surprise.

Originality is almost always a positive feature of a product.  In fact, sometimes people think that the only thing that is needed for creativity is Originality.  In Western cultures Originality is especially valued, and many people are always looking for the next new thing.

The second marker for Novelty is perceived Surprise.  This aspect has two possible valences. We can be positively Surprised or delighted by the product, or we can shocked or dismayed by the new development.  This aspect of Surprise is linked with acceptance and appreciation of a new product, and is readily seen in certain product categories.  For example in fashion, surprising newness may appeal to the fashion conscious, while seeming shocking to many ordinary people.  In highly regulated industries,  shockingly surprising new product developments must be carefully evaluated and may not be as readily accepted in other areas.