["International Journal of Consumer Studies, Volume 50, Issue 4, July 2026. ", "\nABSTRACT\nOnline product images serve as a primary interface through which consumers acquire information, evaluate offers, and make purchase decisions. Retailers frequently manipulate these images by varying the number of items, colors, and layouts, thereby changing their visual complexity. Drawing on dual‐process theory and processing fluency theory, this study examines how the visual complexity of product display images interacts with product type (hedonic vs. utilitarian) to shape consumer product attitudes. Using one exploratory marketplace observation from a major e‐commerce platform and three scenario‐based experiments, we show a robust interaction: high visual complexity enhances attitudes toward hedonic products but weakens attitudes toward utilitarian products, whereas low visual complexity produces the opposite pattern. Further analyses indicate that these effects are consistent with distinct metacognitive mechanisms. Complex displays of hedonic products increase affective fluency, whereas simple displays of utilitarian products increase cognitive fluency, which in turn fosters more favorable product attitudes. These findings position visual complexity as a strategic design lever for online retailers and clarify when “more is more” versus “less is more” in visual merchandising across product types.\n"]