“…In particular, we were interested in the possibility that the use of this heuristic might extend beyond the initial instantaneous appeal responses observed for websites and in ERP responses to logos and icons (Handy et al, 2008;Lindgaard et al, 2006Lindgaard et al, , 2011Thielsch & Hirschfield, 2010) Experiment 1 established that familiarity and visual complexity, both known to predict efficient performance with icons, are important predictors of icon appeal. The concreteness, or pictorialness, of icons appears to have a secondary role in predicting both performance and appeal.…”